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The Texas Health Institute (THI) currently has the capacity to distribute materials to more
than 400 print and broadcast media outlets. Delia Presley, THI Vice-President for Marketing
and Communications, consistently reviews media markets and makes appropriate additions and deletions.
THI has developed social marketing media strategies using e-based vehicles for both information updates
and monthly newsletters. Within the past 12 months, the Institute has performed numerous distributions
to targeted markets and large broadcast communications. To assist in monitoring and evaluating the Institute’s
communication plan, the communications staff routinely tracks individuals who open, click-through and forward
information from the Texas Health Institute.
THI works closely with the Texas Department of State Health Services in disseminating information regarding
the Texas Mental Health Transformation plans and accomplishments. The Transformation Community Collaboratives (TCC)
(8 communities) working with THI also serve as media partners. The communities disseminate information on mental health
and substance abuse programs and services in their catchments. Local partners are particularly valuable assets in
assembling local speakers’ bureaus. The combination of local leaders and the power of print and broadcast increase
the potential power of any message.
THI is experienced in originating public health messages, producing appealing and effective materials for various
audiences and designing distribution pathways to reach the desired audiences. It is often necessary to saturate
a message through multiple gatekeepers in order to penetrate and increase population message assimilation.
The Institute’s extensive statewide network of partners provides abundant opportunities for THI staff and
consultants to identify and train community-level spokespersons. It is well established that individuals hear
and retain information offered by those people they value.
The Texas Health Institute subscribes to software programs that enable the Institute to run key comparative
metrics in evaluating the Institute’s communication effectiveness. THI staff has the capabilities to prepare
narratives based on data findings and to create graphs and data depictions supporting analysis and conclusions.
These capabilities enable the Institute to do timely review and revisions of short and long-term media strategies.
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