Communication Fundamentals: Tools for Effective Message Development and Delivery
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1 Communication Fundamentals: Tools for Effective Message Development and Delivery Tuesday, September 24, 2013 Sacramento, California Julieta Kusnir, MPH Lezak Shallat, MA
2 Berkeley Media Studies Group The findings and conclusions presented during this training are those of BMSG and do not necessarily represent the views of the Centers for Disease Control and Prevention.
3 Berkeley Media Studies Group Research on news coverage of public health issues Media advocacy training and strategic consultation for community groups and public health advocates Professional education for journalists Note: These services are provided by BMSG to its clients. These services are not provided through a contract with FHI 360 for support of CDC awardees.
4 Today s Workshop Explore the role of the news media in shaping community health. Learn the value of engaging the news strategically to advance goals. Learn how to use messages that state your values and put the solution first. Practice developing and delivering your messages. Using the media to advance policy change: tools for effective message development and delivery
5 Introduction: Your Issues in the News How often do you see the issues you work on in the news? Are your issues getting the kind of coverage you need? Using the media to advance policy change: tools for effective message development and delivery
6 Activity: Exploring News Coverage Find an article (not an editorial) on a health or social issue in the paper on your table. Break into small groups based on issue areas and consider the questions on the worksheet. Be prepared to share your responses. Using the media to advance policy change: tools for effective message development and delivery
7 Key Functions of the News Setting the Agenda What we think about Shaping the Debate How we think about it Reaching Target Audiences What we do about it
8 Layers of Strategy Overall strategy Media strategy Message strategy Access strategy Using the media to advance policy change: tools for effective message development and delivery
9 Developing Strategy What is the problem or issue? What is the solution? Who can make this change? Who must be mobilized to solve this problem? What do the target audiences need to hear? Who do the target audiences need to hear it from? Using the media to advance policy change: tools for effective message development and delivery
10 Potential Partners Community leaders and organizations Health departments and researchers Businesses and professional associations Medical providers and institutions Using the media to advance policy change: tools for effective message development and delivery
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16 The Need to Reframe Institutional Accountability Personal Responsibilit y
17 What Can We Do? Understand how the issue is currently framed. Translate individual problem to social issue. Assign responsibility for a solution. Articulate values. Illustrate the landscape with story elements. Using the media to advance policy change: tools for effective message development and delivery
18 Activity: Portrait vs. Landscape Frames Smokefree multi-unit housing is a terrible idea. People should be able to smoke in the privacy of their own homes. If you donʼt want your family exposed to secondhand smoke, then donʼt smoke inside your home.
19 Activity: Portrait vs. Landscape Frames Sample response with a landscape frame: Secondhand smoke is a serious health threat. Smoke from one unit or common area can travel through doorways, cracks in walls, electrical lines, plumbing, and ventilation systems. While residents can prohibit smoking in their own units, adopting a tobacco-free policy for multi-unit housing building or property will ensure that secondhand smoke does not threaten the lives and health of all residents. Using the media to advance policy change: tools for effective message development and delivery
20 Values Brainstorm What values are connected to the work you do? Access Prevention Duty to protect Future generations Equity What other values motivate you?
21 Express Your Values The people baking the pie ought to be the ones to have a decent slice of it. Heather McGhee, Demos Marketing is just washing over this country like a tidal wave, and we're trying to give people swimming lessons. Kelly Brownell, Yale Rudd Center
22 Lakoff s Conceptual Levels Level 1: overarching values like fairness, responsibility Level 2: issues like housing, children s health, food, living wage Level 3: specific strategies like tax breaks for developers, health insurance for kids and families, nutritional standards for foods in schools Thanks to the Rockridge Institute
23 Activity: Message Development Write a message that answers the following questions: What s wrong? Why does it matter? What should be done? Remember to think about who is your messenger and who is your audience. Using the media to advance policy change: tools for effective message development and delivery
24 Message Development What s wrong? In Sacramento, the school district has limited capacity to track reservations for joint space usage. Why does it matter? 1) Having access to school district property that is traditionally locked after the school day helps children and families get the physical activity they need to stay healthy. 2) All children should have a place to play and get exercise. School playgrounds, especially in neighborhoods with few parks and recreation centers, provide a safe place for play and help reduce childhood obesity. What should be done? The school district should create a technology solution that allows users to reserve space online.
25 Interview Tips Know your goals. Stay on message. Speak to shared values. Resist the urge to say everything. Stick to your expertise. Prepare for hard questions. Provide compelling examples. Use reasonable, clear language. Remember to follow up.
26 Pivot Phrases Sure, parents are responsible, but parents need help... [Go on to your program or solution]. Well that s a tragic story but not typical. Let me tell you a more typical story That's not what's important here. Let me tell you what is... [Go on to your program or solution]
27 Elephant Triggers Don t think of a pink elephant. (You re thinking of one, aren t you?) Next time your department spokesperson starts a sentence with: This is not about. stop and think: Is this going to reinforce the counter frame? Other potential elephant triggers : Not Don t, won t But Nevertheless, nonetheless Still Yet
28 Elephant Trigger Example
29 Elephant Trigger Example The goal here is not being food Nazis, said Monning...
30 Activity: Answering Hard Questions Which questions about your work do you most dread being asked by reporters or the public? Brainstorm possible responses on your worksheet.
31 Activity: Mock Interviews Break into groups of three (reporter/interviewee/observer). The interviewee will highlight a solution. The observer will give feedback to interviewee. After 3 minutes, the trainer will tell you to switch roles.
32 Master Class: Effective Message Delivery Watch the following clip of a Fox TV interview with Harold Goldstein, executive director of the California Center for Public Health Advocacy. What message delivery techniques and strategies did he employ?
33 Communication Review Develop strategy: Message is never first or foremost. Know what you want and how to get it. Not all news coverage is strategic. Frame the debate: Illustrate the landscape. Connect your values to solutions. Using the media to advance policy change: tools for effective message development and delivery
34 Thank You! Julieta Kusnir, MPH Lezak Shallat, MA Berkeley Media Studies Group Web Site: Facebook: BerkeleyMediaStudiesGroup (510) Using the media to advance policy change: tools for effective message development and delivery
35 available at
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