PHE 610 Strategic Communications Plan Template-1 PDF

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Strategic Communication Plan for [Name of Initiative]

Prepared by [Insert Your Name]

[Insert date] Note: To complete this template, replace bracketed text with the relevant information.

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Executive Summary The public health issue of concern is alcohol consumption. Statistics presented by the National Institute of Abuse and Alcoholism show that in 2019, a survey by the National Survey on Drug Use and Health (NSDUH) showed that 85.6% of the total US population had consumed alcohol at one time in their lives. The analysis also revealed an increase in alcohol-connected emergencies and death (ED) rates in the country between 2006 and 2014 by 47%. Additionally, alcohol adds to 18.5% of ED visits in the country, while overdose fatalities resulting from prescription opioids are 22.1%. Yearly, approximately 95,000 people die from alcohol-connected reasons, making alcohol the third among the leading preventable cause of death. An evaluation by Delker et al. (2016) revealed that young people aged between 18 and 25 were at a higher risk of alcohol use disorder and unintended injury resulting from drinking. The analysis also showed the presence of a significantly high prevalence in alcohol consumption for white people compared to any other population in the US. Native Americans had the highest prevalence of people with high alcohol abuse and dependence. Also, alcohol-related health effects were more prevalent for Native Americans and Blacks. A public health program that plays a significant role in alcohol matters is the CDC’s Alcohol Program (CDC, 2020). The program aims to prevent excessive alcohol consumption and its effects using health surveillance, partnerships, and applied research. Its goals include enhancing public management in excessive alcohol use, improving translation and communication, widening state and local public health capability in alcohol epidemiology, and limiting excessive alcohol use. Giving a national leadership on efficient population-level techniques to avert limitless drinking is another goal. The purpose of the communication plan is to identify ways of identifying the causes of alcoholism. It also aims to demonstrate the effects that alcoholism affects diverse audiences.

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Strategy A: Communications with Health Professionals Target Audience Description The target audience, in this case, is doctors and psychologists. the recipient Communication Event The communication need is to help minimize alcohol consumption. summary of communication need Message Objective The intent is to identify strategies that can help lower alcohol consumption. What is the intent? Timing Communication is done twice a week on Tuesdays and Fridays. duration, frequency, etc. Vehicle Medium → Virtual meetings medium (form) + channel (route) Channel → Digital communication channels like Zoom and Skype Description of Health Literacy These people are health literate; hence professional language is applicable. Sender(s) The senders will be the team leader of the communication plan assisted by author, distributor, coordinator, the coordinators etc. Feedback Mechanism currently available & needed avenues

Available Mechanisms → There are performance evaluation forms to assess how effective the plan becomes. Needed Avenues → The process requires a functional e-mail for sending and receiving feedback.

PESTLE Analysis of External Influences Political international, national, state, local, and community trends, Limited government support on support programs changes, and events, such as new High taxes on alcoholic drinks taxation policy, changes of government, etc. Economic world, national and state trends, changes, and events, such as economic cycles, inflation, interest rates trends, unemployment, etc.

Limited finances for research Increasing interest rates

Social developments in society: culture, behavior, and expectations, such Population demographics whereby there is a limited number of professionals as population demographics, Ageing workforce income distribution, lifestyle changes, ageing workforce, inequality issues, etc.

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Technological developments in computer hardware, software, digital media, applications, systems, other Digital media influence equipment, materials, products, and processes, such as new discoveries, speed of technology transfer, rates of obsolescence, etc. Legal international, national, and state legislative changes and potential Occupational safety, which limits drinking levels. changes, such as new industrial Health laws relations regulations, climate change laws, occupational safety and health laws, etc. Environmental global, national, state, and local issues, pressures, and movements, such as environmental impact, energy consumption, waste disposal, climate change, etc.

Environmental influence such as availability of alcohol

Strategy B: Communications with Non-Health Professionals Target Audience Description The target audience consists of employers, employees, and immediate the recipient supervisors Communication Event Communication is important to determine alcohol impacts summary of communication need Message Objective To encourage employees, employers, and managers to limit levels of What is the intent? alcohol consumption Timing Done a week thrice on Mondays, Wednesdays, and Fridays before the duration, frequency, etc. commencement of the day’s work. Vehicle Medium → Face to face meetings medium (form) + channel (route) Channel → Oral presentation Description of Health Literacy

Most of them have extensive knowledge of alcohol. However, simple terms are of significant use.

