New law addresses rising popularity and misuse of social media

SACRAMENTO, Calif.–(BUSINESS WIRE)–Michelle Molina, President of PeaceBuilders, Inc., which serves nearly a half a million children in California, released the following statement in response to Governor Jerry Brown’s signing of AB 746, Cyber Bullying Prevention bill. The bill was authored by Assemblymember Nora Campos (D-San Jose).

“PeaceBuilders applauds Governor Jerry Brown signing AB 746 (Campos) into California law which will allow for teachers and administrators to suspend students who bully electronically, such as through social media.

“We know that children have had irreversible emotional harm – and in some cases even committed suicide – as a result of cyber bullying. This is a step in the right direction. The nature of bullying has changed and is no longer confined to the school yard. Children are bullied online where parents and teachers often do not see it until it is too late. This bill will bring bullying out of the shadows and ensure children have the safe learning environments they deserve.”

For further information about Michelle Molina or PeaceBuilders, please contact Julia Spiess at Julia@perrycom.com or (916) 658-0144.

PeaceBuilders is a science based, research validated inclusive school-climate program that creates peaceful learning environments. Founded in 1992 the program has been implemented in thousands of schools nationwide. The PeaceBuilders goal is simple, yet momentous – to ensure all schools will become peaceful learning environments where everyone learns, acquires and practices the skills to ensure positive and respectful behaviors in order for all students to achieve academic, as well as personal and interpersonal success. For more information on PeaceBuilders and PeacePartners, please visit www.peacebuilders.com.

Communities Bond for Health

Research-based pharmaceutical companies have been on the front lines of health system reform for years, advocating for improved access to care for all Americans. Collaboration with health advocacy organizations was natural, given patients’ need for innovative medicines to preserve quality of life, relieve symptoms, reduce hospitalizations and prevent death. Patients aren’t the only stakeholders, however; and while some groups choose advocacy others need a communications and resource network for the communities they serve.

PCG created and implemented the California Partnership for Access to Treatment to engage diverse stakeholders and launch a multi-faceted dialog about all health care issues. Monthly educational seminars continue to provide an opportunity for previously unrelated groups to convene around common issues, broadening perspectives. Online resources in seven languages offer timely information and additional opportunities for the more than 100 members to connect. By ensuring a forum that would not become a legislative “action team,” CPAT drew health advocates together with ethnic communities, employers and health care providers, creating a shared bond despite unique perspectives.

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Grass Tops Grow Roots

Every day employers are challenged with the rising cost of doing business, and new taxes are often job killers. A narrow profit margin combined with frequent revenue fluctuation makes hospitality businesses particularly vulnerable. When San Francisco lawmakers proposed a “nickel per drink” tax that would start with wholesalers, pass on to business owners/operators and ultimately cost consumers and threaten thousands of jobs, the hospitality industry wasn’t organized to react.

PCG envisioned, created and secured funding for the California Alliance for Hospitality Jobs to highlight the important role the hospitality industry plays in California’s economy. A swift response included developing materials, resources and communications to quickly unite and activate suppliers, restaurateurs, business owners, trade associations and rank and file employees. The Alliance was established as the voice of reason and through a Website, earned media and social networking conveyed the urgency and threat of the proposed tax to the economy while laying a foundation for future advocacy. More than 750 members formed a true grassroots coalition, triggering a powerful public response which humanized the negative impacts of increased alcohol taxes on individuals and their families.

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Messenger Makes the Message

The best message can be reduced to gibberish without the right messenger; and only the most credible messenger can break through cultural barriers and stimulate social change in health care. Despite widespread public health efforts working to stem the rising tide of diabetes in the United States, Latinos and African Americans continue to be disproportionately affected. Through engagement of credible and relatable messengers PCG built strategic partnerships and developed a meaningful health resource, positioning the Amylin-Lilly Alliance as a committed partner with more than marketing in mind. “The Faces of Diabetes: Diabetes, Your Family, and You,” featured local families and provided medical, social and pictorial perspectives based on the real experiences of Latinos and African Americans affected by diabetes in local communities.

By working with state and local chapters of the American Diabetes Association as well as community health centers, ethnic organizations and physician to create and distribute this non-promotional publication in English and Spanish, PCG demonstrated the Alliance’s recognition of and respect for cultural values and customs while providing a reliable source of information to reduce morbidity and mortality in underserved populations.

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Changing Perception to Validate Reality

Although polling for a tax to fund statewide mental health services indicated voter support, there was little guarantee that Proposition 63 would pass. Even with one in five Americans living with mental illness, social stigma had muffled public dialog about the human and economic benefits of prevention, early diagnosis and community-based treatment. Combined with a general disdain for more taxes that seemed to be providing fewer services, this created the need for a campaign to untangle a knot that ironically tied public sympathy and antipathy together.

