Introductions Talking about Health Equity Name Before you can - PDF document

Berkeley Media Studies Group Public Health Alliance of Southern California• Los Angeles • July 27, 2018 Communicating about the Healthy • Research on news coverage of public Places Index to Further Health health issues Equity • Media advocacy training and strategic Public Health Alliance of Southern California consultation for community groups and July 27, 2018 public health advocates • Professional education for journalists Lori Dorfman Katherine Schaff bmsg.org Introductions Talking about Health Equity • Name Before you can know what to say about • Health Department/Organization health equity, you have to know what you’re • Work focus going to do about health equity. • One social determinant of health (e.g. social issue that affects health) that you are passionate about Message is Never First Layers of Strategy • What do you want to change in the world? • Overall strategy • How will you change it? • Media strategy • Why do you want it to be changed? • Message strategy • Access strategy 1

Berkeley Media Studies Group Public Health Alliance of Southern California• Los Angeles • July 27, 2018 Activity: Developing your overall Stronger together: strategy Working with Allies In your county teams, pick one area to focus on today and fill out the Overall Strategy worksheet. • Economics • Education • Transportation • Social • Neighborhood • Clean Environment • Housing • Healthcare Frames as Mental Structures Frame Definition Frames are mental structures that help people understand the world. Just a few cues… The Need to Reframe Institutional Accountability Personal Responsibility 2

Berkeley Media Studies Group Public Health Alliance of Southern California• Los Angeles • July 27, 2018 News frames are more often The Need to Reframe portraits than landscapes. Institutional Accountability Personal Responsibility What’s on the slate? Message Strategy Competing Values • Message: what we say Market Justice Social Justice Personal responsibility Shared responsibility • Messenger: who says it You’re on your own We’re in this together • Target: who we want to hear it Duty to your family Duty to the collective good Government interferes Government protects A mashup of Daniel Beauchamp 1976 & Jared Bernstein 2006 HPI in the news Competing Stories: Obesity You Are What You Eat What Surrounds Us Shapes Us Poor parenting Junk food marketing Bad habits & personal Neighborhood connectivity & choices safety (transit, recreation) Overactive thumbs, No time for physical activity in underactive legs school Exercise, and exercise Local, state, & federal policy willpower (taxes, advertising, zoning, etc.) 3

Berkeley Media Studies Group Public Health Alliance of Southern California• Los Angeles • July 27, 2018 HPI in the news HPI in the news Activity: Answering Hard Activity: Message Development Questions Move to a hard question. Use your message ➜ What ’ s wrong? development worksheet to create an Statement of concern answer. ➜ Why does it matter? • What’s wrong with the low ranking areas? Value dimension • What are you going to do about this? ➜ What should be done? • What do you want from me? Isn’t this the health Policy objective department’s job? • My district is doing well—are you going to try to take our resources? • What’s the return on investment? • Why hasn’t the health department addressed our communities needs before this? Tips for responding to hard Pivot Phrases questions “What’s really important to remember, however…” ➜ Know your goals. “Let me put that (individual story) into ➜ Stay on message. perspective by showing how (insert new frame ➜ Speak to shared values. and solutions here)…” ➜ Resist the urge to say everything. ➜ Stick to your expertise. “That’s not my area of expertise, but what I can tell ➜ Prepare for hard questions. you is…” ➜ Provide compelling examples. “That’s an interesting point, but I think your ➜ Use reasonable, clear language. readers will also be interested in knowing ➜ Remember to follow up. that…” 4

Berkeley Media Studies Group Public Health Alliance of Southern California• Los Angeles • July 27, 2018 Wrapping up Further Questions? • What other support do you need to Contact us! integrate the HPI into your LHD work? bmsg.org @BMSG • What do you see as next steps and challenges? Find us on Facebook! dorfman@bmsg.org schaff@bmsg.org 5