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Please go to www.ahrq.gov for current information.
Promoting Your Public Report: A
Hands-on Guide
1b. Overall Coordinated Communication Plan Template
Table of Contents
Note: Based on the strategic considerations in Resource
1(a), this 12-month plan identifies internal and external milestones. This
plan should be prepared in advance, then refined and augmented on an ongoing
basis. To use this template, customize each of the elements, particularly the
text in brackets, to fit your local circumstances, priorities, or goals. The
"example" content here is provided solely to illustrate how this tool could be
used and spur ideas for your Collaborative's plan. This template is
not implying a one-size-fits-all approach.
Communication Goals and Objectives
(for example...)
- Build awareness of the [name of public report among
[target audiences, such as stakeholders/members, reporters, elected
officials, specific patient groups].
- Increase understanding of problems in health care quality, cost, and
efficiency in this region, and how the public report will help address the
need.
- Change organizational approaches and personal behavior to spur use of the
public report to improve health care quality and cost in this region.
Communication Strategies
(for example...)
- Establish and promote effective messages about the [name of public
report] to enable clear and consistent use of those messages by
Collaborative staff, stakeholders, and community opinion leaders.
- Position the [name of public report] as the source of trusted
information for everyone to make more informed decisions about quality,
cost-effective health care in this region.
- Establish and expand the ways the public report is promoted in the
community, emphasizing organizations (and their newsletters, Web sites, and
other communication methods) who can place the report in front of key
audiences at the specific time when health care decisions are made (e.g, open
enrollment).
Activities
(for example...)
- Engage Collaborative stakeholders to become partners in communication
about the public report, through participation in the development of key
messages and ongoing communication activities.
- Develop shared messages regarding the public report and the need it
addresses, and train staff and spokespeople from key stakeholder groups to use
the messages.
- Engage in a coordinated media campaign ([see pages X-X]) to
earn frequent mentions of the public report in local print, broadcast, or
online media.
- Work with at least three local employers and one health plan to link the
public report to their internal company Web site, open enrollment or benefits
materials, and provider directory to enable easy use of the public report by
employees, enrollees, and other consumers.
COORDINATED MEDIA CAMPAIGN
The content in this template is for illustrative purposes only. To use
this plan, first customize the content to fit your Collaborative.
| Topic |
Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
|
Internal Milestone:
New data agreements signed with local health plans and self-insured
employers, kudos to these partners, what it means for improved public
reporting in the future. |
Bill Lauden (employer), Dr. Adams (Main St. Clinic) and Britt
Hauser (BlueCross) |
Send to members, media, elected officials.
Post on Web. |
Pitch to Business Journal reporter. |
(Op-Ed to Biz Journal if reporter pitch doesn't result in an
article) |
none |
Note on Twitter.
Note on Facebook. |
None, but mention in Collaborative's monthly newsletter to the
community. |
|
External Opportunity (1):
Cervical Cancer Screening Month
Highlight women's health resources on Web site (one place for best
info); go to public report for related ratings. |
Monthly "expert" column bylined by local M.D. or nurse.
(include video links in column)
Consumer perspective (Jane Compton?) |
none |
Email to bloggers re using the public report to learn about
women's health. |
Send column to community papers who run it each month.
Link any published columns to Web site. |
none |
Columnist photo
Short videos on public report as resource:
1)
columnist
2) consumer
Post both on YouTube, Twitter, Facebook. |
500-word article template based on "expert" column
100-word article template
Both have link to:
1) public report
2)
videos on YouTube
Send to members' communication staff. |
|
External Opportunity (2):
Healthy Weight Week (January 16-22)
Encourage sticking to New Year's Resolutions. |
Op-ed from Collaborative exec director and local M.D. |
none |
Email to bloggers re obesity risk and report as resource. |
Op-ed (obesity risk, public report as heart care/diabetes
resource) |
none |
Note on Twitter.
Note on Facebook. |
None, but include in Collaborative monthly newsletter to the
community. |
| Topic |
Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
|
Internal Milestone:
Kickoff of Informed Decision-Making pilot program in three medical
groups.
Highlight how this gives patients a voice in their care, tie to
public report content. |
CEOs of each medical group, plus consumer group leader. |
Send to members, media, elected officials.
