ASPH COMPETENCY PROFESSIONALISM WORKGROUP by bH1nxDE0

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									                                            DrPH Delphi Round 1: Results – Communication

                                             ASPH COMMUNICATION WORKGROUP
                                                     Summary of Delphi # 1 Survey
                               (September 3, 2008) – Original Analysis, Unsorted by Recommendation Code

All highest scores are highlighted in yellow. (Accept and accept with changes have been considered as positive)

All ties are highlighted in blue.

10 of 10 workgroup members responded (100% response rate)



156 SUB-COMPETENCIES

Recommendation Codes                                                                                         Tally
1 - SA – Strong Accept (80% or more “Accept”). No comments. No review/discussion                             21
        needed.
2 - SD – Strong Accept but review/discussion/ needed regarding comments.                                     34
3 - A – Accept (70% or more “Accept”). No review/discussion needed.                                          7
4 - AD – Accept and review/discuss comments (70% or more “Accept” + “Accept with                             18
        Changes”)
5 - D/6 – Discuss/Review as 60% = "Accept" or "Accept" + "Accept with changes"                               25
6 - D/T– Discuss ties at 50% or potential 50% ties                                                           23
7 - D/O – Discuss others. Chairs decision.                                                                   1
8 - R – Reject based on set criterion: ≥ 60% rejecting                                                       27




Upon graduation, a student with a DrPH degree will be able to...

                                                                                                                     Page 1 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes           Consider an
                                                                                                            alternative
                                               Response


2-SD                  Evaluate strategies for efficacy in   6        0        3                             1
                      communicating with diverse
                      cultural, socioeconomic,                                Evaluate strategies for       Evaluate strategies for
                      educational, racial, ethnic and                         efficacy in                   efficacy in
                      professional backgrounds, as well                       communicating with            communicating with
                      as persons of varying age and                           stakeholders who              diverse cultures.
                      lifestyle preferences. (1)                              represent diversity in
                                                                              cultural, socioeconomic,
                                                                              educational, racial, ethnic
                                                                              and professional
                                                                              backgrounds, as well as
                                                                              persons of varying age
                                                                              and lifestyle preferences.

                                                                              Evaluate general
                                                                              strategies for effectively
                                                                              communicating with....

                                                                              Evaluate strategies for
                                                                              effectively
                                                                              communicating with...
2-SD                  Define strategic goals for public     7        1        2                             0
                      health communication efforts at
                      the organizational level. (2)                           add "organization and
                                                                              systems level."

                                                                              Discuss strategic goals
                                                                              for public health
                                                                              communication efforts at

                                                                                                                      Page 2 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                       Accept   Reject   Accept with changes         Consider an
                                                                                                       alternative
                                             Response


                                                                           the organizational level
2-SD                  Craft marketing strategies for     7        0        3                           0
                      advancing public health programs
                      at the agency and community                          Develop marketing
                      level. (3)                                           strategies for advancing
                                                                           public health programs at
                                                                           the agency and
                                                                           community level

                                                                           Develop a general
                                                                           marketing strategy....

                                                                           John note: third change
                                                                           not listed
2-SD                  Define communication objectives    8        1        1                           0
                      for public health program
                      initiatives. (4)                                     Define communication
                                                                           goals and objectives for
                                                                           public health program
                                                                           initiatives.
4-AD                  Critique and refine                4        3        3                           0
                      communication efforts of staff and
                      subordinates. (5)                                    Critique and refine
                                                                           communication efforts by
                                                                           staff and subordinates.

                                                                           Critique and provide
                                                                           guidance on
                                                                           communication

                                                                                                               Page 3 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                        Accept   Reject   Accept with changes       Consider an
                                                                                                      alternative
                                              Response


                                                                            efforts.....

                                                                            This sounds like all
                                                                            communication efforts
                                                                            need some work-- prefer
                                                                            "Evaluate communication
                                                                            efforts of staff and
                                                                            subordinates and revise as
                                                                            appropriate."
1-SA                  Guide the selection and use of      9        1        0                          0
                      communication technologies in
                      accordance with programmatic
                      needs. (6)
2-SD                  Develop persuasive                  8        0        2                         0
                      communication initiatives to
                      achieve specific goals. (7)                           Develop persuasive
                                                                            communication
                                                                            initiatives.

                                                                            Develop persuasive
                                                                            communication
                                                                            strategies...
2-SD                  Lead efforts to maximize the        4        2        4                         0
                      contribution of communication
                      skills in meeting short and long                      Lead efforts to
                      term public health program goals.                     optimize...
                      (8)
                                                                            Lead efforts to support
                                                                            the....

