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“Beyond Communication: A Behavioral Approach To Involving & Engaging Employees As Ambassadors”

“Beyond Communication: A Behavioral Approach To Involving & Engaging Employees As Ambassadors”. Presented To: PRSA Health Academy May 4, 2007. _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com.

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“Beyond Communication: A Behavioral Approach To Involving & Engaging Employees As Ambassadors”

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  1. “Beyond Communication:A Behavioral Approach To Involving & Engaging Employees As Ambassadors” Presented To: PRSA Health Academy May 4, 2007 _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  2. Presented By:Robin Schell, APR, Fellow PRSAStacey Smith, APR, Fellow PRSAJackson Jackson & Wagner _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  3. Why Behavior? • Measurable • Predictive • Bottom-line • Attitudes/opinions? So what? _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  4. Types of Behavior Wanted • Do something • Stop doing something • Let organization do something _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  5. LESLY’S PARADIGM HOW AMERICANS TYPICALLY RESPOND TO ISSUES 100% of Stakeholders 1% 45% 8% 45% 1% Immediate Leaning Opinion Leaning Immediate Favorable Favorable Leaders Unfavorable Unfavorable Zealots Minds made up as soon as hear of issue Have opinion, won’t do anything about Willingness to discuss Open-minded will drive decision Have an opinion, Won’t do anything about it Zealots Minds made up as soon as hear of issue

  6. Diffusion Process • Awareness • Interest • Evaluation • Social Trial • Decision • Reinforcement _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  7. Behavioral Public Relations Model B U l t i m a t e D e s i r e d B e h a v i o r s A Awareness Rarely Usually LR Occasionally Latent Readiness Usually TE (4 types) Triggering Events B R Relationship Building Preparatory or Intermediate Behavior _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  8. Ambassador Model A Model for Employee Participation & Outreach Programs _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  9. 8 Ideas for Involving Employees in Community Outreach 1. Memberships in Key Organizations 2. Place Employees on Boards 3. Proactive Speakers Bureau 4. “Yellow Cards” 5. Original Social Responsibility Project 6. Social Responsibility Partnerships 7. Unofficial CR Advisory Board 8. 10 Most Frequently Asked Questions

  10. Model for Motivating Positive Behaviors • Positive Reinforcement • Foot-in-Door • Motivation • Role Models • Culture _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  11. Behavioral Research Methods • Previous behavior predictive of future behavior • Triggering events/preparatory behaviors • Focus groups with a twist • Vision Groups • Dipstick Research _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  12. Case Study: How Others Have Done it! _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  13. MENTAL HEALTH SYSTEMS Background Facts: • Private, charitable, non-profit organization governed by Board • Founded in 1989 via Robert Wood Johnson Foundation grant through merger of 4 individual community mental health organizations • 450 employees at 8 locations (HQ & clinics plus apartment/group residences) • Employs psychiatrists, nurses, psychologists, pharmacists, social workers, case managers, licensed clinicians, vocational counselors, housing specialists, residential counselors, teachers • Board in transition (6 new members) • Offers full range of mental health services, serving 6,500 plus people per year • Provides a much as $6 million per year in free care • Good reputation in the community _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  14. Mental Health Systems Situation Analysis • Union issues in ’05-’06 resulted in low morale among employees, divisions between union members and non-members • Annual staff satisfaction survey indicates communication needs improvement • Need to grow fundraising capacity by cultivating private donors (currently they rely heavily on grants; state funding is minimal) • Rapid growth has resulted in inconsistencies in policy & procedures • Supervisors lack communication experience _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  15. Mental Health Systems Mission Statement: “Enriching lives and minds by focusing on strengths and recovery” _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  16. Mental Health Systems Barriers: • Distrust resulting from Union issues • Many jobs have maximum stress, minimum salaries -- employee retention an issue _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  17. Mental Health Systems Opportunities: • Dynamic CEO • Dedicated staff – motivated by wanting to help consumers • Leader in the field: won 2005 Community Provider of Excellence Award from National Council for Community Behavioral Healthcare (the Oscar of mental health) • Has formed many collaborative agreements & partnerships with the schools, chambers, Head Start centers, family advocacy groups etc. • 50% of consumers are ethnic minorities; has developed special targeted programs such as a Latino-focused HIV counseling & suicide programs • Other special programs including 2Succeed (back-to-work initiative), deaf counseling _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  18. Mental Health Systems Research: • Focus groups with various employee segments • One-on-one interviews with senior management • Telephone/in-person interviews with Board members & some opinion leaders • Analysis of all communication materials, including Intranet and Internet • Review of past research findings _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  19. Mental Health Systems Key Findings: • Inconsistent communication flow up, down & across organization; no formal feedback system • Intranet and internet underutilized, hard to navigate • Weekly newsletter & all-staff meetings have potential as key communication tools • Conflict-avoidant, hierarchical culture • Low level of awareness of organization’s strategic plan • Employees want more regular, personalized appreciation • Excitement around mission and key differentiators _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  20. Mental Health Systems Recommendations: • Nurture the nurturers – focus on building internal relationships (employee appreciation, teambuilding, “Lunch With” program) • Centralized communication system – (develop intranet as “publication of record”; elevator speech for consistent voice) • Formalize feedback system (set timeframes for response; celebrate successful ideas adopted; build responsiveness _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  21. Mental Health Systems Recommendations (continued): • Communication policies & procedures document (to clarify policies & procedures; read & signed by employees) • Education campaign on strategic plan (translate it into what it means for each department) • Crisis plan development (adopt issue anticipation team to watch major issues) • Supervisor communication training (with dipstick research to check effectiveness) • Expand external communication (focus on building opinion leader relationships; update website and drive traffic with push email; create “family feel” among programs & services) _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  22. Questions?Concerns?Your Ideas? _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  23. “Give People a Voice In Decisions That Affect Their Lives”Pat JacksonJJW Founder and PR Visionary _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

  24. For More Information, Contact: Robin Schell, APR Fellow PRSA, 603/770-3607 or schellmanor@aol.com Stacey Smith, APR Fellow PRSA, 603/964-6302 or ssmith@jjwpr.com Please visit our website @ www.jjwpr.com _________________________________________________ Jackson Jackson & Wagner / www.jjwpr.com

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