fostering community involvement and support
DESCRIPTION
FOSTERING COMMUNITY INVOLVEMENT AND SUPPORT. Module 26, part B – Materials and Media. Objectives. Students will be able to: describe aspects of community based outreach programs. assess methods used to produce and evaluate your message. identify key elements to a good news story. - PowerPoint PPT PresentationTRANSCRIPT
FOSTERING COMMUNITY INVOLVEMENT AND
SUPPORT
Module 26, part B – Materials and Media
Developed by: Desotelle Updated: U6-m26b-s2
Objectives
Students will be able to: describe aspects of community based outreach
programs. assess methods used to produce and evaluate
your message. identify key elements to a good news story. describe techniques used to establish rapport
with the media to further your message.
Developed by: Desotelle Updated: U6-m26b-s3
Lecture Outline
Summary of community based social marketing Creating outreach materials
format message design distribution evaluation
Working with the media
Developed by: Desotelle Updated: U6-m26b-s4
Summary - community based outreach approach
Identify barriers – helps set goals, objectives, target audience
Design program (tools include - commitment, incentives, prompts, etc.)
Pilot program – create, package, distribute and test draft outreach materials.
Implementation and evaluation – full scale effort and analysis.
Developed by: Desotelle Updated: U6-m26b-s5
Outreach materials
Package your message
http://www.epa.gov/watertrain/gettinginstep/step4a.html
Developed by: Desotelle Updated: U6-m26b-s6
Example to consider
Developed by: Desotelle Updated: U6-m26b-s7
Format considerations
Will the package reach target audience? Can the target audience decipher it? Is the message user-friendly? How will the target audience access and use
the information? Is it something they will see once and discard
or refer to often?
Developed by: Desotelle Updated: U6-m26b-s8
Format production
Can it be produced in-house, with existing resources?
How much will it cost? Who will pay for it? Remember that even if your message is the
same for a variety of audiences, you must package it separately for each audience.
Developed by: Desotelle Updated: U6-m26b-s9
Format frequency
Formats often dictate the frequency of message presentation.
Frequency is important because it determines how well the message will be remembered. As the saying goes, "out of sight....“.
Take time to explore various message displays (T-shirt, magnet, brochure, etc.) to see if they fit your program of linking objective, audience, and message.
Developed by: Desotelle Updated: U6-m26b-s10
Design the message
Many different printed, broadcast, and other formats are available to convey your messages.
Computer desktop publishing has made the production of many of these materials easy and fun.
You can also produce attractive and effective materials using basic resources such as a photocopy machine, scissors, and tape.
Developed by: Desotelle Updated: U6-m26b-s11
Package options
•http://www.epa.gov/watertrain/gettinginstep/step4b.html
Print Stuff Media Internet
Developed by: Desotelle Updated: U6-m26b-s12
Distribute the message
Mail Door-to-door Target businesses Presentations Piggy-backing your
message
Developed by: Desotelle Updated: U6-m26b-s13
Evaluation
Provides a continuous feedback mechanism.
Avoid paralysis by analysis.
At a minimum review the outreach plan on a staff level
High-level effort includes a pre and post evaluation of randomly selected individuals.
•http://www.epa.gov/watertrain/gettinginstep/step6a.html
Developed by: Desotelle Updated: U6-m26b-s14
Types of evaluation
Planning assess likelihood that outreach program will
achieve their objectives Process
focus on implementation of activities as they relate to budget requirements, schedules, and staff resources
Impact assess the outcome or impacts produced by the
outreach program and are directly tied to the original objectives
Developed by: Desotelle Updated: U6-m26b-s15
Assessment tools
Focus groups Surveys Interviews
Direct measurement of improvements Identify time frame for measure results
true impacts may be not show up for a while
Developed by: Desotelle Updated: U6-m26b-s16
Working with the media
If your outreach objectives include educating targeted or mass audiences about problems and solutions, building support, or generating awareness and interest, consider the advantages offered by the media.
News messages are FREE Reporters are always looking for news
Developed by: Desotelle Updated: U6-m26b-s17
Who are the media
Newspapers and magazines Television Radio
http://www.epa.gov/watertrain/gettinginstep/part3b.html
Developed by: Desotelle Updated: U6-m26b-s18
Key elements for good news story
Involve local people or issues Focus on unique or unusual attributes Relate to significant matters or events Affect many people throughout a region Involve controversy or strong emotions Avoid technical jargon
"neighbor rule": If you can't explain an issue or problem to your neighbor, you probably won't be able to explain it to the public through the media.
Developed by: Desotelle Updated: U6-m26b-s19
Establish a relationship with the media
introduce yourself to the news staff and start developing a relationship before you submit anything for coverage.
be proactive rather than reactive
Developed by: Desotelle Updated: U6-m26b-s20
Types of media releases
News release News advisory Query letter News conference Letter to the editor Radio spot
Developed by: Desotelle Updated: U6-m26b-s21
References
EPA Watershed Academy Web– Getting in Step – A Guide to Effective Outreach in Your Watershed http://www.epa.gov/watertrain/gettinginstep
McKenzie-Mohr D. and Smith W. 1999. Foster Sustainable Behavior – An Introduction to Community-Based Social Marketing. New Society Publishers, Gabriola Island B.C., Canada
McKenzie-Mohr & Associates. Guidebook on Foster Sustainable Behavior. http://www.cbsm.com