                                                                                                              Page 4 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                      Accept   Reject   Accept with changes         Consider an
                                                                                                      alternative
                                             Response



                                                                          In collaboration with...

                                                                          Maximize the use of
                                                                          communication skills...
2-SD                  Direct the development of partner- 5       0        5                           0
                      based public health initiatives
                      working with the media and other                    Direct the development of
                      organizations impacting public                      partner-based public
                      opinion. (9)                                        health initiatives that
                                                                          incorporate the media and
                                                                          organizations influencing
                                                                          public opinion.

                                                                          Direct the development of
                                                                          partner-based public
                                                                          health initiatives while
                                                                          concurrently working
                                                                          with the media and other
                                                                          organizations that impact
                                                                          public opinion.

                                                                          Develop partner-based
                                                                          public health initiatives
                                                                          through working.....

                                                                          Engage in the
                                                                          development of...


                                                                                                              Page 5 of 40
                                      DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                           Accept   Reject   Accept with changes          Consider an
                                                                                                            alternative
                                                Response


                                                                               I am not sure how to
                                                                               recommend a change--is
                                                                               the phrase "impacting
                                                                               public opinion" referring
                                                                               to the initiatives or the
                                                                               media and organizations?
2-SD                  Design communication planning          7        0        2                            1
                      efforts at the organizational level.
                      (10)                                                     With partner                 combine with #3
                                                                               collaboration

                                                                               Lead communication
                                                                               planning efforts at the
                                                                               organizational level or
                                                                               Design communication
                                                                               planning activities ...

2-SD                  Explain the concept and benefits    7           1        2                            0
                      of best practice marketing to
                      funders and other external publics.                      Explain the concept and
                      (11)                                                     benefits of evidence-
                                                                               based best practice
                                                                               marketing to agency staff,
                                                                               funders and other external
                                                                               publics.

                                                                               external publics may be
                                                                               more appropriately stated
                                                                               as "other stakeholders"

                                                                                                                    Page 6 of 40
                                      DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                           Accept   Reject   Accept with changes          Consider an
                                                                                                            alternative
                                                Response


4-AD                  Evaluate marketing activities that     6        3        1                            0
                      are based in the mission/vision
                      statement and goals of the                               Support in place of
                      organization. (12)                                       "Evaluate"
5-D/6                 Explain the concepts and benefits      5        4        1                            0
                      of best practice marketing to staff.
                      (13)                                                     Add "funders and other
                                                                               external public partners."
5-D/6                 Combine public health science          5        4        1                            0
                      with marketing science to inform
                      their leadership, advocacy and                           the pronoun "their" is
                      communication activities, and                            plural and the subject "a
                      their planning of interventions.                         student with a DrPH
                      (14)                                                     degree is singular
1-SA                  Conduct formative audience             7        2        0                            1
                      research and competitive analysis.
                      (15)                                                                                  Conduct a
                                                                                                            competitive analysis
                                                                                                            of alternative
                                                                                                            behaviors and
                                                                                                            programs.
2-SD                  Prepare a strategic plan for a         9        0        1                            0
                      focused communications-based
                      intervention that is theory-driven,                      change "evaluable" to and
                      science-based, practicable, and                          "able to be evaluated"
                      evaluable. (16)
2-SD                  Develop a management plan,             8        1        1                            0
                      timeline, and budget for
                      implementing and maintaining a                           change maintaining to

                                                                                                                     Page 7 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes         Consider an
                                                                                                          alternative
                                               Response


                      communications-based                                    "sustaining"
                      intervention. (17)
2-SD                  Develop communications                7        2        1                           0
                      strategies for promoting a public
                      health agenda and establishing                          These are two very
                      institutional priorities. (18)                          different thoughts and
                                                                              should be broken apart.
2-SD                  Outline basic design principles for   8        1        1                           0
                      communication-based
                      interventions in clinical settings,                     Outline basic principles
                      workplaces, schools, the mass                           for communication
                      media, and other key venues. (19)                       interventions across a
                                                                              variety of settings.
1-SA                  Execute a variety of public health    9        1        0                           0
                      advocacy communications,
                      including press releases,
                      commentaries, and letters to the
                      editor. (20)
4-AD                  Develop a program of formative        7        3        0                           0
                      research to support the
                      development of communications-                          I think that sustainable
                      based interventions. (21)                               program development
                                                                              may be outside the time
                                                                              limit for a DrPH student
                                                                              (i.e., 3 years).

