Creating a Communication Plan

Learning Objectives

• Create a communication plan

• Frame your message for specific audiences

• Select communications channels that will reach your audiences

What do we mean by communication?

• Word of mouth• News stories (print, radio, television)• Posters, brochures, and fliers• Outreach and presentations to other community

groups and organizations• Special events and open houses• Websites• Social media

A communication plan identifies

• Purpose for communicating• Audiences• Message (for each audience)• Communication channels and strategies• Delegation of tasks• Timeline• Evaluation metrics

Your purposes for communicating

• Get your issue on policy makers’ agenda• Raise awareness, educate general public• Engage partners• Advertise events & activities• Counter opposition• Publicize successes• Maintain interest over time

Your potential audiences

• Implementation team• Community members• Decision makers/funders• Your organization’s leaders• Professional colleagues

• Consider literacy, culture, languages, values

Plan message content & format

• Determine the purpose of communication• Analyze audience• Develop a preliminary message for

each audience• Craft a message that is brief

and to the point

NCI, NIH Making Data Talk,

Tailor communication to audience to ensure

• Relevant: Addresses an issue of importance to… &• Credible: Provides support for issue in format that is trusted

by…..

Each of your intended audiences

Safe Routes To Schools – Tailoring the message to the audience (relevance)

Walking and biking to school• Is good for children’s health• Is good for the environment• Is safe, thanks to the changes

we’ve made • Builds community• Is fun

Select the Communication Channels that will reach each audience

• Bulletin board display• Article in school newsletter• Flyer• Brief report with 1 page highlights at staff meeting• Media coverage• Social media (e.g., Facebook)• Website

Tailoring requires knowing your audiences

Get feedback on message

• Content • Format • Communication channels

Interpersonal communication channels are among the most effective

Rogers, 2003 Diffusions of Innovations Theory

Work with individuals and organizationsthat each audience trustsand views as “opinion leaders”

Activity – Beginning a Communication Plan

Begin to complete section 4 on the Activity Sheet.• Identify two or three audiences• Develop a message for one of those audiences• Identify two materials/communication

channels for that audience.How might you pilot test your message prior to communicating it widely?

Tips for Presenting Audience-Friendly Data

• Avoid technical terms• Avoid difficult math

concepts • Focus on main message

• Explain impact of data•

e.g., cohorte.g., relative risk

Instead of detailed arguments

Make data’s relevance clear

Avoid Overly Complex Graphics

Present in way that gets people’s attention

• Make it local – include information on local data, events, people, or groups.

• Describe the impact – how will your issue make a real difference in the lives of intended audience.

• Make it timely – link to a topic of interest today, right now.

• Link the issue to someone prominent -- involve a well known person or group.

Incorporate

• Simple graphics• Stories• Photos (with permissions)• Quotations• Summary statistics• Maps

Use Photos and Summary Statistics Reproductive Health & Pregnancy Outcomes

What’s Great?

• Vance Teen pregnancy rates are down by 13% since 2010.

• Vance ranks eighth in the state, its lowest rank in over 20 years.

• Granville Teen pregnancy rates are down by 24% since 2010.

What’s Not So Good?

Work with committed coalitions with resources

Organized interest groups can work with you to communicate the issue and engage mass media, social media, and other channels to promote their views.

Work with Local Media

• Choose Spokespeople– Individuals with personal stories about living in neighborhoods where

walking is unsafe

– Professionals who view walking as important to health (doctors, nurses) or to academic performance (teachers, principals)

– Researchers who can share data on the increase and impact of physical inactivity

• Write op eds for the local newspaper

• Distribute press releases

• Become active on social media pages of local media to promote events and campaigns

Work with Local media – Build Relationships with your media contacts

• Engage with local media through social media

• Call the reporter and introduce yourself

• Have a good story & practice your pitch before you call

• Plan a good strategy, think about how to create excitement

• Keep your word. Do what you say you will do.

• Follow-up.

• Send thank you notes.

CDC’s Healthy Communities Program, 2008

Meet with legislators

• 1. Introduce yourself

• 2. Discuss the purpose and main message

• 3. Reinforce main points with hand outs

• 4. Get recommendations on next steps and futuremeetings.

Learn more

• http://www.cdc.gov/healthliteracy/gettraining.html

• http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm?s_cid=tw_ob370