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Effective Outreach with Businesses

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Title: Effective Outreach with Businesses


1
Effective Outreach with Businesses
2
Sneak Preview Section 4
  • Learning objective Describe at least two
    motivators of employers and two barriers to
    implementing a worksite lactation program.
  • Topics How to present the business case to
    employers
  • Handouts
  • Handout B Press Release
  • Handout C Company Profile
  • Handout D Role Play Scenarios
  • Resources from The Business Case for
    Breastfeeding
  • Folder 5 Outreach Marketing Guide

3
Video Exercise
4
Exchange Theory in Action
Barriers
Motivators
5
The Bottom Line What Motivates Employers
  • For employers, the right thing to do is to
    maintain a healthy bottom line (ROI)

6
Investing in Proven Programs
  • Successful program models can help employers feel
    confident considering lactation support.
  • Options for finding similar companies
  • Employer Snapshots
  • State breastfeeding coalitions (Washington,
    Texas, Oregon, Rhode Island, San Diego, Vermont)
  • Working Mother magazines list of family-friendly
    businesses

7
Employer Recognition Programs
  • Reward Program Options
  • Establish general criteria and recognize ALL
    businesses that meet the criteria. (Examples
    Oregon, Texas, Mississippi)
  • Establish a tiered level of support based on a
    good/better/best model. (Example Vermont)
  • Recognize a single business each year that is the
    most outstanding program (Examples Washington,
    San Diego)
  • Recognize businesses that not only support
    employees, but also provide a supportive
    environment for consumers
  • Options for nominations (by the business,
    consumers, coalition, or other healthcare
    community groups)
  • Options for making awards

8
The Power of Legislation
21 U.S. States plus the District of Columbia and
Puerto Rico have legislation related to working
and breastfeeding
9
Year 1 Lessons Learned
  • Oregon legislation raised concerns about
    realistic compliance among public service and
    emergency workers
  • Oregon Breastfeeding Coalition took quick action
    to become part of the team addressing the
    concerns
  • Mississippi child care legislation
  • Right to breastfeed cards can backfire with
    employers if presented

10
Barrier Lack of Awareness and Demand
  • Employers are generally unaware of
  • Needs of lactation women
  • Milk production as an ongoing process
  • Health impact of breastfeeding
  • How a lactation support can improve the ROI Dunn
    2004)
  • Common myths
  • Breastfeeding and formula are equal
  • Breast milk is a potential contaminant
  • Breastfeeding employees will be more fatigued
  • Expressing milk at work interferes with
    productivity

11
BarrierBreastfeeding is a Non-Issue
  • Lack of awareness of how many employees are
    breastfeeding (Bridges 1997)
  • Limited requests (Dunn 2004)
  • Breastfeeding women wean soon after returning to
    work (Cardenas 2005)
  • Few female employees
  • Half of female employers breastfed (Libbus 2002)

12
Strategies for Improving Awareness and Uncovering
Demand
  • Provide breastfeeding data
  • Give data on benefits of supporting partners of
    male employees (Cohen 95)
  • Gently correct myths
  • Little time is needed to express human milk
  • OSHA does not classify human milk as
    occupational exposure
  • Providing a supportive environment lowers stress
    and could potentially lower the need for EAP
    benefits.
  • Provide information on how lactation support
    improves the ROI

13
Strategies for Improving Awareness and Uncovering
Demand
  • Give program examples from other companies
  • Solicit comments from employees
  • Offer training for managers
  • See Folder 3, Tool Kit CD-ROM for
  • program examples and Folder 5,
  • Outreach Resources CD-ROM for
  • PowerPoint presentation

14
The National Business Group on Health
  • Online materials complementing The Business Case
    for Breastfeeding
  • www.businessgrouphealth.org
  • Model Benefit Plan Investing in Maternal and
    Child Health
  • Resources for large companies
  • Webinars

15
BarrierDiscussing Intimate Issues at Work
  • Breastfeeding viewed as personal and private by
    many employers
  • Discomfort thinking of employees as breastfeeding
    women

16
Strategies for AddressingIntimate Issues
  • Identify breastfeeding mothers or other
    champions
  • Consider your language
  • Avoid images that show exposed breasts
  • Offer training

17
BarrierLack of Space
  • Space
  • Space is limited in most companies
  • Employers generally unaware of the small size (4
    x 5) that is actually needed for a lactation
    room
  • Employers may be concerned about compliance costs
    and effort through Americans with Disabilities
    Act of 1992

18
Strategies to Address Space Needs
  • Reassure employers that lactation rooms can be
    simple and low cost and that compliance need not
    be difficult.
  • Give options for lactation rooms
  • American Institute of Architect best practices
    www.aia.org
  • Approach the building manager of facilities that
    lease space
  • Encourage employers to involve facility staff for
    future renovations

19
Making it Work Even in Difficult Settings
See Employer Spotlights in Folder 3, Tool
Kit CD-ROM
20
Babies at Work
  • Not a new phenomenon
  • Benefits to employer
  • Improved loyalty and retention
  • Reduced absenteeism
  • Lower healthcare costs
  • Enhanced teamwork
  • Resource Parenting at Work Institute,
    www.babiesatwork.org

21
Presenting Babies at Work as a Viable Option
  • The need is temporary for the employee (most
    companies limit babies to under age 6 months-1
    year)
  • Cost outlay is low
  • Clear guidelines helps ensure success
  • Group liability coverage available
  • Mothers assume all liability of the infant

