Strategic Health Communication Planning In An Evolving Media Relations Climate

Theoretical Background and research questions/hypothesis: N/A

Methods and Results (informing the conceptual analysis): See summary.

Conclusions: See summary.

Implications for research and/or practice: See summary. Summary describing theme and purpose: The rapid evolution of the media market is undeniable, but that does not mean that we must throw out the fundamentals of strategic communications planning. Adrienne Dealy will draw on her more than 20 years of social marketing, health communications and public relations experience to discuss the best ways to build a strategic foundation for a public health program or campaign. The goal of this session is to develop participant’s frame of reference, enabling them to ask the right questions, design effective strategies, and achieve goals through an improved approach. Participants will learn about the climate of media relations and how they can take advantage of the expanded social media presence. The evolving media relations platform has expanded the quantity of outreach channels, and it is important that public health professionals take advantage of this expansion in a meaningful way. Ms. Dealy will work with participants to reduce anxieties around the changing face of media relations by teaching them how to achieve behavior change through a more individualized model of outreach. Participants will learn how to improve upon their knowledge and abilities and apply traditional communications principles to the newly evolved media structure. By the end of this session, participants will understand how to select media channels that are appropriate for their programmatic goals and target audiences. Interactive discussions and examples of public health campaigns that illustrate these lessons in practice will solidify participant’s understanding of these concepts.