Strategic Communications Framing with Hope &...
Transcript of Strategic Communications Framing with Hope &...
![Page 1: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/1.jpg)
Strategic Communications Framing with Hope & Concern
August 7, 2019Sara Thompson, TMI Communications Specialist
![Page 2: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/2.jpg)
![Page 3: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/3.jpg)
Sara Thompson
•Marketing Consultant, SJT Marketing, Warroad, MN
•Positive Community Norms Media Specialist
•Senior Trainer & Positive Community Norms Communications Expert for The Montana Institute
• Into: Family, food, fun & fitness
![Page 4: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/4.jpg)
Dr. Jeffrey W. Linkenbach, Director / Research Scientist / AuthorThe Montana Institute
• Founder of Science of the Positive Framework and the Positive Community Norms Approach
• Co-author of H.O.P.E. (Health Outcomes from Positive Experiences)
• 30 years experience in research & health promotion
• Developed award-winning programs to change norms
![Page 5: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/5.jpg)
![Page 6: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/6.jpg)
![Page 7: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/7.jpg)
- Linkenbach, 2000
“If we want HEALTH, we must promote HEALTH.”
![Page 8: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/8.jpg)
Core Assumption
The POSITIVEexists and is worth growing.
![Page 9: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/9.jpg)
2010: 54.2% of 12th graders across the country reported that “opioids are easily available”.
2010-2018 Monitoring the Future Survey
2018: 32.5 % of 12th graders across the country reported that “opioids are easily available”.
![Page 10: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/10.jpg)
And...there is concern.
![Page 11: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/11.jpg)
Concern + Hope
![Page 12: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/12.jpg)
The Importance of HOPE
![Page 13: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/13.jpg)
![Page 14: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/14.jpg)
![Page 15: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/15.jpg)
Ceremonial Building “The ceremonial building is a
place where we practice our sacred heritage. Here we can keep our traditions and culture safe. Passing on our traditions is very important to teach future generations; traditions such as singing, dancing, and learning our language! This is a place wego to pray, heal and have good times. It’s a place to learn the culture and the stories of our ceremonial drum.”
![Page 16: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/16.jpg)
“Why is art hope? The beauty can inspire you to create your own beautiful masterpiece! Art is a part of my culture. Art comes in many forms and has so much to do with my community. As for me, I draw and write; I practice art!”
art
![Page 17: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/17.jpg)
a good liFe
“The school gives us hope for our future. It teaches us discipline and how to make good decisions. School is a place we feel safe and people care about each other. It gives us a better life and prepares us for college and getting good jobs.”
![Page 18: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/18.jpg)
Key Communications Skill: Balancing Concern & Hope
![Page 19: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/19.jpg)
Balancing Hope & Concern in communications
I am concerned about our youth becoming addicted to pain medicationandI am hopeful because the majority of our students have never misused prescription drugs.
![Page 20: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/20.jpg)
I am hopeful because MOST students agree that using prescription drugs for the purpose of getting high is NEVER a good thing to do.andI am concerned because prescribed pain meds can too easily become addictive if students are exposed to them to treat chronic pain or injury.
![Page 21: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/21.jpg)
I am concerned because of the seemingly growing number of opioid, meth, and heroin tragedies in our region.andI am hopeful because there are hundreds of people who are coming together to work toward a solution.
![Page 22: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/22.jpg)
Integrating Hope & ConcernInto your message
![Page 23: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/23.jpg)
![Page 24: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/24.jpg)
![Page 25: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/25.jpg)
SHARE OUT
![Page 26: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/26.jpg)
Istockphoto.com/dssimages
![Page 27: Strategic Communications Framing with Hope & Concernregion10opioidsummit.org/.../2019/08/4B-Hope-and-Concern-Present… · “The school gives us hope for our future. It teaches us](https://reader034.fdocuments.in/reader034/viewer/2022042418/5f347e32442b007af26b7e3e/html5/thumbnails/27.jpg)
Concern + Hope