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Katie Dively, Research Scientist II
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AgendaAgendaAgendaAgenda
• Welcome!
• 7 Step Communication Process
• Your Role
• Next Steps
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Center’s PurposeCenter’s PurposeCenter’s PurposeCenter’s Purpose
We are an interdisciplinary center
serving communities and
organizations through research,
training and guidance to cultivate
healthy and safe cultures.
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Positive Culture FrameworkPositive Culture FrameworkPositive Culture FrameworkPositive Culture Framework
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For more Information
www.chsculture.org
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Positive Culture FrameworkPositive Culture FrameworkPositive Culture FrameworkPositive Culture Framework
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Purpose of CommunicationPurpose of CommunicationPurpose of CommunicationPurpose of Communication
• Close GAPS (knowledge, skills, norms, etc.)
• Motivate other prevention strategies
• Tell a new story in our communities
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Communication
Communication ProcessCommunication ProcessCommunication ProcessCommunication Process
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Ways to Apply These StepsWays to Apply These StepsWays to Apply These StepsWays to Apply These Steps
• Communication Campaign
• Presentation
• Letter/Email
• Conversation
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Campaigns Coupled with Other StrategiesCampaigns Coupled with Other StrategiesCampaigns Coupled with Other StrategiesCampaigns Coupled with Other Strategies
“The mass media campaigns reviewed were
generally carefully planned, well executed,
attained adequate audience exposure, and were
implemented in conjunction with other ongoing
prevention activities, such as high visibility
enforcement.”
Elder, R. W., Shults, R. A., Sleet, D. A., Nichols, J. L., Thompson, R. S., & Rajab, W. (2004).
Effectiveness of mass media campaigns for reducing drinking and driving and alcohol-
involved crashes: A systematic review. American Journal of Preventive Medicine, 27(1), 57–
65.
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Successful Campaigns need to…Successful Campaigns need to…Successful Campaigns need to…Successful Campaigns need to…
� Be Theory-Based• Not based on what people like or think would be effective
� Assess exposure and other process measures
Randolph, W., & Viswanath, K. (2004). Lessons Learned from Public Health Mass
Media Campaigns: Marketing Health in a Crowded Media World*. Annual Review of
Public Health, 25(1), 419–437. doi:10.1146/annurev.publhealth.25.101802.123046
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Step 1. Planning and AdvocacyStep 1. Planning and AdvocacyStep 1. Planning and AdvocacyStep 1. Planning and Advocacy
• Identify issue and focus audience
• Advocate to get access to focus audience for
– Baseline data
– Pilot testing
– Evaluation
• Plan to make sure you have enough resources
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Step 1. Planning and AdvocacyStep 1. Planning and AdvocacyStep 1. Planning and AdvocacyStep 1. Planning and Advocacy
• Recruit stakeholders
• Develop timeline
• Develop evaluation plan
• Build capacity of stakeholders
– Training
– Talking Points
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
• Planning during Phase 1 project
• Identification of YOU!
• Identification of audience (OR youth and
Adults)
• Logo/Branding
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
• Grow capacity of key stakeholders
– Quarterly webinars
– Training in 2019
– Monthly phone calls w/ OHA
• Timeline developed
• Evaluation tips provided
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Communication
Step 2: Baseline DataStep 2: Baseline DataStep 2: Baseline DataStep 2: Baseline Data
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Foundation
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“All truth passes through three stages:
First, it is ridiculed.
Second, it is violently opposed.
Third, it is accepted as
being self-evident.”
