Effective health promotion requires tactics that reach beyond influencing individual behavior. It should aim to promote policies that create environmental changes to support the desired healthy behaviors. As print, broadcast and electronic media have a profound impact on shaping reality, health educators should learn to utilize these media outlets. Unfortunately, many health educators do not have the skills necessary to send their message through the media yet are called upon to be expert communicators.
The California Nutrition Network for Healthy, Active Families (Network) developed NetCom as a pilot program to give health professionals the tools and knowledge they need to effectively communicate the Network’s message to a diverse range of audiences, including the media. The Network conducts a broadbased social marketing campaign to promote exercise and healthy eating. NetCom topics include:
*Crafting Your Message *Communication Tools and How to Use Them *Communication Aimed at Building Partnerships and Alliances *Spokesperson Training *Understanding and Contacting the Media *Become Your Own Best Press Agent *Communication on a Shoe String Budget
106 health educators attended NetCom training in 2000. 94% rated the instructors at the highest levels. Participants were able to:
*Build partnerships and strengthen regionalized communication strategies between like-minded promoters of nutrition and physical activity in local communities *Gain communication tools and skills to help them gain media attention *Shape public policy *Instigate changes in the environment that support a healthier lifestyle
The overwhelming success and popularity of NetCom has prompted the Network to continue and expand the program to over 165 participants in 2001.
Learning Objectives: At the conclusion of the session, participants will: 1. Cite the importance of employing media advocacy techniques in order to influence policy makers to promote healthy living environments and prompt their constituents to demand the same. 2. Develop a communications training program based upon the NetCom experience
Keywords: Media Advocacy, Media Message
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Brown Miller Communications
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.