Title: A Guide to Communicating About Public Health in Kansas Fall 2006 Training
1A Guide to Communicating About Public Health in
KansasFall 2006 Training
2Introductions and Agenda
- Your goals for today
- Binder
- Overview of project
- Materials overview
- Small group activity
- Users guide
- Small group activity
- Individual activity
- Wrap up
3Project Overview
- Team
- KHF, KALHD, KHI, and KPHA
- Public Health Systems Group (PHSG) Capstone
- Purpose
- More effective communication to policymakers and
businesses - Consistent messages across KS public health
- Clear messages about the value and services of
government public health agencies
4Project Overview Why It Matters
- Many dont know what government public health
does or why it matters to them - Public health needs more support in KS
- Clear and consistent messaging helps correct this
- Data will help public health better understand
businesses and policymakers needs - Leading to tailored products, tools, services
- Leads to more support for public health
5Project Overview Target Audiences
- Primary audiences for research and development
- Local and state policymakers
- Local and state businesses
- Community-based organizations
- Community opinion leaders
- Public health professionals
6Strategic Communication
Org Personality
Org. Identity
7Research Process
- Evidence-based - multiple research tools
- Review KHI policymaker data
- PHSG strategy meetings
- Stakeholder interviews identify unique and
valuable services (from ten essential) and
several messages for each - Online survey tested messages for each service
and a key benefit message
8Research ProcessStakeholder Interviewees
9Research Findings
- Top Rated Public Health Services
-
- Monitoring, identify, and address health problems
- Diagnose and investigate health problems and
hazards - Inform, educate and empower Kansas about health
issues - Develop policies and plans to protect health of
the public - Safeguard laws and regulations that protect
health and ensure safety
10Research processPHSG Decisions
- Unique and Valuable Services
- Monitoring, identify, and address health problems
- Diagnose and investigate health problems and
hazards - Develop policies and plans to protect health of
the public - Safeguard laws and regulations that protect
health and ensure safety - Tailored for Business and Policymakers
- Inform, educate and empower Kansas about health
issues - Link people to health care services when needed
11Research ProcessOnline Survey
12Research Findings KS Communication Building
BlocksKey Benefit Message
- Key Benefit Message
- Healthy People Build Strong Communities
- Tested well in gt 50 of all audience groups
- Suggests community/population health
- Strong perceived in many different ways
- Links strong communities to healthy people
13Research Findings KS Communication Building
BlocksMessages about Core Services
- Monitor, Identify, and Address Health Problems
- Kansas Public Health agencies are fostering
healthy communities by assessing health problems,
promoting wellness, and avoiding preventable
diseases. - Diagnose and Investigate Health Problems and
Hazards - Kansas Public Health agencies investigate and
identify todays urgent, emerging, and everyday
health problems.
14Research Findings KS Communication Building
BlocksMessages about Core Services
- Safeguard Public Health Laws and Regulations
- Kansas Public Health agencies work with
communities and businesses to implement
safeguards that protect health and ensure safety.
- Develop Plans and Policies to Protect Health
- Kansas Public Health agencies work with
communities, businesses and policymakers to
develop policies and plans that protect health
and control health care costs
15Research Findings KS Communication Building
BlocksPublic Health Personality in Kansas
- Works well with others
- Makes good use of public dollars
- Collaborative approach
16Research Findings KS Communication Building
BlocksLanguage Words to Use
- Protection
- Prevention
- Promoting
- Working together, working with the community
- Wellness
17Research Findings KS Communication Building
Blocks Language Words to Substitute
Avoid Using Instead Say Disease
surveillance Disease tracking or Disease
monitoring Enforcement Safeguarding
Comprehensive prevention Public education
campaigns programs or community-based
programs Population health Community health
18Materials Development
- Needs identified by Capstone project
- Brochures with core service messages
- Fact sheets with more detail than brochures
- PowerPoint with talking points
- Communication guide and training
- Technical assistance see Edie
- New products can be created and shared
- Posters for rural and community bulletin boards
- Seasonal materials linked to public health issues
19Core Services Brochure
20Fact Sheets
21PowerPoint with Script
- On CD-ROM
- Script is flexible
- Slides can be added/deleted
- Review the slide show
22Materials Issues
- How long will these materials last?
