Educational Webinar: Communication with Multiple

Stakeholders

Tuesday, April 14th, 2009National Network of Public Health Institutes

Fostering Emerging Institutes Program

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FEIP Focus on Sustainability

Emotional Intelligence & Collaborative Leadership October 2008

Evaluations tied to ROIJanuary 2009

Communication with Multiple StakeholdersApril 2009

New Orleans Conference – Sustainability: Focus on Special Topics of InterestMay 2009

NNPHI April 14, 2009

Principles of the Communication Strategy

Dina Wolfman BakerVice President of Communications

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Integration

The first key to effective communication is an integrated strategy Each level flows from and

supports the levels above All elements work effectively

with and in support of each other

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Structure

The structure leads you through the development of your strategy and helps ensure integration

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Level 1: Background / Context Organization-level mission

and goals Positive position and

challenges Aspirations Market context Situational analysis

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Level 2: Audiences / Stakeholders Identify and segment

audiences based on the organizational context provided in Level 1

Example: Audience Segmentation

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Level 3: Key Messages

This is the centerpiece of the strategy

All communications will draw from the key messages

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Level 3: Key Messages

Overarching message Proof point

Supporting message Proof points

Supporting message Proof points

Proof point…

PHMC Messaging Architecture - mind map

PHMC Messaging Architecture - text

NNPHI April 14, 2009

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Levels 4-6: Objectives, Strategies & Tactics Objectives = what we want to

accomplish Strategies = how we want to

accomplish it Tactics = with what we will

move forward

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Levels 4-6: Objectives, Strategies & Tactics We can explicitly trace:

every objective as a goal to reach at least one identified audience

every strategy as a means to achieve at least one objective for at least one audience (preferably multiple)

every tactic as a tool to achieve at least one strategy, in support of at least one objective, for at least one audience (preferably multiple)

It can be helpful to develop a visual device that clearly shows these relationships

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Level 4: Objectives

Examples: Communicate that we are a nonprofit

public health institute, what that means, and the benefit it brings

Highlight the strength and value of our management role and capabilities

Build cohesion across the organization

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Level 5: Strategies

Examples: Develop visual representations that

aid in communicating our messages to all stakeholders

Develop effective internal communications, share standards and messages, build cohesion through an inclusive process, engage the workforce as organizational advocates

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Level 6: Tactics

Activity Timeframe Responsible Party(ies)

Budget

Engage senior staff in strategic process

Beginning 4/14/09 and onward

VP of communications N/A

Engage board May board meeting and follow-up

VP of communications, support from CEO

N/A

Launch new website Begin site assessment, revise copy 4/14/09 through 6/1/09Design/build 6/1/09 through 8/15/09Complete testing 9/15/09Launch 9/20/09

Senior DesignerCopywriter

$5,500 in staff resources

Consider indicating audience(s) served

NNPHI April 14, 2009

Planning the Elevator Speech

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Definition

What is an elevator speech?

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Consistency + Flexibility

Standard language Modular Use or draw from messaging

architecture

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Messaging Architecture

As the architect, you lay out the verbal “space” but others must be able to use it as needed

PHMC Messaging Architecture - mind map

PHMC Messaging Architecture - text

NNPHI April 14, 2009

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Disseminate the Message Training Role-playing Modeling

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Discussion

NNPHI FEIPCommunication

Community Health System Development TeamGeorgia Health Policy Center

Positioning for Sustainability

CommunicationLeadershipEvaluation

Return on InvestmentStrategic Vision

Organization CapacityEfficiency and Practicality

The Need for Communication

You define perceptions

Leverage current success

Awareness facilitates the

“ask”

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

An exercise in identifying audiences

Identify all of the groups and/or individuals important to your program and your long-

term sustainability.

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Communication as Leader

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Declaration ……………Assertion ………………Accountable …………. Calling Together ……..Framing ……………….Mission Empathy……..

