1. DELIVERING YOUR MESSAGE: UTILIZING BOTH TRADITIONAL APPROACHES AND SOCIAL MEDIA Hear Audio through Computer or by Dialing: +1 (415) 655-0059 Access Code: 733-739-228+1 (415) 655-0059 June 30 th, 2015

2. Welcome and Introductions Robyn Grant Director, Public Policy & Advocacy

3. About the Consumer Voice The National Consumer Voice for Quality Long-Term Care was formed as NCCNHR (National Citizens’ Coalition for Nursing Home Reform) in 1975 because of public concern about substandard care in nursing homes. The Consumer Voice is the outgrowth of work first achieved by advocates working for Ralph Nader and later for the National Gray Panthers. Elma Holder, NCCNHR founder, was working with The Long-Term Care Action Project of the Gray Panthers when she organized a group meeting of advocates from across the country to attend a nursing home industry conference in Washington, DC. At that meeting, representatives of 12 citizen action groups spoke collectively to the industry about the need for serious reform in nursing home conditions. The consumer attendees were inspired to develop a platform of common concerns and motivated to form a new organization to represent the consumer voice at the national level. Most of the original members had witnessed and endured personal experiences with substandard nursing home conditions.

4. Agenda Welcome and Introduction Robyn Grant, Director of Public Policy & Advocacy Overview of the Put a Registered Nurse in the Nursing Home Act Marybeth Williams, Public Policy Associate Strategy Charts: What are they? How you can use them in an advocacy campaign? Robyn Grant Review of the Big Six Marybeth Williams Delivering Your Message: Utilizing Both Traditional Approaches and Social Media Robyn Grant & Marybeth Williams Question and Answer Marybeth Williams & Robyn Grant Wrap Up/Closing Remarks Robyn Grant

5. Overview of the Put a Registered Nurse in the Nursing Home Act Marybeth Williams Public Policy Associate

6. Overview of the Put a Registered Nurse in the Nursing Home Act Originally introduced in the 113 th Congress as H.R. 5373 by Congresswoman Jan Schakowsky (IL-9) Reintroduced in the current 114 th Congress by Congresswoman Schakowsky as H.R. 952 Would require all nursing homes receiving Medicare and/or Medicaid funding to have a direct care registered nurse 24 hours a day, 7 days a week Referred to the House Ways and Means and Energy and Commerce Committees

7. Strategy Charts Robyn Grant

8. Strategy Charts: What are they? Consumer Voice Strategy Chart for 24 Hr RN Coverage in Nursing Homes

9. Strategy Charts: What are they? Advocacy Planning Chart (based upon Midwest Academy Strategy Chart) ISSUE GOALSORGANIZATIONAL CONSIDERATIONS CONSTITUENTS & ALLIES DECISION MAKERS & OPPONENTS TACTICS Vision: Adequate staffing for nursing home residents Demand: Mandate Medicaid and/or Medicare certified nursing homes to provide RN staffing 24 hours a day/7 days a week  Pass HR 952, The Put a Registered Nurse in the Nursing Home Act Fallback: Mandate Medicaid and/or Medicare certified nursing homes to provide RN staffing 24 hours a day/7 days a week with waivers permitting facilities to not have 24 hour RN coverage 7 days a week under certain limited circumstances Now: -4614 dedicated individuals in CV Action Network -20 national organizations that indicated support in last Congressional session -114 state ombudsman programs, local ombudsman programs, citizen advocacy groups and family councils that indicated support in last Congressional session -Social media ability -Skilled in using online advocacy tool (SALSA) -Engaged and committed staff, Leadership Council and Governing Board -$207,000 for 2013-2015 staffing campaign Then (End of 114 th Congress): -5,000 Action Network individuals -25 national allies supporting the bill -150 state ombudsman programs, local ombudsman programs, citizen advocacy groups, and resident and family councils supporting the bill -25 retweets about the bill -$10,000 funding raised to continue the campaign Constituents: Long-term care consumers, family members, citizen advocacy groups, individual citizen advocates, long-term care ombudsmen, resident councils, family councils Allies: National Association of State Long-Term Care Ombudsman Programs (NASOP); National Association of Local Long- Term Care Ombudsman (NALLTCO); Service Employees International Union (SEIU); PHI, Older Women’s League (OWL); Alliance of Retired Americans (ARA); Coalition of Geriatric Nursing Organizations (CGNO); Public Citizen; Community Catalyst; National Committee to Preserve Social Security and Medicare *to be reconfirmed Primary Decisionmakers Now: -Members of the U.S. House Energy and Commerce and Ways and Means Committees - All Members of the U.S. House of Representatives (Later: All Members of the U.S. Senate; Members of the U.S. Senate Finance Committee; President) Secondary: Now - Staff Members of U.S. House Energy and Commerce and Ways and Means Committees -Staff of U.S. House of Representatives Members (Later: -Staff Members of U.S. Senate Finance Committee - Staff of U.S. Senate Members) Opponents: -Leading Age -American Health Care Association -American College of Nursing Home Administrators -In person trainings -Action alert to CV Action Network (When bill was re- introduced in February 2015) -National Webinar on issue (May 12) -Contact your legislator day (May 20) -District visits (Legislative District Work Periods: June 29 th – July 3rd; August 3 rd – September 4 th ; September 22 nd – 25 th ) - Action Alert to Individuals with Members Serving on House Energy and Commerce and Ways and Means Committees (Summer 2015) -Hill visits on lobby day with American Nurses Association (July 22, 2015) -Hill visits by CV staff (throughout the 114th Congress) -Hill visits during annual meeting by participants (November 2015)