- Shelf-life without any updates is 2-3 years
- Design and most of the text can be reused with
fresh examples - Depends greatly on how local and state leadership
encourage, motivate, inspire, require agency
staff and contractors to use materials - What do I do with current materials stock?
- Keep using until your stock is low and time to
reorder
23Communicating the Key Benefit Message Activity
- Develop your own 1-2 minute talk on public health
and why its important to the business community - Use the key benefit message ideas or exact
statement - Use at least one of the core service message
concepts and key DO words - Practice the talk with a colleague, provide each
other feedback for improvement
24Communication GuideCommunication Standards
- Evidence-based messages that build support for
public health - Guidance about graphic design
- Sample materials on CD-ROM
- Can be customized
- Available in desktop and professional printing
formats
25Communication GuideCommunication
StandardsMessages
- Use the key benefit message as often as possible
exactly as written - Healthy People Build Strong Communities
- Use core service messages when describing one of
the four core service activities - Use exact wording at least once
- Mimic or apply preferred language and personality
for the six other essential services
26Communication GuideCommunication
StandardsMessages
- Boiler Plate Language (page 11)
- Healthy people build strong communities. Health
problems can interrupt lives. By protecting and
promoting health, public health in Kansas helps
people succeed in school or on the job, raise
healthier families, contribute to a more vibrant
Kansas economy, and participate fully in their
communities. - Insert at the end of press releases, fact sheets,
reports, Web sites, etc. - Do and Dont Words
- Use as described, page 11-12
27Communication GuideCommunication
StandardsMessages
- Important Concepts to Emphasize (page 13)
- Use these as appropriate to the situation
- Copy exactly or modify but be careful to use Do
and not Dont words - Add local examples of the concept to create
interest in your local audiences
28Communication GuideGraphic StandardsColors (p.
14)
29Communication GuideCommunication StandardsFonts
(p. 15)
- Be consistent
- Minimum 10 point
- Serif fonts for printed documents
- Sans Serif for electronic
- Preferred Serif Fonts
- Berling or Garamond
- Preferred Sans Serif Fonts
- Trade Gothic or Helvetica Condensed
- .
30Communication GuideCommunication
StandardsPhotos (p. 15)
- Use photos and not clipart when possible
- The images on the CD-ROM are royalty free for
these materials - Three keys to KS Look
- Diversity
- Local landmarks, images, icons
- Cropping photos into circles
31Communication GuideCommunication
StandardsGraphic Design Elements ( p. 16)
- Color bars at top of pages
- Single color on one column
- Multi-color, alternating, on multi-panel docs
- 1-point vertical rule to the left of text for
highlight - Blue or yellow colors
- Positioned 6-12 points from text
32Communications Examples
- All are on the CD-ROM
- Desktop and professional printing artwork
- Word, PDF, PowerPoint, and Quark
- Low resolution and high resolution
- All use the Kansas Public Health Communication
Building Blocks - All have local examples embedded
- All are customizable for your local examples
33Building SupportTelling Our Story
- Use these evidence-based messages as often as
possible - Consistency and repetition are important in
communication outreach - Reminds people about what they value in public
health - Professional and flexible graphic designs
- A set of starting materials
34Appendices Acknowledgments
- Appendix A
- Detailed explanation of research processes and
findings - Appendix B
- An example of communicating about the core
service Safeguarding Public Health Laws and
Regulations - Tips and pointers
- Acknowledgements
35Small Group ActivityCore Services Local
ExamplesPick any two 50 minutes each
- Develop local example slides and the accompanying
text for one of the four core services in the
PowerPoint slide show - Develop a fact sheet to communicate a specific
local program to the business community for one
of the four core services - Develop talking points to accompany budget
requests for one of the four core services
36Closing CommentsYour thoughts
- What else do you need?
- What works well in this training?
- What needs revision?
- What additional technical assistance will you
need? - Call Edie for access to contract assistance
37Contact Information
- Kirby Marketing Solutions
- Marketing research, development, and strategy
- Susan D. Kirby, Dr.P.H.
- susan_at_kirbyms.com - www.kirbyms.com
- The Watson Group
- Creative message development, graphic design,
marketing strategy - Danie Watson
- danie_at_watsongroupmarketing.com
www.watsongroupmarketing.com