Effective Outreach with Businesses
Sneak Preview – Section 4
 Learning objective: Describe at least two motivators of employers
and two barriers to implementing a worksite lactation program.
 Topics: How to present the business case to employers
 Handouts:
 Handout B – “Press Release”
 Handout C – “Company Profile”
 Handout D – “Role Play Scenarios”
 Resources from The Business Case for Breastfeeding:
 Folder #5: “Outreach Marketing Guide”
Video Exercise
Exchange Theory in Action
Motivators
Barriers
The Bottom Line:
What Motivates Employers
 For employers, the “right” thing to do is to maintain a
healthy bottom line (ROI)
Investing in Proven Programs
 Successful program models can help employers feel
confident considering lactation support.
 Options for finding similar companies:
 “Employer Snapshots”
 State breastfeeding coalitions (Washington, Texas,
Oregon, Rhode Island, San Diego, Vermont)
 Working Mother magazine’s list of family-friendly
businesses
Employer Recognition Programs
 Reward Program Options:
 Establish general criteria and recognize ALL businesses that
meet the criteria. (Examples: Oregon, Texas, Mississippi)
 Establish a tiered level of support based on a “good/better/best”
model. (Example: Vermont)
 Recognize a single business each year that is the most
outstanding program (Examples: Washington, San Diego)
 Recognize businesses that not only support employees, but also
provide a supportive environment for consumers
 Options for nominations (by the business, consumers,
coalition, or other healthcare community groups)
 Options for making awards
The Power of Legislation
21 U.S. States plus the District of Columbia
and Puerto Rico have legislation related to
working and breastfeeding
Year 1 Lessons Learned
 Oregon legislation raised concerns about realistic
compliance among public service and emergency
workers
 Oregon Breastfeeding Coalition took quick action to
become part of the team addressing the concerns
 Mississippi – child care legislation
 “Right to breastfeed” cards can backfire with employers if
presented
Barrier:
Lack of Awareness and Demand
 Employers are generally unaware of:
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Needs of lactation women
Milk production as an ongoing process
Health impact of breastfeeding
How a lactation support can improve the ROI Dunn 2004)
 Common myths
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Breastfeeding and formula are equal
Breast milk is a potential contaminant
Breastfeeding employees will be more fatigued
Expressing milk at work interferes with productivity
Barrier:
Breastfeeding is a Non-Issue
 Lack of awareness of how many employees are breastfeeding
(Bridges 1997)
 Limited requests (Dunn 2004)
 Breastfeeding women wean soon after returning to work (Cardenas
2005)
 Few female employees
 Half of female employers breastfed (Libbus 2002)
Strategies for Improving Awareness
and Uncovering Demand
 Provide breastfeeding data
 Give data on benefits of supporting partners of male
employees (Cohen 95)
 Gently correct myths
 Little time is needed to express human milk
 OSHA does not classify human milk as “occupational exposure”
 Providing a supportive environment lowers stress and could
potentially lower the need for EAP benefits.
 Provide information on how lactation support improves
the ROI
Strategies for Improving Awareness
and Uncovering Demand
 Give program examples from other companies
 Solicit comments from employees
 Offer training for managers
See Folder #3, “Tool Kit” CD-ROM for
program examples and Folder #5,
“Outreach Resources” CD-ROM for
PowerPoint presentation
The National Business
Group on Health
 Online materials complementing The Business Case for
Breastfeeding
 www.businessgrouphealth.org
 Model Benefit Plan – “Investing in Maternal and Child Health”
 Resources for large companies
 Webinars
Barrier:
Discussing “Intimate” Issues at Work
 Breastfeeding viewed as personal and private by many
employers
 Discomfort thinking of employees as breastfeeding women
Strategies for Addressing
Intimate Issues
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Identify breastfeeding mothers or other “champions”
Consider your language
Avoid images that show exposed breasts
Offer training
Barrier:
Lack of Space
 Space = $$
 Space is limited in most companies
 Employers generally unaware of the small size (4’ x 5’) that is
actually needed for a lactation room
 Employers may be concerned about compliance costs and
effort through Americans with Disabilities Act of 1992
Strategies to Address Space Needs
 Reassure employers that lactation rooms can be simple
and low cost and that compliance need not be difficult.
