Framing(the(Message(...Nov 13, 2012 · Policy Priorities Kansas Resources Healthy Communities Initiative > All Resources > Policy Priorities Active Living - Kansas Resources •

Framing the Message

Communica2on strategies to engage your community

December 11, 2013

Why is communica2on important for public policy and CCF?

• Audience centered • Builds rela7onships • Ac7on oriented

{Strategic Communication }

AGENDA

-‐ Framing your message -‐ Two communica7on tools to use

-‐ Fact sheet -‐ Social media


Framing your message Why policy? Vision Con7nuity Consistency

How do we talk about it in the community? With key stakeholders? With the county manager? With the county commissioner? With the media?

Framing your message: Targe&ng your audience & building engagement

Senior Leadership Team

Coali7on

Key Stakeholders – i.e. Food producers

Broader community leaders, Media


Framing your message

“The way in which the world is imagined determines at any par5cular moment what men or women will do." – Walter Lippmann


Know what they think • What do you want them to do?

• What do they believe? What are they doing now? • What’s keeping them from believing or doing what you want

them to? (Barriers)

• What mo7vates them to do what you want them to do? (Benefits)

Exchange Theory


Who is most important in moving your work forward right now?

• Our coali7on members

• The City Council • The County Commission

• The city or county manager • State-‐level regulators • Other: ________


Coali7on




What do you want them to do? Ac2on – Understand the issue – Par7cipate in Coali7on, Council

– Support plan – Vote – Tes7fy – Organize – Tell their neighbors – Change a business policy


What is keeping them from doing what we want? (Barriers)

• They don’t have the same vision

• We haven’t asked them • They don’t think we need a policy • They fear losing something (profits, choice, budget line, etc.) • Other: _________

Or, what will mo2vate them to do what we want? (Benefits)

Ac7on

Benefits or

Barriers Beliefs

MESSAGE


How do we talk about it in the community? With our partners? With key

stakeholders? With the county

manager? With the county

commissioner? With the media?

What does the audience believe? Economic development Quality of life Healthy community = decreased

health care costs

How do you tell that story? Research/Data/Numbers = Social

math Personal anecdotes – impact Metaphors Visuals Context

MESSAGE FRAMES

POLICY CHANGE – 3 EXAMPLES

FOOD POLICY COUNCIL

Things to consider: Vision statement/

goals Members to

appoint Responsibili7es

HEALTHY FOOD AND BEVERAGE

POLICY

Things to consider: Statement of goals

and purposes Nutri7on

Standards Pricing

requirements Product

placement Use of

promo7onal space Labeling Local purchasing

COMPREHENSIVE PLAN/ACTIVE

TRANSPORTATION

Things to consider: Goals, objec7ves,

and policies Mobility and

Transporta7on Sec7on

Land Use and Growth

Community Design Exis7ng Condi7ons

and Demographics

Framing your message: Targe&ng your audience & building engagement


Coali7on



Vision, goals, responsibili5es

Pricing requirements, nutri5on standards

Educate: Who, what, where, when, why, how

HEALTHY FOOD AND BEVERAGE

POLICY

Tools • Fact Sheet

– One page is best – Make it readable -‐ use at least 12 point font – Keep the text brief -‐ no one wants to read

tons of informa7on in small font – Keep the most important informa7on in the

first paragraph -‐ what the issue is, what ac7on is needed, and label the main message(s)

– Give references for more informa7on -‐ in electronic communica7ons you can offer links

– The fact sheet must be self-‐contained -‐ do not refer to previous documents or assume that they remember the informa7on

– Use bullets when you can – Leave lots of white space – Make it very clear what you want them to do -‐

Bold, text boxes, and graphics add emphasis – Give them all the tools they need to take the

ac7on

hfp://www.cthealthpolicy.org/toolbox/tools/fact_sheets.htm

Tools Build community – interact Increase awareness, post informa7on Promote events Track who afends, who reposts, who posts on

the page

Broadcast medium based on building “followers Media, poli7cians

Increase awareness about issues, events

Track hashtags to determine who is using key words, retwee7ng

Visual medium – photos Can tell a story – show people Promo7on

Resources

Frameworks Ins2tute hfp://www.frameworksins7tute.org/

Connec2cut Health Policy Tool Box hfp://www.cthealthpolicy.org/toolbox/tools/fact_sheets.htm

