The document discusses communication strategies for community coalitions. It outlines assessing communication needs, building capacity, planning communication tactics, implementing activities, evaluating outcomes, ensuring cultural competence, and sustaining efforts. The seven strategies for community change are also summarized: provide information, enhance skills, provide support, enhance access/reduce barriers, change consequences, change physical design, and modify policies.
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Tellingthecoalitionstory Ccdo Conf 07 2009
1. National Community Anti-Drug
Coalition Institute
Telling the Story:
Comprehensive
Communication Strategies for
Communities
CCDO National Conference
July 15, 2009
Sue Stine, Sr. Manager, Dissemination and Coalition Relations
CADCA National Coalition Institute
sstine@ cadca.org
3. National Community Anti-Drug
Coalition Institute
Mass media is a term used to denote a
section of the media specifically
envisioned and designed to reach a very
large audience such as the population of a
nation state. It was coined in the 1920s
with the advent of nationwide radio
networks, mass-circulation newspapers
and magazines.
--Wikipedia
10. National Community Anti-Drug
Coalition Institute
Assessment
Determine the communication needs of
your community coalition or collaboration
(advertise a meeting or activity; mobilize
residents to participate in town hall or city
council meeting; advocate for policy
change ; etc.)
12. National Community Anti-Drug
Coalition Institute
Assessment
Determine the problem(s) on
which the group is working and
the established goals.
Identify target audience(s) and
how they get information.
13. National Community Anti-Drug
Coalition Institute
Assessment
Identify local options including
newspapers, radio, television,
billboards, as well as partner
media such as newsletters, in-
school TV broadcasts, etc.
Consider social media options.
14. National Community Anti-Drug
Coalition Institute
Conduct a SWOT Analysis
Internal External
Strengths Opportunities
Positives
Strong staff and volunteer pool New media such as a
with communication experience coalition blog
Good working relationships with New partnerships with
local media culturally appropriate
organization
Weaknesses/Barriers Threats/Challenges
Negatives
Small budget for developing print Other nonprofits competing
materials for public service time on
radio and TV
15. National Community Anti-Drug
Coalition Institute
Capacity Building
your communication /
Build
marketing committee .
16. National Community Anti-Drug
Coalition Institute
Capacity Building
Identify partners and their
dissemination resources .
17. National Community Anti-Drug
Coalition Institute
Capacity Building
Make friends with your local media — the
editor or beat reporter for the local
newspaper; the popular morning DJ on the
radio ; the news director at the local TV
station and the salesman for the area
billboard company.
18. National Community Anti-Drug
Coalition Institute
Capacity Building
Engage members of your target
audience in communicating your
group ’s message (s ).
20. National Community Anti-Drug
Coalition Institute
Planning
Identify the goal
l Educate the community?
E Build support?
B Get people to do something differently?
G Defuse a situation?
D Improve your organization‘s reputation?
I Generate more news coverage?
23. National Community Anti-Drug
Coalition Institute
Four Strategic Decisions
Which perceived benefits or
barriers can you influence to
help them take that action?
24. National Community Anti-Drug
Coalition Institute
Minimizing Barriers to the
Behavior
• Improve access to products/services
• Remove policy or legal restraints
• Build skills and self efficacy
• Change negative perceptions
25. National Community Anti-Drug
Coalition Institute
Four Strategic Decisions
Whattactics or activities
can you implement to
promote those benefits or
remove those barriers?
26. National Community Anti-Drug
Coalition Institute
Planning
Determine budget . What is
included in your day-to-day
communication strategy?
27. National Community Anti-Drug
Coalition Institute
Planning
Ascertain which vehicles you
will access to disseminate
messages.
28. National Community Anti-Drug
Coalition Institute
Planning
Decide whether you need to
produce materials in Spanish or
another appropriate language or
materials for low literacy
audiences.
33. National Community Anti-Drug
Coalition Institute
The 4 P’s of Marketing
Price – what the consumer
must give up to receive
the program's benefits.
These "costs" may be
intangible (e.g., changes
in beliefs or habits) or
34. National Community Anti-Drug
Coalition Institute
Promotion – How the
exchange is communicated
(e.g., appeals used)
35. National Community Anti-Drug
Coalition Institute
The 4 P’s
Product – what the program
is trying to change within
the target audience
36. National Community Anti-Drug
Coalition Institute
Place – what channels the
program uses to reach the
target audience (e.g., mass
media, community,
interpersonal)
38. National Community Anti-Drug
Coalition Institute
Seven strategies to achieve
community change
1-3 considered individual or family
strategies
4-7 considered “environmental
strategies”
39. National Community Anti-Drug
Coalition Institute
1. Provide information — Educational
presentations, workshops or
seminars or other presentations of
data (e.g., public announcements,
brochures, billboards, community
meetings, forums, Web-based
communication).
