Introduction to strategic communication
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Introduction to Strategic Communication. Gary Saffitz Center for Communication Programs Johns Hopkins Bloomberg School of Public Health. Section A:. Introduction. Learning Objectives. Gain a better understanding of the role of communication in tobacco control interventions

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Introduction to strategic communication

Introduction to Strategic Communication

Gary SaffitzCenter for Communication ProgramsJohns Hopkins Bloomberg School of Public Health


Section a

Section A:

Introduction


Learning objectives

Learning Objectives

  • Gain a better understanding of the role of communication in tobacco control interventions

  • Understand the elements of strategic communication and how it differs from a materials production mindset


Life from many angles

Life from Many Angles

  • Is there only one way to see things?

  • Is there only one TRUTH?

  • How can we develop multiple perspectives?


This is a girl holding a cat sitting on a chair

This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


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This Is a Girl Holding a Cat Sitting on a Chair


Why invest in strategic communication

Why Invest in Strategic Communication?

  • Communication is happening all the time; our choice really isn’t whether or not we should participate

    • Is it wise to default?

  • U.S. tobacco industry marketing and advertising expenses

    • $15.4 billion every year

    • $42 + million every day

  • U.S. annual health costs related to smoking

    • Private and public health care: $89 billion

    • Productivity losses: $93.6 billion

Source: Campaign for Tobacco Free Kids. Tobacco’s Toll in the U.S.


So does good communication work

So Does Good Communication Work?

  • The tobacco industry thinks so!

  • The whole advertising world thinks so!

  • Politicians, religious leaders, journalists, etc., think so!

  • Public health professionals: “We are not sure?”


So does good communication work1

So Does Good Communication Work?

  • There is overwhelming evidence that good communication is one of the most important tools for public health

  • While there is evidence that poor communication does not work, there are also instances where:

    • Government does not work

    • Medical mistakes cause death

    • Schools are ineffective

    • International agencies do more harm than good


Effect of communication on behavior

Effect of Communication on Behavior

  • Analyzed the impact of 48 U.S. based programs: 1974-1997

Source: Snyder, L.B. & Hamilton, M.A. (2000).


Cost effectiveness of a anti smoking campaign

Cost-Effectiveness of a Anti-Smoking Campaign

  • Baseline

    • Turkish speaking population: 74% of men and 45% of women smoked but knowledge of smoking risks was low

  • Interventions

    • A play, mass media, poster and leaflets

  • Results

    • 6.4% reduction in smoking

    • $194 USD per life year gained

Source: Stevens, W. et al. (2002).


How much would you pay to live for another year

How Much Would You Pay to Live for Another Year?

  • Most of us would pay $194, no questions asked

  • But ask cancer survivors and their families who have suffered much, how much would they pay?


Coca cola

Coca Cola

  • How much would Coca Cola invest to increase sales by 1%?


The tobacco industry

The Tobacco Industry

  • How much would the tobacco industry invest to increase sales by 1%?


Which communication medium is best

Which Communication Medium Is Best?

  • This is like asking which is better:

    • Leadership or management?

    • Prevention or treatment?

    • Interpersonal communication or mass media?

  • Good carpenters do not debate, “which is better, a hammer or a screwdriver?”

  • We need all tools and we should use them according to need


What counts is craftsmanship

What Counts Is “Craftsmanship!”

  • There is no magic medium; there are no silver bullets

  • We need to learn how to use more effectively the wide spectrum of communication technology to achieve the following:

    • Significant reductions in smoking prevalence

    • Smoke free societies


What is strategic communication

What Is “Strategic Communication?”

  • Communication:

    • To make known; to impart

    • To have an interchange, as in ideas

    • To express oneself in such a way that one is readily and clearly understood

    • To be connected, to make common

    • To converse intimately, exchange thoughts and feelings


Strategic communication today

Strategic Communication Today

  • Strategic communication is a process carried out with the active participation of stakeholders and beneficiaries that addresses a long-term vision and affects the causes of, as well as the barriers to, behavior change


Strategic communication tools

Strategic Communication Tools

  • Public policy advocacy and media advocacy

    • Behavior change communication

    • Social marketing

  • Entertainment-education

    • TV/radio spots, dramas, and music

    • Public relations

  • Provider promotion and client-centered counseling

  • Community mobilization

    • Individual and community empowerment


What can communication do

What Can Communication Do?

  • Simply look at the Framework Convention:

    • Advocate for:

      • Signature, tax legislation, advertising/promotion bans, smoke free workplaces, pack warnings, no sales to minors, anti-smuggling legislation, and enforcement of laws

    • Change the image of tobacco and smoking

    • Help smokers quit (cessation programs) and help non-smokers remain smoke free

    • Build self-efficacy and encourage enforcement

    • Change social norms


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