22
BarrierLack of Flexible Scheduling Options
  • Settings that require more rigid work hours (ex
    manufacturing plants, schools, hospitals,
    restaurants)
  • Regulated industries are bound by law to retain
    employees on the floor
  • Lack of awareness of the amount of time actually
    needed for expressing milk

23
Strategies to AddressScheduling Needs
  • Tell employers
  • Breaks are predictable absences are NOT
  • Milk expression can generally be handled during
    lunch and regular breaks
  • Breastfeeding is a temporary need milk
    expression needs diminish as baby grows
  • Regulated industries can follow a stricter
    scheduling

24
Barrier Potential Resistance fromOther
Employees
  • mployee benefit programs are often weighed on the
    basis of perceived fairness by workers (Cordella
    2001)
  • Perceived unfairness affects employee trust in
    management and willingness to take on extra tasks
    (Seijts 2004)

25
Strategies to Gain Co-Worker Buy-In
  • Remind employers/co-workers that companies offer
    many programs for narrow groups because
    employees have different needs that require
    individualized programs
  • Promote the program as a company health benefit
    and family-friendly benefit that helps all
    employees
  • Include co-workers in initial planning
  • Promote benefits of lactation support to all
    workers
  • Maintain ongoing communication
  • Offer training for staff

26
Presenting the Business CaseDo Your Homework!
  • Handout D Company Profile
  • Gather company background information
  • Size of work force
  • Employer demographics
  • Existing benefits and work/life programs
  • Revenue
  • Read company history, mission/vision
  • Learn about other family-friendly benefits
  • Identify key players
  • Read news about the company
  • Other partners who can help Chamber of Commerce,
    Bureau of Labor, Small Business Administration

27
Presenting the Business CasePrepare Your Message
  • Use the information you learn to prepare messages
  • Frame messages in short soundbites
  • List company accomplishments to affirm and tie to
    lactation program
  • Note similar companies providing lactation
    support and bring information to share
  • Employer Snapshots in Folder 3, Tool Kit
  • Working Woman Magazines 100 Best Companies
  • Coalition Web sites with recognition awards

28
Presenting the Business CaseOutline a Contact
Plan
  • Follow standard
  • business protocol
  • Conduct personal visits
  • Schedule visits in advance with
  • Keep visits short
  • Cut to the chase
  • Avoid mailings

Outreach Plan ?Send cover letter to HR manager ? Follow up with phone call to schedule visit ? Keep visit short and focus on bottom-line benefits ? Follow-up via phone or e-mail to provide additional resources and assistance
29
Presenting the Business CaseGather Materials
  • Resources from The Business Case for
    Breastfeeding
  • Community resources for employers
  • Handout F Community Resource Flyer to note
    resources for
  • Helping a business establish a lactation program
  • Teaching classes for pregnant and breastfeeding
    employees and partners
  • Direct lactation support to new mothers
  • Quality breast pumps
  • Employee resources

30
Presenting the Business CaseWho to Approach
  • Collaborate with state obesity task force and/or
    worksite wellness council
  • Human resource directors
  • Wellness program/occupational health nurses
  • Employee Assistance Program
  • Facilities managers
  • Breastfeeding employees
  • START WITH WHO YOU KNOW!
  • Cold calls are a last resort

31
Presenting the Business CaseWhat to Say
  • Handout E Outreach Meeting Guide
  • Introduce yourself and explain the purpose for
    your visit.
  • Affirm what the business is doing WELL
  • Present the business case by focusing on employer
    priorities (lowering health care costs and
    improving employee retention)
  • Present The Business Case for Breastfeeding
    program
  • Listen to the employers concerns and barriers
  • Offer solutions and examples of other companies
  • Describe assistance your group can provide
  • Follow up with a thank-you

32
Case ExampleHawaii Breastfeeding Coalition
33
Year 1 Lessons LearnedGo to the Businesses
  • Chamber of Commerce meetings
  • Rotary Club, other business service clubs
  • Presentations at local SHRM chapter meetings
  • Exhibits at SHRM annual meeting

34
Year 1 Lessons LearnedThink Outside the Box
  • Georgia Breastfeeding Coalition Atlanta
    airport outreach
  • Central Louisiana Breastfeeding Coalition
    collaboration with WIC for mini-grants to
    businesses

35
Other Project Promotion Ideas
  • Employee health fair exhibits
  • Exhibits at business meetings
  • Attend business conferences as an attendee

36
Using the Media
  • Birmingham, Alabama opening of 1st lactation
    room at UAB
  • Hawaii morning news program (took advantage of
    pilot state status)
  • Georgia Breastfeeding Coalition staged event to
    recognize businesses in the community
  • Connecticut Breastfeeding Coalition articles
    published in business journals in the state

37
Use Active Listening Tools
  • Open-ended questions
  • Affirmation
  • Provide information that targets the employers
    concerns
  • Avoid the temptation to do all the talking
  • Share strategies that other companies have tried

38
Recognize the Readiness to Change
  • Unaware of lactation support
  • Resource Folder 1, The Business Case for
    Breastfeeding
  • Aware of lactation support and somewhat
    interested
  • Resource Folder 1, The Business Case for
    Breastfeeding and Folder 2, Easy Steps to
    Supporting Breastfeeding Employees
  • Ready to implement support
  • Resource Folder 2, Easy Steps to Supporting
    Breastfeeding Employees and Folder 3, Tool
    Kit CD-ROM

39
Presenting the Business CasePractice Role
PlayHandout G Role Play Scenarios
40
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