- Schopenhaur
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Step 2. Baseline DataStep 2. Baseline DataStep 2. Baseline DataStep 2. Baseline Data
Collect baseline data BEFORE messaging• measure actual and perceived norms
• measure injunctive and descriptive
norms
• measure communication awareness
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
• Assessment of OR adults’ attitudes, beliefs and
behaviors related to problem gambling and
intervening with a problem gambler, as well as,
statewide resources available (online survey)
• Survey analysis and report development
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
• Qualitative assessment of key stakeholders and
prevention coordinators
• Assessment of communication tools
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Communication
Step 3: Message DevelopmentStep 3: Message DevelopmentStep 3: Message DevelopmentStep 3: Message Development
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Speaking Points
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Press Release
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Principles of Effective MediaPrinciples of Effective MediaPrinciples of Effective MediaPrinciples of Effective Media
� Positive
� Normative
� Reflective
� Inclusive
� Neutral
� Clear
� Data-based and Source-specific
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
• Tool development to reduce problem gambling
and increase bystander engagement
– Video
– Radio
– PowerPoint
– Speaking Points
– Press Release
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Communication
Step 4: Communication PlanStep 4: Communication PlanStep 4: Communication PlanStep 4: Communication Plan
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Many Ways to Communicate
Radio
Newsletter
website
email posters
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Are we a mile wide and
an inch deep?
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Communication PlanCommunication PlanCommunication PlanCommunication Plan
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
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Communication
Step 5: Pilot TestingStep 5: Pilot TestingStep 5: Pilot TestingStep 5: Pilot Testing
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Why Pilot Test?Why Pilot Test?Why Pilot Test?Why Pilot Test?
Does the contextualizationcontextualizationcontextualizationcontextualization of the message
connect with the focus audience?
Is the message understoodunderstoodunderstoodunderstood?
Is the intentintentintentintent of the message understood?
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Example of
an image
that did NOT
work
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UnderstandingUnderstandingUnderstandingUnderstanding
• In your own words, what did this say?
• What does “7 out of 10” mean to you? Is it the
same, smaller, or larger than 70%? than 14 out
of 20?
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Example of
confusing
text
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IntentIntentIntentIntent
What does this message really mean to you?
Say this message in your own words.
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Are we
sending
mixed
messages?
Most College Students
Drink Responsibly
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Pilot Test With Whom?Pilot Test With Whom?Pilot Test With Whom?Pilot Test With Whom?
• Stakeholders
– Coalition
– Funders
– Local Leaders
• Focus Audience
handout
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
• Pilot testing of the survey
• Pilot testing of the brand/logo (stakeholders,
public and coordinators)
• Pilot testing media (stakeholders and
coordinators)
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Communication
Step 6: ImplementationStep 6: ImplementationStep 6: ImplementationStep 6: Implementation
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• Preparing for response
• Listening for next generation messages
• Hearing and steering conversations
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
Toolkit Delivered in May, 2019 training
– Video
– Radio
– PowerPoint
– Speaking Points
– Press Release
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Communication
Step 7: EvaluationStep 7: EvaluationStep 7: EvaluationStep 7: Evaluation
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Step 7 Step 7 Step 7 Step 7 –––– EvaluationEvaluationEvaluationEvaluation
• Process Measures
– Communication plan
• Intermediate Variables
– Communication awareness
– Beliefs
• Outcomes
– Behavior, skills
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Step 7 Step 7 Step 7 Step 7 –––– ReflectionReflectionReflectionReflection
• What are our most important lessons learned?
• How will we do this better next time?
• How has the conversation changed?
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Application to ProjectApplication to ProjectApplication to ProjectApplication to Project
• Tips on evaluating communications
• 2nd qualitative assessment of stakeholders and
coordinators
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Ways to Apply These StepsWays to Apply These StepsWays to Apply These StepsWays to Apply These Steps
• Communication Campaign
• Presentation
• Letter/Email
• Conversation
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Your Role!Your Role!Your Role!Your Role!• Assessment interviews with CHSC team
• Pilot testing of media
• Understanding of the tools
• Distribution of tools throughout your
community!
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Next Webinar!Next Webinar!Next Webinar!Next Webinar!
March 1March 1March 1March 1stststst, 2018, 2018, 2018, 2018
9 am9 am9 am9 am
Topic: Data Collection ProcessTopic: Data Collection ProcessTopic: Data Collection ProcessTopic: Data Collection Process
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Questions or
comments?
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Thank you
for participating today!