Transcript Outrage & Fear Hazard Health Education

Advocacy
How to make a change!
SCORP-session AM 2011
WHY
 We are not always clear
we
speak or write or make a presentation

http://www.youtube.com/watch?v=5Ey4tB2ex9Y&playnext=1&list=PL736AA8EBF7EF32B0
|
Tip 1: Get a SOCO
 Single
 Overarching
 Communication
 Objective
|
Develop a SINGLE, overarching
communications objective (SOCO)
 How to develop a SOCO:
 What is your issue?
 What is the critical, compelling, new piece of
information in this issue that will be relevant to your
audience?
 What do you want to see changed as a result of your
message and or your communications product?
|
Energy
invested
Stakeholder or audience analysis
Write your SOCO here
Active Resisters
Active Supporters
Blockers
Champions
Passive Resisters
Passive Supporters
Avoiders
Silent Boosters
Common interest
|
Outrage & Fear
Crises
Communication
Outrage
management
Health Education;
Stakeholder relations
Hazard
|
Precaution
Advocacy
Outrage & Fear
•Outrage them to your
levels of concern so that
they take action
•Arouse emotions
•Required to prevent
secondary crisis
Precaution
Advocacy
WATCH OUT!
Hazard
|
Outrage & Fear
Outrage
management
•Listen, acknowledge truth
•Give facts about why there
is no danger
"CALM DOWN…..respectfully"
Hazard
|
Outrage & Fear
•Explain what is happening
•Deal with emotions
WE ARE ALL IN THIS
TOGETHER
Hazard
|
Crises
Communication
Outrage & Fear
•Communications
surveillance
•Identify and address
outrage early on
Health Education;
Stakeholder relations
Hazard
|
Tip 4: Respect the Seven C’s of
Public Health Communication
 1. Command Attention
 2. Clarify message
 3. Communicate a benefit
 4. Consistency counts
 5. Cater to the HEART and HEAD
 6. Create trust
 7. Call to Action
|
Why do we engage with the Media?
• To reach wider stakeholders
 cost-effectively,
 in an engaging way,
 in order to build trust
|
10 golden rules
1. Never, never, never lie
2. Never say "No comment"
3. There is never a "off the record"
4. Be short, get to the point and always think of the
audience
5. Stay calm, confident and in charge
|
10 golden rules contd.
6. Use simple language, avoid jargon
7. Stay in control
8. It's Ok to say "I don't know, but I'll find out"
9. Don't speculate
10.Beware of reporters' tactics
|
3 platinum rules
 Remember your SOCO!
 3 key messages!
 Call for action!

|
To close the circle
 Evaluate and measure results
– To make a change you need figures and facts
 Review your project
– Make sure your activities still fit your SOCO, target audience
and strategy
|
program analysis
review
monitoring evaluation
SOCO
Advocacy
Strategy
target audience
channel deliver
activities
|
strategies approaches