Strategic communications for influence: Lessons From the Annie E. Casey Foundation and its kids count initiative

Abstract

The Annie E. Casey Foundation is using the KIDS COUNT Network in a new way: as a strategic communications tool in its focused efforts toward policy change, broad social change, and improved conditions for vulnerable children and families. Grantee activities surrounding the release of the 2008 KIDS COUNT Data Book led to the quantity and quality of media that Casey believes will help achieve its desired outcomes. Relationships with journalists, use of locally relevant information, use of locally relevant media advocacy strategies, good preparation, and a solution orientation were present in states demonstrating desirable media coverage.