Improving Stakeholder Communication
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A webinar presentation on communication basics prepared for California IT professionals working on health information exchanges.
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Improving Stakeholder Communication
- 1. CAeHC Webinar Keys to Improving HIE Stakeholder Communication Daniel Danzig Karen Hunt
- 2. Agenda Topics •Stakeholder Analysis •Strategy •Branding •Messaging •Web Design •Media Relations •Social Media
- 3. Know Who Your Stakeholders Are Who’s your target?
- 4. Know Your Stakeholders’ Attitude What’s their perception about what you are offering them?
- 5. Know How to Reach Stakeholders What and who do they pay attention to?
- 6. Creating Personas • What will convince him to become electronic? • Who does he trust? • How can you best reach him? Dr. Seasoned, the solo doc with a paper file fetish
- 7. Creating Personas • What level of information and help does she need? • Who does she listen to? Dr. Online, who grew up with computers
- 8. • What about her job keeps her awake at night? • How can you make her life easier? Creating Personas Brunhilda, the office manager who rules the roost
- 9. Why you need a strategy • Ensures you know where you’re going and how you’re going to get there. • Keeps you focused. • Gives you something to measure results against.
- 10. Branding • It’s more than a logo. • A brand is the sum of all the associations, feelings, attitudes, and perceptions people have about your organization, services, and products.
- 11. Messaging Tips • Keep it simple -- three or four points – active verbs. • Write your key messages as “bumper stickers.” • “Every idea you present must be something you could easily get across at a cocktail party with strangers.” Jack Welch, GE
- 12. TRUST – the goal in HIE • Calling yourself trusted doesn’t make you trusted. • Do you know what it will take for stakeholders to trust you?
- 13. What Your Website Says About You
- 18. Leverage the Media • Spot the trends • Become a thought leader • Avoid the junk mail list
- 19. Media: Content & Clarity • More regular contact, share interim milestones • Give reporters lead time • Develop an expert “tree” • Clarity of: purpose, structure, process • Updated info on the Website
- 20. Social Media
- 21. To Socialize or Not To Socialize? • What is the communication strategy? • Who/where is your “community”? • Listen, Participate, Create • What’s the ROI?
- 22. To Socialize or Not To Socialize? CA eHealth Initiative Kentucky Regional Extension Center
Hinweis der Redaktion
- The news media is a useful channel for reinforcing messages that you are communicating directly to stakeholders. Media coverage helps build credibility and raise awareness of your efforts in communities of interest. Keep in mind that general circulation publications, business papers, professional and trade publications all have different needs and interests. Editors and reporters value access to experts, rely on HIE experts to help them research important trends and issues. Be aware that reporters receive hundreds of emails a day and that our communication efforts should be substantive. Email subject lines should be news focused, clear, brief, and compelling.
- Although many news organizations have laid off staff, reporters covering HIE tell us they want to hear from you more often with news of progress on interim milestones and developments.
- Communication channels have changed. We’re overloaded with information, so communication does need to be more clear and concise. Sometimes brevity is the best approach!
- Social media is another channel that offers another way to engage stakeholders. Is it for every organization? That depends. Using social media tools is a three step process. Start with listening to stakeholders where they have conversations – blogs, Twitter, Facebook, LinkedIn, etc. The next step is participation – engaging in blog discussions, contributing, etc. Finally, if there is a strategic reason to create your own content, and you have the time and resources to do so -- go for it.
- These two organizations are making good use of Social Media tools.