Post on Web. |
Pitch to consumer issues editor of city newspaper. |
none |
none |
Note on Twitter.
Note on Facebook. |
None, but mention in Collaborative's monthly newsletter to the
community. |
|
External Opportunity (1):
American Heart Month
Highlight heart health resources on Web site (one place for best
info); go to public report for ratings on heart disease care. |
Monthly "expert" column bylined by local M.D. or nurse
(include video links in column)
Consumer perspective (Bob Mann?) |
none |
Email to bloggers re using the public report to compare care for
heart disease. |
Send column to community papers who run it each month.
Link published columns to Web site. |
none |
Columnist photo
Short videos on public report as resource:
1)
columnist
2) consumer
Post on YouTube, Twitter, Facebook. |
500-word article template
100-word article template
Both have link to:
1) public report
2)
videos on YouTube
Send to members' communication staff. |
|
External Opportunity (2):
Cardiovascular Professionals Week (February 13-19)
Recognize clinics and hospitals that score well in heart care on
public report. |
Collaborative exec director and local M.D. and hospital
leader. |
Send to members, media, elected officials.
Post on Web. |
Engage clinics & hospitals in reaching out to media to get
coverage. |
none |
none |
Note on Twitter.
Note on Facebook. |
None, but include in Collaborative monthly newsletter to the
community. |
| Topic |
Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
|
Internal Milestone:
Board decides to include results for 25 more clinics in the next
public report. |
Board chair (Dr. Raytol), state medical assn leader, &
collaborative exec director |
Send to members, media, elected officials.
Post on Web. |
Work with medical societies to get articles in their
newsletters. |
none |
none |
Note on Twitter.
Note on Facebook. |
None, but mention in Collaborative's monthly newsletter to the
community. |
|
External Opportunity (1):
Colorectal Cancer Awareness Month
Highlight colon cancer screening resources on Web site (one place
for best info); go to public report for ratings on colon cancer
screening. |
Monthly "expert" column bylined by local M.D. or nurse
(include video links in column)
Consumer perspective (Jill Lynd) |
none |
Email to bloggers re using the public report to compare colon
cancer screening. |
Send column to community papers who run it each month.
Link published columns to Web site. |
none |
Columnist photo
Short videos on public report as resource:
1)
columnist
2) consumer
Post both on YouTube, Twitter, Facebook. |
500-word article template
100-word article template
Both have link to:
1) public report
2)
videos on YouTube
Send to members' communication staff. |
|
External Opportunity (2):
One Year Anniversary of Health Reform— "Patient Protection and
Affordable Care Act" (PPACA) becoming federal law (March 23).
Elements of greatest interest to local community, changes in
progress, vision for future (with ties to public report). |
Collaborative exec director & leader(s) from employer, health
plan, provider and consumer group |
Media advisory to announce public forum and speakers. |
Outreach to specific reporters (including public TV to film it)
& bloggers to encourage their attendance. |
Op-ed to primary city newspaper. |
Community forum on status of changes due to PPACA, & tie to
purpose of public report. |
Video feed of forum on Web site.
Note on Twitter.
Note on Facebook. |
500-word article template & 100-word article template (both
with link to public report)
Send to members' communication staff.
Include in Collaborative monthly
newsletter. |
| Topic |
Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
| Internal Milestone: |
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| Topic |
Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
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Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
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Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
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Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
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Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
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Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
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Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
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Who, sources |
Media—
release |
Media—
individual
pitches |
Media—
op-ed/letter to
editor |
Media—
events |
Media—
other (video, photos,
social) |
Newsletter template article (for
Alliance participants' use) |
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Other Possible Topics for "Expert" Columns:
- Finding health information online.
- Quality of generics vs. name brand drugs.
- Talking with your doctor/making the most of your visit.
- Why the focus on health IT (re quality, safety, efficiency, value)?
- Return on investment of improving health equity for everyone.
- Hospital-acquired infections, what local hospitals are doing about
it.
Return
to Contents
Page last reviewed October 2014
Page originally created
February 2012
Internet Citation: 1b. Overall Coordinated Communication Plan Template.
Content last reviewed October 2014. Agency for Healthcare Research and Quality,
Rockville, MD.
https://archive.ahrq.gov/professionals/quality-patient-safety/quality-resources/value/pubrpthandson/1b_complantempl.html
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