Public Outreach Running an effective campaign             Althea Rizzo, Ph.D.       Oregon Emergency Management           ...
P b        Public Outreach                  re h• Take lots of notes, doodle, and             f      ,       ,  think
Public education and outreach• According to Wiki  According to Wiki …  – An effort by individuals in an organization or gr...
P b ed  Public education and outreach                o    d o re h• initiative to change behavior  initiative to change be...
P b edPublic education and outreach              o    d o re h•   Understand your community•   Identify your target audien...
P b ed  Public education and outreach                o    d o re h• Understand your community  Understand your community  ...
P b ed  Public education and outreach                o    d o re h• Understand your community  Understand your community  ...
P b ed  Public education and outreach                o    d o re h• Understand your community  Understand your community  ...
P b ed   Public education and outreach                 o    d o re h• Identify your target audience  Identify your target ...
P b ed   Public education and outreach                 o    d o re h• Identify your target audience     • Who do you depen...
P b ed    Public education and outreach                  o    d o re h• Identify your target audience   – Find active meth...
P b ed   Public education and outreach                 o    d o re h• Define a target audience  Define a target audience. ...
P b ed   Public education and outreach                 o    d o re h• How to create actions   – Find out what drives their...
P b ed   Public education and outreach                 o    d o re h• Refine your goals  Refine your goals   – Vague conce...
P b ed   Public education and outreach                 o    d o re h• Barriers  Barriers   – What kind of road blocks you ...
P b ed   Public education and outreach                 o    d o re h• Inventory your resources  Inventory your resources  ...
P b ed     Public education and outreach                   o    d o re h•   Groups, agencies, or other sources that alread...
P b ed  Public education and outreach                o    d o re h• Design your program  Design your program  – Take stock...
P b ed  Public education and outreach                o    d o re h• Design your program  Design your program   – Motivate ...
P b ed  Public education and outreach                o    d o re h• Implement your program  Implement your program   – Imp...
P b ed    Public education and outreach                  o    d o re h•   Routine meetings    Routine meetings•   Communic...
P b ed  Public education and outreach                o    d o re h• Evaluate your program  Evaluate your program  – A succ...
P b ed  Public education and outreach                o    d o re h• Evaluate your program  Evaluate your program  – How do...
P b ed   Public education and outreach                 o    d o re h• Best Practices  Best Practices   – Best Practice 1: ...
P b ed   Public education and outreach                 o    d o re h• Best Practices  Best Practices   – Best Practice 2: ...
P b ed   Public education and outreach                 o    d o re h• Best Practices  Best Practices   – Best Practice 3: ...
P b ed   Public education and outreach                 o    d o re h• Best Practices  Best Practices  – Best Practice 4: D...
P b ed   Public education and outreach                 o    d o re h• Best Practices  Best Practices  – Best Practice 5: U...
P b ed   Public education and outreach                 o    d o re h• Best Practices  Best Practices  – Best Practice 6: D...
P b ed   Public education and outreach                 o    d o re h• Best Practices  – Best Practice 7: Actively Oversee ...
P b ed   Public education and outreach                 o    d o re h• Best Practices  Best Practices  – Best Practice 8: R...
P b ed   Public education and outreach                 o    d o re h• Best Practices  Best Practices  – Best Practice 9: I...
P b edPublic education and outreach              o    d o re h  • Go forth and do good works!         • Thank you!
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Public Outreach - Running an effective campaign

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Speaker:  Althea Rizzo, Geologic Hazards Program Coordinator, Oregon Emergency Management
Public education has consistently been shown to be an effective emergency preparedness and mitigation
strategy when done well. This presentation will give the attendees an effective road map to developing,
implementing and evaluating a public education and outreach program. Using real world examples, the
presenter will show best practices and how to design your outreach campaign to create positive
preventative action by the public.

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Public Outreach - Running an effective campaign

  1. 1. Public Outreach Running an effective campaign Althea Rizzo, Ph.D. Oregon Emergency Management 503‐378‐2911 x 22237 Althea.Rizzo@state.or.us lh
  2. 2. P b Public Outreach re h• Take lots of notes, doodle, and f , , think
  3. 3. Public education and outreach• According to Wiki According to Wiki … – An effort by individuals in an organization or group  to connect its ideas or practices to the efforts of  to connect its ideas or practices to the efforts of other organizations, groups, specific audiences or  the general public.  – A systematic attempt to provide services beyond  conventional limits, as to particular segments of a  community. 