40. National Community Anti-Drug
Coalition Institute
1. Enhance skills—Workshops, seminars
or other activities designed to
increase the skills of participants,
members and staff needed to achieve
population level outcomes (e.g.,
training, technical assistance,
distance learning, strategic planning
retreats, curricula development).
41. National Community Anti-Drug
Coalition Institute
3. Provide support— Creating
opportunities to support people to
participate in activities that reduce
risk or enhance protection (e.g.,
providing alternative activities,
mentoring, referrals, support
groups, or clubs).
42. National Community Anti-Drug
Coalition Institute
1. Enhance access/reduce barriers—
Improving systems and processes to
increase the ease, ability, and
opportunity to utilize those systems and
services (e.g., assuring healthcare,
childcare, transportation, housing,
justice, education, safety, special
needs, cultural and language
sensitivity).
43. National Community Anti-Drug
Coalition Institute
5. Change consequences (incentives/
disincentives)—Increasing or decreasing
the probability of a specific behavior that
reduces risk or enhances protection by
altering the consequences for performing
that behavior (e.g., increasing public
recognition for deserved behavior, individual
and business rewards, taxes, citations, fines,
revocations/loss of privileges).
44. National Community Anti-Drug
Coalition Institute
1. Change physical design— Changing
the physical design or structure of the
environment to reduce risk or
enhance protection (e.g., parks,
landscapes, signage, lighting, outlet
density).
45. National Community Anti-Drug
Coalition Institute
7. Modify/change policies— Formal
change in written procedures, by-laws,
proclamations, rules or laws with
written documentation and/or voting
procedures (e.g., workplace initiatives,
law enforcement procedures and
practices, public policy actions, systems
change within government, communities
and organizations).
46. National Community Anti-Drug
Coalition Institute
S a mple Logic Mode l for Environme nta l Intervention/Action
Provide info rmation: D evelop, print and
Approa ch us ing the S e ve n S tra te gie s dissem inate sig that read “ e don’sell
ns W t
tobac o produc to people under the ag o
c ts e f
But why 18” stores that sell
in
he re ? tobac o produc
c ts.
Tobacco Enhanc skills: Produc trainingmate
e e rials for
products classes
are sold to to train merc hants to c k identific
hec ation for
But youth
persons purc hasingtobac o produc
c ts.
why? despite
age Provide support: Inc lude announc ents about
em
Tobacco
restrictions tobac o c
c essation c lasses for teens w have
ho
products
are easy already beg sm
un okingin sc hool restroom and
s
to get cafeterias.
Enhanc ac ess/reduc barriers: T
e c e ranslate
The
m hant educ
erc ation materials into Spanish and
P roble m other lang es.
uag
Is … Chang ce onsequenc Prom public
es: ote
Tobacco
rec nition for retailers w do not sell tobac o
og ho c
use rates
are
produc to youth throug display ads in the
ts h
increasing lo al new
c spaper.
among Chang physic desig W op ed piec fo
e al n: rite e r
youth lo al new
c spapers enc ourag businesse to
ing s
48. National Community Anti-Drug
Coalition Institute
Evaluation:
Did yo u re a c h yo ur ta rg e t (s )?
Did the y do wha t yo u wa nte d ?
Ho w m a ny im pre s s io ns we re
s e nt to yo ur ta rge t a udie nc e (s ).
Wha t do yo u ne e d to c ha ng e in
future m e dia e nde a vo rs ?
49. National Community Anti-Drug
Coalition Institute
Cultura l Co m pe te nc e :
Wha t kind o f dive rs ity e xis ts in
yo ur c o m m unity?
Ha s yo ur c o a litio n re a c he d o ut to
s pe c ific po pula tio ns ?
Ho w c a n yo u im pro ve
c o m m unic a tio ns with tho s e
po pula tio ns ?
50. National Community Anti-Drug
Coalition Institute
Sus ta ina bility:
Wha t kind o f c a m pa ig n do
yo u ne e d to c o nduc t to
e ne rgize a nd m o bilize the
c o m m unity?
Wha t will yo u do whe n yo ur
c o a litio n s uffe rs a s e t ba c k ?
51. National Community Anti-Drug
Coalition Institute
More than Messages
Strategy
Structures
Services Price
Product Placement
Communication
Promotion
53. National Community Anti-Drug
Coalition Institute
Got Behavior Change?
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
1994 1995 1996 1997 1998 1999 2000
Consumption Media Buy Awareness
54. National Community Anti-Drug
Coalition Institute
Questions? More Information? Contact:
Sue Stine
Sr. Manager, Dissemination and Coalition Relations
CADCA National Coalition Institute
Phone: 1-800-54-CADCA (1-800-542-2322),
703-706-0560, Ext. 260
E-mail: sstine@cadca.org
Twitter: @suestine
Web sites: www.cadca.org; www.coalitioninstitute.org;
Institute Blog: http://prevention.typepad.com
Social Network: http://ConnectedCommunities.ning.com