2013 NCHCMM PHeader
Conference Pre-Conference Workshops

Workshop I - Hands-On Social Media Strategy

Learning Objectives:
  • Understand how to design and implement a comprehensive social media strategy
  • Experience a variety of web tools and how to get started with them
  • Evaluate the results of social media activities
This workshop will go beyond the basics of social media to help you dive into creating a social media strategy for your organization or project. We will discuss the nuts and bolts of how to use social media to listen to your target audience, interact with them and effectively spread your messages online. From setting up accounts on tools like blogs, social networks and Twitter, to learning the ?????rules of the road????? for interacting on those sites, this workshop will give you the confidence to establish your social media presence. You will leave with a solid foundation for a social media strategy that includes elements like objectives, target audience, organizational policies, capacity, tools and tactics, and metrics. Free wifi will be available and participants are strongly encouraged to bring their own laptops so they can follow along online themselves. This is not a requirement, though.
Workshop Prerequisites:
  • Participants have some experience of social media (have read a blog, have a profile on a social networking site, or use RSS) and have a basic understanding of the terms. They may have already implemented a social media project in their organization.
  • Participants have basic computer and web literacy skills.
Nedra Weinreich
President, Weinreich Communications and
Program Manager, Entertainment Industries Council

Workshop II - Facing the Media During a Crisis: On-Camera Techniques

Health professionals know they need to be ready at any moment for crisis to erupt. This workshop is a risk communication primer that focuses on the psychology of a crisis and how communications differ during an emergency. You'll learn the best strategies to communicate in times of high stress and get to test them during on-camera interviews. Get ready for a spirited discussion and an interactive workshop. Come prepared ????? you'll be assigned a scenario, develop talking points to engage stakeholders, be critiqued in on-camera interviews.

Learning Objectives:
  • Explain risk communication basics and their use during a public health emergency
  • Develop messages that incorporate risk communication strategies
  • Analyze message content and delivery after on-camera interview

Thomas Slater, Risk Communications Manager
New Jersey Department of Health

Laura Taylor, Health Educator
New Jersey Department of Health


Workshop III ????? Learning to use the CDC Clear Communication Index

Learning Objectives:
  • Describe the scientific basis for the Clear Communication Index.
  • Explain the 4 questions and 20 items.
  • Score sample public communication materials.
In this workshop, participants will learn how to use the CDC Clear Communication Index (Index), a new research-based tool to plan and assess public communication materials. The 4 questions and 20 items in the Index are drawn from the scientific literature and represent the most important characteristics to enhance clarity and aid people?????s understanding of information.  The Index provides a numerical score on a scale of 100 so that communicators can objectively assess and improve materials based on the best available science. The Index assesses materials in seven areas: main message and call to action; language; information design; state of the science; behavioral recommendations; numbers; and risk. Participants will learn how to score with the Index and practice scoring several CDC public communication materials.

Cynthia Baur, Ph.D.
Senior Advisor, Health Literacy
Office of the Associate Director for Communication
Centers for Disease Control and Prevention

Christine Prue, Ph.D.
National Center for Emerging and Zoonotic Infectious Diseases
Centers for Disease Control and Prevention

Workshop IV ????? Storytelling for Social Media: Creating Stories that Change Behavior

Learning Objectives:
  • Understand how stories are different.
  • Identify the various uses stories can play in a program.
  • Construct very short, but still compelling, public health stories.
  • Use photographs to develop compelling written stories.
  • Using unscripted authentic video to tell stories.
This workshop is designed for health professionals interested in using stories to improve the quality of behavioral adoption. The workshop will include a review of three classes of stories used extensively in public health: 1) Fear stories which illustrate the consequences of high risk behavior; 2) empathy stories which improve understanding of individuals struggling with disease; and 3) success stories used to model how people solve prevention challenges. Participants will practice the adaptation of traditional story formats to the emerging requirements of social media for short, concise and authentic messages. Finally, participants will practice innovative interview techniques which help illicit effective stories from their target audiences. Content from various public health fields, including immunization, HIV/AIDS, SIDS and others will be used to illustrate storytelling practices. Participants are asked to bring sample stories they are already using in their programs.

William Smith, EdD
Social Marketing Quarterly

Workshop V ????? New Strategies and Tools for Social Marketing Practice

Learning Objectives:
  • Apply value co-creation and ?????job-to-be-done????? approaches to behavior change challenges.
  • Describe the value and challenges of the ?????"frame problem" and the "micro-macro gap" to our models and theories that are used to change behavior, communities and policy.
  • Explain how design research techniques can enable greater understanding, empathy and insight with people we serve.
  • Apply marketing approaches to scaling up and disseminating evidence-based programs.
  • Use ?????social objects????? as a core strategy in social media and mobile interventions.
This workshop will explore how five innovative ideas can be immediately applied to your communication and marketing programs to improve their effectiveness. These ideas come from new research, methods and theories in design research, marketing, social innovation, social networks and social media. The session will consist of brief introductions and illustrations of each of the ideas followed by individual and small group exercises to apply the idea to immediate and relevant problems of the participants. Bring you public health problem or puzzle and be prepared to learn how to start thinking differently about its possible solutions.

R. Craig Lefebvre, PhD
Professor, University of South Florida
Lead Change Designer, RTI International
Understand how to design and implement a comprehensive social media strategy


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