Jump-start your training experience by attending these interactive and practical workshops. These information-packed sessions are a great opportunity to network with fellow attendees while taking a hands-on, common sense approach to public health communications that will enhance your understanding of the informative, case study presentations throughout the training.

Choose A or B or BOTH Workshops for Maximum Value and Learning

How To Design A Practical And Strategic Health Communications Strategy: A Step-by-Step Approach

Creating a viable communication strategy takes a lot of work. In this workshop, we will review a set of practical steps and tools with those in the field to help ensure that behavior change communication efforts are developed strategically— with clear goals, segmented audiences, and effective messages based on sound research and credible theory.

In addition, we will review many real-world examples and case studies to assist you in designing a strategy to fit within your organization’s mission.

In this hands-on, interactive workshop, we will work on creating:

• 4 steps to a well-segmented audience
• 5 steps to behavior change objectives
• 4 steps to developing the strategic approach
• 7 steps to creating a useful message brief
• 3 steps to selecting the right channels and tools
• 6 steps to an evaluation plan

You will leave this informative workshop with the following tools to help you implement your new learnings right when you get back into your office:

• Strategy Review Checklist
• Situation Analysis Template
• Persona Worksheet
• Behavior Change Objectives Worksheet
• Strategic Approach Considerations Checklist
• Message Brief Template
• Channels and Tools Evaluation Worksheet
• Tactical Plan Template
• Strategy Summary Outline

WORKSHOP LEADER: Winthrop (Win) Morgan, MPH, CeM, has more than 25 years of professional experience in the field of public health communication. He spent ten years at the Johns Hopkins Center for Communication Programs as a Senior Program Officer and the Director of Marketing for the National Institutes of Health National Heart, Lung, & Blood Institutes of Health Information Project and Center. He was Director of Marketing for the National Institutes of Health National Heart, Lung, and Blood Institute’s Health Information Project and Center. Win currently works as an independent contractor providing assistance with online and traditional social marketing and health communication strategy development for nonprofit, government, and educational organizations worldwide. Some of his clients include the World Health Organization, European Centers for Disease Control, and the American Chemical Society.  @WinM & @isma_org

11:30 a.m. to 12:30 p.m.
Afternoon break/lunch on your own

How To Integrate Digital Communications Into Your Public Health Outreach Initiatives And Evaluate Their Impact

At FDA’s Center for Tobacco Products (CTP), it is important that messages aren’t just heard, but are acted on. More than 3,800 American youth smoke their first cigarette every day (CDC, 2012). To counteract this trend, the Center is creating numerous ways to engage and inform the public, especially youth, encouraging tobacco users to quit and non-users to never start. Evaluating the effectiveness of these efforts is vital to changing attitudes and ultimately reducing the rates of tobacco-related death and disease.

Join us in this informative workshop to learn how to integrate and evaluate digital communications (social media, widgets, tools, content, etc.) into your own public health outreach initiatives.

Through real world examples, we will discuss effective integration of digital communications with media relations, partnerships, paid media, and additional outreach tactics. In addition, you will learn how to evaluate these tactics strategically to determine their impact on achieving your desired public health outcomes.

WORKSHOP LEADERS: Michael Murray is the Senior Social Media Strategist at FDA’s Center for Tobacco Products. His focus is on building their team, developing their social media strategy, and implementing a number of initiatives including widgets, apps, and web technologies like content syndication. Previous to his work at the FDA, He was a Strategic Communications Consultant at Booz Allen Hamilton, helping government clients form strategies to engage stakeholders and develop internal and external communications plans. @MurrayComm

Tesfa Alexander is the Health Communications Specialist at FDA’s Center for Tobacco Products. In addition to his work with the FDA, Tesfa is an Adjunct Professor in Health Communication at the University of Memphis.

INTERACTIVE WORKSHOPS
These workshops are designed to take your training experience to the next level. Post-training workshops allow you to take the information you gained from the general sessions, and identify and focus on your individual needs and applications. Make the most out of this training by attending these highly interactive, hands-on sessions. Space is limited to ensure interactivity!

Choose C or D or BOTH Workshops for Maximum Value and Learning

Using Video To Spread Your Messages: Developing Engaging Content, Navigating YouTube And Defining Success

Online video content is exploding – over 72 hours of content are uploaded every minute.  Everyone wants (and expects) their video to “go viral” – but what exactly does that mean and how realistic is such a demand?

In this workshop, you’ll learn practical approaches and tips to developing content that engages your audience and shares your message, creating a personal connection that opens the door to further communication.  Case studies will be presented to illustrate how video content was created, implemented, and promoted, demonstrating how in many cases, this content can serve double-duty across multiple distribution channels.  You will also learn tips and best practices for utilizing YouTube and outline methods to help you define and measure your success.

In this hands-on workshop, you will learn the tools you need to successful launch a video campaign, including:

• Key items to consider when developing an Online Video Content Strategy
• Best practices for developing compelling content that will engage your audience
• Developing cost effective video content for multiple distribution channels
• Best practices for setting up and maintaining a successful Youtube Channel
• Ways to build your community by turning Viewers into Subscribers
• Creating a phased strategy for developing content and measuring success
• How to increase the chances of making your content “go viral”
• Applying these approaches to your specific content needs

WORKSHOP LEADER:  Denise McKee is COO at AboutFace Media Inc.  AboutFace creates short-form, story-driven documentaries for online and social media marketing projects.  Their directors are award-winning independent filmmakers whose work has been screened at Sundance, South by Southwest and the Tribeca Film Festival among others.  Clients include Army OneSource, Sears, Kmart, Wilson Sporting Goods, CNH, 3M, Trek, Staples, Florida Tourism, Quad Graphics and Can-Am.

Denise speaks at events across the country on the topics of social media video content development and strategy, and has presented alongside companies including Youtube, Microsoft, Nike, IBM, and Ford.

11:30 a.m. to 12:30 p.m.
Afternoon break/lunch on your own

How To Create Relevant Public Health Messages Using Social Media

Public health communications is facing some big challenges right now - increased scrutiny on health programs, restrictions on printing, and overall budget cuts. Coupled with the new budget realities, there is the ever-changing communications space driven by the fast moving currents of social media and the constant innovation of technology. This begs the question, “How do public health communicators stay relevant in a world of competing dialogue and messages?”

There are a couple of key areas that hold promise for the future of public health communications relative to social media, including:

• Bridging the gap between public health prevention and the health consumer
• Creating digital extensions of traditional dissemination platforms like clearinghouses
• Measuring behavior change

Through the use of real life case studies that demonstrate the trends and opportunities in social media, this informative workshop will teach you how to:

• Use multiple types of social media tools in your public health campaigns on a daily basis (Facebook, Twitter, YouTube, and more)
• Evaluate your current social media programs to show successes
• Support your own public health objectives within your own agency
• Design your own public health messages and choose the appropriate tool to disseminate them

Also, make sure to bring with your own real-life situations to address during the workshop!