help with question
Health Communication ReCap
Eyler, Chriqui, Moreland-Russell & Brownson, 2016
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Health Communication Models
Health Communication ReCap
Eyler, Chriqui, Moreland-Russell & Brownson, 2016
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Health Communication ReCap
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Social Marketing
Marketing mix
Four P’s
Product
Behavior trying to change
Breastfeeding
Price
How much will it take to get a person to stop or adopt a behavior
Place
Does consumer have access to the product
Is it available? Distribution system?
Promotion
Communication about the product, price & place
TV, internet, radio, social media, newspapers, pamphlets, direct mail
Health Communication ReCap
Eyler, Chriqui, Moreland-Russell & Brownson, 2016
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Tobacco ReCap
What were the 3 key legislations we covered?
Smoke-free environments
Smoke-free laws protect employees and the public developing chronic disease due to secondhand smoke
Encourage people to quit
Prevent smoking initiation
Change social norms around tobacco use and exposure
Raising the price of tobacco via tax
Increasing price = less affordable = reducing use = change social norms
Prevent youth initiation
Decrease healthcare costs
Reduce tobacco related health disparities
Revenue for governments
Eyler, Chriqui, Moreland-Russell & Brownson, 2016
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Tobacco ReCap
Marketing, packaging and youth access
Tobacco advertising has been banned on television, radio, billboards, and public transportation
Industry focuses on point-of-sale
reduced exposure at this level =
lower odds of initiation and regular daily smoking among youth, unplanned & relapse
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Tobacco ReCap
Tobacco ReCap
Chapter 16
Communicating Research to Help Influence Policy and Practice
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Why is Communication Important?
Public policies (laws or regulations) have a major role, in improving population health across a wide range of issues and topics
But for evidence-based scientific information to have an impact on policy decisions, it must be communicated effectively
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Communicating with Policymakers
It is difficult to communicate science to policymakers in order to persuade them to approve and implement a public policy
Few policymakers are trained in or familiar with scientific approaches
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Eyler, Chriqui, Moreland-Russell & Brownson, 2016
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Communicating with Policymakers Policymaking Environment Learn about the Formal Policymaking Process in the Jurisdiction of Interest
Elected policymakers operate as part of a system with formal rules for legislative or regulatory policymaking, funding decisions, and implementation
Need to learn as much as possible about rules within specific jurisdictions in which you are where one is seeking adoption of a new policy
A certain time period allowed and a procedure to follow
e.g.: when a new bill or regulation may be introduced, or how committee hearings with witnesses are held for a specific state legislature or city council
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Communicating with Policymakers Policymaking Environment Learn about the Formal Policymaking Process in the Jurisdiction of Interest
When communicating with a policymaker in writing or in person about legislation or regulation, it is best to select an individual who resides within the policymaker’s jurisdiction
A city council may be unlikely to consider, or accept, testimony at a hearing about a new ordinance from someone who does not live within the city
If want to adopt a new smoking ordinance in San Francisco then… we should find constituents residing or native to that area
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Communicating with Policymakers Policymaking Environment Understand Policymaker Characteristics
Know your audience!!
Understand demographic characteristics
Every effort needs to be made to learn about the characteristics and preferences of a specific policymaker(s) of interest to help you encourage them to become a champion for the policy
What characteristics can you think of that we may want to learn about the policymaker?
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Communicating with Policymakers Policymaking Environment Understand Policymaker Characteristics
Internet searches will likely be the best way to find detailed information about individual policymakers
opinions and beliefs
voting records
sponsored or proposed legislative bills
most national and state elected policymakers are likely to have dedicated web- sites, Facebook pages, blogs, or Twitter accounts
News media stories
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Communicating with Policymakers Policymaking Environment Understand Policymaker Characteristics
Political party affiliation
Assessing personal involvement, personal relevance or level of interest a policymaker has for a specific topic or issue
personally affected by a disease or health issue of concern?
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Communicating with Policymakers Policymaking Environment Understand Policymaker Characteristics
San Francisco Board of Supervisors who voted on 2016 SSB tax:
Scott Wiener and Eric Mar, Jane Kim, Katy Tang, Norman Yee and London Breed
Scott Wiener and Eric Mar – YES
effective deterrent to selling sugary drinks, could reduce consumption 30 to 40 percent
children today, one-third of them will develop type 2 diabetes, and for minorities that number is even higher…
Jane Kim, Katy Tang, Norman Yee and London Breed – NO
objected to the measure because of the disproportionate effect the tax will have on those same communities
Calling it a regressive flat tax, Kim said that it "unfairly burdens low-income communities" similar to other sin taxes such as high taxes on cigarettes
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Communicating with Policymakers Policymaking Environment Build Relationships with Policymakers and Gatekeepers (Aides)
Policymakers rely on gatekeepers: aides or assistants
Gatekeepers have an important role in deciding who has direct access to policymakers, and the information to which they are exposed
Build relationships via in-person meetings & regular communication
Use the preferred communication channels
Build trust: follow through on promises
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Communicating with Policymakers Policymaking Environment Seek Media Attention
Elected policymakers pay close attention to news media stories, especially those they consider relevant to their constituents
Gain supportive media coverage for a policy issue is important to get the attention of policymakers
National or state-based “report cards” with letter grades are used by organizations to try and raise awareness among the news media and policymakers about public health issues
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Eyler, Chriqui, Moreland-Russell & Brownson, 2016
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Communicating with Policymakers Policymaking Environment Communication Planning
Communication planning consists of devising the strategy, and creating messages, for policymakers
Persuade policymakers to approve a new public health policy that is evidence-based and highly likely to be effective
An active strategy will be used to engage policy- makers and gain their attention – do not use solely a fact sheet on a website
Communication efforts with policymakers will be coordinated with supporting organizations & other allies
Building partnerships and coalitions provides a united front among supporters
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Communicating with Policymakers Policymaking Environment Develop the Storyline (Meta-message)
Eyler, Chriqui, Moreland-Russell & Brownson, 2016
Creating a storyline, or meta-message is the beginning of communication planning
The storyline represents the major conclusion one is trying to convey to policymakers
Public health policy storylines are usually straight- forward because they are the policies themselves:
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All children must be vaccinated against MMR before entering elementary school
Manufacturers must install Safety Device B in motor vehicles beginning in Year 20XX
Communicating with Policymakers Policymaking Environment Select the Messenger/Source
Formal Testimony – “To Whom Will They Listen?”