Sender(s) The senders will include local health providers, organizational managers, author, distributor, coordinator, and team leaders etc.

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Feedback Mechanism currently available & needed avenues

Available Mechanisms → Formal face-to-face feedback and scheduled meeting are available for feedback presentation. Needed Avenues → There should be a phone number that employees who need private consultations can use.

PESTLE Analysis of External Influences Political international, national, state, New taxation policies on alcohol and related products to discourage people local, and community trends, from alcohol consumption changes, and events, such as new taxation policy, changes of government, etc. Economic world, national and state trends, changes, and events, such as economic cycles, inflation, interest rates trends, unemployment, etc.

High unemployment levels Increased interest rates on alcoholic products

Social developments in society: culture, behavior, and expectations, such Peer pressure as population demographics, Lifestyle income distribution, lifestyle changes, ageing workforce, inequality issues, etc. Technological developments in computer hardware, software, digital media, applications, systems, other Influence due to marketing and advertisements on the alcoholic beverages equipment, materials, products, Automation of ordering and processes, such as new discoveries, speed of technology transfer, rates of obsolescence, etc. Legal international, national, and state legislative changes and potential Regulations on drinking such as no drunken driving changes, such as new industrial Health laws relations regulations, climate change laws, occupational safety and health laws, etc.

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Environmental global, national, state, and local issues, pressures, and movements, such as environmental impact, energy consumption, waste disposal, climate change, etc.

Presence of alcohol within reach

Strategy C: Communications with “the Public” (Community) Target Audience Description The target constitutes of alcoholic consumers and addicts the recipient Communication Event There is a need to communicate to enable control of alcoholism in the summary of communication need community. Message Objective The intention is to help them see the significance of minimizing alcoholism What is the intent? Timing Communication will take place weekly on Fridays duration, frequency, etc. Vehicle Medium → The medium is by face-to-face and through messages medium (form) + channel (route) Channel → Messages are sent through a phone. Description of Health Literacy

Moderate literacy levels regarding alcoholism and its impact hence plain language use.

Sender(s) The senders will be the community administration and local healthcare author, distributor, coordinator, providers. etc. Available Mechanisms → Healthcare providers are available to help

Feedback Mechanism educate people on the effects of alcoholism. currently available & needed Needed Avenues → Phones and phone credit need to be purchased to avenues ensure efficiency in the communication process. PESTLE Analysis of External Influences Political international, national, state, local, and community trends, Taxation policies to make alcohol expensive changes, and events, such as new taxation policy, changes of government, etc.

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Economic world, national and state trends, changes, and events, such as economic cycles, inflation, interest rates trends, unemployment, etc.

Increasing inflation makes alcohol expensive Unemployment levels

Social developments in society: culture, behavior, and expectations, such Peer pressure as population demographics, Changes in lifestyle for healthy living income distribution, lifestyle changes, ageing workforce, inequality issues, etc. Technological developments in computer hardware, software, digital media, applications, systems, other Automation of making alcoholic orders equipment, materials, products, Obsolescence rates and processes, such as new discoveries, speed of technology transfer, rates of obsolescence, etc. Legal international, national, and state legislative changes and potential Healthy laws that discourage alcoholism changes, such as new industrial New industrial regulations for alcoholism control relations regulations, climate change laws, occupational safety and health laws, etc. Environmental global, national, state, and local issues, pressures, and movements, such as environmental impact, energy consumption, waste disposal, climate change, etc.

Policies for environmental conservation

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References Center for Disease Control and Prevention. (2020). Alcohol and Public Health: About

CDC’s Alcohol Program. Available at https://www.cdc.gov/alcohol/about.htm Delker, E., Brown, Q., & Hasin, D. S. (2016). Alcohol consumption in demographic subpopulations: an epidemiologic overview. Alcohol research: current reviews, 38(1), 7.

National Institute on Alcohol Abuse and Alcoholism. (2021). Alcohol Facts and

Statistics. Available on https://www.niaaa.nih.gov/publications/brochures-andfact-sheets/alcohol-facts-and-statistics

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