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DELIVERING YOUR MESSAGE: UTILIZING BOTH TRADITIONAL APPROACHES AND SOCIAL MEDIA Hear Audio through Computer or by Dialing: +1 (415) 655-0059 Access Code: 733-739-228 June 30 th , 2015
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DELIVERING YOUR MESSAGE: UTILIZING BOTH TRADITIONAL APPROACHES AND
SOCIAL MEDIAHear Audio through Computer or
by Dialing: +1 (415) 655-0059
Access Code: 733-739-228
June 30th, 2015
Welcome and Introductions
Robyn Grant
Director, Public Policy & Advocacy
About the Consumer Voice• The National Consumer Voice for Quality Long-Term Care was formed as
NCCNHR (National Citizens’ Coalition for Nursing Home Reform) in 1975 because of public concern about substandard care in nursing homes. The Consumer Voice is the outgrowth of work first achieved by advocates working for Ralph Nader and later for the National Gray Panthers. Elma Holder, NCCNHR founder, was working with The Long-Term Care Action Project of the Gray Panthers when she organized a group meeting of advocates from across the country to attend a nursing home industry conference in Washington, DC. At that meeting, representatives of 12 citizen action groups spoke collectively to the industry about the need for serious reform in nursing home conditions.
• The consumer attendees were inspired to develop a platform of common concerns and motivated to form a new organization to represent the consumer voice at the national level. Most of the original members had witnessed and endured personal experiences with substandard nursing home conditions.
Agenda• Welcome and Introduction
Robyn Grant, Director of Public Policy & Advocacy• Overview of the Put a Registered Nurse in the Nursing Home Act
Marybeth Williams, Public Policy Associate• Strategy Charts: What are they? How you can use them in an advocacy
campaign?
Robyn Grant • Review of the Big Six
Marybeth Williams • Delivering Your Message: Utilizing Both Traditional Approaches and
Social Media
Robyn Grant & Marybeth Williams• Question and Answer
Marybeth Williams & Robyn Grant• Wrap Up/Closing Remarks
Robyn Grant
Overview of the Put a Registered Nurse in the Nursing Home Act
Marybeth Williams
Public Policy Associate
Overview of the Put a Registered Nurse in the Nursing Home Act
• Originally introduced in the 113th Congress as H.R. 5373 by Congresswoman Jan Schakowsky (IL-9)
• Reintroduced in the current 114th Congress by Congresswoman Schakowsky as H.R. 952
• Would require all nursing homes receiving Medicare and/or Medicaid funding to have a direct care registered nurse 24 hours a day, 7 days a week
• Referred to the House Ways and Means and Energy and Commerce Committees
Strategy Charts
Robyn Grant
Strategy Charts: What are they?
Consumer Voice Strategy Chart for 24 Hr RN Coverage in Nursing Homes
Strategy Charts: What are they?Advocacy Planning Chart
(based upon Midwest Academy Strategy Chart)
ISSUE GOALS ORGANIZATIONAL CONSIDERATIONS
CONSTITUENTS & ALLIES
DECISION MAKERS & OPPONENTS
TACTICS
Vision:Adequate staffing for nursing home residents Demand: Mandate Medicaid and/or Medicare certified nursing homes to provide RN staffing 24 hours a day/7 days a week Pass HR 952, The Put
a Registered Nurse in the Nursing Home Act
Fallback: Mandate Medicaid and/or Medicare certified nursing homes to provide RN staffing 24 hours a day/7 days a weekwith waivers permitting facilities to not have 24 hour RN coverage 7 days a week under certain limited circumstances
Now: -4614 dedicated individuals in CV Action Network -20 national organizations that indicated support in last Congressional session -114 state ombudsman programs, local ombudsman programs, citizen advocacy groups and family councils that indicated support in last Congressional session -Social media ability -Skilled in using online advocacy tool (SALSA)-Engaged and committed staff, Leadership Council and Governing Board-$207,000 for 2013-2015 staffing campaignThen (End of 114th Congress):-5,000 Action Network individuals-25 national allies supporting the bill-150 state ombudsman programs, local ombudsman programs, citizen advocacy groups, and resident and family councils supporting the bill-25 retweets about the bill-$10,000 funding raised to continue the campaign
Constituents:Long-term care consumers, family members, citizen advocacy groups, individual citizen advocates, long-term care ombudsmen, resident councils, family councils
Allies:National Association of State Long-Term Care Ombudsman Programs (NASOP); National Association of Local Long-Term Care Ombudsman (NALLTCO); Service Employees International Union (SEIU); PHI, Older Women’s League (OWL); Alliance of Retired Americans (ARA); Coalition of Geriatric Nursing Organizations (CGNO); Public Citizen; Community Catalyst; National Committee to Preserve Social Security and Medicare*to be reconfirmed
Primary DecisionmakersNow: -Members of the U.S. House Energy and Commerce and Ways and Means Committees- All Members of the U.S. House of Representatives (Later: All Members of the U.S. Senate; Members of the U.S. Senate Finance Committee; President)Secondary:Now- Staff Members of U.S. House Energy and Commerce and Ways and Means Committees-Staff of U.S. House of Representatives Members
(Later:-Staff Members of U.S. Senate Finance Committee -Staff of U.S. Senate Members)