Request & Offer ………Acknowledge …………Say “Yes” …………….. Effective Questions …..Active Listening ………“And,” not “Or”…………

“The future I stand for is …”“A ‘model that works’ is …” “By next June we will have …”“Our pacing event will be on …” “In this talk listen for …”“A person who’s life is about …”

“Would you do x by Friday?”“Thank you for …”“I’ll find a way to support that.”“What worked? What to add?”“What I hear you say is …”“We can do both.”

Speech Acts Powerful Expression

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Why Leaders?

One primary goal of your communications effort should be to involve leaders in

your vision and leadership.

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

AccessInfluence

Advice Connections

Communication Methods and Tools

• Need to consider methods and tools available when designing plan.

• Choose the methods most appropriate and feasible for your organization.

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Develop Initial Strategy

• Develop an initial communication strategy that will support sustainability efforts. Begin to define the following:• Audience• Key Messages• Method of Communication• Frequency of Communication• Who Delivers the Message

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Communication PlanAudience: Identify and profile specific audiences to target with a communications initiative.What are the characteristics of this audience? (e.g. gender, education, ethnicity, profession) What or who are they influenced by? What makes new information credible for them? What or who could motivate change or action?

Key Messages:What are the two to three most compelling sentences you could use to motivate the identified audience? What is the source of those messages? How could you focus the key messages to better meet the needs and interests of the identified audience?

Method(s) of Communication:Identify the conduit for sending your message to the chosen targetaudience. Figure out where and from whom the audience gets their information

Frequency of Communication:Decide how often you need to deliver your messages to keep your audience informed and engaged What method(s) are effective? What method(s) are feasible given your resources?

Who Delivers the Message:Who within your organization (or potentially an external partner) carries credibility with your audience and should be the one to deliver your message? What protocols exist?

1. Potential funders 2. Client(s) 3. ConsortiumPartners

52% of our participants lowered their BMI and over half of them maintained their new BMI for more than 6 months!

Newsletter Annually - Board Chair- Program

Director- Client(s)

SAMPLE

Bringing Communications to Life

– Paul Quinn, Health Policy Institute of Ohio Communicating with your Board

– Hollis Cohen, Public Health Solutions (NY) Communicating the Brand

Communicating withCommunicating withYour BoardYour Board

Paul Quinn, Health Policy Institute of OhioPaul Quinn, Health Policy Institute of Ohio

Decision-Making Decision-Making ProcessProcess

DecisionDecision

TrialTrial

EvaluationEvaluation

InterestInterest

AwarenessAwareness

WWhat’shat’sIInnIIttFFororMMe?e?

