1. Communications Workshop March 6, 2017

2. Why Communications? • Our work is in the public eye • We need clear, accurate messages that resonate with our communities • Not an “extra” – communications is integral to the work we are doing!

3. Screen shot of Table of Contents page from toolkit

4. AGENDA for today • Introductions and sharing of strategies • Identifying a Strategy and Analyzing Resources LUNCH • Audience Analysis • Next Steps for Communications Planning STRETCH BREAK • Involving Youth in Communications Efforts

5. Communications Workshop: Audience Analysis Monday, March 6, 2017 Carl Alves Education Development Center, Inc.

6. Audience Analysis Agenda • Communication Objectives • Change Agents • Understanding your Audience • Options to gain understanding

7. Communication Objectives What do we want the audience to do ? (sometimes also know, think, feel) • What exactly do we want them to change? • Awareness is not specific enough • Be clear: how will the change contribute to your overall goals?

8. Who Is Your Audience? Who has Influence? Communication Efforts Who should change?

9. Agents and Targets Levels of Influence

10. Factors Influencing Behavior Change Internal External Actual Consequences Perceived Risks Skills Self-efficacy Access Policies Attitudes Cultural Beliefs and Values Knowledge and Beliefs Perceived Consequences Source: https://en.wikipedia.org/wiki/Template:Infobox_person

11. Intended Audience So, what makes your intended audience tick? Get out your psychology, sociology, anthropology, philosophy, theology, economics, political science, and history degrees. You’re going to need them.

12. Get to Know Your Audience • What does your audience want? • What do they value? • What barriers or benefits do they see in the behavior you them to take? • What else do you know? Audience perception = Reality

13. Learning About Your Audience: How Will We Find Out? • Community assessments • Focus groups • In-depth interviews • Published literature and national surveys • Polls • Observation

14. Communications Workshop: Involving Youth Monday, March 6, 2017 Kim Netter Education Development Center, Inc.

15. Creating Change Sample Training

16. Creating Change • 3 ways to create change • Appeal to reason (educate) • Facts and figures • Impose change (power play) • Laws, regulations, rules • Change the prevailing norms • Influence others’ behavior

17. Change the Prevailing View of “Everybody Does It” • What’s cool? (or hot?) • What’s not? • Who makes the rules? • How did “they” get in the power seat? • Where do you fit in?

18. Messages Can Help Create Change • Powerful messages “speak” to the people you want to influence (SW2C) • A message, when created with the intent and audience clearly defined, can help change what is “normal” • But you also need to believe it and live it – you are the models (not the cops)

19. Messages – In the Beginning… • What’s your goal or vision? You have to know where you’re heading before you head out or the only way you’re going to get there is by sheer luck • Who do you need to recruit to make that vision real? Who do you have to enlist to make it a reality? What will you say to them so they will help you?

20. Messages – From the Ground Up • Who’s your audience? • Where are they at now? • What do they already know? • What do you want them to know?

21. Problem Solution Action Message Triangle

22. Delivering Messages • What’s the best way to reach those you want to influence? • What kind of media? • What should it look like? • What should it sound like? • How do you cut through the clutter?

23. Delivering Messages • Simple • Powerful • Memorable • Speak to you • Repeated frequently

24. Making a Difference • How do you know you’ve made a difference? • How will you measure it? Assessment – before and after