10. Review of the Big Six Marybeth Williams

11. THE BIG SIX 1.Have an opening statement that includes your ask 2.Present the problem 3.Give the facts 4.Give a personal example or story 5.Connect to something your audience cares about 6.Reiterate the “Ask”

12. DELIVERING YOUR MESSAGE: UTILIZING BOTH TRADITIONAL APPROACHES AND SOCIAL MEDIA Robyn Grant & Marybeth Williams

13. www.votesmart.org www.votesmart.org Just enter your zipcode!

14. Traditional Approaches

15. Phone Two kinds of calls: Short, just to communicate “the ask” Longer, substantive: Include Big Six

16. Mail & Email Remember the Big Six

17. The Effectiveness Ladder -Letters -Personal email -Personalized pre-written message -Pre-written message

18. Letter to the Editor: Reasons Why Strategy for action Influence public Educate public Influence officials thenorthstarnews.com

19. Letter to the Editor Tips: Tip #1: Grab reader’s attention Tip #2: Put important points first Tip #3: Indicate action that can be taken Tips 4 & 5: 300 words or less Follow publication guidelines Tip #6:Connect the issue Tip #7: Statistics/Stories Tip #8:Identify yourself

20. Action Alert A message that an organization/group sends to mobilize people to take action to influence public policy.

21. Writing an Action Alert Inform based on where campaign is One page or less Readable (12 pt font +); Avoid jargon Important information upfront. Provide a date. Give the tools needed.

22. Action Alert Example

23. Sending an Action Alert Who should you send the alert to? People on your email lists or in your database Your own friends and family

24. What to do with an Alert: Go to Action Page

25. Action Page

26. What to do with an Alert: Send message

27. Personalizing Alert Messages Makes the message more meaningful, gets more attention To personalize: at a minimum: Identify yourself Add a personal story, observation, experience

28. Personalizing Alert Messages Example: As a long term-care ombudsman within your district, I am writing to urge you to co-sponsor the Put a Registered Nurse in the Nursing Home Act (H.R. 952). Currently, nursing homes participating in the Medicare and/or Medicaid programs are only required to have a registered nurse (RN) on-site for eight consecutive hours each day, regardless of the size of the facility. H.R. 952 would require nursing homes receiving Medicare and/or Medicaid reimbursement to have a direct-care RN on duty 24 hours a day, seven days a week. Having been in a number of nursing homes as a long-term care ombudsman, I have witnessed first-hand what it is like for residents to not have round-the-clock access to RN care, particularly during evening shifts. Although certified nursing assistants and licensed practical nurses play important roles in the care of residents, they cannot fulfill the role of an RN. I have heard directly from family members and residents that important resident care needs have gone unmet due to the lack of an RN presence. I also know of cases where residents had to be sent to the hospital because there was no RN on site who could properly assess residents’ conditions. Residents need access to RN care all day, every day, and this is why H.R. 952 is so important. By supporting continuous direct-care RN staffing, we will ensure that some of our most vulnerable Americans have the care they deserve in nursing homes. Again, as a long-term care ombudsman who has seen firsthand what it means for residents to not have access to an RN and as one of your constituents, I strongly urge you to become a co-sponsor of the Put a Registered Nurse in the Nursing Home Act (H.R. 952) today.

29. Personalizing Alert Messages Activity! Write a sample introductory sentence from the perspective of a family member of a nursing home resident.

30. Facebook You’re the reporter and the publication!

31. Facebook Advocacy Examples

32. Twitter Microblogs of 140 characters or less called “tweets” - Use bit.ly to shorten a URL - URL’s are shortened to 22 characters

33. Twitter Advocacy Examples Ask Your Representative to Co-Sponsor H.R. 952, the Put a Registered Nurse in the Nursing Home Act http://ow.ly/AD5CG http://ow.ly/AD5CG Round-the-clock RN coverage is critical in NHs. Ask your Representative to co-sponsor H.R. 952 today! http://ow.ly/AD5CG http://ow.ly/AD5CG Nursing homes need more nurses. Support having a registered nurse (RN) on duty 24 hours a day/7 days a week! Click here to learn more http://ow.ly/AD5CGhttp://ow.ly/AD5CG

34. TWEET STORM

35. Question and Answer

36. JOIN THE CONSUMER VOICE ACTION NETWORK www.theconsumervoice.org On the right side – scroll down

37. Upcoming Advocacy Training Webinars August 27, 2015: Webinar #4 How to Grow, Support, and Activate Your Network

38. Your Go-To People: Amanda Celentano acelentano@theconsumervoice.org 202-332-2275, ext. 221 Robyn Grant rgrant@theconsumervoice.org 202-332-2275, ext. 205 Marybeth Williams mwilliams@theconsumervoice.org 202-332-2275, ext. 225