Board MembersBoard Members

Talking PointsTalking PointsBoard Talking Points Board Talking Points 8-088-08 The Health Policy Institute of Ohio is an independent, nonpartisan, statewide center that informs Ohio health The Health Policy Institute of Ohio is an independent, nonpartisan, statewide center that informs Ohio health policy by forecasting health trends, analyzing key health issues, and communicating current research to policy by forecasting health trends, analyzing key health issues, and communicating current research to policymakers, state agencies and other decision-makers.policymakers, state agencies and other decision-makers.VisionVision Advancing the health of Ohioans through informed policy decisions.Advancing the health of Ohioans through informed policy decisions.MissionMissionTo serve as a catalyst for health policy leadership and transformation that advances the health of Ohioans To serve as a catalyst for health policy leadership and transformation that advances the health of Ohioans through non-partisan research, analysis, education and dialogue.through non-partisan research, analysis, education and dialogue.Core Values: Core Values: Collaboration and Diversity – Collaboration and Diversity – finding common groundfinding common groundObjectivity --Objectivity -- non-partisan, data-driven, and evidence-based non-partisan, data-driven, and evidence-basedIntegrity –Integrity – a trusted, independent, and knowledgeable voice a trusted, independent, and knowledgeable voiceRelevance --Relevance -- focused on the major health policy issues facing Ohio focused on the major health policy issues facing OhioInnovation -- Innovation -- thoughtful and stimulating dialogue for solutionsthoughtful and stimulating dialogue for solutionsThe Health Policy Institute of Ohio has shown leadership in the following:The Health Policy Institute of Ohio has shown leadership in the following:The Ohio Health Information Partnership Advisory Board charged with formulating policies and programs The Ohio Health Information Partnership Advisory Board charged with formulating policies and programs addressing health information technology issues.addressing health information technology issues.The State Coverage Initiatives (SCI) Program. Ohio is one of just 14 states participating in the Robert Wood The State Coverage Initiatives (SCI) Program. Ohio is one of just 14 states participating in the Robert Wood Johnson Foundation program to formulate strategies for decreasing the ranks of the uninsured. Johnson Foundation program to formulate strategies for decreasing the ranks of the uninsured. The State Quality Institute (SQI), which is developing tactics for developing a high performance health care The State Quality Institute (SQI), which is developing tactics for developing a high performance health care system in Ohio. system in Ohio. The Practice-Based Epidemiology courses, co-sponsoring the program designed to enhance the applied The Practice-Based Epidemiology courses, co-sponsoring the program designed to enhance the applied epidemiology skills of state and local public health practitioners.epidemiology skills of state and local public health practitioners.The Ohio Family Health Survey, which provides data enabling local health agencies to identify needs and request The Ohio Family Health Survey, which provides data enabling local health agencies to identify needs and request grants to serve those needs.grants to serve those needs.The Ohio Employer Health Survey, which provides data on the scope of employer insurance and health benefit The Ohio Employer Health Survey, which provides data on the scope of employer insurance and health benefit offerings by Ohio’s businesses.offerings by Ohio’s businesses.Providing expert testimony to the House and Senate health committees and assisting in the development of Providing expert testimony to the House and Senate health committees and assisting in the development of health reform legislation.health reform legislation.Hosting the annualHosting the annual Ohio Health Data and Research Conference, Ohio Health Data and Research Conference, where the Awards for Health Policy Research where the Awards for Health Policy Research are presented. are presented. Providing impartial analysis of current and emerging health trends, issues, and policy outcomes.Providing impartial analysis of current and emerging health trends, issues, and policy outcomes.Serving as the state’s primary source for communication on health-related issues through policy briefings, Serving as the state’s primary source for communication on health-related issues through policy briefings, forums, white papers and media outreach. forums, white papers and media outreach. Editing the Editing the The Ohio Health Policy ReviewThe Ohio Health Policy Review, an online publication and media aggregator providing nonpartisan , an online publication and media aggregator providing nonpartisan and objective summaries of state health policy news and information.and objective summaries of state health policy news and information.Providing technical assistance and collaborative services to more than 150 organizations seeking information, Providing technical assistance and collaborative services to more than 150 organizations seeking information, data and analysis on health-related issues.data and analysis on health-related issues.Contact Information:Contact Information:The Health Policy Institute of OhioThe Health Policy Institute of Ohio37 W. Broad St.37 W. Broad St.Columbus, OH 43215Columbus, OH 43215Phone: 614-224-4950Phone: 614-224-4950Fax: 614-224-2205Fax: 614-224-2205Web site: Web site: www.healthpolicyohio.orgStaff:Staff:William Hayes, President, whayes@healthpolicyohio.orgWilliam Hayes, President, whayes@healthpolicyohio.orgJanet Goldberg, Policy Analyst, jgoldberg@healthpolicyohio.orgJanet Goldberg, Policy Analyst, jgoldberg@healthpolicyohio.orgJill Huntley, Director, Strategic Management, jhuntley@healthpolicyohio.orgJill Huntley, Director, Strategic Management, jhuntley@healthpolicyohio.orgPhilip Powers, Director of Technology, plpowers@healthpolicyohio.orgPhilip Powers, Director of Technology, plpowers@healthpolicyohio.orgPaul Quinn, Director of Communications, pquinn@healthpolicyohio.orgPaul Quinn, Director of Communications, pquinn@healthpolicyohio.orgTimothy Sahr, Director of Research, tsahr@healthpolicyohio.orgTimothy Sahr, Director of Research, tsahr@healthpolicyohio.orgNicholas Wiselogel, Senior Health Communications Coordinator, Nicholas Wiselogel, Senior Health Communications Coordinator, nwiselogel@healthpolicyohio.org

Web SiteWeb Site• List Board membersList Board members• Include contact infoInclude contact info

FYI e-mailsFYI e-mailsTo: Board membersTo: Board membersPlease find below several articles from today’s Columbus Dispatch. Please find below several articles from today’s Columbus Dispatch.

