Beyond Fact Sheets Health Communication Policy Briefs Kate
Beyond Fact Sheets – Health Communication & Policy Briefs Kate Lynch, MIA – Communications Consultant Amy Ellings, MPH – Nutrition Specialist
Elements of the Marketing Mix – 4 P’s • PRODUCT (or service) – What is it? • PRICE – What cost is involved – (financial, time, emotional, physical, spiritual)? • PLACE – Where do we offer our product? • PROMOTION
What are we selling? • Our product: – Public health • Keeping people safe • Keeping people healthy • Improving health in communities
Kate’s Mantra…. repeat after me: WHO IS YOUR AUDIENCE? • Internal • External
Communication Planning 101 – Journalist’s 5 W’s and an H – Who – When – What – Why – Where – How
Elements of the Plan • WHAT • SO What? • NOW What
Definitions • Health education: Planned combination of learning experiences about health for individuals, groups, or communities. Green & Kreuter 1999 • Health communication: The art and technique of informing, influencing, and motivating individual, institutional, and public audiences about important health issues. Ratzan 1994
Health communication & promotion • Inform • Persuade • Move to action
Communication Planning 101 – WHO? Kate’s Mantra…. repeat after me: WHO IS YOUR AUDIENCE? WHO are YOU?
WHO are YOU? • White • Over 50 • Master’s degree • Single parent • I don’t get algebra • Speak English y un poco (a little) Spanish
WHO are YOU? • Black • Age 30 • High school graduate • Single parent • Active in church • Love to cook
Culture. . . • Offers a selective SCREEN between humans and the outside world. • Tells us what to pay ATTENTION to and what to IGNORE. “Beyond Culture, ” Edward T. Hall
¡Buenos dias! ¿Habla español? Good morning! Do you speak Spanish?
Maybe it is time to learn! • 1 out of 10 in United States speak Spanish • Spanish usage grew 50% during 1990 s • United States - most multilingual Tres Historias de la Vida
Hispanics/Latinos in Washington • In 1990, Latinos made up 4. 4% of population • In 2000, Latinos made up 7. 5% • In 2010, Latinos made up 10. 2% • More than half of Latinos live in western Washington 358, 901 • Yakima County-109, 007 (46% of county) • Estimated 2010 population – 684, 021 Sources: U. S. Census 2000 and state population estimates – Washington State Office of Financial Management
Ethnic Mix in Washington 2010 74% 10% 7% 4% 2% 3% White Hispanic/Latino (of any race) Asian & Pacific Islander Black/African-American Am. Indian/Alaska Native Two or more races
In 2030 - nearly 1 in 3 in Washington will be a person of color • Asian, Pacific Islander, and Hispanic largest and fastest growing groups • ‘Two or More Races’ most rapid growth • Black population will grow 60 % • Indians/Alaska Natives- 50 % increase • Non-Hispanic White population-11% decrease - Washington State Office of Financial Management
Starting points • U. S. Census: – www. census. gov • Washington Census data: – Office of Financial Management: http: //www. ofm. wa. gov/pop/default. asp
Reaching your audience • Effective health promotion should be audience-centered • Communication needs to reflect audience preferences: – Format – Media choice (TV, radio, Web, etc. ) - Healthy People 2010
KNOW your audience • Literacy – 90 million U. S. adults-marginal literacy – 33% of WA adults-marginal literacy • Limited English- 260, 000 in Washington • Internet access
Who's Online 2010
Target: Gen X Moms Ages 33 -44
Internet trends • Ages 18 -32: use Internet for entertainment • Ages 12 -32: read and write blogs, social networking, instant messaging • Ages 33 -72: visit government websites • Ages 70 -75: ‘Silver Tsunami’ – 45% online Pew Internet & American Life Project - 2009 www. pewinternet. org
Health Online • 83% of Internet users search online for health info • Most start with search engine, such as Google • 75% do not check source or date of health information • 17% of cell phone users looked up health info with phone • 9% have health-related phone “apps” Pew Internet & American Life Project www. pewinternet. org
People with chronic disease • 1 in 4 American adults live with a disability that interferes with daily activities. – 54% use the Internet – 41% have broadband • Adults living with chronic disease are less likely than healthy adults to have Internet access (62% vs. 81%) • Internet users with chronic illness – 51% search for health information Pew Internet & American Life Project www. pewinternet. org
Who is networking online? • 46% of all adults using Internet – 73% Facebook - median age 33 – 48% My. Space - median age 26 – 14% Linked. In - median age 39 – 19% Twitter - median age 31 • Nearly 1 in 5 ages 18 -24 tweet • 8% of all online users tweet Pew Internet & American Life Project 2009 www. pewinternet. org
Communication Planning 101 – WHAT? • What do you want to communicate about? • What would motivate your audience to pay attention or take action? So What? • What outcome do you want? Now What?
Communication plan – put it in writing • All written, spoken, and electronic interactions with your audiences • Organizational objectives • Audiences you wish to reach • Timetable, tools, budget • Evaluation of results
Energize Your Meetings • Target Audience. Meeting planners: focus groups, interviews • Secondary audience. Caterers: informational interviews • Tertiary audience- Policy makers at DOH
What?
So what?
Now what?
Energize Your Meetings- Department of Health Communication products • Colorful guide + faxable recommended foods sheet • EYM table tents • Instructions for DOH meeting planners • Short instructions for DOH meeting planners • Many, many Power. Points Communication strategies • Post on intranet wellness page • Presentations – Program staff – Policy makers – Program managers • Articles in staff e-newsletter
Energize Your Meetings. Outcomes • DOH policies/procedures changed to encourage healthy meeting guidelines • Administrative staff using EYM • Healthier meetings and events
Energize Your Meetings. Outcomes • Spread to Washington Wellness program • 10 or more state agencies implementing • 2 state agencies have policy • Potential student project
“P”olicy
“p”olicy
Policy doesn’t just happen
Policy “steps” 1. Problem ID 2. Policy Formulation** 3. Advocacy** 4. Implementation 5. Evaluation
Policy Brief • Persuades reader to agree with or take a particular course of action • Not a lengthy literature review • Must be targeted to audience – Senior management (“p”) – Policy maker (“P”)
Common elements • Introduction Ø Overview Ø State problem or objective • Recommendations • Background • Analysis Ø Critique arguments Ø Use evidence to back it up • Conclusion Ø Persuasive • Sources
Tips • Avoid jargon • Keep your messages clear and concise • Be realistic and practical • Use good sources • List organizations that support policy option
Examples/Guides • http: //www. policy. hu/ipf/felpubs/samples/Policy. Brief-described. pdf • http: //resweb. llu. edu/rford/courses/ESSC 500/mi nipapers. html
Policy brief activity • What is the basic point of your policy brief? – W says that X should do Y so that Z. • Are you convinced? Why or Why not? • Report to group
Contact Information Amy Ellings – 360 -236 -3754 – amy. ellings@doh. wa. gov Kate Lynch - 360 -236 -3064 – kate. lynch@doh. wa. gov
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