boots on the ground: the art and science of community engagement “we live in a world in which we...
TRANSCRIPT
Boots On The Ground:
THE ART AND SCIENCEOF
COMMUNITY ENGAGEMENT
“We live in a world in which we need to share responsibility. It's easy to say "It's not my child, not my community, not my world, not my problem."
Then there are those who see the need and respond. I consider those people my heroes.”
- Fred Rogers
• Consistent Messaging is Essential Foundation
1. Fidelity to Brand
2. Research-based
• Continuous Messaging builds Staying Power
• Engaged Messengers all using the same message build Trust
The Science of Messaging
The Science of Messaging
Why research?Define effective messagingDefine words to avoid and credible words Determine baseline Set benchmarks Measure progress
Methodology: Qualitative (focus groups) and quantitative (phone surveys)
The Power of Consistency
Pair up and share the one message about early childhood that you would like everyone to repeat.
Challenges and Successes
Before: Focused on the organization first.
After:Early Childhood first.First Things First second.
Messaging Research Resources
What resources can you use for messaging research?
• Heckman: http://www.heckmanequation.org/ • Communicating About Children, Luntz, Maslansky
Strategic Research
• What Grownups Understand about Child Development: http://www.buildinitiative.org/files/grown-ups.pdf
Strategic targeting of key influencers
• Initial survey: Who do people trust?• Who are best messengers in each
community?
• Hurdle: Needed more disciplined approach to target audiences after Year 1
The Science of Identifying Best Messengers
Who in your community?
• Complete parts 1-3 individually• In groups of 5-6, review best opportunities• Share with larger group
• Success: Trusted messenger becomes true Champion for Children.
The Art of Engaging Best Messengers
Conversations/Call-to-Actions
Sharing success stories
FormalPresentation
Events
Traditional &
Emerging Media
Site Tours
Trainings
The Art of Building Engagement
Successes and Challenges
Science: ROI of Engagement Activities
Challenges and Successes
The Art of Building Relationships
Inform
Engage
Act
The Art of Inspiring Action
LETTER TO THE EDITOR1. 2.
3.
Training for Action
Formal Speakers Training
• Teaching the importance of
consistent messaging
• Giving tools for action
• Gaining commitment
Training Activity Example
You are speaking to a reporter with a colleague
of yours at your organization’s event. Your
colleague begins telling the reporter about First
Things First. “First Things First is important
because it helps poor kids,” she says. What can
you add?
Challenges & Successes
The Nutrition Education and
Obesity Prevention
Program provides nutrition &
physical activity trainings to
parents and child care providers of
children five years and younger on
the Navajo Nation
Science of Storytelling
A story can put your whole brain to work
The brains of the person telling a story and listening to it can synchronize. – Uri Hasson, Princeton University
The Art Of Storytelling
“Even if you have reams of evidence on your side,
remember: numbers numb, jargon jars, and nobody ever
marched on Washington because of a pie chart.
If you want to connect with your audience, tell them a
story.”
- Andy GoodmanThe Goodman Center
www.agoodmanonline.com
Stories inspire action
Angela Mussi Memarie [email protected] [email protected]
www.readyazkids.com
“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.”
-Margaret Mead
Engagement Leads to Change