Uninsured Ohioans have lots of companyUninsured Ohioans have lots of companySurvey finds most lacked health coverage for 6 months-plus Survey finds most lacked health coverage for 6 months-plus

Wednesday,  April 8, 2009 3:08 AM Wednesday,  April 8, 2009 3:08 AM By By Jack TorryTHE COLUMBUS DISPATCH WASHINGTON -- A new study by an organization that champions health-care THE COLUMBUS DISPATCH WASHINGTON -- A new study by an organization that champions health-care coverage for all Americans found that nearly 30 percent of Ohio residents younger than 65 were without coverage for all Americans found that nearly 30 percent of Ohio residents younger than 65 were without insurance for at least part of the past two years. Released yesterday by FamiliesUSA of Washington, the report insurance for at least part of the past two years. Released yesterday by FamiliesUSA of Washington, the report also showed that nearly 71 percent of the 2.8 million uninsured Ohio residents went more than six months without also showed that nearly 71 percent of the 2.8 million uninsured Ohio residents went more than six months without any health insurance. The survey of Ohio and other states likely will intensify pressure on Congress to approve a any health insurance. The survey of Ohio and other states likely will intensify pressure on Congress to approve a major overhaul of the U.S. health-care system to extend insurance to the nearly 50 million Americans without major overhaul of the U.S. health-care system to extend insurance to the nearly 50 million Americans without coverage.The new report does not necessarily contradict the Ohio Family Health Survey released last month. coverage.The new report does not necessarily contradict the Ohio Family Health Survey released last month. That survey of 51,000 households in Ohio showed that 17 percent of Ohio adults between ages 18 and 64 were That survey of 51,000 households in Ohio showed that 17 percent of Ohio adults between ages 18 and 64 were uninsured. For example, FamiliesUSA examined the uninsured in Ohio for a two-year period while the Ohio uninsured. For example, FamiliesUSA examined the uninsured in Ohio for a two-year period while the Ohio Family Health Survey dealt with just one year. Authors of the Ohio health survey also asked respondents whether Family Health Survey dealt with just one year. Authors of the Ohio health survey also asked respondents whether they had been without health insurance during the previous month."It's not an apples-to-apples comparison," said they had been without health insurance during the previous month."It's not an apples-to-apples comparison," said Paul Quinn, director of communication for the Paul Quinn, director of communication for the Health Policy Institute of OhioHealth Policy Institute of Ohio, which conducted the Ohio Family , which conducted the Ohio Family Health Survey. "There's no real way to compare our numbers." But Quinn said that the two surveys make it clear Health Survey. "There's no real way to compare our numbers." But Quinn said that the two surveys make it clear that health coverage in Ohio is "getting worse, and there's a lot of reasons for that. The economy is bad, that health coverage in Ohio is "getting worse, and there's a lot of reasons for that. The economy is bad, unemployment is up, and fewer employers are offering health care."The vast majority of Americans obtain their unemployment is up, and fewer employers are offering health care."The vast majority of Americans obtain their health insurance in one of three ways. Most working adults are insured through their employer. People older than health insurance in one of three ways. Most working adults are insured through their employer. People older than 65 receive coverage from Medicare, while Medicaid covers children and adults in low-income families. But there 65 receive coverage from Medicare, while Medicaid covers children and adults in low-income families. But there is a pool of Americans who either work for small companies that do not provide insurance or who have lost their is a pool of Americans who either work for small companies that do not provide insurance or who have lost their jobs from companies that did insure their workers. As a result, people often are moving in and out of the category jobs from companies that did insure their workers. As a result, people often are moving in and out of the category of uninsured.According to the FamiliesUSA survey, which relied on statistics from the U.S. Census Bureau, 30 of uninsured.According to the FamiliesUSA survey, which relied on statistics from the U.S. Census Bureau, 30 percent of those without coverage in Ohio were uninsured for less than six months, suggesting that they had percent of those without coverage in Ohio were uninsured for less than six months, suggesting that they had found jobs from companies that cover their workers. The survey also showed that African-Americans were far found jobs from companies that cover their workers. The survey also showed that African-Americans were far more likely to be without insurance than whites. Thirty-nine percent of African-Americans lacked health coverage more likely to be without insurance than whites. Thirty-nine percent of African-Americans lacked health coverage at some point in the past two years, compared with 26 percent of white Ohioans. at some point in the past two years, compared with 26 percent of white Ohioans. jtorry@dispatch.com

