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COMMUNICATIONS AND SOCIAL MARKETING
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Strategic Communications Support and Media Training. For the Girl Scouts of the USA, Cloudburst provided strategic communications support and media training workshops for senior Washington-based staff. The strategic support and training was provided just prior to the annual Girl Scout Day on Capitol Hill, where individual troop leaders and other Girl Scout officials visit with members of Congress to advocate for legislation that will be beneficial to teenage girls. In 2007, the Girl Scouts conducted a nationwide poll of teenage girls which found that this age group wants policy makers to adopt a holistic approach to supporting their health, rather than focus on one issue such as weight control, prevention of sexually transmitted diseases, or prevention of early pregnancies. Cloudburst helped the Girl Scouts formulate and deliver key messages to deliver these findings to influential members of Congress. Cloudburst also provided Girl Scout staff members with presentation training and speaker training, and provided videotaped role play to help them succinctly and effectively deliver their key messages. Training was provided adhering to the Cloudburst Continuum, which includes both didactic instructions and presentation practice to ensure that trainees internalize the skills they are taught.
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Strategic Communications Planning. As part of an ongoing technical assistance and communications contract, Cloudburst provided tactical and strategic communications support to the American Society of Health System Pharmacists (ASHP), the 30,000 member national professional association that represents pharmacists who practice in hospitals, health maintenance organizations, long-term care facilities, home care, and other components of health care systems. Cloudburst worked with ASHP to help formulate a strategy to reach current pharmacy students, and encourage them both to choose a career in health system pharmacy (as opposed to retail pharmacy) and to pursue a residency in pharmacy in a health system setting. Cloudburst formulated key messages to reach this group, and produced two videos incorporating the target messages. Cloudburst staff conducted extensive videotaped interviews with pharmacist residents and preceptors at hospitals in Charleston, South Carolina; Tampa, Florida; and Kansas City, Missouri. Based on these interviews, Cloudburst scripted two video products, oversaw the production and consulted with ASHP regarding distribution plans for these products. Cloudburst also conducted media training for the incoming President of ASHP. This effort included generation of key messages targeted to ASHP members and the general public, as well as a didactic session and on-camera role play and critique. This effort was designed to prepare for media outreach interviews with both the pharmacy trade media and broader consumer media outlets.
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