1. 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

2. clearspotvt.com
Welcome!

3. 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

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What’s the message?

5. A basic 7-step policy campaign timeline:
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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

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

7. Campaign experience spectrum
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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

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

9. Exercise: The Core of your Message
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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?

10. 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

11. Behavior change 101 Stages of Change Social Cognitive Theory
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Behavior change 101
Stages of Change
Social Cognitive Theory

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

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

15. SCT key constructs: Self-efficacy: Reciprocal Determinism:
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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.

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Break!

17. Finding common ground with stakeholders
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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?

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

19. Listening to your listener
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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?

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

21. Playing stakeholders:
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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?

22. Debrief, notes, evaluation, appreciation
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Debrief, notes, evaluation, appreciation

23. Thanks and sources Thanks! Matt Whalen & Stephanie Thompson Sources:
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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

24. Timeline: CADCA’s Action Steps
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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