Planning Public Programs for Brain Awareness Week

Who is the target audience?

Decide this first, because all other aspects of planning will be contingent on your audience. Before developing programs about the brain and brain diseases, it is important for you to decide who it is you are trying to reach and why. Understand the community and its needs.

Select a topic.

What information is your audience most interested in and what new knowledge can you impart to them? Why is it that you wish to reach this particular audience - do you have a specific message?

Your program will be most successful if the topic you choose relates to the concerns and interests of your audience. It is helpful if you can show how this information will be of direct benefit. With your topic, consider including information about local resources for services and materials that will enable the audience to learn more or to take advantage of the new information which they have received at your event.

Understand why a particular audience may be interested in your topic:

• Does this topic complement or enhance a subject that is being studied by your audience in school or university?
• Is this a population particularly at risk for a brain disease or disorder?
• Is this a group likely to be users of your organization's services and resources?
• Is this an audience of caregivers to friends, family, or employees suffering from brain-related illnesses and disorders?

If the topic you select is research-or science-based, be sure that you accurately assess the scientific literacy of your target audience. The impact of your information will be greatly weakened if the information is either too complex or too simplistic for your audience.

Select a location.

Keep the following in mind when choosing a location:

• Can it accommodate the anticipated size of the audience?
• Is there adequate parking and public transportation?
• Is it geographically well situated for your intended audience?
• Are there provisions for handicapped guests?
• If necessary, what are the electrical and audio-visual capabilities of the location?

Select a date/time.

The day of the week and time of the event should be determined by what is most appropriate for the intended audience. For example:

• An older audience is available most afternoons and early evenings.
• A weekday seminar could be arranged for working professionals.
• Family events are best suited for weekend afternoons.
• Programs for students in K-12 may be best scheduled during the school day.

Before finalizing a date, don't forget to investigate the schedules of other activities and events that may attract the very same audience as your proposed program.

Select a format.

Would your topic be better presented by a single presenter or a panel discussion?

Do you want to have audience participation or a panel discussion?

Will your audience respond well to hands-on demonstrations, lab tours, or other forms of interactive activities such as questionnaires and quizzes?

Select a speaker(s).

Write up your plans for target audience, topic, location, date/time and format for review with prospective speakers. This will help both you and the invited speaker determine appropriateness and availability.

Select a speaker that has good "people" skills and can interact well with your target audience.

If you anticipate having members of the press cover the program, be sure that your speaker is willing and available to speak with press immediately before and after the program. Ask for biographical information which can be made available in advance to interested members of the press. (See FINDING A SPEAKER for further suggestions)

Work with your speaker(s).

Help them to develop the content of the program and prepare them to speak on the audience's level. The more precise you are about the interests of your audience and the message you wish to convey, the more effective your speaker(s) can be.

Develop a media plan.

If you would like press coverage of your program, develop a plan in advance which identifies your target media outlets and establishes a schedule of how and when you will communicate to those outlets. Fact sheets on your topic are often a useful tool for the media. Consider asking your speaker(s) to help develop or review sample fact sheets. (See MEDIA TOOLS section for further suggestions)

Develop your audience.

Consider any or all of the following ways to reach your target audience:

• Direct mail, e.g. flyers and letters of invitation
• Calendar listings in your local newspapers
• Public Service Announcements for radio
• Advertising in local newspapers
• Distribution of flyers in libraries, hospitals, community centers, churches and synagogues for posting on their activity boards
• Collaboration with other BAW Partners in distributing information to their members or constituents

Don't forget to provide the BAW Campaign Clearinghouse with details about your event so that it can be promoted through the International Calendar of Events on the BAW Web site. (See International Calendar of Events Section)

Determine your staff needs.

Decide up front if you have the manpower/experience to run a successful event. Identify staff members or volunteers available to assist you with promotion and audience development, media, day-of, and follow-up activities.

Budget.

Determine up front what your budget is for the event and plan accordingly. Consider partnering with another organization to share costs.

Plan for the day of the event.

Things to think about in advance:

Know where services are located at your event site:

Allow time for follow-up.

In addition to completing the administrative details of the event, it is important to "close out" your program properly.

• Talk with your audience and elicit their comments and suggestions.
• Thank your speakers and co-sponsors/hosts (if any). Send them any feedback you have received from the audience or members of the press.
• Prepare a brief summary of the event for your records - date, speakers, type of audience, audience development efforts, timeline, costs, press coverage, etc.
• Assess the program's effectiveness in carrying your message to your target audience. It will help you and your organization plan for future activities.
• Share your experiences (# attending, impact, media coverage, etc.) with the Campaign Clearinghouse so that it can be shared with other BAW Partners.