Lisa Thurau on Educating Disparate Audiences - Chief Influencer - Episode # 033
Lisa Thurau is the Executive Director of Strategies for Youth. Lisa founded the nonprofit in 2009 aimed at improving police-youth interactions and reducing the disproportionate impact on minority youth. The organization provides its training, outreach programs, and policy reviews in 25 states, guiding law enforcement in their interactions with youth. Lisa joins Host Anthony Shop to discuss how to adapt core messages to resonate with many different audiences, how to make training effective, and how to influence hard-to-reach groups.
Takeaways:
- Before affecting real change, it is crucial to identify and address information gaps. For example, Lisa understood that law enforcement officers and the youth they interact with had critical gaps in their understanding of each other. She created training to bridge these gaps, significantly improving interactions and reducing unnecessary conflicts.
- Rather than settling for conventional methods of training or teaching, keep the information practical, relevant and easily digestible for its target audience.
- Consider taking on a “mutual learning” approach. Lisa's organization trained both law enforcement officers and youth, giving each the knowledge of the challenges, rights, and responsibilities of the other. This mutual learning approach fostered empathy, improved interaction quality, and reduced conflicts.
- Emphasizing equality in training is imperative. Providing training for both police and youth legitimizes both points of view while encouraging understanding.
- Engage younger members of the community by incorporating gamification. For example, Strategies for Youth has the 'Juvenile Justice Jeopardy' game, a novel approach to connect with young people. The game educates youth about their legal rights and responsibilities through an engaging format.
- Use research and real-world data to drive decisions and share your message with others. Lisa's initiatives were always backed by extensive research. She also used surveys to understand public perceptions and effectively align their initiatives.
Quote of the Show:
- “We have to educate the kids and we have to educate law enforcement. And you gain legitimacy with both groups if you tell one you're training the other.” - Lisa Thurau
Links:
- LinkedIn: https://www.linkedin.com/in/lisa-thurau-a537572/
- Twitter: https://strategiesforyouth.org/
Creators and Guests
Host
Anthony Shop
Anthony Shop believes in the power of people-centered branding and marketing to create a bright future. He chairs the National Digital Roundtable, the premier convener of digital innovators, leaders and policy shapers. Anthony also is the Co-Founder and Chief Strategy Officer of Social Driver, a digital services firm that helps companies and non-profits establish winning strategies with social media, websites, creative, and advertising. An enthusiastic presenter and teacher, he has led executive-level training for Amazon, PepsiCo, NASA, The British Embassy and the Bipartisan Policy Center. He has been recognized as an “OUTstanding LGBT Role Model” by The Financial Times, “40 Under 40” by The Washington Business Journal, and Business Leader of the Year by the DC Chamber of Commerce. A former newspaper reporter, Anthony was the first new media professional elected to the National Press Club’s Board of Governors. He currently serves on the boards of Leadership Greater Washington and LearnServe International. He earned his MBA from The George Washington University School of Business, where he teaches as an adjunct lecturer.
Guest
Lisa Thurau
Lisa Thurau is the Executive Director of Strategies for Youth. Lisa founded the nonprofit in 2009 aimed at improving police-youth interactions and reducing the disproportionate impact on minority youth. The organization provides its training, outreach programs, and policy reviews in 25 states, guiding law enforcement in their interactions with youth.
Producer
Robert Krueger
Robert is an Executive Director for The Communications Board, an organization with the mission of providing high-quality professional development for every communicator in every location. He is also the Global Lead for Partnership Communications at Gensler, the world’s largest architecture and design firm. Prior to his current role, he performed executive and CEO communications for Gensler, and was the senior director of public relations and social media at the Urban Land Institute. He obtained an MA in Communications and an MA in History from George Mason University. He did his undergraduate studies at the University of Missouri-Columbia. In addition, Robert has taught communications at universities including George Mason University, West Virginia University, and the University of Florida. Robert currently serves as Immediate-Past President for the Public Relations Society of America’s National Capital Chapter (PRSA-NCC) -- the nonprofit’s largest chapter.