JOURN 4256 1st Edition Lecture 19Outline of Last Lecture I. Government and PRa. FunctionsII. ElectionsIII. National, state and local governmentIV. Government relations vs. lobbying V. Advocacy Outline of Current LectureVI. Non-profit sector a. Membership orgsb. Social service orgsc. Educational orgsVII. 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 awarenessThese 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 PRMembership 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 studentsFundraising 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 healthSocial marketing:Four Ps (Product, price, place, promotion)Product-Physical-Services-Practices-IntangibleProduct 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/disapprovalPrice 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 PromotionOther Ps:Publics- external and internal groups involved in the programPartnerships- workings with other agencies with the same goalsPolicy- 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