Through a carefully planned media strategy PCG enabled the California Council of Community Mental Health Agencies to create a connection with voters, ultimately attracting widespread support. Media training with spokespersons was important; and message training was critical. PCG evaluated voter sentiment and identified and placed the most relatable spokespersons in specifically targeted markets. Messages were tailored to influence various audiences, appealing to their pocketbook or social conscience as appropriate, and showcasing personal stories to powerfully connect voters to the cause.

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Marine Center Hooks Media

Selling your story is hard enough in a world where it has to “bleed to lead.” Add the fascination with “shock and awe” to shrinking resources and news organizations are stretched thin. When the California State Parks Foundation completed a successful public-private partnership to create a Marine Education Center at the Año Nuevo State Reserve, garnering news coverage was essential to promote the newly available resource and the success of the partnership. Although remotely located, Año Nuevo boasted a world-famous elephant seal colony and the new Center would significantly enhance educational and research opportunities.

PCG developed a creative media strategy that would capture the interest of journalists, drive attendance to the launch event and promote the rich history and significance of the park. A clever spin on the traditional grand opening with a “kelp-cutting” ceremony and media tours of the elephant seals at Año Nuevo Island offered interesting images and experiences for reporters. Traditional media outreach, combined with production and distribution of a video news release, and live Web streaming of the press conference expanded reach to those journalists not able to travel to the press conference.

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Mental Health Makes “Cents”

Before celebrity spokespersons ruled consumer advocates became king. Organizations promoting more funding for treatment and cures for chronic illnesses such as diabetes, heart disease and cancer were rarely ignored by policymakers. Not so for mental illness. Although one in five was affected, disparate stakeholders and an unorganized constituent base struggled to impact a divisively partisan legislature on what many considered to be a taboo subject. When California’s Medi-Cal program opted not to add a new class of antipsychotic medications to its formulary, saying they were too expensive, mental health advocates became the underdog with a cause. Scientific evidence of medical efficacy was undisputed but policymakers did not recognize the fiscal benefits of the new drugs.

PCG commissioned a study scientifically proving the economic benefits of the new treatments and coalesced previously divergent stakeholders by illustrating their combined ability to reach individual goals with a joint message. Law enforcement leaders, consumer advocates, medical professionals and pharmaceutical manufacturers formed the Access Coalition, providing a credible and commanding voice in delivering a sound fiscal argument to lawmakers. PCG conducted media outreach, featuring compelling consumer success and horror stories, alongside fiscal arguments, to powerfully show how the new medications could change lives and save state resources.

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Diverse Approach Increases Access

California’s rich cultural diversity is equaled only by its geographic diversity, creating unique challenges when it comes to health education. A universal strategy that works in other states often won’t be successful in reaching California’s myriad multicultural communities speaking upwards of 13 threshold languages and living in various urban, suburban and rural settings. While some states have just one major media market, California includes five main media markets and several secondary markets. Each has a distinct personality, often requiring multiple approaches.

PCG tapped into its knowledge of California’s intricacies when the Partnership for Prescription Assistance wanted to launch its national “Help is Here Express Bus” to increase awareness among eligible Americans about the availability of free and low-cost medicines. By tapping into community-based health organizations, multicultural groups and ethnic media, PCG tailored the national program for local success. Through careful navigation PCG coordinated logistics for a 60-stop bus tour while developing a culturally competent program that helped patients access free and low-cost medicines on-site, while training community leaders for sustainable support once the bus left town.

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Sensitivity with Perspective

Reputation management requires careful planning and precise implementation. It is also important to be candid, even when instinct suggests otherwise. For Air Angels Medical Air, planning for crisis meant planning for human tragedy. With this in mind, PCG prepared and maintained a successful crisis communications plan that demonstrated a sensitive perspective when an Air Angels helicopter crashed and killed a 13-month-old patient and three crew members. The emergency air transport industry was already facing media scrutiny regarding safety when the accident occurred, and PCG’s rapid response provided the opportunity for Air Angels to express sympathy for the lives lost while proclaiming its willingness to cooperate in the resulting investigation. By focusing on the lives of the deceased crew and patient, Air Angels’ response provided a tenor befitting the tragedy while preserving a foundation for future operations.

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Combating Obesity with Corporate Weight

As a celebrity and national spokesperson for physical fitness, Governor Schwarzenegger had the strength and credibility to inspire youth activity and physical fitness. As Governor he now had the position and influence to stimulate corporate changes to help stem tide of obesity in California communities. Working with the Governor and First Lady Maria Shriver, PCG coordinated and conducted a statewide summit, convening corporate decision makers and securing commitments for changes that would promote healthy living. Lance Armstrong, Dr. Phil McGraw, Dr. Mehmet Oz and restaurateur Alice Waters provided education, information and insights that, combined with corporate pledges, moved well-meaning policies to substantial and immediate actions to improve health and wellness and reduce obesity. PCG engaged high-level participants from major corporations doing business in California, helped secure commitments for meaningful changes, and generated widespread media coverage to publicize the confirmed corporate pledges and call on additional companies to meet the challenge.

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