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OCR Pub Ed Presentation

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Children's Registry

on 4 April 2013

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Transcript of OCR Pub Ed Presentation

OVERVIEW OF OCR PUBLIC EDUCATION CAMPAIGN Public Education Unit
Mission To promote the OCR as a confidential and central place to report child abuse through the application of systematic, sustainable and effective public education and communication strategies. Currently being completed to determine the knowledge, attitudes, practices & behaviours of the public towards child abuse & reporting
Findings from Study will be used to guide OCR activities including public education campaign
Will help us to determine what to say to who, how & when OCR Public Education Campaign -Target audiences
Children
Parents & Caregivers
Prescribed persons OCR Public Education Campaign
Key messages For Children – focus on the need to not be afraid & report directly to the OCR
For Parents & Caregivers – focus on the responsibility to care & protect children
For Prescribed persons – focus on the duty to report based on nature of occupation Types of Public Education
Activities Presentations
Consultations
School Tours
Participation in relevant Expos/Fairs
Media Interviews
Media Ads (Print, Radio, TV)
Sponsorship solicitation
Partnership building
Child Ambassadors Programme
Jingle Competition OCR School Tours Irwin Primary, St. James OCR Presentations and Consultations Presentation at a Parents Workshop OCR at Expos, Fairs RJR Cross Country Public Education Unit
Strategic Objective To raise the level of awareness of the public about the role and function of the OCR, what is child abuse as well as the importance of reporting child abuse to the OCR through the development and implementation of a public education campaign. OCR Public Education Campaign - Baseline Study Consultation with Medical staff Media Relations
The act of associating with various media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner.
Refers to the relationship that a company or organization develops & maintains with journalists. Do assume that everything you say is on the record.
Do be as open as possible with the media.
Do call reporters if a story appears to be inaccurate. Politely point out what was wrong and substantiate it.
Do ensure you are branded e.g. OCR shirt Do learn what you can about the reporter/programme
Do prepare for your interview with facts
Do respond quickly and expertly
Do respond to all questions
Do clarify the reporter's question before replying
Do use examples where appropriate Re OCR’s role: The main role of the OCR is to receive, record, assess and refer reports of child abuse for investigation
Re confidentiality: The OCR treats the issue of confidentiality very seriously & in fact, staff members can be dismissed, imprisoned or charged for disclosing information
Re coordination: We are working closely with other agencies in the field
Re mission: We are doing all we can to ensure the care and protection of our nation’s children. Talk about the OCR’s role and reinforce the work and principles of the OCR
Consider who the message is for & identify & tailor your message accordingly
Give clear, concise information The key spokespersons for the OCR include:
Registrar
Public Education Specialist
Senior Registration Officers
For a media interview, the spokespersons should ideally be the representatives outlined
However depending on the situation, an OCR staff member may find him/herself in the spotlight…so what do you do? It increases credibility & transparency as well as enhances the reputation of the organization
It raises awareness of the organization
It helps build public support and mobilizes public opinion for the organization Interaction with OCR clients
Treat everyone with respect
Ensure accurate information is shared
Ensure you are equipped with the necessary information about the OCR, reporting procedures & the laws that govern the OCR
Be prepared to deal with difficult clients and clients at all levels
Maintain professionalism at all times Preparation & Maintenance of Pub Ed Items
Help to package materials/supplies
Ensure proper maintenance of OCR equipment & supplies before, during and after activity
Ensure OCR items for dissemination are documented/signed for in the appropriate records
Ensure the proper dissemination of OCR items at activities Electronic Magazine (E-zine) & Website
Banners
Brochures
Flyers
Posters
Bookmarks
Bumper Stickers
Promotional items: Pens, Pencils, Note books, Pencil cases, Key rings, Fridge magnets, Water bottles, Travel mugs, Press Kits, etc. Presentations
Consultations
School Tours
Participation in relevant Expos/Fairs
Media Interviews
Media Ads (Print, Radio, TV)
Sponsorship solicitation
Partnership building
Child Ambassadors Programme
Jingle Competition Target audiences
Children
Parents & Caregivers
Prescribed persons

Key messages
For Children – focus on the need to not be afraid & report directly to the OCR
For Parents & Caregivers – focus on the responsibility to care & protect children
For Prescribed persons – focus on the duty to report based on nature of occupation Baseline Study
Currently being completed to determine the knowledge, attitudes, practices & behaviours of the public towards child abuse & reporting
Findings from Study will be used to guide OCR activities including public education campaign
Will help us to determine what to say to who, how & when To promote the OCR as a confidential and central place to report child abuse through the application of systematic, sustainable and effective public education and communication strategies. Overview of the Office of the Children’s Registry’s (OCR’s) Public Education Campaign
Types of Pub Ed Events/Activities
Types of Pub Ed Materials/Tools
Expectations of OCR Staff assigned to Pub Ed activities
Preparation and maintenance of OCR materials and equipment
Interaction with OCR clients
Media Relations Presented by
Mrs. Trevesa DaSilva Ashman –Public Education Specialist, Office of the Children’s Registry Do be honest and accurate. Your credibility and reputation depend on it
Do admit it if you don’t know the answer to a question. Offer to get the answer, and do so as quickly as you can
Do correct mistakes immediately. State that you didn’t give an adequate answer, and you would like to clear up the confusion
Do avoid using jargon. Speak in plain language Don’t be unresponsive
Don’t make news until you have in hand the information to go with it
Don’t exaggerate
Don’t be defensive
Don’t criticize other agencies/ individuals Don’t lie - EVER
Don’t say "No Comment" – EVER
Don’t improvise, don’t speculate, and don’t guess. Good reporters check facts. If you are wrong, your credibility will be destroyed.
Don’t try to put a comment "off the record" after you have said it.
Don't Say Something if You Do Not Want it to Appear in the media To raise the level of awareness of the public about the role and function of the OCR, what is child abuse as well as the importance of reporting child abuse to the OCR through the development and implementation of a public education campaign Digital Sign Ad Print Ad Rebel Salute Expo RJR Cross Country Irwin Primary, St. James Claremont All Age,
St. Ann Consultation with Medical Staff Presentation at a Parents Workshop Jingle Finalists Jingle Winners RJR Outside Broadcast Smile Jamaica, TVJ Overview of the Office of the Children’s Registry’s (OCR’s) Public Education Campaign
Types of Pub Ed Events/Activities
Types of Pub Ed Materials/Tools
Expectations of OCR Staff assigned to Pub Ed activities
Preparation and maintenance of OCR materials and equipment
Interaction with OCR clients
Media Relations Westwood High, Trelawny Rebel Salute Expo
Full transcript