Get Your Message Out! Advanced Outreach Tools and Techniques


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Get Your Message Out! Advanced Outreach Tools and Techniques

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  • Social Media  Traditional MediaCoordinate press releases with social media postsMore and more reporter interest generated through e-communicationsMost of our coverage is through short pitches vs. more traditional press release, which is longer.Profiles for your organizationGenerate 80% of the content on your site.Develop policy for who your organization follows: Reporters? Politicians? Other organizations?In MAPC’s case we have found that following reporters and other organizations is advantageous for generating coverage as well as for staying informed. As far as politicians – we might choose to follow non-partisan official pages, but not pages of legislators. We follow other organizations we work with or with a mission that complements our own.Engaging new audiencesUsing social media can help connect your organization to people who you would not have reached through other means. Remember: many community stakeholders no longer have landline telephones and do not subscribe to print newspapers. More people are consuming news media primarily through smartphones, and many times events and news may circulate faster and more effectively through social media.Redefining Work RolesRedefine job roles and work flow within your organization to accommodate social media. Social media is becoming more and more integrated into how business is conducted. Social media is ideal for the planning profession, as it provides a low-cost, high visibility avenue for increasing awareness and providing opportunities for public comment.Tips: At a minimum, our Communications Manager suggested that your organization or municipality should have a Facebook page, and that you should have a personal LinkedIn profile. These only take a couple hours to set up initially. Content can be replicated between several sites.
  • The Fishing For Health Campaign was a Public Health Outreach project on the Nyanza-Sudbury River Mercury Contamination, conducted by the MetroWest Regional Collaborative and Funded by the MetroWest Community HealthCare Foundation. Fish in the Sudbury River Valley, which includes Framingham, Ashland, Sudbury, Wayland, and Southborough, are contaminated with elevated levels of mercury as a result of the NYANZA Chemical Waste site. This contamination is odorless and tasteless but extremely harmful. This project arose from the concern that community members were consuming fish in the Sudbury River, particularly some of the immigrant communities in the area. The MetroWest Regional Collaborative hired a translator and convened a small focus group of Brazilian fishermen and their wives to learn more about their families’ fishing practices and consumption habits. This focus group met once – on Super Bowl Sunday in 2010. The focus group members were compensated $50 for their participation. Through a series of questions, these habits were revealed and in the process of asking them, awareness of potential dangers was also raised.Signs like the image on the left already existed along the river but were largely ignored by the so-called Ethnic Angler population, even though they include English, Spanish, Portuguese, and Vietnamese. The image on the right is an example of the more graphically-engaging, less governmental-looking materials that were developed as a result of this project.
  • The focus group was asked what methods would be the most effective in delivering the public awareness message to the Brazilian Community in the MetroWest Area. The top three choices by focus group members were: Public Service Announcements, Radio Interviews, and announcements at Church. These were followed up by other methods, such as newspaper ads and articles, Flyer in Portuguese posted in Brazilian Stores and Restaurants, and community bulletin board postings. This survey of the focus group helped to identify what methods would be used to get the fish for fun, not for food campaign message out. Products of this campaign included: A series of Op Ed pieces in local and regional newspapers describing issues and recommendations for protecting health,Multilingual ads and related articles in Portuguese and Spanish language newspapers8.5x11 posters and 4x6 leafletsMultilingual website60-second PSAs with 2 different scripts in 3 languages, for 6 totalRadio interview on Brazilian Portuguese AM radio stationTaglines
  • Participatory ChinatownParticipatory Chinatown was created to redefine the community planning process and better engage youth in local planning meetings.This fully-immersive, 3D game puts residents in the driver’s seat as they shape the future of their neighborhood.The game was designed to attract youth, recent immigrants, and young professionals — those community members who are noticeably missing from most community planning meetings.Participatory Chinatown recognizes the important role that young people often play as translators for their immigrant parents and other community members, and it also encourages them to actively express their own views during planning processes.Participatory Chinatown runs on the Sandstone game engine, created by software developer and project partner Muzzy Lane Software. It came out of a partnership between the Asian Community Development Corporation (ACDC), Emerson College’s New Media program, and MAPC.The project is funded by a grant from the MacArthur Foundation's Digital Media and Learning Competition.How Participatory Chinatown worksIn Participatory Chinatown, community members complete quests as one of the game's virtual residents, allowing them to walk the neighborhood streets in someone else's shoes. No matter which avatar they choose, game users will experience the multifaceted identities of Chinatown residents.Game-based meetings use a combination of physical deliberation, virtual interaction, and Web-based input to provide residents with an entryway into serious community decision-making. The results of these meetings will feed into the Chinatown master planning process.To help lower cultural and language barriers, local youth serve as informal interpreters and technology assistants. The game is bilingual, available in both English and Chinese.Visit to play the game and learn more about the continual progress of this project.
  • Get Your Message Out! Advanced Outreach Tools and Techniques

    1. 1. Get your message out!Advanced Outreach Tools and TechniquesFriday, June 10, 2011, 1:30-2:45pmMAPD 2011 Annual ConferenceNew Bedford, Massachusetts
    2. 2. Overview• Use your personal networks• Use social media• Virtual Tours to keep your audience engaged• Multilingual outreach campaign• Immersive gaming
    3. 3. Use your personal networks
    4. 4. Social Media• Social Media  Traditional Media• Profiles for your organization• Engaging new audiences• Redefining work flow and job rolesD
    5. 5. Virtual Tours
    6. 6. Create Placemarks
    7. 7. Travel from place to placeThis is a crowd pleaser!
    8. 8. Fishing for Health CampaignPesca Para Saúde • Pesca ParaSalud
    9. 9. Fishing for Health CampaignPesca Para Saúde • Pesca ParaSaludMultilingual Engagementwww.fishing4health.comwww.pescaparasaude.comwww.pescaparasalud.comEnglish: Fish for Fun, Not For FoodPortuguês: Pescar, Soltar, Saúde a PreservarEspañol: Pescar, Soltar, Salud a Preservar
    10. 10. Participatory Chinatown
    11. 11. Participatory Chinatown