Enhancing Community Involvement: Effective Outreach Strategies and Media Engagement

1. FOSTERING COMMUNITY INVOLVEMENT AND SUPPORT Module 26, part B – Materials and Media

2. Objectives Students will be able to: • describe aspects of community based outreach programs. • assess methods used to produce and evaluate your message. • identify key elements to a good news story. • describe techniques used to establish rapport with the media to further your message.

3. Lecture Outline • Summary of community based social marketing • Creating outreach materials • format • message design • distribution • evaluation • Working with the media

4. Summary - community based outreach approach • Identify barriers – helps set goals, objectives, target audience • Design program (tools include - commitment, incentives, prompts, etc.) • Pilot program – create, package, distribute and test draft outreach materials. • Implementation and evaluation – full scale effort and analysis.

5. http://www.epa.gov/watertrain/gettinginstep/step4a.html Outreach materials • Package your message

6. Example to consider

7. Format considerations • Will the package reach target audience? • Can the target audience decipher it? • Is the message user-friendly? • How will the target audience access and use the information? • Is it something they will see once and discard or refer to often?

8. Format production • Can it be produced in-house, with existing resources? • How much will it cost? • Who will pay for it? • Remember that even if your message is the same for a variety of audiences, you must package it separately for each audience.

9. Format frequency • Formats often dictate the frequency of message presentation. • Frequency is important because it determines how well the message will be remembered. As the saying goes, "out of sight....“. • Take time to explore various message displays (T-shirt, magnet, brochure, etc.) to see if they fit your program of linking objective, audience, and message.

10. Design the message • Many different printed, broadcast, and other formats are available to convey your messages. • Computer desktop publishing has made the production of many of these materials easy and fun. • You can also produce attractive and effective materials using basic resources such as a photocopy machine, scissors, and tape.

11. http://www.epa.gov/watertrain/gettinginstep/step4b.html Package options • Print • Stuff • Media • Internet

12. Distribute the message • Mail • Door-to-door • Target businesses • Presentations • Piggy-backing your message

13. http://www.epa.gov/watertrain/gettinginstep/step6a.html Evaluation • Provides a continuous feedback mechanism. • Avoid paralysis by analysis. • At a minimum review the outreach plan on a staff level • High-level effort includes a pre and post evaluation of randomly selected individuals.

14. Types of evaluation • Planning • assess likelihood that outreach program will achieve their objectives • Process • focus on implementation of activities as they relate to budget requirements, schedules, and staff resources • Impact • assess the outcome or impacts produced by the outreach program and are directly tied to the original objectives

15. Assessment tools • Focus groups • Surveys • Interviews • Direct measurement of improvements • Identify time frame for measure results • true impacts may be not show up for a while

16. Working with the media • If your outreach objectives include educating targeted or mass audiences about problems and solutions, building support, or generating awareness and interest, consider the advantages offered by the media. • News messages are FREE • Reporters are always looking for news

17. http://www.epa.gov/watertrain/gettinginstep/part3b.html Who are the media • Newspapers and magazines • Television • Radio

18. Key elements for good news story • Involve local people or issues • Focus on unique or unusual attributes • Relate to significant matters or events • Affect many people throughout a region • Involve controversy or strong emotions • Avoid technical jargon • "neighbor rule": If you can't explain an issue or problem to your neighbor, you probably won't be able to explain it to the public through the media.

19. Establish a relationship with the media • introduce yourself to the news staff and start developing a relationship before you submit anything for coverage. • be proactive rather than reactive

20. Types of media releases • News release • News advisory • Query letter • News conference • Letter to the editor • Radio spot

21. References • EPA Watershed Academy Web– Getting in Step – A Guide to Effective Outreach in Your Watershed http://www.epa.gov/watertrain/gettinginstep • McKenzie-Mohr D. and Smith W. 1999. Foster Sustainable Behavior – An Introduction to Community-Based Social Marketing. New Society Publishers, Gabriola Island B.C., Canada • McKenzie-Mohr & Associates. Guidebook on Foster Sustainable Behavior. http://www.cbsm.com