 Give options for lactation rooms
 American Institute of Architect – best practices
[www.aia.org]
 Approach the building manager of facilities that lease
space
 Encourage employers to involve facility staff for future
renovations
Making it Work – Even in Difficult Settings
See “Employer Spotlights” in Folder #3,
“Tool Kit” CD-ROM
Babies at Work
 Not a new phenomenon
 Benefits to employer:
 Improved loyalty and retention
 Reduced absenteeism
 Lower healthcare costs
 Enhanced teamwork
 Resource: Parenting at Work Institute, www.babiesatwork.org
Presenting Babies at Work
as a Viable Option
 The need is temporary for the employee (most companies limit
babies to under age 6 months-1 year)
 Cost outlay is low
 Clear guidelines helps ensure success
 Group liability coverage available
 Mothers assume all liability of the infant
Barrier:
Lack of Flexible Scheduling Options
 Settings that require more rigid work hours (ex:
manufacturing plants, schools, hospitals, restaurants)
 Regulated industries are bound by law to retain
employees “on the floor”
 Lack of awareness of the amount of time actually
needed for expressing milk
Strategies to Address
Scheduling Needs
 Tell employers:
 Breaks are predictable; absences are NOT
 Milk expression can generally be handled during
lunch and regular breaks
 Breastfeeding is a temporary need; milk expression
needs diminish as baby grows
 Regulated industries can follow a “stricter”
scheduling
Barrier:
Potential Resistance from
Other Employees
 mployee benefit programs are often weighed on the basis of
perceived fairness by workers (Cordella 2001)
 Perceived unfairness affects employee trust in management and
willingness to take on extra tasks (Seijts 2004)
Strategies to Gain Co-Worker Buy-In
 Remind employers/co-workers that companies offer
many programs for “narrow” groups because employees
have different needs that require individualized programs
 Promote the program as a company health benefit and
family-friendly benefit that helps all employees
 Include co-workers in initial planning
 Promote benefits of lactation support to all workers
 Maintain ongoing communication
 Offer training for staff
Presenting the Business Case:
Do Your Homework!
 Handout D: Company Profile
 Gather company background information
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Size of work force
Employer demographics
Existing benefits and work/life programs
Revenue
Read company history, mission/vision
Learn about other family-friendly benefits
Identify key players
Read news about the company
Other partners who can help: Chamber of Commerce, Bureau of
Labor, Small Business Administration
Presenting the Business Case:
Prepare Your Message
 Use the information you learn to prepare messages
 Frame messages in short “soundbites”
 List company accomplishments to affirm and tie to
lactation program
 Note similar companies providing lactation support and
bring information to share
 “Employer Snapshots” in Folder #3, “Tool Kit”
 Working Woman Magazine’s “100 Best Companies”
 Coalition Web sites with recognition awards
Presenting the Business Case:
Outline a Contact Plan
Follow standard
business protocol
 Conduct personal visits
 Schedule visits in
advance with
 Keep visits short
 “Cut to the chase”
 Avoid mailings
Outreach Plan
Send cover letter to HR manager
 Follow up with phone call to
schedule visit
 Keep visit short and focus on
bottom-line benefits
 Follow-up via phone or e-mail to
provide additional resources
and assistance
Presenting the Business Case:
Gather Materials
 Resources from The Business Case for Breastfeeding
 Community resources for employers
 Handout F – Community Resource Flyer to note
resources for:
 Helping a business establish a lactation program
 Teaching classes for pregnant and breastfeeding
employees and partners
 Direct lactation support to new mothers
 Quality breast pumps
 Employee resources
Presenting the Business Case:
Who to Approach
 Collaborate with state obesity task force and/or worksite
wellness council
 Human resource directors
 Wellness program/occupational health nurses
 Employee Assistance Program
 Facilities managers
 Breastfeeding employees
 START WITH WHO YOU KNOW!
 Cold calls are a *last* resort
Presenting the Business Case:
What to Say
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Handout E – “Outreach Meeting Guide”
Introduce yourself and explain the purpose for your visit.
Affirm what the business is doing WELL
Present the business case by focusing on employer priorities
(lowering health care costs and improving employee retention)
Present The Business Case for Breastfeeding program
Listen to the employer’s concerns and barriers
Offer solutions and examples of other companies
Describe assistance your group can provide
Follow up with a thank-you
Case Example:
Hawaii Breastfeeding Coalition
Year 1: Lessons Learned
Go to the Businesses
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Chamber of Commerce meetings
Rotary Club, other business service clubs
Presentations at local SHRM chapter meetings
Exhibits at SHRM annual meeting
Year 1: Lessons Learned
Think Outside the Box
 Georgia Breastfeeding Coalition – Atlanta airport
outreach
 Central Louisiana Breastfeeding Coalition – collaboration
with WIC for mini-grants to businesses
Other Project Promotion Ideas
 Employee health fair exhibits
 Exhibits at business meetings
 Attend business conferences as an attendee
Using the Media
 Birmingham, Alabama – opening of 1st lactation room at
UAB
 Hawaii morning news program (took advantage of pilot
state status)
 Georgia Breastfeeding Coalition – staged event to
recognize businesses in the community
 Connecticut Breastfeeding Coalition – articles published
in business journals in the state
Use Active Listening Tools
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Open-ended questions
Affirmation
Provide information that targets the employer’s concerns
Avoid the temptation to do all the talking
Share strategies that other companies have tried
Recognize the Readiness to Change
 Unaware of lactation support
 Resource: Folder #1, “The Business Case for Breastfeeding”
 Aware of lactation support and somewhat interested
 Resource: Folder #1, “The Business Case for Breastfeeding” and
Folder #2, “Easy Steps to Supporting Breastfeeding Employees”
 Ready to implement support
 Resource: Folder #2, “Easy Steps to Supporting Breastfeeding
Employees” and Folder #3, “Tool Kit” CD-ROM
Presenting the Business Case
Practice: Role Play
Handout G – “Role Play Scenarios”