JOURN 4256 1st Edition Lecture 19 Outline of Last Lecture I Government and PR a Functions II Elections III National state and local government IV Government relations vs lobbying V Advocacy Outline of Current Lecture VI Non profit sector a Membership orgs b Social service orgs c Educational orgs VII Health communications Current Lecture Non profit sector Almost 2 million nonprofit groups in US also called charities More than 6 5 million people workers Main objective to serve the public interest Tax exempt status Competition conflict and cooperation Often fierce competition for donations resources Conflict between activist groups and orgs with differing values Partnerships can be mutually beneficial United Way and NFL Leverage resources to raise awareness These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Childhood obesity Healthier lifestyles for children NFL gains positive PR Membership organizations Professional organizations PRSA AMA Trade groups American Beverage Association Labor unions NFLPA UPS Steel Workers Chambers of commerce Social Service Organizations Often service advocacy Public Relations tactics publicity creations of events use of services creation of educational materials newsletters Foundations Cultural groups Religious groups Educational organizations Educational institutions include programs that provide Childcare Instruction for primary and secondary students colleges universities trade schools and schools for special needs students These orgs are often licensed or regulated by state and federal agencies or by private accreditation bodies Key publics for Mizzou Faculty and staff Students Alumni and donors Government Community Prospective students Fundraising and development Corporate and foundation donations Structured capital campaigns Direct mail Event sponsoring TV solicitations Telephone solicitations Endorsements and tie ins Online and social media Face to face and WOM Health communications Using strategic communications to inform influence and motivate publics about health issues Can Increase audience knowledge and awareness Influence perceptions beliefs and attitudes Prompt action Demonstrate healthy skills Reinforce knowledge attitudes and behavior Show benefits of behavior change Advocate a position on a health issue policy Increase demand support for health services Refute myths Strengthen organizational relationships Can t Compensate for inadequate health care Produce sustained change in complex health behavior without support of larger infrastructure Be equally effective in addressing all issues messages Fighting preconceived notions Issues with people sending messages Why does it matter 1 Public has a right to understand Tuskegee syphilis study 2 Change policies to create a healthier people 3 Improve public health Social marketing Four Ps Product price place promotion Product Physical Services Practices Intangible Product caveats cannot have a product without perception of a problem Product must be a good solution for problem Research should learn about perceptions of problem and product and importance of solving problem Price Monetary Time effort Risk embarrassment disapproval Price caveats Benefits outweigh cost Balancing issues with price Perceptions of cost can be determined through research and used to position product Place Location of product service Distribution Place caveats Need to ensure accessibility of offering and quality of service delivery Promotion Other Ps Publics external and internal groups involved in the program Partnerships workings with other agencies with the same goals Policy changing policy is often needed to sustain real environmental change Purse strings where is the money coming from Return on Investment What markets to target What elements to enact Where biggest bang for the buck to change behavior Health disparities barriers to good health faced by socially disadvantaged populations Social determinants of health income employment education food insecurity racial cultural discrimination housing water sanitation age sex race living working conditions
View Full Document