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Educational Webinar: Communication with Multiple Stakeholders. Tuesday, April 14 th , 2009 National Network of Public Health Institutes Fostering Emerging Institutes Program Call in Number: (800) 504-8071 Code: 3019823. Please mute your line by pressing *6 You can un-mute your line by

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educational webinar communication with multiple stakeholders

Educational Webinar: Communication with Multiple Stakeholders

Tuesday, April 14th, 2009

National Network of Public Health Institutes

Fostering Emerging Institutes Program

Call in Number: (800) 504-8071 Code: 3019823

Please mute your line by

pressing *6

You can un-mute your line by

pressing *7

Do not put your phone

on hold.

feip focus on sustainability
FEIP Focus on Sustainability

Emotional Intelligence & Collaborative Leadership October 2008

Evaluations tied to ROI

January 2009

Communication with Multiple Stakeholders

April 2009

New Orleans Conference – Sustainability: Focus on Special Topics of Interest

May 2009

principles of the communication strategy

Principles of the Communication Strategy

Dina Wolfman Baker

Vice President of Communications

  • The first key to effective communication is an integrated strategy
    • Each level flows from and supports the levels above
    • All elements work effectively with and in support of each other


  • The structure leads you through the development of your strategy and helps ensure integration


level 1 background context
Level 1: Background / Context
  • Organization-level mission and goals
  • Positive position and challenges
  • Aspirations
  • Market context
  • Situational analysis


level 2 audiences stakeholders
Level 2: Audiences / Stakeholders
  • Identify and segment audiences based on the organizational context provided in Level 1
  • Example:


level 3 key messages
Level 3: Key Messages
  • This is the centerpiece of the strategy
  • All communications will draw from the key messages


level 3 key messages10
Level 3: Key Messages
  • Overarching message
    • Proof point
      • Supporting message
        • Proof points
      • Supporting message
        • Proof points
    • Proof point…


levels 4 6 objectives strategies tactics
Levels 4-6: Objectives, Strategies & Tactics
  • Objectives = what we want to accomplish
  • Strategies = how we want to accomplish it
  • Tactics = with what we will move forward


levels 4 6 objectives strategies tactics13
Levels 4-6: Objectives, Strategies & Tactics
  • We can explicitly trace:
    • every objective as a goal to reach at least one identified audience
    • every strategy as a means to achieve at least one objective for at least one audience (preferably multiple)
    • every tactic as a tool to achieve at least one strategy, in support of at least one objective, for at least one audience (preferably multiple)

It can be helpful to develop a visual device that clearly shows these relationships


level 4 objectives
Level 4: Objectives
  • Examples:
    • Communicate that we are a nonprofit public health institute, what that means, and the benefit it brings
    • Highlight the strength and value of our management role and capabilities
    • Build cohesion across the organization


level 5 strategies
Level 5: Strategies
  • Examples:
    • Develop visual representations that aid in communicating our messages to all stakeholders
    • Develop effective internal communications, share standards and messages, build cohesion through an inclusive process, engage the workforce as organizational advocates


level 6 tactics
Level 6: Tactics
  • Consider indicating audience(s) served


  • What is an elevator speech?


consistency flexibility
Consistency + Flexibility
  • Standard language
  • Modular
  • Use or draw from messaging architecture


messaging architecture
Messaging Architecture
  • As the architect, you lay out the verbal “space” but others must be able to use it as needed


disseminate the message
Disseminate the Message
  • Training
  • Role-playing
  • Modeling


nnphi feip communication

NNPHI FEIPCommunication

Community Health System Development Team

Georgia Health Policy Center

positioning for sustainability
Positioning for Sustainability




Return on Investment

Strategic Vision

Organization Capacity

Efficiency and Practicality

the need for communication
The Need for Communication

You define perceptions

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Leverage current success

Awareness facilitates the “ask”


An exercise in identifying audiencesIdentify all of the groups and/or individuals important to your program and your long-term sustainability.

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

communication as leader
Communication as Leader

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Strategic Transformation



Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Speech Acts

Powerful Expression

Declaration ……………Assertion ………………Accountable …………. Calling Together ……..Framing ……………….Mission Empathy……..