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A building that once offered comfort for the weary will soon be helping to comfort those afflicted with A building that once offered comfort for the weary will soon be helping to comfort those afflicted with hunger. hunger. The process of turning the former Simmons Co. mattress factory at 3960 Brookham Drive into the new The process of turning the former Simmons Co. mattress factory at 3960 Brookham Drive into the new headquarters and warehouse for the Mid-Ohio Foodbank is moving apace.headquarters and warehouse for the Mid-Ohio Foodbank is moving apace."I'm a big fan of reusing space," Matt Habash, president and chief executive officer of the Mid-Ohio "I'm a big fan of reusing space," Matt Habash, president and chief executive officer of the Mid-Ohio Foodbank, commented last week.Foodbank, commented last week.The building produced Beautyrest mattresses between 1988 and April 2004, when Simmons Co. officials The building produced Beautyrest mattresses between 1988 and April 2004, when Simmons Co. officials closed it down, putting 107 people out of work.closed it down, putting 107 people out of work.Come fall, people who have lost their jobs due to the current sour economy may find some sustenance Come fall, people who have lost their jobs due to the current sour economy may find some sustenance coming their way courtesy of the operations in the retrofitted structure.coming their way courtesy of the operations in the retrofitted structure."The building is laid out perfectly," Habash said."The building is laid out perfectly," Habash said.The food bank acquired the vacant factory in May 2007. Habash hopes to consolidate all operations in the The food bank acquired the vacant factory in May 2007. Habash hopes to consolidate all operations in the structure when at least the first phase of renovation is finished sometime between Labor Day and structure when at least the first phase of renovation is finished sometime between Labor Day and Halloween. When completed, the renovations will provide the operation, with 175,000 square feet of Halloween. When completed, the renovations will provide the operation, with 175,000 square feet of space on a 14.5-acre site with more than 200 parking spaces.space on a 14.5-acre site with more than 200 parking spaces.The renovation will create a new entryway facing Brookham Drive. Some of the land will be used for a The renovation will create a new entryway facing Brookham Drive. Some of the land will be used for a community garden, according to Habash.community garden, according to Habash.Purchasing, renovating and equipping the Brookham Drive building will cost a total of $16-million, Purchasing, renovating and equipping the Brookham Drive building will cost a total of $16-million, leading food bank officials to launch the "Campaign to Sustain" with a goal of raising that much. To date, leading food bank officials to launch the "Campaign to Sustain" with a goal of raising that much. To date, Habash said last week, $14-million in contributions and pledges has been received.Habash said last week, $14-million in contributions and pledges has been received.

Mid-Ohio Foodbank Mid-Ohio Foodbank New headquarters progressingNew headquarters progressingWednesday,  April 1, 2009 1:40 Wednesday,  April 1, 2009 1:40 PM PM By KEVIN PARKSBy KEVIN PARKS

Community Community PartnershipsPartnerships

Bringing Communications to Life

– Paul Quinn, Health Policy Institute of Ohio Communicating with your Board

– Hollis Cohen, Public Health Solutions (NY) Communicating the Brand

Discussion and Next Steps

Bring your communications plan with you in May and participate in a session to enhance your communications plan. We can also cover “Beyond the plan – being prepared for emergent situations,” preparing to speak to the media when sticky issues arrive, etc.”