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Mass communication and social marketing

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Public health carries out its mission through organized, interdisciplinary ... Includes journalism, programmes in radio and television broadcasting, public ... – PowerPoint PPT presentation

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Title: Mass communication and social marketing


1
Mass communication and social marketing
  • Peter D. Rumm, MD, MPH

2
Public Health Defined
  • Public health carries out its mission through
    organized, interdisciplinary efforts that address
    the physical, mental and environmental health
    concerns of communities and populations at risk
    for disease and injury. Its mission is achieved
    through the application of health promotion and
    disease prevention technologies and interventions
    designed to improve and enhance quality of life. 
  • Health promotion and disease prevention
    technologies encompass a broad array of functions
    and expertise, including the three core public
    health functions
  • http//www.asph.org/document.cfm?page300

3
Keep in Mind the Core Functions Public Health
  • Assessment
  • Assurance
  • Policy development

4
Never Forget the Essential Public Health Services
  • Monitor health status to identify community
    health problems
  • Diagnose and investigate health problems and
    health hazards in the community
  • Enforce laws and regulations that protect health
    and ensure safety
  • Inform, educate and empower people about health
    issues
  • Mobilize community partnerships to identify and
    solve health problems
  • (a) Link people to needed personal health
    services and (b) Assure the provision of health
    care when otherwise unavailable
  • Evaluate effectiveness, accessibility, and
    quality of personal and population-based health
    services
  • Assure a competent public health and personal
    health care workforce
  • Develop policies and plans that support
    individual and community health efforts
  • Research for new insights and innovative
    solutions to health problems
  • Public Health Foundation TaskForce 2000.

5
Dont Forget Health Promotion Science what an
MPH brings to the table!
  • Models APEX, PATCH, Proceed-Proceed, LOGIC etc.
  • Theories
  • Theory of reasoned action
  • Diffusion of innovations
  • Health Belief Stages of Change
  • Social Capital
  • many more!

6
Communications
  • "We take communication for granted because we do
    it so frequently, but it's actually a complex
    process." Joseph Sommerville, PhD
  • "You can communicate best when you first listen."
    Catherine Pulsifer
  • "Your ability to communicate is an important tool
    in your pursuit of your goals, whether it is with
    your family, your co-workers or your clients and
    customers." Les Brown
  • "Courage is what it takes to stand up and speak.
    Courage is also what it takes to sit down and
    listen." Winston Churchill

7
Principles of Mass Communication Kreuter et. al.
  • Use objectives to stay focused
  • Make informed decisions
  • Dont reinvent the wheel
  • There is no such thing as a free lunch
  • To maximize effectiveness strategically combine
    multiple tactics to influence complex problems
  • Be creative!

8
Signposts to be Effective Adapted from Kreuter
et. al.
  • I. Determine what health communication can do for
    you
  • II. Determine whom are you trying to communicate
  • III. What does it cost your audience to hear your
    message?
  • III. What do you want to say?
  • IV. How will the message get to your audience?
  • Source for the last two slides Kreuter, Lezin
    et. al. Community Health Promotion ideas that
    Work, 2nd ed. Jones and Bartlett, 2003.

9
CDC 4 Principles Social Marketing
  • Product what the consumer is asked to "buy"
    (often a behavior),
  • Price the actual cost or something the consumer
    must give up/ do in order to obtain the product,
  • Place how and where the product reaches the
    consumer, and
  • Promotion how information about the product is
    disseminated.

10
Social Marketing Defined
  • One frequently quoted definition of social
    marketing is the "application of commercial
    marketing technologies to the analysis, planning,
    execution, and evaluation of programs designed to
    influence the voluntary behavior of target
    audiences in order to improve their personal
    welfare and that of their society" (Andreasen,
    1995)

