264087 Communicating Success: Framing the Accomplishments of Community Prevention

Wednesday, October 31, 2012 : 1:30 PM - 1:50 PM

Sana Chehimi, MPH , Prevention Institute, Oakland, CA
Ann Whidden, MPH , Prevention Institute, Oakland, CA
     
In a media environment that scrutinizes–and doesn't always understand–innovative community prevention efforts, it is increasingly critical for groups engaging in comprehensive public health initiatives to be proactive and leverage media as a tool to advance their work. By influencing and creating positively framed media stories, public health advocates can shape and impact how policymakers, business leaders, and the general public perceive and respond to community prevention initiatives. By elevating community prevention successes, advocates communicate the values of prevention that may otherwise be obscured in media coverage.

This session will equip participants with skills to analyze–and ultimately shape–media coverage of community prevention. Participants will learn key messages and frames, how to map framing and messaging towards specific audiences, and how research and data can be leveraged to strengthen a story. Finally, the session will describe tips, lessons learned, and present a media advocacy toolkit with best practices to make the case for prevention.

Learning Areas:
Advocacy for health and health education
Communication and informatics

Learning Objectives:
1. Articulate how and why media can be used as a tool for public health advocacy; 2. Describe how to frame the key messages that need to be broadcast to advance community prevention efforts; and 3. Demonstrate best practices for media advocacy.

Keywords: Communication, Primary Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I direct Prevention Institute’s communications efforts and train advocates nationally on how to best use media advocacy to achieve policy, systems and environmental change. Additionally, I provide training and technical assistance to government agencies, coalitions, foundations, and community-based organizations across the country on cutting-edge prevention practice and strategy development to address the underlying determinants of health, strengthen collaborations and improve community health.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

Back to: 5166.0: Creative Initiatives for Using Healthy People 2020 to Build Healthy Communities – a Joint CHPPD/PHEHP Session