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BUILDING PUBLIC WILL: LISTENING AND COMMUNICATING EFFECTIVELY Monette Goodrich, Vice President of Communications

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Title: BUILDING PUBLIC WILL: LISTENING AND COMMUNICATING EFFECTIVELY Monette Goodrich, Vice President of Communications


1

BUILDING PUBLIC WILL LISTENING AND COMMUNICATING
EFFECTIVELY Monette Goodrich, Vice President of
Communications Public Affairs Grantmakers in
Health 2009 Art Science of Health
Grantmaking June 10, 2009
2
Todays Agenda
  1. Introductions
  2. Background on CT Health
  3. Strategies to Build Public Will
  4. Closing Thoughts Additional Questions or
    Comments

3
INTRODUCTIONS
4
Introductions
  • Take as much TP as you think you will need

5
Introductions
  • For each sheet, tell us something about you!
  • Sheet 1 Start with your name, title and
    foundation affiliation
  • Sheet 2 What do you hope to learn from this
    workshop?
  • Sheets 3 - ? Interesting factoid(s) about
    yourself

6
Introductions Sheet 1
  • Monette Goodrich Vice President of Communications
    Public Affairs
  • Connecticut Health Foundation

7
Introductions Sheet 2
  • I hope to learn even more strategies to build
    public will from you!

8
Introductions Sheet 3
  • I am named after a small town (pop. 7,300) in
    southwestern Missouri called Monett!

9
Introductions Sheet 4
  • I wore Brett Favres game jersey while visiting
    the Green Bay Packers locker room!

10
BACKGROUND ON CT HEALTH
11
Background on CT Health
  • Connecticuts largest independent, health
    philanthropy
  • CT Health is a health conversion foundation
  • Does not actively solicit donations
  • Prudent investment strategy funds CT Health in
    perpetuity

12
Background on CT Health
  • 476 grants totaling more than 38 million in 44
    cities and towns throughout the state
  • Priority areas oral health, childrens mental
    health, racial ethnic health disparities (REHD)
  • Endowment 89 million
  • Private 501(c) 3 foundation

13
Background on CT Health
  • Mission To improve the health of the people of
    Connecticut
  • Theory of Change Changing systems over long-term
  • Brand Fostering innovative solutions for health
    justice
  • 10-Year Strategic Plan (2007-2017)

14
STRATEGIES TO BUILD PUBLIC WILL
15
How CT Health Defines Public Will
  • Public will is the expression of public
    sentiment or opinion through a set of efforts to
    educate, inform, or influence a particular
    segment of the public about an issue with the
    intent of having them support or oppose actions
    at the programmatic, systemic, or policy level.

16
Strategies to Build Public Will
  • Grant-making
  • Research
  • Capacity building
  • Convening
  • Raising awareness

17
Why Isnt Communications a Strategy?
  • Communications should not be considered a
    separate strategy
  • Integrated into all strategies
  • Its a means to an end
  • Its the how and not the what

18
Strategies to Build Public Will Grant-Making
  • Documentary film
  • Report on African-American health in Connecticut

19
About URU, The Right to Be, Inc., Grant
  • 125,000 in 2007 to develop disseminate
    documentary about REHD
  • 5,000 in 2009 to support National Civic
    Engagement Tour

20
Grant Highlights
  • Multiple screenings and discussions
  • Leadership in Journalism Award from Congressional
    Black Caucus Health Braintrust

21
About Connecticut State Conference of the NAACP
Grant
  • 25,000 in 2003 to support the planning process
    of developing a health status report
  • 100,000 in 2004 to complete health status report

22
Grant Highlights
  • News media coverage
  • NAACP as expert in African-American health
  • Helped solidify relationship with NAACP
  • Helped create Commission on Health Equity

23
Lessons Learned
  • Grantee is often the best messenger because they
  • Reach new audiences
  • Authentic voice
  • Messages resonate with community values
  • Strengthen credibility

24
PLEASE SHARE YOUR EXAMPLES
25
Strategies to Build Public Will Research
  • Policy briefs educational briefings
  • REHD internal baseline research

26
Policy Briefs Educational Briefings
  • When Foundation Talks

27
Policy Briefs Based on target audience
  • Decision-makers advocates
  • News media is NOT a target audience
  • Web 2.0 or social media is a link to target
    audience

28
Policy Briefs Based on target audience
  • Content
  • Responsive
  • National experts
  • Format
  • 4 to 6 pages
  • Messages/facts repeated
  • Colorful pictures

