Improving Stakeholder Communication
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Transcript of Improving Stakeholder Communication
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CAeHC Webinar
Keys to Improving HIE Stakeholder Communication
Daniel DanzigKaren Hunt
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Agenda Topics
•Stakeholder Analysis•Strategy•Branding
•Messaging•Web Design
•Media Relations•Social Media
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Know Who Your Stakeholders Are
Who’s your target?
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Know Your Stakeholders’ Attitude
What’s their perception about what you are offering them?
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Know How to Reach Stakeholders
What and who do they pay attention to?
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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
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Creating Personas
• What level of information and help does she need?
• Who does she listen to?
Dr. Online, who grew up with computers
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• 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
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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.
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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.
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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
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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?
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What Your Website Says
About You
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Leverage the Media
• Spot the trends• Become a thought
leader• Avoid the junk mail list
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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
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Social Media
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To Socialize or Not To Socialize?
• What is the communication strategy?
• Who/where is your “community”?
• Listen, Participate, Create• What’s the ROI?
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To Socialize or Not To Socialize?CA eHealth Initiative Kentucky Regional Extension Center