How Strategic Communication and Positive Framing Elevate Prevention Work
When it comes to substance misuse prevention and fostering healthier communities, the way we communicate can make all the difference. In a recent Prevention Leaders Podcast episode, Dave Closson sat down with Ben Tanzer, a dynamic storyteller and trainer with The Montana Institute, to unpack how strategic communication and a focus on positive framing can transform prevention efforts. Their candid conversation explored the power of data, the role of personal stories, and how hope-based messaging can engage communities and drive meaningful change.
Listen to my conversation with Ben:
Unpacking the Role of Communication in Prevention
Strategic Messaging: More Than Words
Ben emphasized that effective communication isn’t just about disseminating information; it’s about crafting messages that inspire action. Drawing from his background in strategic communications, Ben shared a pivotal insight: fear-based messaging often raises awareness but fails to drive engagement. Instead, prevention professionals should prioritize hope and concern, focusing on solutions and possibilities while acknowledging challenges.
“Communications that don’t lead to action aren’t necessarily effective,” Ben stated.
He highlighted campaigns that succeeded by reframing narratives around prevention—shifting from scare tactics to stories of hope and resilience.
Building Trust Through Data and Stories
Data-driven messaging is key to addressing misperceptions, Ben explained. For example, he shared how statistics about community safety often reveal a gap between perception and reality. By pairing data with compelling personal stories from the community, prevention professionals can create a narrative that resonates and builds trust.
“People need to see themselves in the stories you tell,” Ben noted.
The Power of Positive Community Norms
Why Focus on the Positive?
Ben’s work with The Montana Institute’s Positive Community Norms (PCN) framework has reinforced the importance of promoting health, not fear. This approach harnesses the science of misperceptions, emphasizing that when people’s perceptions align with reality, they are more likely to engage with prevention efforts. Ben shared the example of outdated “stranger danger” campaigns, which often mislead communities about the most common risks, detracting from effective prevention strategies.
Hope and Concern: A Balanced Approach
Through the PCN framework, Ben has helped communities understand the dual role of hope and concern in messaging. Highlighting possibilities (hope) while addressing risks (concern) ensures that communication is balanced and constructive.
Practical Tips for Prevention Professionals
Start with the Data:
Gather and understand local data to identify actual challenges and opportunities.
Use data to dispel misperceptions and craft informed messages.
Pair Data with Stories:
Incorporate personal stories from the community to make data relatable.
Highlight success stories that showcase the effectiveness of prevention efforts.
Shift the Narrative:
Focus on strengths, opportunities, and solutions.
Avoid overemphasizing fear or negative statistics.
Be Strategic About Platforms:
Share messages across multiple channels—social media, newsletters, and in-person meetings.
Ensure your messaging is consistent and accessible.
Involve the Community:
Engage community members in crafting and sharing prevention messages.
Use their input to refine communication strategies and build trust.
Finding Your “Why” in Prevention
Ben and Dave’s conversation also touched on the importance of finding and embracing your “why.” For Ben, his driving force is helping individuals and organizations become their most effective selves. He urged prevention professionals to reflect on their purpose and align their work with their passions.
“Your work is only as impactful as your ability to connect with others,” Ben shared.
Call to Action
Ready to elevate your prevention efforts? Listen to the full episode with Ben Tanzer on the Prevention Leaders Podcast for deeper insights and practical advice. Explore additional resources on positive community norms at The Montana Institute, and connect with Dave Closson to access tools and training that will help you lead with impact.
You can watch Dave’s conversation with Ben here:
