Message Strategy for Community Education and Engagement Goal: Learn strategies to communicate prevention messages openly and honestly with diverse community audiences. April 5, 2017 Katie Titterton communications consulting for Vermont nonprofits clearspotvt.com

clearspotvt.com Welcome!

Together we will: Review prior communication experiences clearspotvt.com Together we will: Review prior communication experiences Understand basic behavior change theories and storytelling techniques that can be tailored to audience and context Apply these communications strategies to Regional Prevention Partnership messages

clearspotvt.com What’s the message?

A basic 7-step policy campaign timeline: clearspotvt.com A basic 7-step policy campaign timeline: Identify issue Assess factors and resources Clarify goal, frame message Outreach, organize, mobilize Legislation/ adoption Implement / enforce Measure outcomes, review, maintain

Looks a lot like: Strategic prevention framework clearspotvt.com Looks a lot like: Strategic prevention framework Monitor/evaluate Assess Build capacity Plan Implement

Campaign experience spectrum clearspotvt.com Campaign experience spectrum I have some relevant skills from other experiences I’ve helped plan part or all of a campaign Brand new at this I’ve run a campaign Seasoned pro

Change trajectory is rarely a straight line. clearspotvt.com Change trajectory is rarely a straight line.

Exercise: The Core of your Message clearspotvt.com Exercise: The Core of your Message Write down your message and find a partner. Ask each other: What does that mean? Why is that important?

Exercise: The Core of your Message clearspotvt.com Exercise: The Core of your Message Why this helps: Practice sharing your message out loud Cut through jargon Break assumptions about your audience

Behavior change 101 Stages of Change Social Cognitive Theory clearspotvt.com Behavior change 101 Stages of Change Social Cognitive Theory

Stages of Change model: clearspotvt.com Stages of Change model: Long-term model of change, with many actions and adaptations over time. Precontemplation Contemplation Preparation Action Maintenance Look familiar?

clearspotvt.com

Social Cognitive Theory clearspotvt.com Social Cognitive Theory Three elements are in constant interaction: Personal factors Environmental influences Behavior

SCT key constructs: Self-efficacy: Reciprocal Determinism: clearspotvt.com SCT key constructs: Self-efficacy: Confidence in the ability to take action and persist despite challenges. Reciprocal Determinism: You can be both an agent of change and a responder to change.

clearspotvt.com Break!

Finding common ground with stakeholders clearspotvt.com Finding common ground with stakeholders We have different experiences, different contexts, different opinions. Personal factors Environmental influences Behavior So where do we begin? What can we agree on?

Finding common ground Heart skills open the door clearspotvt.com Finding common ground Heart skills open the door Respect Listening Validation Head skills seal the deal Evidence Data

Listening to your listener clearspotvt.com Listening to your listener Clarity: Do I know what you’re talking about? Inclusion: Can I see myself in your story? Flexibility: Am I invited to help tell, or even change the story? Alliance: Will my helping you also help achieve what I want?

Exercise: Stakeholder Storytelling clearspotvt.com Exercise: Stakeholder Storytelling We want to be valued. We want to be heard. We want to be inspired. We want to contribute.

Playing stakeholders: clearspotvt.com Playing yourselves: Did you learn anything surprising? What prompted it? How did you share your message? How was it received? How did you adapt it? What did you learn? Playing stakeholders: How did you find yourself responding to messages? When did you listen? When did you tune out? What did you value? What did they learn about you? When did you know they were listening?

Debrief, notes, evaluation, appreciation clearspotvt.com Debrief, notes, evaluation, appreciation

Thanks and sources Thanks! Matt Whalen & Stephanie Thompson Sources: clearspotvt.com Thanks and sources Thanks! Matt Whalen & Stephanie Thompson Sources: “Nine Action Steps.” CADCA Strategizer 55: Regulating Alcohol Outlet Density: An Action Guide. p. 21. Cadca.org. “Important Theories and their Key Constructs.” Social and Behavioral Theories. Office of Behavioral & Social Sciences Research, National Institutes of Health: Esourceresearch.org Frederic Minne. “Cairn.” Flickr: flickr.com

Timeline: CADCA’s Action Steps clearspotvt.com Timeline: CADCA’s Action Steps Nine Action Steps for Local and State-Level Policy Advocacy Assess resources needed for policy advocacy Clarify the policy goal Make your case and frame your issue Seek in-kind support from an attorney with expertise in municipal or state law Conduct media advocacy campaigns Organize and mobilize grassroots and grasstops support Convince the policy making body to adopt the proposed regulatory proposal Plan for implementation and enforcement Overcome challenges and pitfalls