Developing a Coherent Message About School Health: Communicating with Policymakers, Local Officials and the Public Nora L. Howley, MA, CHES Council of Chief State School Officers

Session Objectives: Gain an understanding of the process of message development in support of coordinated school health programs. Identify the tools available to help in message development and delivery

What is the message? Need to communicate what people need to know. Not what we believe/think/feel. Message development is about “selling” school health. Appeal to what matters

Who is the audience Who do you need to influence? –State policymakers Governor Legislators State Board Agency Heads –Local policymakers Local Boards Mayors Council members Local agency heads

Who is the Audience School Personnel –Teachers –Principals –Other school staff Families and community members

What do we want? Widespread adoption of coordinated school health at the state, district and school level Integration into school and community networks Sustained implementation

Principals of Marketing Know exactly who your audience is and look at everything from their point of view Your bottom line: the audience’s action is what counts Marketing is about an exchange: to succeed in getting people to do something you want, you must offer something they value.

Principals of Marketing There will always be competition for your “product.” Be aware and plan with the competition in mind. The marketplace is constantly changing: base decisions on evidence and keep checking in.

Marketing is an Exchange Both parties must receive something they want –“What’s in it for me?” –Must offer benefits that matter to the audience –Must minimize barriers

What we have learned What matters to schools? –Academic achievement –Improved academic outcomes –??

How to Work with Schools: Key Issues Confronted by Schools Education Reform Focus –High Stakes Standards –High Stakes Accountability Individual Student / Teacher Level School Systems Level –School Finance / Funding –State vs. Local Control

How to Work with Schools: Key Issues Confronted by Schools Ready to Learn Issues –‘Non-Academic Barriers to Learning’ Changing Demands, Expectations, Perceptions About Public Education Sustaining Support for Public Education

What Matters to…. Governors? Legislators? Health Departments?

What do we know about messages? Messages must be clear and concise Messages must be relevant to the specific state or local system Need to be relevant Need to be realistic-don’t promise the moon Must address the audience

A Framework for Message Development BEHAVE –Target audience –Actions you want them to take –Benefits and barriers –Activities to reach them

Don’t Reinvent the Wheel The School Health Starter Kit –Developed by CCSSO and ASTHO in response to the needs of our members –Target Audience People who work in schools Administrators Teachers Other school staff (e.g. nurses) Parents who are already active in school issues –Messages to resonate across fields

Healthy Kids Make Better Students, Better Students Make Health Communities.

Don’t Reinvent the Wheel Building Business Support for School Health –Developed by the National Association of State Boards of Education (NASBE) –Target Audience Public particularly business leaders, employers and employee groups Business as a driving force in education reform

Healthy Children, Ready Learners Coordinated School Health Programs (CSHPs)

Don’t Reinvent the Wheel American Cancer Society –Community based mass market/awareness campaigns American School Health Association –Making change at the school level Education Development Center –Health is Academic and Making Health Academic

Contact Information Nora Howley Amy Greene Carlos Vega-Matos

THANK YOU !!!!