Planning and Executing a Coalition Part 3: Communication and Media

Posted on April 1, 2024

At International Survey Associates, we are committed to working with our community and education partners to provide research, resources, and data surrounding and focusing on the current issues that affect today’s youth and adolescents. This month, we’re focusing on part three of how to successfully form a coalition, communication and media. 

Creating and sustaining a coalition is vital for promoting healthy communities. A well-organized coalition can effectively address the challenges associated with issues like substance abuse and drug abuse through strategic planning, implementation of evidence-based prevention programming, and, most importantly, communication strategies. Below are the critical components of planning and executing a coalition focusing on best practices for communication and media.

Establish Clear Communication and Media Channels

Regular communication between coalition members, their partners, and the public keeps everyone updated on the coalition’s work. However, different organizations and people prefer different communication methods, such as email, newsletters, website updates, in-person meetings, Zoom meetings, etc. Establish multiple, clear communication and media channels to ensure you meet the needs and expectations of hitting milestones and keeping all internal and external stakeholders updated on progress.

Get the Word Out

To build a successful coalition, spreading awareness is the first step. Utilizing multiple communication and media channels to disseminate information about the coalition’s mission, goals, and activities is necessary and the basis on which the coalition’s success rests. Community engagement is essentially community buy-in, and various communication strategies such as town hall meetings, community forums, and local events should be employed to connect with the target audience. 

Topic-Specific Publications

Developing topic-specific publications tailored to the community’s needs and concerns is an essential aspect of effective communication and media. Publications could include brochures, pamphlets, and newsletters highlighting your coalition’s initiatives, prevention strategies, and successes. These materials should ensure that the information resonates with the diverse population within the community. A well-crafted logic model can be incorporated to visually represent the coalition’s goals, activities, and expected outcomes.

Media Types

Leveraging multimedia content helps capture the attention of different demographics within the community and beyond. By utilizing a variety of media types, the coalition ensures that its message is accessible to a wide range of individuals, promoting inclusivity and engagement.

Earned media, often news coverage, provides the most powerful platform for the coalition to share its message with the community. Take, for example, the “Nothing But Nets” campaign in 2010, a coalition of various organizations, including the United Nations Foundation, NBA Cares, and the Bill & Melinda Gates Foundation.

The coalition aimed to raise awareness and funds to combat malaria in Africa by distributing insecticide-treated bed nets. The campaign garnered significant earned media through various news outlets, celebrity endorsements, and social media coverage. Major news outlets covered the campaign, highlighting its goals, the impact of malaria in Africa, and the simplicity yet effectiveness of bed nets. This promotion reached millions and helped send more than 30,000 life-saving bed nets — in just two weeks! Ultimately, the earned media helped the Nothing But Nets campaign raise significant funds, distribute millions of bed nets, and save lives in malaria-endemic regions.

While earned media is typically the most valuable play, paid media can also amplify the coalition’s reach. Allocating resources for targeted advertising campaigns, public service announcements, and sponsored content ensures the prevention message reaches a broader audience. Paid media allows the coalition to strategically disseminate information, promote events, and engage the community through various platforms, maximizing the impact of its communication efforts.

Social Media

ALS Ice Bucket Challenge—need we say more? A household memory at this point, The ALS Ice Bucket Challenge was an online campaign that raised awareness and funds for Amyotrophic Lateral Sclerosis (ALS), also known as Lou Gehrig’s disease. The campaign went viral largely because of its social media-friendly nature. Participants shared their videos on platforms like Facebook, Twitter, and Instagram using the hashtag #IceBucketChallenge.

Platforms like Facebook, Twitter, Instagram, and LinkedIn provide opportunities to connect with diverse audiences and get your message out. Your coalition should establish a robust online presence, sharing regular updates, relevant content, and interactive campaigns. 

SWOT Analysis

Conducting a thorough SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is essential for strategic planning. This evaluation identifies internal and external factors impacting the coalition’s effectiveness. By understanding strengths to leverage, weaknesses to address, opportunities to capitalize on, and threats to mitigate, the coalition can refine its communication strategies to align with its overarching goals. 

Continuous improvement is also integral to a coalition’s sustainability. Regular evaluation, both in terms of process and outcomes, ensures that the prevention efforts remain effective and aligned with community needs. Coordination among coalition members and partners enhances the collective impact of prevention strategies. Celebrating successes, milestones, and community achievements boosts morale and reinforces the coalition’s commitment.

The future of any coalition is based on effective planning and strategic execution. If you would like more information on utilizing communication and media strategplanning for a coalition or our breadth of survey options, International Survey Associates is here to help.

Resources

https://www.cadca.org/resource/telling-the-coalition-story-comprehensive-communication-strategies/

https://visiblenetworklabs.com/2023/05/31/coalition-communication-tips-for-telling-your-network-story/

https://ccr.publichealth.gwu.edu/sites/g/files/zaxdzs4361/files/2022-12/ccr-communications-coalition-building-guide-2.0-dec.-2022.pdf

https://www.als.org/stories-news/ice-bucket-challenge-dramatically-accelerated-fight-against-als