Transcript Communication Planni..

Beyond Fact Sheets –
Health Communication & Policy Briefs
Kate Lynch, MIA – Communications Consultant
Amy Ellings, MPH – Nutrition Specialist
Elements of the Marketing Mix – 4 P’s
• PRODUCT (or service)
– What is it?
• PRICE
– What cost is involved
– (financial, time, emotional, physical, spiritual)?
• PLACE
– Where do we offer our product?
• PROMOTION
What are we selling?
• Our product:
– Public health
• Keeping people safe
• Keeping people healthy
• Improving health in communities
Kate’s Mantra….repeat after me:
WHO IS YOUR AUDIENCE?
• Internal
• External
Communication Planning 101 –
Journalist’s 5 W’s and an H
– Who
– When
– What
– Why
– Where
– How
Elements of the Plan
• WHAT
• SO What?
• NOW What
Definitions
• Health education: Planned combination of learning
experiences about health for individuals, groups, or
communities. Green & Kreuter 1999
• Health communication: The art and technique of
informing, influencing, and motivating individual,
institutional, and public audiences about important health
issues. Ratzan 1994
Health communication &
promotion
• Inform
• Persuade
• Move to action
Communication Planning 101 – WHO?
Kate’s Mantra….repeat after me:
WHO IS YOUR AUDIENCE?
WHO are YOU?
WHO are YOU?
• White
• Over 50
• Master’s degree
• Single parent
• I don’t get algebra
• Speak English y un poco (a little) Spanish
WHO are YOU?
• Black
• Age 30
• High school graduate
• Single parent
• Active in church
• Love to cook
Culture...
• Offers a selective SCREEN between
humans and the outside world.
• Tells us what to pay ATTENTION to and
what to IGNORE.
“Beyond Culture,” Edward T. Hall
¡Buenos dias!
¿Habla español?
Good morning!
Do you speak Spanish?
Maybe it is time to learn!
• 1 out of 10 in United
States speak Spanish
• Spanish usage grew
50% during 1990s
• United States - most
multilingual
Tres Historias de la Vida
Hispanics/Latinos in Washington
• In 1990, Latinos made up 4.4% of population
• In 2000, Latinos made up 7.5%
• In 2010, Latinos made up 10.2%
• More than half of Latinos live in western Washington358,901
• Yakima County-109,007 (46% of county)
• Estimated 2010 population – 684,021
Sources: U.S. Census 2000 and state population estimates – Washington State Office of Financial Management
Ethnic Mix in Washington 2010
74%
10%
7%
4%
2%
3%
White
Hispanic/Latino (of any race)
Asian & Pacific Islander
Black/African-American
Am. Indian/Alaska Native
Two or more races
In 2030 - nearly 1 in 3 in Washington
will be a person of color
• Asian, Pacific Islander, and Hispanic largest and fastest growing groups
• ‘Two or More Races’ most rapid growth
• Black population will grow 60 %
• Indians/Alaska Natives- 50 % increase
• Non-Hispanic White population-11% decrease
- Washington State Office of Financial Management
Starting points
• U.S. Census:
– www.census.gov
• Washington Census data:
– Office of Financial Management:
http://www.ofm.wa.gov/pop/default.asp
Reaching your audience
• Effective health promotion should be
audience-centered
• Communication needs to reflect
audience preferences:
– Format
– Media choice (TV, radio, Web, etc.)
- Healthy People 2010
KNOW your audience
• Literacy
– 90 million U.S. adults-marginal
literacy
– 33% of WA adults-marginal
literacy
• Limited English- 260,000 in
Washington
• Internet access
Who's Online 2010
Target:
Gen X Moms
Ages 33-44
Internet trends
• Ages 18-32: use Internet for entertainment
• Ages 12-32: read and write blogs, social
networking, instant messaging
• Ages 33-72: visit government websites
• Ages 70-75: ‘Silver Tsunami’ – 45% online
Pew Internet & American Life Project - 2009
www.pewinternet.org
Health Online
• 83% of Internet users search online for health info
• Most start with search engine, such as Google
• 75% do not check source or date of health information
• 17% of cell phone users looked up health info with phone
• 9% have health-related phone “apps”
Pew Internet & American Life Project
www.pewinternet.org
People with chronic disease
• 1 in 4 American adults live with a disability that
interferes with daily activities.
– 54% use the Internet
– 41% have broadband
• Adults living with chronic disease are less likely than
healthy adults to have Internet access (62% vs. 81%)
• Internet users with chronic illness – 51% search for
health information
Pew Internet & American Life Project
www.pewinternet.org
Who is networking online?
• 46% of all adults using Internet
– 73% Facebook - median age 33
– 48% MySpace - median age 26
– 14% LinkedIn
- median age 39
– 19% Twitter
- median age 31
• Nearly 1 in 5 ages 18-24 tweet
• 8% of all online users tweet
Pew Internet & American Life Project 2009
www.pewinternet.org
Communication Planning 101 – WHAT?
• What do you want to communicate about?
• What would motivate your audience to pay
attention or take action? So What?
• What outcome do you want? Now What?
Communication plan – put it in writing
• All written, spoken, and electronic interactions with
your audiences
• Organizational objectives
• Audiences you wish to reach
• Timetable, tools, budget
• Evaluation of results
Energize Your Meetings
100
80
• Target AudienceMeeting planners: focus
groups, interviews
60
• Secondary audienceCaterers: informational
interviews
20
• Tertiary audiencePolicy makers at DOH
East
West
North
40
0
1st 2nd 3rd 4th
Qtr Qtr Qtr Qtr
What?
So what?
Now what?
Energize Your Meetings- Department of Health
Communication products
• Colorful guide + faxable
recommended foods sheet
• EYM table tents
• Instructions for DOH meeting
planners
• Short instructions for DOH
meeting planners
• Many, many PowerPoints
Communication strategies
• Post on intranet wellness
page
• Presentations
– Program staff
– Policy makers
– Program managers
• Articles in staff e-newsletter
Energize Your MeetingsOutcomes
• DOH policies/procedures changed to encourage
healthy meeting guidelines
• Administrative staff using EYM
• Healthier meetings and events
Energize Your MeetingsOutcomes
• Spread to Washington Wellness program
• 10 or more state agencies implementing
• 2 state agencies have policy
• Potential student project
“P”olicy
“p”olicy
Policy doesn’t just happen
Policy “steps”
1. Problem ID
2. Policy Formulation**
3. Advocacy**
4. Implementation
5. Evaluation
Policy Brief
• Persuades reader to agree with or take a particular
course of action
• Not a lengthy literature review
• Must be targeted to audience
– Senior management (“p”)
– Policy maker (“P”)
Common elements
• Introduction
 Overview
 State problem or objective
• Recommendations
• Background
• Analysis
 Critique arguments
 Use evidence to back it up
• Conclusion
 Persuasive
• Sources
Tips
• Avoid jargon
• Keep your messages clear and concise
• Be realistic and practical
• Use good sources
• List organizations that support policy option
Examples/Guides
• http://www.policy.hu/ipf/felpubs/samples/PolicyBrief-described.pdf
• http://resweb.llu.edu/rford/courses/ESSC500/mi
nipapers.html
Policy brief activity
• What is the basic point of your policy brief?
– W says that X should do Y so that Z.
• Are you convinced? Why or Why not?
• Report to group
Contact Information
Amy Ellings – 360-236-3754 – [email protected]
Kate Lynch - 360-236-3064 – [email protected]