Request & Offer ………Acknowledge …………Say “Yes” …………….. Effective Questions …..Active Listening ………“And,” not “Or”…………

“The future I stand for is …”

“A ‘model that works’ is …”

“By next June we will have …”

“Our pacing event will be on …”

“In this talk listen for …”

“A person who’s life is about …”

“Would you do x by Friday?”

“Thank you for …”

“I’ll find a way to support that.”

“What worked? What to add?”

“What I hear you say is …”

“We can do both.”

why leaders
Why Leaders?

Purposeful Communication Identify Audiences Involve Leaders Build a Plan





One primary goal of your communications effort should be to involve leaders in your vision and leadership.

communication methods and tools
Communication Methods and Tools

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

Need to consider methods and tools available when designing plan.

Choose the methods most appropriate and feasible for your organization.

develop initial strategy
Develop Initial Strategy

Purposeful Communication Identify Audiences Involve Leaders Build a Plan

  • Develop an initial communication strategy that will support sustainability efforts. Begin to define the following:
      • Audience
      • Key Messages
      • Method of Communication
      • Frequency of Communication
      • Who Delivers the Message
bringing communications to life
Bringing Communications to Life
  • Paul Quinn, Health Policy Institute of Ohio Communicating with your Board
  • Hollis Cohen, Public Health Solutions (NY) Communicating the Brand

Communicating with

Your Board

Paul Quinn, Health Policy Institute of Ohio








Talking Points

Board Talking Points 8-08

The Health Policy Institute of Ohio is an independent, nonpartisan, statewide center that informs Ohio health policy by forecasting health trends, analyzing key health issues, and communicating current research to policymakers, state agencies and other decision-makers.


Advancing the health of Ohioans through informed policy decisions.


To serve as a catalyst for health policy leadership and transformation that advances the health of Ohioans through non-partisan research, analysis, education and dialogue.

Core Values:

Collaboration and Diversity – finding common ground

Objectivity -- non-partisan, data-driven, and evidence-based

Integrity – a trusted, independent, and knowledgeable voice

Relevance -- focused on the major health policy issues facing Ohio

Innovation -- thoughtful and stimulating dialogue for solutions

The Health Policy Institute of Ohio has shown leadership in the following:

The Ohio Health Information Partnership Advisory Board charged with formulating policies and programs addressing health information technology issues.

The State Coverage Initiatives (SCI) Program. Ohio is one of just 14 states participating in the Robert Wood Johnson Foundation program to formulate strategies for decreasing the ranks of the uninsured.

The State Quality Institute (SQI), which is developing tactics for developing a high performance health care system in Ohio.

The Practice-Based Epidemiology courses, co-sponsoring the program designed to enhance the applied epidemiology skills of state and local public health practitioners.

The Ohio Family Health Survey, which provides data enabling local health agencies to identify needs and request grants to serve those needs.

The Ohio Employer Health Survey, which provides data on the scope of employer insurance and health benefit offerings by Ohio’s businesses.Providing expert testimony to the House and Senate health committees and assisting in the development of health reform legislation.

Hosting the annual Ohio Health Data and Research Conference, where the Awards for Health Policy Research are presented.

Providing impartial analysis of current and emerging health trends, issues, and policy outcomes.

Serving as the state’s primary source for communication on health-related issues through policy briefings, forums, white papers and media outreach.

Editing the The Ohio Health Policy Review, an online publication and media aggregator providing nonpartisan and objective summaries of state health policy news and information.

Providing technical assistance and collaborative services to more than 150 organizations seeking information, data and analysis on health-related issues.

Contact Information:

The Health Policy Institute of Ohio

37 W. Broad St.

Columbus, OH 43215

Phone: 614-224-4950

Fax: 614-224-2205

Web site:


William Hayes, President, [email protected]

Janet Goldberg, Policy Analyst, [email protected]

Jill Huntley, Director, Strategic Management, [email protected]

Philip Powers, Director of Technology, [email protected]

Paul Quinn, Director of Communications, [email protected]

Timothy Sahr, Director of Research, [email protected]

Nicholas Wiselogel, Senior Health Communications Coordinator, [email protected]


Web Site

  • List Board members
  • Include contact info

FYI e-mails

To: Board members

Please find below several articles from today’s Columbus Dispatch.

