Communications Workshop January 30th, 2017

Why Communications? Our work is in the public eye We need clear, accurate messages that resonate with our communities Not an “extra” – communications is integral to the work we are doing!

Screen shot of Table of Contents page from toolkit

AGENDA for today Introductions and sharing of strategies Identifying a Strategy and Analyzing Resources LUNCH Audience Analysis Next Steps for Communications Planning STRETCH BREAK Involving Youth in Communications Efforts (optional)

Communications Workshop: Audience Analysis Monday, January 30th, 2017 Kim Netter Education Development Center, Inc.

Audience Analysis Agenda Communication Objectives Change Agents Understanding your Audience Options to gain understanding Target of change vs. agent of change

Communication Objectives What do we want the audience to do ? (sometimes also know, think, feel) What exactly do we want them to change? Awareness is not specific enough Be clear: how will the change contribute to your overall goals? Next, we want to set specific communication objectives we want to achieve with each audience. What do you want that audience to do (sometimes also know, think, feel)? Be specific about the action you want them to take: What do you want to change, exactly? BE SPECIFIC – AWARENESS IS NOT ENOUGH Increase knowledge of available services Increase motivation to seek help for a friend Reduce the behavior of underage drinking Always be clear about how will that change contribute to your goal AND make sure communication can make that change.

Communication Efforts Who Is Your Audience? Who has Influence? Communication Efforts Through your logic model, you have determined who needs to change behavior. Often they may not be those who’ll you want to target your communications to. You may want to communicate to those who have the power to influence change in your “target” of change. These influencers are your “agents” of change. Audience chat: Some of the actions brainstormed earlier were…. For the actions we brainstormed earlier (bring up actions in note pod), who are the targets of change and who are the agents of change? Who should change?

Agents and Targets Levels of Influence Individual = KAB Interpersonal – family, friends, peers, - social identity and role differentiation Community : Institutional – rules and regs Community – social networks and norms Societal – policies and laws Effective – work on multi-level. Risk and protective factors. Change you want to make – what you know about your audience – what you’d need to do/say/convince on an individual, interpersonal, and community level Levels of Influence

Factors Influencing Behavior Change Internal External Actual Consequences Perceived Risks Skills Self-efficacy Access Think about a health issue you’ve addressed in the past. Now think about what went into a change that you made. Spend a minute and jot down what most influenced that change. Policies Attitudes Cultural Beliefs and Values Knowledge and Beliefs Perceived Consequences Source: https://en.wikipedia.org/wiki/Template:Infobox_person

Intended Audience So, what makes your intended audience tick? Get out your psychology, sociology, anthropology, philosophy, theology, economics, political science, and history degrees. You’re going to need them. Formative research Market Segmentation BENEFIT Audience research helps you get inside your audience’s head. Why do they behave they way they do now? What do they believe about the behavior you’re trying to get them to do? The point here is to figure out how your intended audience sees the behavior you want to promote, and find ways to motivate them to change based on THEIR priorities, perceptions, and beliefs, not YOURS.

Get to Know Your Audience What does your audience want? What do they value? What barriers or benefits do they see in the behavior you them to take? What else do you know? Audience perception = Reality Because you know your audience! These are some questions you’ll be asking yourself as you think of how to frame your message to motivate the audience you’re trying to reach. Note that these are from the audience perspective – you’re really trying to put yourself in the audience’s shoes. So: what is important to them? What might they see as barriers to the action you want them to take? What benefits might appeal to or motivate them? Remember: you want to meet your audience where they are, so their perceptions are where you start. It doesn’t matter if you think those perceptions are wrong or misguided; for your audience, they are the reality. 1 minute For your chosen audience & desired action:  Understand what actually affects their behavior  Understand what they believe about the problem and the behavior (right or wrong) Remember – it’s not about you and what you want, but what motivates them, what do they know, believe, think? Sometimes it’s a good idea to develop a persona for your audience. The toolkit gives you some ideas on how to do that. By giving a face, name, and attitude, belief, thought to your audience, it serves to remind you that it’s all about them. Who are they? What “language” do they speak? What motivates them to action? What do they know about you? Are there obstacles that need to be overcome? What do they need to know? What do they want to know?

Learning About Your Audience: How Will We Find Out? Community assessments Focus groups In-depth interviews Published literature and national surveys Polls Observation We might think we know what our audience thinks, knows, believes, but the only way to know for sure is to ASK. There are many ways to ask (go through the slide and explain various methods). And remember, it’s about what they think, feel, and value, not what you think they should. Handout B Key informants – someone on the inside, organizational website Research/audience profiles done on similar audiences Ask your neighbor/colleague at this conference what has been successful with a similar audience! Key informant interviews Focus groups “bridgers” or ambassadors

Communications Workshop: Involving Youth Monday, January 30th, 2017 Kim Netter Education Development Center, Inc.

Getting Youth Involved in Communications Activities Change Agents Engagement Example Target of change vs. agent of change

Agents and Targets Levels of Influence Individual = KAB Interpersonal – family, friends, peers, - social identity and role differentiation Community : Institutional – rules and regs Community – social networks and norms Societal – policies and laws Effective – work on multi-level. Risk and protective factors. Change you want to make – what you know about your audience – what you’d need to do/say/convince on an individual, interpersonal, and community level Levels of Influence

Communication Efforts Who Is Your Audience? Who has Influence? Communication Efforts 2 minutes Through your logic model, you have determined who needs to change behavior. Often they may not be those who’ll you want to target your communications to. You may want to communicate to those who have the power to influence change in your “target” of change. These influencers are your “agents” of change. Audience chat: Some of the actions brainstormed earlier were…. For the actions we brainstormed earlier (bring up actions in note pod), who are the targets of change and who are the agents of change? Who should change?

Creating Change Sample Training

Creating Change 3 ways to create change Appeal to reason (educate) Facts and figures Impose change (power play) Laws, regulations, rules Change the prevailing norms Influence others’ behavior

Change the Prevailing View of “Everybody Does It” What’s cool? (or hot?) What’s not? Who makes the rules? How did “they” get in the power seat? Where do you fit in?

Messages Can Help Create Change Powerful messages “speak” to the people you want to influence (SW2C) A message, when created with the intent and audience clearly defined, can help change what is “normal” But you also need to believe it and live it – you are the models (not the cops)

Messages – In the Beginning… What’s your goal or vision? You have to know where you’re heading before you head out or the only way you’re going to get there is by sheer luck Who do you need to recruit to make that vision real? Who do you have to enlist to make it a reality? What will you say to them so they will help you?

Messages – From the Ground Up Who’s your audience? Where are they at now? What do they already know? What do you want them to know?

Message Triangle Solution Problem Action

Delivering Messages What’s the best way to reach those you want to influence? What kind of media? What should it look like? What should it sound like? How do you cut through the clutter?

Delivering Messages Simple Powerful Memorable Speak to you Repeated frequently

Assessment – before and after Making a Difference How do you know you’ve made a difference? How will you measure it? Assessment – before and after