11
Definitions of Mass Communications
  • Includes journalism, programmes in radio and
    television broadcasting, public relations,
    communications arts, library science, programmes
    for technicians in museums and similar
    repositories, documentation techniques
    www.unece.org/stats/gender/web/glossary/F/field1.h
    tm
  • The transmission of messages which may be
    processed by gate keepers prior to being sent to
    large audiences via a channel of broad diffusion
    highered.mcgraw-hill.com/sites/0072400773/student
    _view0/chapter1/glossary.html
  • (Perhaps best) Communication from one person or
    group of persons through a transmitting device (a
    medium) to a large audience or market.
    www.sociologyessentials-2nded.nelson.com/glossary
    4.html

12
Important Public Health Terms
  • Risk Communication from the standpoint of ASTDR
  • Overview of Issues and Guiding Principles for
    Health Risk Communication putting risk into
    perpective and disseminating this message to
    different audiences in a timely manner

13
Caution re Risk Communication
  • Merely disseminating information without regard
    for communicating the complexities and
    uncertainties of risk does not necessarily ensure
    effective risk communication. Well-managed
    efforts will help ensure that your messages are
    constructively formulated, transmitted, and
    received and that they result in meaningful
    actions. Consider how the process works and some
    general principles for improving effectiveness.

14
Myths re risk communication!
  • Belief in some common myths often interferes with
    development of an effective risk communication
    program. Consider the myths and actions you can
    take.
  • Myth We don't have enough time and resources to
    have a risk communication program. Action Train
    all your staff to communicate more effectively.
    Plan projects to include time to involve the
    public..
  • Myth Telling the public about a risk is more
    likely to unduly alarm people than keeping
    quiet. Action Decrease potential for alarm by
    giving people a chance to express their concerns.
  • Myth Communication is less important than
    education. If people knew the true risks, they
    would accept them. Action Pay as much attention
    to your process for dealing with people as you do
    to explaining the data.
  • Source ASTDR website

15
Continued
  • Myth We shouldn't go to the public until we have
    solutions to environmental health problems.
    Action Release and discuss information about
    risk management options and involve communities
    in strategies in which they have a stake.
  • Myth These issues are too difficult for the
    public to understand. Action Separate public
    disagreement with your policies from
    misunderstanding of the highly technical issues.
  • Myth Technical decisions should be left in the
    hands of technical people. Action Provide the
    public with information. Listen to community
    concerns. Involve staff with diverse backgrounds
    in developing policy.

16
The Health Alert Network
  • Sophisticated information portal being built on
    the backs of the terrorism funding by the
    CDC/HRSA.

17
What is Going on with the HAN?
  • Currently, HAN is a strong national program,
    providing vital health information and the
    infrastructure to support the dissemination of
    that information at the State and Local levels,
    and beyond. A vast majority of the State-based
    HAN programs have over 90 of their population
    covered under the umbrella of HAN. The HAN
    Messaging System currently directly and
    indirectly transmits Health Alerts, Advisories,
    and Updates to over one million recipients. The
    current system is being phased into the overall
    PHIN messaging component.

18
NEDSS
  • Closely related
  • The National Electronic Disease Surveillance
    System (NEDSS) is an initiative that promotes the
    use of data and information system standards to
    advance the development of efficient, integrated,
    and interoperable surveillance systems at
    federal, state and local levels.  It is a major
    component of the Public Health Information
    Network (PHIN).

19
GOAL OF NEDSS AND HAN
  • To detect outbreaks rapidly and to monitor the
    health of the nation
  • Facilitate the electronic transfer of appropriate
    information from clinical information systems in
    the health care system to public health
    departments
  • Reduce provider burden in the provision of
    information
  • Enhance both the timeliness and quality of
    information provided
  • Surveillance Systems collect and monitor data for
    disease trends and/or outbreaks so that public
    health personnel can protect the nation's health.
  • The vision of NEDSS (and the HAN) is to have
    integrated surveillance systems that can transfer
    appropriate public health, laboratory, and
    clinical data efficiently and securely over the
    Internet. NEDSS will revolutionize public health
    by gathering and analyzing information quickly
    and accurately.

20
Communication Lessons
  • KISS
  • Say you dont know but will find out
  • Do your research and evaluations
  • Look your audience in the eye
  • Be enthusiastic
  • Dont over-state your knowledge!
  • Dont underestimate your impact!
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