29
Policy Brief Case Study Timeline
  • Feb. 4, 2009 Governor proposed eliminating
    health coverage for legal immigrants and imposing
    additional copayments for Medicaid beneficiaries
  • Feb. 19 CT Health commissioned Jack Hoadley of
    Georgetown Universitys Health Policy Institute
    to write two policy briefs highlighting proposed
    2010-2011 budget cuts
  • April 16 Met with Speaker of the House
  • April 21 Met with top Democratic representative
    on Appropriations Committee
  • April 30 Policy briefs unveiled during an
    educational briefing featuring Hoadley and HUSKY
    beneficiary Evelyn Richardson at the Legislative
    Office Building in Hartford
  • About 50 advocates, lobbyists and
    legislators/staff members attended
  • Briefing covered in CT News Junkie.com, New Haven
    Independent, La Identidad Latina and the New
    Haven Register
  • Met with top Republican senator on Appropriations
    Committee
  • Made 9 new contacts
  • Policy briefs contributed to development of an ad
    hoc legal immigrant advocacy group

30
Policy Brief Case Study Timeline
  • May 1 Met with Manchester daily newspaper
    editorial page editor local bloggers linked to
    CT Healths policy briefs sent out CT Health
    e-news to more than 2,300 contacts
  • May 7 Policy briefs distributed at 40-person and
    100-person advocate meetings
  • May 8 Presented research findings during monthly
    Managed Care Council meeting
  • May 19 Op ed published in Hartford Courant
  • May 27 Interviewed on New Haven radio station
  • May 28 Met with New London daily newspaper
    editorial board
  • June 1-30 CT Health-generated stories scheduled
    to appear in 2 African-American weekly
    newspapers one Spanish language weekly newspaper
    and one Polish language monthly newspaper
  • June 4 Met with New Haven daily newspaper
    editorial board
  • June 5 Interviewed on ABC affiliates weekly
    public affairs show
  • June 11 Scheduled to appear on NBC affiliates
    weekly public affairs show

31
Lessons Learned
  • Makes the case for a public policy change
  • Provides a news hook
  • Format resonates with target audience
  • Experts are political
  • Integrating human element with data and health
    system difficult

32
REHD Internal Baseline Research
  • When Foundation Listens

33
REHD Internal Baseline Research
Research Question Research Project
How does the media cover REHD? Media content analysis
What is the current public awareness and understanding of REHD? Telephone survey focus group discussion
Who, in Connecticut, can help building public will around REHD? Personal interviews
How can CT Health leverage its relationships to impact REHD? Social network mapping
What role can public policy play in decreasing REHD? Legal analysis
34
Media Content Analysis
  • Lessons Learned
  • Focus on systemic causes and solutions to REHD
  • Educate government officials/politicians,
    academics and healthcare professionals
  • Cultivate additional messengers in traditional
    and new media
  • Develop messages that link to values, stories
    rather than data

35
Telephone Survey
  • Lessons Learned
  • Challenge to change myths around REHD
  • Whites believe equal opportunity for quality
    health care
  • People of color blame the victim
  • All agreed REHD is poor persons problem
  • Target specific groups who are likely to build
    public will
  • Latino voters, ages 25-3
  • Politically moderate/independent white women,
    ages 25-34
  • Politically progressive white men, ages 21-34

36
Focus Groups
  • Lessons Learned
  • Increase awareness of REHD
  • Messages should highlight equal access to quality
    health care
  • Focus on stories and values rather than
    data/statistics around REHD
  • Difficult to measure attitude/knowledge since
    many think, say, feel differently about
    REHD/health inequities

37
Personal Interviews
  • Lessons Learned
  • Develop both unifying message and secondary
    messages
  • Coordinate distinct efforts across the state
  • Develop specific actions/activities
  • Build capacity of existing organizations

38
Social Network Mapping
  • Lessons Learned
  • Link across state through virtual network
    platform
  • Develop new alliances with most influence to
    create public will
  • Support new methods of educating communicating
    with partners

39
Legal Analysis
  • Lessons Learned
  • Solutions require systems-wide changes in govt.
    infrastructure culture
  • Resource reallocation
  • Change in practice
  • Attitudinal shifts

40
What We Learned
  • Focus on systems-wide solutions to REHD problem
  • Debunking myths difficult
  • Equal access to health care resonates with
    multiple audiences
  • Build capacity of existing REHD efforts
  • Social media bridge to new audiences
  • Changing government culture takes time

41
PLEASE SHARE YOUR EXAMPLES
42
Strategies to Build Public Will Capacity
Building
  • Health Leadership Fellows Program

43
About Health Leadership Fellows Program
  • Foster next generation of REHD leaders
  • Year-round knowledge and skill-building program
  • Entering into 6th year more than 100 graduates
  • Cost approximately 200,000 annually
  • 80 percent of each class of 20 Fellows is
    reserved for people of color