Should be from within the policymaker's jurisdiction
Credibility
Fair/unbiased
Provide accurate, relevant information about the issue
Most effective are those with a science/health background
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Communicating with Policymakers Policymaking Environment Develop and Deliver the Message
Messages provide the rationale used to support the storyline (i.e., the public policy)
Created with the goal of convincing policymakers that:
there is a public health problem, and
the new public health policy will solve or alleviate the problem
Messages themselves consist of words, numbers, visual images, or some combination of the three, and they are presented to audiences orally, visually, or in written form
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Communicating with Policymakers Policymaking Environment Develop and Deliver the Message
To develop messages consider the questions policymakers most often want answered
Is there a problem?
If so, is there a solution for the problem?
What do we do?
How much will it cost to solve the problem?
How does this help my constituents?
Will this make me look good (to the media, to my constituents, and to the powerful interests that shape my region)?
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Communicating with Policymakers Policymaking Environment Communicating Data
Incorporating data into policy briefs or testimony can define a particular public health problem and demonstrate the magnitude of the problem
The number of people impacted and the expected positive impact of the new policy
A common and effective strategy is to use public health surveillance data (the more local the data, the better)
highlight the magnitude of a specific health problem
followed by findings to demonstrate the cause(s) of the problem or the projected impact of the policy (the solution)
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Communicating with Policymakers Policymaking Environment Communicating Data- Sample Policy Brief
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Sample policy brief: Hep C Policy Brief
Communicating with Policymakers Policymaking Environment Communicating Data
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Communicating with Policymakers Policymaking Environment Communicating Data
Reducing complex data into understandable information
Provide an analogy such as “X is similar to Y”
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In Los Angeles, there are more tanning salons than schools, supermarkets, and gas stations combined
Communicating with Policymakers Policymaking Environment Communicating Data
Narratives like personal testimony can support research
Box 16.3 p.314
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Communicating with Policymakers Policymaking Environment Communicating Data
Eyler, Chriqui, Moreland-Russell & Brownson, 2016; CDC, 2018
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(CDC, 2018)
Communicating with Policymakers Policymaking Environment Visuals
Visuals are used to present data and demonstrate magnitude, highlight changes, or make comparisons to increase understanding and interpretation by the target audience
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Bar charts: Magnitude; patterns; relative differences
Communicating with Policymakers Policymaking Environment Visuals
Pie charts: Proportions; magnitude;
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Communicating with Policymakers Policymaking Environment Visuals
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Line graphs: Trends over time; Increases, decreases, stability
Communicating with Policymakers Policymaking Environment Written Materials
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Communicating with Policymakers Policymaking Environment In-Person Meetings
Occur in:
Legislative hearing:
Involve one or more experts providing short testimonies to policymakers, followed by questions from legislators
Testimony is short (a few minutes), and it is sometimes prepared in advance and read to committee members
Data presented vis posters, PowerPoint or some other type of slide presentation software
Come well-prepared to communicate key messages, and responding appropriately to questions
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Communicating with Policymakers Policymaking Environment In-Person Meetings
Occur in:
Face-to-face
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Communicating with Policymakers Policymaking Environment Anticipate Potential Opposition Arguments and Strategies
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Communicating with Policymakers Policymaking Environment Follow-Up
Send a thank you for their support regardless of the policy outcome
If information is requested of you send within 24-48 hours
REMEMBER:
When communicating with policymakers it is important to:
Have a good understanding of the policymaking environment
Communication planning: creating a strategy and developing key messages
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Communicating with Policymakers Policymaking Environment Testimony Example
The Senate Judiciary Committee held a hearing on reauthorizing the Violence Against Women Act, which is set to expire in September. The committee heard from the Justice Department’s director of the Office of Violence Against Women as well as activists and a San Diego prosecutor on how the law, which was first enacted in 1994, helps survivors of domestic violence
Amanda Nguyen – Violence Against Women
Activist & Rise Founder
https://www.c-span.org/video/?c4765914/cspan-testimony
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Reference
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Eyler, A.A., Chriqui, J.F., Moreland-Russell, S.M., & Brownson, R.C. (Eds.).
(2016) Prevention, policy, and public health (1st ed.) New York, NY: Oxford University Press.