T HE P OWER OF C HANGE “C OMMUNICATING WITH D ECISION M AKERS ” T HE P OWER OF C HANGE “C OMMUNICATING WITH D ECISION M AKERS ” December 2013 Robbi Kay Norman & Erin Dziedzic

From science to sales – effective persuasion T HE P OWER OF P ERSUASION FOR A DVANCING P ROGRAM AND P OLICY G OALS

Representative Laurie Jinkins, JD Erin Dziedzic, Dziedzic Public Affairs C HAT L IVE W ITH A N E XPERT

 Why  Who  How P ERSUASION : K EY E LEMENTS

Each encounter with any influencer is an opportunity to: to ensure all partners and decision makers can clearly see, agree with and articulate the program or policy goals establish yourself and your efforts as valuable resources on public health issues P ERSUASION : “WHY” S CIENCE T O S ALES

Foster friendly relationships with influencers can pay multiple dividends:  expansion or defense of funding streams  assistance in facilitating alliances to strengthen your work  public support of your efforts (including positive media coverage) Keep Relevancy! P ERSUASION : “W HY ”

Who is a community “influencer”? – Anybody with the authority to distribute funding, resources, human capital, as well as community leaders or those connected to local policy makers Examples: – Local, state, or federal legislator; county commissioner; mayor; local boards of health or state health administrators; private business owners; non-profit executive directors P ERSUASION : “W HO ”

Alliances shift from issue to issue. Today’s foe may be tomorrow’s staunch supporter. Never burn your bridges. You may not always find it, but always look for some acceptable result for everyone involved in an issue. TIP: Remember, you don’t have any friends in politics, only allies

KEY STEPS 1.Do your homework On the issues as well as on the person(s) you are trying to persuade 1.Plant seeds If not now, then perhaps later 1.Build rapport Ask questions and define what's in it for the persuade-e 1.Develop persuasive plan Prepare to overcome objections and then ASK FOR IT! P ERSUASION : “H OW ”?

F RAME Y OUR M ESSAGE - HOW? FRAMES trump FACTS Frames are … “the labels the mind uses to find what it knows.”

F RAME Y OUR M ESSAGE It takes very few words to trigger a frame… Speak to the policy direction, not the program or policy details Develop a “bottom-line” frame to the idea Examples:  School-based health clinics can be part of an overall strategy of school improvement.  Let's have a sustainable environment.  This policy will make the healthy choice easier.  Everybody should have health care.  Every $1 spent on employer breastfeeding policy saves $3 in medical and lost productivity costs

F RAME Y OUR M ESSAGE - H OW ? Condense Your Policy Action Statement In 25 Words or Less Answer Three Questions: (1)What’s wrong? (1)Why does it matter? (3) What should be done about it?

Developing and Effective Policy Action Statement 1.What’s wrong? The PROBLEM STATEMENT does not attempt to describe every facet of life that may contribute to the problem at hand; rather it focuses on the specific problem that needs highlighting. F RAME Y OUR M ESSAGE - H OW ?

Developing and Effective Policy Action Statement 2. Why does it matter? The VALUES STATEMENT calls for action to must connect to quality of life values held closely by the affected community. F RAME Y OUR M ESSAGE - H OW ?

Developing and Effective Policy Action Statement 3. What should be done? The SOLUTION STATEMENT articulates one or two concrete policy actions that, although not intended to solve the entire problem, will certainly make a difference in the identified environment or setting. F RAME Y OUR M ESSAGE - H OW ?

Legislative Meeting Pitch ISSUE: Students consume too many unhealthy beverages and not enough healthy beverages in school settings. POLICY STRATEGY: Provide water bottle stations to the neediest school districts across Washington State. CHARACTERS HEALTH ADVOCATE: Eager Nutritionist from 25 fruits and vegetables a day coalition. LEGISLATOR: Senior Legislator famous for sidetracking & making no commitments. COMMITTEE STAFF: Committee Staff known for asking hard questions wanting the bottom line.

YOU TRY IT: THEORY TO PRACTICE EXERCISE ISSUE: Students consume too many unhealthy beverages and not enough healthy beverages in school settings. POLICY STRATEGY: Provide water bottle stations to the neediest school districts across Washington State. AUDIENCE: State Legislators How Would You Answer? 1. What’s wrong? 2. Why does it matter? 3. What should be done?