Training Institutes 2012 - National Technical Assistance Center for ...

WORKSHOPS
• Building partnerships and service coordination through a crisis and referral helpline that incorporates texting and
cultural and linguistic competence
• Providing training to implement evidence-based practices through a learning collaborative
• Generating support and community awareness through social marketing and strategic communications
• Implementing electronic data systems for monitoring, outcome reporting, and performance management
Participants will view video clips that illustrate key points related to advocacy, data and performance management,
strategic communications, and social marketing. The faculty team incorporates the perspectives of the administrators of
the county children’s service fund. The executive director also served as the campaign manager of the advocacy effort.
MODERATOR/PRESENTER: Julie Russell, M.S.W., L.C.S.W., Deputy Director, Children’s Service Fund, Clayton, MO
Kate Tansey, M.S.W., L.C.S.W., Executive Director, St. Louis County Children’s Service Fund, St. Louis, MO
WORKSHOP #9 3:30 PM THURSDAY • 8:30 AM SATURDAY • TALLAHASSEE 1-2
Persuasive Storytelling: Discovering the Power of Your Personal Story
OBJECTIVES—Participants will learn:
1. How to make a story relevant to an audience
2. The rationale for incorporating personal stories into public speaking situations and how this benefits the cause of
children’s mental health
3. How to develop their Single Overriding Communications Objective (SOCO) for speaking or interview opportunities
4. How to present and use personal stories to highlight the importance of community services and supports for
children’s mental health
This Workshop will focus on the use of personal stories, one of the most effective tools for children’s mental health
advocates. Personal stories are especially powerful when systems of care are communicating with key partners,
agencies, media, and other families and youth. During this session, participants will learn how to persuade others
through storytelling, with the goal of more effective communications about children’s mental health.
In addition to training on how to develop personal stories, information will be presented demonstrating how this strategy
has been implemented in other communities. Faculty from Chautauqua Tapestries, a system of care in New York will
share their first-hand experience in applying and expanding their persuasive storytelling experience. They will discuss
how the effort unfolded in their community, how the strategy was used, the impact of persuasive storytelling, and how
the strategy has been expanded.
Specific topics to be covered include:
• How to use their personal stories to persuade others of the importance of efforts around children’s mental health
• What makes a story newsworthy and how to use it to gain the interest of others
• Before and after demonstrations that reveal the power of personal stories
• What constitutes a single overriding communications objective (SOCO) and how to create a SOCO to anchor a public
speaking opportunity
• How to use persuasive storytelling in combination with other social marketing and communications strategies to
advocate effectively for children’s mental health
The Workshop will include interactive group exercises to further explain audience segmentation, SOCO development
for groups to develop and share, and interactive presentations that allow for peer-to-peer sharing. The faculty team for
the session will offer the perspectives of youth and family members, family advocates, technical assistance providers,
and communications professionals.
MODERATOR/PRESENTER: Barbara Huff, Technical Assistance Provider, Caring for Every Child’s Mental Health
Campaign, National Federation of Families for Children’s Mental Health, Wichita, KS
Leah Holmes-Bonilla, M.Ed., Technical Assistance Specialist, Caring for Every Child’s Mental Health Campaign,
Vanguard Communications, Washington, DC
Melody Morris, Co Director/Family Lead, Chautauqua Tapestry, Mayville, NY
70 Training Institutes 2012