1. Effective Communication and Engagement Strategies
Terri L. Sasser, PhD, MPH
Assistant Professor
Augusta University

2. Objectives
Identify concrete examples of how to improve advocacy and membership/engagement through effective communication
Identify and describe strategies for improving working relationships with mass media
Identify the value of cultural competency in health communication

3. Effective Communication
Start with the end in mind
Borrowed from Public Relations: ROPE Method
Research
Objectives
Programming
Evaluation

4. Cultural Appropriateness
Becoming increasingly important in multicultural society and affected by
Travel
Technology
Culture is much more than race, ethnicity, language
Regional
Generational
Others?

5. Media Advocacy
Media advocacy may be defined as “the strategic use of mass media for advancing social or public policy initiatives” (Bryant & Zillman, 2002, p. 442)
Media focus is primarily on personal health issues
Looking for drama, heartwarming stories
It’s all about ratings / money
Use public relations / communications skills to move coverage to influence policy for population based health issues

6. Media Relationships
Manage the media relationship like you would any relationship
Time
Effort
Understand who they are
Share stories, not events

7. Political Advocacy Power is a key element
Power must be built, over time
Expand your opportunities; reach across the aisle
Focus on the end goal, not the immediate issue
Look for places of agreement
Negotiate a path
If you’re always one election away from losing power, you’ve already lost

8. Membership Know your audience What does “engaged” mean? Be creative!
Start – but don’t end – with demographics
Do some surveys
What does “engaged” mean?
Come up with a description of an engaged member
Add value to your organization for individuals
Be creative!

9. Redefining Community The “Community” of Public Health
Find new members
How do you get people to recognize their “membership” in the community?
Every one, every day

10. Questions?
Terri L. Sasser, PhD, MPH