  4. 4. P b ed Public education and outreach o d o re h• initiative to change behavior initiative to change behavior • can either be promoted from the top down or  rise from the grassroots  rise from the grassroots• learn lessons from other outreach programs • start the conversation about natural hazards  mitigation 
  5. 5. P b edPublic education and outreach o d o re h• Understand your community• Identify your target audience• Refine your goals Refine your goals• Inventory your resources • Design your program D i• Implement your program• Evaluate your program 
  6. 6. P b ed Public education and outreach o d o re h• Understand your community Understand your community – Learn about your community  – What makes your community unique What makes your community unique  – Identify leaders • D fi Define your community.  it – Write down the “Who, what, where, how and  why.” h ”
  7. 7. P b ed Public education and outreach o d o re h• Understand your community Understand your community – Foster a “sense of community” • People feel like they belong to the community. People feel like they belong to the community • People believe they can influence the community. • People are integrated into the community. p g y • The community fulfills a need of the people. • There is a shared emotional connection to the  community. 
  8. 8. P b ed Public education and outreach o d o re h• Understand your community Understand your community – Geographic communities  – Communities of culture Communities of culture  – Community organizations 
  9. 9. P b ed Public education and outreach o d o re h• Identify your target audience Identify your target audience  – The “General Public” should not be your audience.  – Who are you trying to reach with your message? Who are you trying to reach with your message?  • Policy makers • Responders • Parents • Retired people • Pet owners
  10. 10. P b ed Public education and outreach o d o re h• Identify your target audience • Who do you depend on to get information about  hazards in your area? • Who do you depend on for help during a disaster? Who do you depend on for help during a disaster? • What are your concerns about natural hazards in your  community? • What are your questions about natural hazards in your  h b lh d community? y p g g y • Would you need help during an emergency? What kind  of assistance? • How do you describe yourself?
  11. 11. P b ed Public education and outreach o d o re h• Identify your target audience – Find active methods of getting your message to the audiences  – Publications • Mass media • Newsletters • Personal Letters – Public Meetings • Knowledge‐imparting • Action‐creating – Public Actions • Drop, Cover and Hold drills • Tsunami Evacuation Drills • Door‐to‐door education
  12. 12. P b ed Public education and outreach o d o re h• Define a target audience Define a target audience. – How would you reach that audience?
  13. 13. P b ed Public education and outreach o d o re h• How to create actions  – Find out what drives their decisions. • For each target audience g • Barriers to adoption, what incentives work • How they like to receive their information • How they make decisions regarding natural hazards  preparation • Th i f li Their feelings on and knowledge of natural hazards  dk l d f t lh d preparation 
  14. 14. P b ed Public education and outreach o d o re h• Refine your goals Refine your goals  – Vague concepts into achievable and measurable  goals. goals • 435 residents will receive visits by neighborhood  educators (good goal) • Increase the number of residents who have go‐kits by  10% (good goal) • Increase a areness of nat ral ha ards Increase awareness of natural hazards  – (bad goal, No Cookie!)
  15. 15. P b ed Public education and outreach o d o re h• Barriers Barriers  – What kind of road blocks you will find? – Create strategies and back up plans contingencies Create strategies and back up plans, contingencies  and work‐arounds• List barriers you might encounter in your List barriers you might encounter in your  community.  – P ibl Possible solutions to one of the barriers l ti t f th b i
  16. 16. P b ed Public education and outreach o d o re h• Inventory your resources Inventory your resources – Know what you have to work with • What are you looking for?  – You are looking for the resources needed to  develop and implement the outreach  program.  