Uninsured Ohioans have lots of company

Survey finds most lacked health coverage for 6 months-plus

Wednesday,  April 8, 2009 3:08 AM

By Jack Torry

THE COLUMBUS DISPATCH WASHINGTON -- A new study by an organization that champions health-care coverage for all Americans found that nearly 30 percent of Ohio residents younger than 65 were without insurance for at least part of the past two years. Released yesterday by FamiliesUSA of Washington, the report also showed that nearly 71 percent of the 2.8 million uninsured Ohio residents went more than six months without any health insurance. The survey of Ohio and other states likely will intensify pressure on Congress to approve a major overhaul of the U.S. health-care system to extend insurance to the nearly 50 million Americans without coverage.The new report does not necessarily contradict the Ohio Family Health Survey released last month. That survey of 51,000 households in Ohio showed that 17 percent of Ohio adults between ages 18 and 64 were uninsured. For example, FamiliesUSA examined the uninsured in Ohio for a two-year period while the Ohio Family Health Survey dealt with just one year. Authors of the Ohio health survey also asked respondents whether they had been without health insurance during the previous month."It\'s not an apples-to-apples comparison," said Paul Quinn, director of communication for the Health Policy Institute of Ohio, which conducted the Ohio Family Health Survey. "There\'s no real way to compare our numbers." But Quinn said that the two surveys make it clear that health coverage in Ohio is "getting worse, and there\'s a lot of reasons for that. The economy is bad, unemployment is up, and fewer employers are offering health care."The vast majority of Americans obtain their health insurance in one of three ways. Most working adults are insured through their employer. People older than 65 receive coverage from Medicare, while Medicaid covers children and adults in low-income families. But there is a pool of Americans who either work for small companies that do not provide insurance or who have lost their jobs from companies that did insure their workers. As a result, people often are moving in and out of the category of uninsured.According to the FamiliesUSA survey, which relied on statistics from the U.S. Census Bureau, 30 percent of those without coverage in Ohio were uninsured for less than six months, suggesting that they had found jobs from companies that cover their workers. The survey also showed that African-Americans were far more likely to be without insurance than whites. Thirty-nine percent of African-Americans lacked health coverage at some point in the past two years, compared with 26 percent of white Ohioans. [email protected]


Board Member



Board Members

  • Ambassadors
  • 30-second
  • commercial

Mid-Ohio Foodbank

New headquarters progressing

Wednesday,  April 1, 2009 1:40 PM


A building that once offered comfort for the weary will soon be helping to comfort those afflicted with hunger.

The process of turning the former Simmons Co. mattress factory at 3960 Brookham Drive into the new headquarters and warehouse for the Mid-Ohio Foodbank is moving apace.

"I\'m a big fan of reusing space," Matt Habash, president and chief executive officer of the Mid-Ohio Foodbank, commented last week.

The building produced Beautyrest mattresses between 1988 and April 2004, when Simmons Co. officials closed it down, putting 107 people out of work.

Come fall, people who have lost their jobs due to the current sour economy may find some sustenance coming their way courtesy of the operations in the retrofitted structure.

"The building is laid out perfectly," Habash said.

The food bank acquired the vacant factory in May 2007. Habash hopes to consolidate all operations in the structure when at least the first phase of renovation is finished sometime between Labor Day and Halloween. When completed, the renovations will provide the operation, with 175,000 square feet of space on a 14.5-acre site with more than 200 parking spaces.

The renovation will create a new entryway facing Brookham Drive. Some of the land will be used for a community garden, according to Habash.

Purchasing, renovating and equipping the Brookham Drive building will cost a total of $16-million, leading food bank officials to launch the "Campaign to Sustain" with a goal of raising that much. To date, Habash said last week, $14-million in contributions and pledges has been received.

bringing communications to life53
Bringing Communications to Life
  • Paul Quinn, Health Policy Institute of Ohio Communicating with your Board
  • Hollis Cohen, Public Health Solutions (NY) Communicating the Brand
discussion and next steps
Discussion and Next Steps
  • Bring your communications plan with you in May and participate in a session to enhance your communications plan. We can also cover “Beyond the plan – being prepared for emergent situations,” preparing to speak to the media when sticky issues arrive, etc.”