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Planning Before You Communicate A Strategic Communications Approach Public Health Foundation Strengthening the Quality and Performance of Public Health Practice of Public Health Practice TECHNICAL ASSISTANCE & TRAINING Performance management, quality improvement, and workforce development services • Customized onsite workshops and retreats • Strategic planning, change facilitation, accreditation preparation • Tools, case stories, articles, and papers phf.org/qiservices phf.org/resourcestools The nation’s premier learning management network for professionals helping to protect the public’s health – over 760,000 registered learners and 29,000 courses train.org ACADEMIC PRACTICE LINKAGES LEARNING RESOURCE CENTER Where public health, health care, and allied health professionals find high quality training materials at an affordable price • Comprehensive selection of publications • Many consumer-oriented health education publications • Stories and webinars on using the Guide to Community Preventive Services bookstore.phf.org phf.org/communityguide LEARNING MANAGEMENT NETWORK Furthering academic/practice collaboration to assure a well-trained, competent workforce and strong, evidence-based public health infrastructure • Council on Linkages Between Academia and Public Health Practice • Core Competencies for Public Health Professionals • Academic Health Department Learning Community phf.org/councilonlinkages phf.org/corecompetencies www.phf.org What is Strategic Communications? Reaching the target audience In the right place At the right time With the right message How to Think Strategically Know Your Objectives Define Your Target Audiences Brainstorm Rules for Brainstorming No idea is a bad idea Use “and…” not “but…” No idea is a bad idea Contributing Teams All levels All roles Insiders and outsiders What Do You See? What’s the Difference? Exercise: Think About Health How many of the people you serve (your target audience) spend more than half of their time thinking about health? Not Thinking About Health? Name something that you spend more than 10% of your time thinking about Communications Tactics What communications tactics (networks, platforms, mechanisms) do you have access to currently, to reach your community? Your Health Fair: Strategies How would you reach your target audiences to attend next year’s health fair? Measurement How will we know if these strategies are successful? What will we measure? Improvement What will we do/measure at the health fair to improve it for 2016? Tools You Can Use Planning Before You Communicate Tool Plan-Do-Check-Act (PDCA) Gantt Chart Affinity Diagram Team Member Selection Tool phf.org/PlanBeforeYouCommunicate Surveys Evaluations Contesting Strategic Communications Workshop and More Improvement Resources/Tools www.phf.org Communications Considerations Website Email Newsletters, Listservs, Targeted Subscriber Groups Blogs Social Media, Using Photos/Images/Graphics In-Person Conferences/Meetings “Traditional” Mass Media Signage (Community, Transit/Transportation, Retail) Partner Organizations, “Nontraditional” Partners Health Systems (Healthcare, Fitness, Nutrition) Corporations Tracking and Measurement – Analyze and Improve Other Tips and Tricks Maintain Your Credibility: Claim Your Organization’s Name Social media Website domain names Easy to Remember Calls-to-Action Date, Time, Location Website Address (URL), Phone Number, Email Address Feature on your printed materials Redirects – Ask your website administrator What Will “Googlers” Find? Enhance your organization’s “search engine optimization” PDF files = Not website content Questions? Russell Rubin Director, Strategic Communications Public Health Foundation [email protected]