FOSTERING COMMUNITY INVOLVEMENT AND SUPPORT Module 26, part B – Materials and Media

FOSTERING COMMUNITY INVOLVEMENT AND

SUPPORT

Module 26, part B – Materials and Media

Developed by: Desotelle Updated: U6-m26b-s2

Objectives

Students will be able to: describe aspects of community based outreach

programs. assess methods used to produce and evaluate

your message. identify key elements to a good news story. describe techniques used to establish rapport

with the media to further your message.


Lecture Outline

Summary of community based social marketing Creating outreach materials

format message design distribution evaluation

Working with the media


Summary - community based outreach approach

Identify barriers – helps set goals, objectives, target audience

Design program (tools include - commitment, incentives, prompts, etc.)

Pilot program – create, package, distribute and test draft outreach materials.

Implementation and evaluation – full scale effort and analysis.


Outreach materials

Package your message

http://www.epa.gov/watertrain/gettinginstep/step4a.html


Example to consider


Format considerations

Will the package reach target audience? Can the target audience decipher it? Is the message user-friendly? How will the target audience access and use

the information? Is it something they will see once and discard

or refer to often?


Format production

Can it be produced in-house, with existing resources?

How much will it cost? Who will pay for it? Remember that even if your message is the

same for a variety of audiences, you must package it separately for each audience.


Format frequency

Formats often dictate the frequency of message presentation.

Frequency is important because it determines how well the message will be remembered. As the saying goes, "out of sight....“.

Take time to explore various message displays (T-shirt, magnet, brochure, etc.) to see if they fit your program of linking objective, audience, and message.


Design the message

Many different printed, broadcast, and other formats are available to convey your messages.

Computer desktop publishing has made the production of many of these materials easy and fun.

You can also produce attractive and effective materials using basic resources such as a photocopy machine, scissors, and tape.


Package options

•http://www.epa.gov/watertrain/gettinginstep/step4b.html

Print Stuff Media Internet


Distribute the message

Mail Door-to-door Target businesses Presentations Piggy-backing your

message


Evaluation

Provides a continuous feedback mechanism.

Avoid paralysis by analysis.

At a minimum review the outreach plan on a staff level

High-level effort includes a pre and post evaluation of randomly selected individuals.

•http://www.epa.gov/watertrain/gettinginstep/step6a.html


Types of evaluation

Planning assess likelihood that outreach program will

achieve their objectives Process

focus on implementation of activities as they relate to budget requirements, schedules, and staff resources

Impact assess the outcome or impacts produced by the

outreach program and are directly tied to the original objectives


Assessment tools

Focus groups Surveys Interviews

Direct measurement of improvements Identify time frame for measure results

true impacts may be not show up for a while


Working with the media

If your outreach objectives include educating targeted or mass audiences about problems and solutions, building support, or generating awareness and interest, consider the advantages offered by the media.

News messages are FREE Reporters are always looking for news


Who are the media

Newspapers and magazines Television Radio

http://www.epa.gov/watertrain/gettinginstep/part3b.html


Key elements for good news story

Involve local people or issues Focus on unique or unusual attributes Relate to significant matters or events Affect many people throughout a region Involve controversy or strong emotions Avoid technical jargon

"neighbor rule": If you can't explain an issue or problem to your neighbor, you probably won't be able to explain it to the public through the media.


Establish a relationship with the media

introduce yourself to the news staff and start developing a relationship before you submit anything for coverage.

be proactive rather than reactive


Types of media releases

News release News advisory Query letter News conference Letter to the editor Radio spot


References

EPA Watershed Academy Web– Getting in Step – A Guide to Effective Outreach in Your Watershed http://www.epa.gov/watertrain/gettinginstep

McKenzie-Mohr D. and Smith W. 1999. Foster Sustainable Behavior – An Introduction to Community-Based Social Marketing. New Society Publishers, Gabriola Island B.C., Canada

McKenzie-Mohr & Associates. Guidebook on Foster Sustainable Behavior. http://www.cbsm.com

Documents

FOSTERING COMMUNITY INVOLVEMENT AND SUPPORT Module 26, part B – Materials and Media