In 2016, I formed Jacob Strategies LLC, a consultancy that focuses on the communications, training and marketing needs of public health stakeholders. I concentrate on translating complex, scientific content into messaging that is clear, concise and compelling—and comprehensible to policymakers or the lay public. I have delivered training related to communication and marketing for oral health stakeholders in more than 15 states. Previously, I managed communications and marketing activities for the Pew Children’s Dental Campaign and the Children’s Dental Health Project. For more than 20 years, I have helped nonprofits and advocacy organizations raise the profile of their issues, particularly in the areas of health and education. I have provided testimony or presentations to a variety of leading public health organizations, including the American Public Health Association and the Institute of Medicine’s Roundtable on Health Literacy. Over the years, my communication efforts have been recognized or honored by a variety of organizations, including the Association of State & Territorial Dental Directors, National Public Health Information Coalition, HealthLiteracyMonth.org and the New York Times.
The Power of Audience Insights
Each year, many public health agencies and stakeholders launch health promotion campaigns without taking the time to gain important insights about the target audience. Learn how research into a target audience can strengthen your ability to communicate effectively to its members. This session will acquaint participants with high- and low-cost research tools for gaining insights about an audience.
- Summarize the types of insights that audience research can provide to public health officials or organizations
- Identify the four leading forms of audience research
- Explain why it may be desirable to choose a focus group moderator who is a member of the target audience
Using Storytelling to Engage
Learn how oral health professionals and advocates can use stories in their talks and presentations to illustrate the impact of poor health outcomes, deepen the public’s understanding and inspire advocacy. This session will walk through the key elements of a good story.
- Identify the 6 qualities of a good story
- Explain how a story can help galvanize support for an advocacy goal
- Identify the best practices for effectively delivering a story
The instructor has asked that you watch a TED Talk by Rita Pierson before the webinar. During her talk, Pierson tells three brief stories to a group of educators. Pay extra attention to the stories that she tells. Those stories start at about 2:20, 4:16 and 5:00 during her talk.
Pierson’s talk runs less than eight minutes.
Click below to access a video of her talk:
This learning series is a product of the Texas Fluoridation Campaign, a collaborative partnership between the Texas Oral Health Coalition, the Texas Health Institute, and the University of Texas Center for Health Communication in an effort to provide detailed information on how to create successful health messages to improve health outcomes.