  17. 17. P b ed Public education and outreach o d o re h• Groups, agencies, or other sources that already address topic – Police/Fire o ce/ e – Community Emergency Response Teams (CERT) – American Red Cross (ARC)• Funding resources – Grants – Business sponsorship – Donations – Civic organizations g• Activities to build understanding about natural hazards  – Curriculum – Field trips and field schools• People willing to put the feet to the pavement l illi h f h – Local experts willing to give talks – NGOs and volunteer groups
  18. 18. P b ed Public education and outreach o d o re h• Design your program Design your program – Take stock of where you are – Bring together your steering committee a Bring together your steering committee, a  calendar, and a box of crayons – Define your take home message Define your take home message  – Create incentives 
  19. 19. P b ed Public education and outreach o d o re h• Design your program Design your program  – Motivate people to take action  • Celebrate results Celebrate results • Create a good working environment • Establish clear goals and ownership g p • Foster teamwork and communication 
  20. 20. P b ed Public education and outreach o d o re h• Implement your program Implement your program  – Implementing a public education and outreach  program is a very proactive process  program is a very proactive process – Start off with a bang… with as much media  exposure as you can drum up.  exposure as you can drum up. • Press release to announce program is starting up • Media coverage
  21. 21. P b ed Public education and outreach o d o re h• Routine meetings Routine meetings• Communication is key between participants• Feedback db k• Timelines and schedules• Timely notice of public involvement and  activities 
  22. 22. P b ed Public education and outreach o d o re h• Evaluate your program Evaluate your program – A successful program looks like: • Comprehensive plan Comprehensive plan • Engaged public • Passionate volunteer • Creates action in the public • Self evaluative and adaptive • Replicable  
  23. 23. P b ed Public education and outreach o d o re h• Evaluate your program Evaluate your program – How do you evaluate? • Evaluators – Assign people ahead of the launch to do a continual analysis  of effectiveness. • Survey – Do a pre/ post awareness survey. • Measurements – These should come from your goals. 
  24. 24. P b ed Public education and outreach o d o re h• Best Practices Best Practices  – Best Practice 1: Integrate Public Outreach with  Emergency Management  E M t • Your emergency management agencies have disaster  response plans.  response plans • They may not have had access to organized and  motivated public outreach individuals such as you. motivated public outreach individuals such as you • Leverage teaching moments 
  25. 25. P b ed Public education and outreach o d o re h• Best Practices Best Practices  – Best Practice 2: Identify Key Stakeholders and  Establish a Strong Outreach Advisory Group E t bli h St O t h Ad i G • The most important criteria is enthusiasm  • Instill a sense of proprietorship, get people who are  truly interested in the project.  • Use multiple channels
  26. 26. P b ed Public education and outreach o d o re h• Best Practices Best Practices  – Best Practice 3: Assess Existing Community  Capabilities   C biliti • You have to know what you have before you can know  what you need what you need
  27. 27. P b ed Public education and outreach o d o re h• Best Practices Best Practices – Best Practice 4: Develop an Outreach Strategy and  Communication Plan  C i ti Pl • Create a cohesive strategy and communication plan  with your advisory team.  with your advisory team. • Build in some time between the end of your current  campaign and the next one.  • Always have a mechanism to give people a way to  volunteer. • G Grow a contagious passion for safety. t i i f f t
  28. 28. P b ed Public education and outreach o d o re h• Best Practices Best Practices – Best Practice 5: Use  Messages consistent with  emergency management  t • Couch your message in positive terms and tell the  public how they can reduce their risk.  public how they can reduce their risk • The public can be an asset or a victim. 
  29. 29. P b ed Public education and outreach o d o re h• Best Practices Best Practices – Best Practice 6: Develop Outreach Materials  Tailored to the Audiences  T il d t th A di • Always end your talk with a call to action and give the  audience a direction, a plan.  audience a direction a plan • Have representatives from various groups, even if they  don t participate actively.  don’t participate actively
  30. 30. P b ed Public education and outreach o d o re h• Best Practices – Best Practice 7: Actively Oversee and Manage the  Outreach Program  Outreach Program • Plan • Implement • Assess • Revise • Rest • Repeat
  31. 31. P b ed Public education and outreach o d o re h• Best Practices Best Practices – Best Practice 8: Recognize effective efforts  • Have local media spotlight champions
  32. 32. P b ed Public education and outreach o d o re h• Best Practices Best Practices – Best Practice 9: Integrate Public Outreach within  Community Networks and Organizations  C it N t k dO i ti
  33. 33. P b edPublic education and outreach o d o re h • Go forth and do good works! • Thank you!

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