The Community Toolbox hfp://ctb.ku.edu/en

Community Change Framework

Environment that Supports Community

Health Policies

Community Mobiliza5on

Community Educa5on

Advocacy with

Organiza5onal Decision Makers

Educa5ng Government Policymakers


Environment that

Supports Community Health Policies

Community Mobiliza&on

AUDIENCE: -‐ Community members -‐ Organiza7ons -‐ Champions

MESSAGE: -‐ Shared goals -‐ Leverage -‐ Coali7on building -‐ Funding -‐ Training/Suppor7ng

MEDIA: -‐ Mee7ngs -‐ Phone calls -‐ Email


Environment that


Community Educa&on

AUDIENCE: -‐ “Public” – targeted

segments

MESSAGE: -‐ Beliefs -‐ Behaviors

MEDIA: -‐ News media -‐ Social media -‐ Events


Environment that


Educa&ng Government Policymakers

AUDIENCE: -‐ Elected officials – city,

county, state, federal -‐ Key staff

MESSAGE: -‐ Targeted informa7on -‐ Brief -‐ Goal is “educa7on” -‐ Also, build on other messages

-‐ Shared goals -‐ Leverage -‐ Coali7on building -‐ Funding -‐ Training/Suppor7ng

MEDIA: -‐ News media -‐ One-‐on-‐one mee7ngs

-‐ “Legisla7ve Days” -‐ Reports, briefs,

summaries, PowerPoints


Environment that


Advocacy with Organiza&onal Decision Makers

AUDIENCE: -‐ Coali7on members -‐ Organiza7ons

-‐ Businesses -‐ Nonprofits

MESSAGE: -‐ Shared goals -‐ Part of the team -‐ Make the case

MEDIA: -‐ Mee7ngs -‐ Phone calls -‐ Email -‐ Toolkits/fact sheets

SharePoint

New Resources

Win-Wins with Access to Healthy Food

Featured Resources

New Report Shows Local Food Boosts Regional Economy

The Leopold Center for Sustainable Agriculture Wednesday, December 4, 2013

Benefits of Active Living

Featured Resources

Cities, cars, cycling — and human happiness

Policy Priorities Kansas Resources

Healthy Communities Initiative > All Resources > Policy Priorities

Active Living - Kansas Resources • Sidewalk Economic Benefits and Safety Memo - Reno County July 2013 • Sidewalk Economic Benefits and Safety Memo - Mitchell County July 2013 • Rural Community Complete Streets Policy Examples Memo - Barton County

August 2013 • Local Policy Options - Active Transportation • Laws Governing City and County Comprehensive Plans - Thomas County August

2013 • Comprehensive Plan and Active Transportation Memo - Abilene July 2013 • Bike Ped Master Plan Memo - Stafford County August 2013 • Active Transportation Policy Options Memo - Mitchell County August 2013 • Active Transportation Committee Memo - Crawford County August 2013 • Active Transportation Approaches Memo - Garden City August 2013

Healthy Eating - Kansas Resources

• Parks and Recreation Exclusive Beverage Supplier RFP - Lawrence • Senior Meal Program Memo - Cheyenne Rawlins November 2013 • Procurement Guidance Memo - Lawrence August 2013 • Parks and Recreation Procurement Structure Memo - Johnson County November 2013 • Local Policy Options - Healthy Food Access • Land Bank Memo - Brown County 2013 • Food Policy Councils Memo - Strengths and Weaknesses of Different Types - Allen County

August 2013 • Food Policy Council Memo - Cheyenne Rawlins August 2013 • Blind Vendor Locations - Sedgwick County August 2013

Policy Priorities Kansas Resources

Documents

Framing(the(Message(...Nov 13, 2012 · Policy Priorities Kansas Resources Healthy Communities Initiative > All Resources > Policy Priorities Active Living - Kansas Resources •