Opponents:-Leading Age-American Health Care Association-American College of Nursing Home Administrators
-In person trainings -Action alert to CV Action Network(When bill was re-introduced in February 2015)-National Webinar on issue (May 12) -Contact your legislator day (May 20)-District visits(Legislative District Work Periods: June 29th – July 3rd; August 3rd – September 4th; September 22nd – 25th)- Action Alert to Individuals with Members Serving on House Energy and Commerce and Ways and Means Committees (Summer 2015)-Hill visits on lobby day with American Nurses Association (July 22, 2015)-Hill visits by CV staff (throughout the 114th Congress) -Hill visits during annual meeting by participants (November 2015)
Review of the Big Six
Marybeth Williams
THE BIG SIX
1. Have an opening statement that includes your ask2. Present the problem3. Give the facts4. Give a personal example or story5. Connect to something your audience cares about6. Reiterate the “Ask”
DELIVERING YOUR MESSAGE: UTILIZING BOTH TRADITIONAL APPROACHES AND SOCIAL MEDIA
Robyn Grant & Marybeth Williams
Traditional Approaches
Phone
Two kinds of calls:
• Short, just to communicate “the ask”• Longer, substantive: Include Big Six
Mail & Email
Remember the Big Six
The Effectiveness Ladder
-Letters
-Personal email
-Personalized pre-written
message
-Pre-written message
Letter to the Editor: Reasons Why• Strategy for action• Influence public• Educate public• Influence officials
then
orth
star
new
s.co
m
Letter to the Editor Tips:
Tip #1: Grab reader’s attention
Tip #2: Put important points first
Tip #3: Indicate action that can be taken
Tips 4 & 5: 300 words or less
Follow publication guidelines
Tip #6: Connect the issue
Tip #7: Statistics/Stories
Tip #8: Identify yourself
Action Alert
A message that an organization/group sends to mobilize people to take action to influence public policy.
Writing an Action Alert • Inform based on where campaign is• One page or less• Readable (12 pt font +); Avoid jargon• Important information upfront. • Provide a date.• Give the tools needed.
Action Alert Example
Sending an Action Alert
Who should you send the alert to?
• People on your email lists or in your database• Your own friends and family
What to do with an Alert: Go to Action Page
Action Page
What to do with an Alert: Send message
Personalizing Alert Messages• Makes the message more meaningful, gets more attention
• To personalize: at a minimum:• Identify yourself• Add a personal story, observation, experience
Personalizing Alert MessagesExample:
As a long term-care ombudsman within your district, I am writing to urge you to co-sponsor the Put a Registered Nurse in the Nursing Home Act (H.R. 952).
Currently, nursing homes participating in the Medicare and/or Medicaid programs are only required to have a registered nurse (RN) on-site for eight consecutive hours each day, regardless of the size of the facility. H.R. 952 would require nursing homes receiving Medicare and/or Medicaid reimbursement to have a direct-care RN on duty 24 hours a day, seven days a week.
Having been in a number of nursing homes as a long-term care ombudsman, I have witnessed first-hand what it is like for residents to not have round-the-clock access to RN care, particularly during evening shifts. Although certified nursing assistants and licensed practical nurses play important roles in the care of residents, they cannot fulfill the role of an RN. I have heard directly from family members and residents that important resident care needs have gone unmet due to the lack of an RN presence. I also know of cases where residents had to be sent to the hospital because there was no RN on site who could properly assess residents’ conditions. Residents need access to RN care all day, every day, and this is why H.R. 952 is so important.
By supporting continuous direct-care RN staffing, we will ensure that some of our most vulnerable Americans have the care they deserve in nursing homes. Again, as a long-term care ombudsman who has seen firsthand what it means for residents to not have access to an RN and as one of your constituents, I strongly urge you to become a co-sponsor of the Put a Registered Nurse in the Nursing Home Act (H.R. 952) today.
Personalizing Alert Messages
Activity!
Write a sample introductory sentence from the perspective of a family member of a nursing home
resident.
You’re the reporter and the publication!
Facebook Advocacy Examples
Microblogs of 140 characters or less called “tweets”
- Use bit.ly to shorten a URL- URL’s are shortened to 22 characters
Twitter Advocacy Examples• Ask Your Representative to Co-Sponsor H.R. 952, the Put
a Registered Nurse in the Nursing Home Act http://ow.ly/AD5CG
• Round-the-clock RN coverage is critical in NHs. Ask your Representative to co-sponsor H.R. 952 today! http://ow.ly/AD5CG
• Nursing homes need more nurses. Support having a registered nurse (RN) on duty 24 hours a day/7 days a week! Click here to learn more http://ow.ly/AD5CG
TWEET STORM
Question and Answer
JOIN THE CONSUMER VOICE ACTION NETWORK
www.theconsumervoice.org
On the right side – scroll down
Upcoming Advocacy Training Webinars
August 27, 2015: Webinar #4
How to Grow, Support, and Activate Your Network
Your Go-To People:
• Amanda Celentano [email protected]
202-332-2275, ext. 221• Robyn Grant [email protected]
202-332-2275, ext. 205• Marybeth Williams [email protected]
202-332-2275, ext. 225
