Making Memorable Messages Plan4Health Communications Webinar Feb. 22, 2016

Agenda  Welcome  Today’s Communication Environment  What is a message?  Why are messages important?  How do you create messages?  How do you use messages?

Today’s Communications Environment…  Is tough  Is fast  Is busy “Use of social media and electronic media obviously means that anybody with a laptop, anybody with a PDA, is a journalist” – Roger Simon, Politico “ We’re on deadline every hour as opposed to a couple of times a day ” – Howard Kurtz, Daily Beast.

Today’s Communications Environment  Use CLEAR and CONCISE messages about your work. YOUR MESSAGE

Why Messages?  Translate complex issues and technologies into clear and concise language that communicates your ideas.  Cull down verbal clutter so you reach your target audience and move them to take action.  Make lasting verbal pictures.  Make it easy for the listener to understand.  Speak consistently about your topic.

Step One – Know Your Audience  The top station?  What do they know about your topic?  What do they care about?  What information and facts will capture their attention?

Step Two - Understand Their Constraints 40% Be very memorable

Message Pyramid 3 parts that make up a message Message Proof Point #2 Proof Point #1

What is a message?  Enduring, long-lasting statements that should remain consistent regardless of the specific situation.  Creates an environment and a belief system among your key audiences that will create support for planning and public health.  Support by proof points.

What are proof points?  Support and enhance the key message (middle and base of the pyramid)  Changed or updated depending on the audience  Tells a story and makes the project local  Provides facts and/or benefits about the program  Memorable – usually quoted by reporters  Proof points can be:  Statistic  Anecdote  Endorsement from an allied group

Examples  Message: Exercise is critical to maintaining health.  Proof Points:  Studies have shown that individuals who exercise at least 30 minutes a day will live on average 4 years longer than those who are sedentary.  For every two hours a women spends watching television each day, she has a 23% higher risk of becoming obese and 14% higher risk of developing diabetes.

Exercise is critical to maintain your health For every 2 hours of TV watched by a woman, increases her risk of becoming obese by 23% and has a 14% higher risk of developing diabetes. Individuals that exercise at least 30 minutes a day will live on average 4 years longer.

Plan4Health Messages  Plan4Health is a three-year project that strengthens the connection between planning and public health.  Planners and public health professionals have the knowledge and expertise to support our communities to make changes that will lead to healthier lives.  Where we live impacts all aspects of our health. Planners and public health professionals are working to improve overall community health.

Planners and public health professionals have the knowledge and expertise to support our communities to make changes that will lead to healthier lives. Proof points: Since 2009, Grand Rapids (MI), has created nearly 70 miles of either dedicated bike lanes or shared paths. Fort Worth (TX), changed its farmers market ordinance to allow markets to take place in more areas of the community and increase the variety of food options available for sale to include eggs, meat, and dairy products.

Plan4Health is a three-year project that strengthens the connection between planning and public health. Proof Points:  Thirty-five coalitions are working across the country to improve access to nutritious food and increase opportunities for physical activity.  Within each of the 35 coalitions are members of the American Planning Association and the American Public Health Association, uniting planning and public health experts under a common goal of creating healthier communities.  The project will provide $2.25 million to boost efforts to reduce chronic disease, including obesity.

Thank you! Roberta Rewers,