College of Public Health and Human SciencesCommunication and OutreachPresenter: Craig Mossbaek Date: August 23, 2013

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Most important

• Need to coordinate with outside partners• Organizations have different roles to play• There are times when the health department will take the

lead, and many times when others will take the lead• Be prepared to give up some control

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Gaining Support within the Health Department

• Health Department staff will usually take the lead here, but outside partners can help• Similar to working with other policy makers, the goal is getting

support for the policy and making it a priority• Gain support from other programs within the health

department that will be impacted by the policy• Consider if you need buy-in from other governmental agencies,

e.g., police, schools, etc.

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Coalitions and Partnerships

• Need to cultivate coalitions and partnerships very early in the process• An effective coalition includes people and organizations• That represent diverse interests• Have resources to devote to the policy effort• Have relationships to policy makers and other key stakeholders• Provide leadership for the coalition• Can work collaboratively

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Communication Materials

• One-pager (please don’t call it a Fact Sheet)• Visually appealing• The best information that supports the policy

• Talking Points – for internal use, but realize that anything is subject to the Freedom of Information Act (FOIA)• Media Packets – this is where you can have much more detail,

but always lead with the best talking points

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Increase legitimacy and build momentum by referring to…

• The most localized stories and data available• Community Health Assessments• Community Health Improvement Plans• Annual reports on health data• Strategic plans of specific health issues• National campaigns

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Media Outreach

• Reporters• Which news outlets or reporters are likely to be covering this issue?• Develop a relationship with the reporter

• Editorial Boards• Timing, usually have only one chance at a meeting

• In health departments, communications with the media are closely monitored – build a relationship with the health department staff that coordinate media relations• Other organizations may need to take the lead on media

outreach• Strategize about what role the health department can play

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Media Outreach

• Press events and press releases need to be newsworthy, thinking about content and format:• On location with good visuals• Local (or national) celebrity• A national event or celebration• Some policies are newsworthy just in themselves usually because they

are controversial

• Quotes need to be• Pithy, interesting, etc.• On message

Learn from past experience

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After policy adoption

• Communication and outreach continues to be important to show support for the policy and to help with policy implementation• In this phase, the health department can take more of the lead• Effective implementation also helps support the next policy

effort

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