Susan ReinhardAARP Senior Vice President

Linda Wright MooreRWJF Senior Communications Officer

2http://campaignforaction.org/webinars

Natalia Barolin Susan LamontagneProject Director

IQ Solutions, Inc.

CFA Communications Team

Senior Media Strategist

IQ Solutions, Inc.

CFA Communications Team

3

http://campaignforaction.org/resource/how-use-campaign-messages

4

• Press Releases

• Presentations, Meetings

• Media Events

• Op-Eds, Letters to Editor

• Marketing Materials

9

• Your main point

• What you want people to remember

• 2-3 words or sentences that make “your case”

10

• Reach your audience

• Shape coverage

• Differentiate from competitors

• Generate support

11

• Who is your audience?

• Do they understand the words or phrases you

are using?

• How do they relate to your message?

12

Hospital

Leadership

Funders Member of

Congress

Media

Measurable

Results

Mission,

Goals

Constituents,

Reelection

News

Safety,

medical

errors, costs

New

approach,

solution

Policy

change

Good story

13

• Too complex

• Not in context

• Audience cannot or does not relate

• Messenger gets in the way

14

• Clear

• Concise

• Contrasting

• Convincing

• Consistent

15

• Our nation faces pressing health care challenges…we can

address these – now – by maximizing the role of nurses.

• As the largest segment of the health care workforce and the ones who spend

the most time with patients, nurses are vital to the successful transformation

of health care.

• The Campaign for Action is working to improve health care

through nursing.

• We are working to make sure patients get the care they need, when and

where they need it.

• To meet growing health care demands/challenges, we need to

change how nurses are educated, trained, and practice.

• The success of this effort will depend on … stakeholders to come together to

expand access, improve quality, and contain costs.

16

• What is the campaign?

• What does it do?

• Why does it matter?

Role Play: Summarize your work in 2-3 sentences.

17

18

Press *1 on your telephone

to ask a question or provide a comment

Join the Campaign’s Online Community

www.campaignforaction.org/community

19