44
Impact on Rose Abréu-Sánchez
  • Featured in annual report
  • Program inspired graduate degree
  • Strengthen advocacy skills and ability to
    navigate the health care system

45
Lessons Learned
  • Reducing REHD requires both awareness and
    leadership
  • Communities of color in CT have fewer leadership
    development opportunities
  • Participants share/use knowledge of REHD within
    multiple networks
  • Individual capacity building may have long ROI
  • Communicate impact of Fellowship on individuals
    regularly

46
PLEASE SHARE YOUR EXAMPLES
47
Strategies to Build Public Will Convening
  • Public Policy Panel on Racial Ethnic Health
    Disparities

48
About the Panel
  • 12-member panel of community, faith and
    professional leaders
  • Educated by national/local experts
  • Three public forums
  • Developed a series of specific public policy
    recommendations in four areas
  • Social and environmental factors
  • Data collection and analysis
  • Language barriers
  • Workforce diversity

49
Communicating Public Policy Recommendations
Report
  • 44-page report written and produced by foundation
    staff
  • Included more than 58 references
  • Most expensive publication in history of
    foundation nearly 11 per report

50
Communicating Public Policy Recommendations
Educational Briefing
  • 90-minute briefing at state capitol building
  • Reaction panel attorney general, speaker of the
    house, department of public health deputy
    commissioner, senate appropriations committee
    co-chair
  • 60 policy-makers, advocates, grantees attended

51
Communicating Public Policy Recommendations
Earned Media
  • Letter to the editor in The Hartford Courant
  • 2 editorial board meetings
  • 4 radio interviews
  • 2 television segments
  • 7 newspaper stories

52
Communicating Public Policy Recommendations Ad
Campaign
  • 32,000 ad campaign for ethnic newspapers
    June-July 2005
  • Tested ad images and messages
  • Messages
  • Center on healthy lifestyle
  • How to tips

53
Public Policy Impact Grants
  • Department of Public Health to coordinate
    racial/ethnic health data statewide
  • Capitol Region Conference of Churches and Alpha
    Kappa Alpha Sorority to raise awareness
  • Lao Association and Mashantucket Pequot Tribal
    Nation to develop culturally appropriate health
    promotion strategies
  • Naugatuck Valley Project to document health care
    access among patients with LEP
  • Hispanic Health Council to coordinate newly
    formed Connecticut Coalition for Medical
    Interpretation

54
Public Policy Impact Research
  • Commissioned two reports and two policy briefs
    about medical interpretation services for LEP
    Medicaid beneficiaries
  • Commissioned Community Health Data Scan for
    Connecticut
  • Added another website featuring charts, graphs
    and other health indicators related to REHD

55
Lessons Learned
  • Need long-term education campaign to increase
    awareness
  • Internal report development time consuming
  • Recommendations generated many successful grants
    new partnerships
  • Generated movement in public policy arena

56
PLEASE SHARE YOUR EXAMPLES
57
Strategies to Build Public Will Raising Awareness
  • Community sponsorships
  • Virtual community engagement

58
Community Sponsorships
  • Support nonprofit organizations events
  • Alignment with priority areas or mission
  • Program or promotional material advertisement
  • 20,000 annual budget
  • Not publicly promoted word of mouth
  • Foundation grantees are not eligible for
    sponsorships

59
Strategy Behind Community Sponsorships
  • Reach new audiences
  • Increase awareness of foundation priority areas
  • Demonstrate support of local community
  • Reinforce brand
  • High ROI a lot of bang for the buck

60
Impact Southwest Regional Mental Health Board
  • 1,000 to sponsor National Depression Screening
    Day screenings at ten sites
  • Foundation logo in multiple formats
    communications channels
  • News coverage of CT Health

61
Virtual Community Engagement
  • 200,000 in 2009 to develop an online community
    strategy
  • Received 30 RFQ submissions
  • Invite 5-10 to submit full application
    interview
  • Select grantee in September

62
PLEASE SHARE YOUR EXAMPLES
63
CLOSING THOUGHTS
64
Closing Thoughts on Building Public Will
  • Building public will is a marathon
  • Requires multiple partners strategies
  • Strategic communications vital in
  • Raising awareness
  • Building relationships
  • Connecting people and organizations
  • Attracting most appropriate grantees
  • Strengthening foundations credibility

65
QUESTIONS OR COMMENTS?
66
Contact Information
  • Monette Goodrich
  • Vice President of Communications Public Affairs
  • Connecticut Health Foundation
  • 74B Vine Street
  • New Britain, CT 06001
  • 860.224.2208 (direct line)
  • monette_at_cthealth.org
  • www.cthealth.org

67
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