                                                                              Conduct formative
                                                                              audience research, and
                                                                              identify critical gaps in

                                                                                                                  Page 8 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes        Consider an
                                                                                                        alternative
                                               Response


                                                                             existing research, to
                                                                             support the development
                                                                             of communication-based
                                                                             interventions.
8-R                   Describe communications for          2        6        2                          0
                      target groups with poor health
                      literacy skills. (22)                                  This is addressed in one
                                                                             of the earlier core
                                                                             competencies (i.e.,
                                                                             communication to diverse
                                                                             audiences).

                                                                             Develop
                                                                             communications....

                                                                             Describe communication
                                                                             strategies for target
                                                                             groups...
2-SD                  Assess the impact of barriers of     7        1        1                          1
                      literacy, language, and culture on
                      communications with diverse                            This is actually a         Develop
                      audiences. (23)                                        hypothesis not a core      communications for
                                                                             competency. However, it    diverse audiences
                                                                             could be listed as an      who differ by literacy
                                                                             example of how a student   levels, language, or
                                                                             can gain experience        culture.
                                                                             developing
                                                                             communication strategies
                                                                             for diverse audiences.

                                                                                                                  Page 9 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                        Accept   Reject   Accept with changes            Consider an
                                                                                                           alternative
                                              Response



                                                                            Assess the impact of
                                                                            barriers of literacy,
                                                                            language, and culture on
                                                                            communication with
                                                                            diverse audiences, and
                                                                            develop communication
                                                                            for target groups with
                                                                            poor health literacy skills.
8-R                   Measure the impact of low-health    2        6        1                              1
                      literacy. (24)
                                                                            Again, this is a               Measure the impact of
                                                                            hypothesis. However, it        low-health literacy on
                                                                            can be used as an              specific health related
                                                                            example of how one a           outcomes.
                                                                            student can gain
                                                                            experience to
                                                                            demonstrate competency
                                                                            in communications to
                                                                            diverse audiences.
8-R                   Access advice about creating and    3        7        0                              0
                      testing low-literacy
                      communication resources. (25)
5-D/6                 Understand issues and processes     4        4        2                              0
                      related to quality translation of
                      health communication. (26)                            Demonstrate an
                                                                            understanding of issues
                                                                            and processes......as
                                                                            written.

                                                                                                                   Page 10 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                       Accept   Reject   Accept with changes         Consider an
                                                                                                       alternative
                                             Response



                                                                           Use active verb such as
                                                                           discuss instead of
                                                                           "understand" which is not
                                                                           measurable
2-SD                  Apply participatory design         7        2        1                           0
                      processes for communication with
                      diverse audiences. (27)                              apply participatory
                                                                           processes for designing
                                                                           communication with
                                                                           diverse audiences
5-D/6                 Differentiate the emergency        5        4        1                           0
                      communication and health
                      promotion planning processes.                        Irrespective of who your
                      (28)                                                 target audience is or the
                                                                           primary objective of
                                                                           developing a
                                                                           communication, there
                                                                           should be basic
                                                                           communication-specific
                                                                           competencies.
                                                                           Differentiating between
                                                                           emergency and health
                                                                           promotion should be
                                                                           intuitive to most people.

                                                                           Differentiate the
                                                                           emergency risk
                                                                           communication and

                                                                                                              Page 11 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes        Consider an
                                                                                                        alternative
                                               Response


                                                                             health promotion
                                                                             planning processes.
1-SA                  Outline the potential benefits and   9        1        0                          0
                      costs of tailoring messages for
                      specific target audiences. (29)
6-D/T                 Identify critical gaps in existing   5        5        0                          0
                      audience research. (30)
5-D/6                 Assess the qualifications of         5        4        1                          0
                      creative professionals who will
                      develop and test campaign                              This is not within the
                      messages and materials. (31)                           scope of academic
                                                                             training.

                                                                             Develop a creative
                                                                             strategy that leads to
                                                                             appropriate and targeted
                                                                             campaign messages and
                                                                             materials.
5-D/6                 Scan the community for specific      3        4        3                          0
                      health information needs. (32)
                                                                             Conduct a community
                                                                             needs assessment for
                                                                             specific health
                                                                             information needs.

                                                                             Conduct an
                                                                             environmental scan of
                                                                             similar communication
                                                                             programs.

                                                                                                               Page 12 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes           Consider an
                                                                                                           alternative
                                              Response



                                                                             change scan to "assess"
2-SD                  Access evidence-based                8        2        0                             0
                      communication program models.
                      (33)                                                   This is an expected part
                                                                             of the student's obligation
                                                                             to conduct background
                                                                             research when they are
                                                                             developing a dissertation
                                                                             project.
1-SA                  Explain communication program        8        2        0                             0
                      proposals and evaluations to lay,
                      professional and policy audiences.
                      (34)
4-AD                  Build trusting relationships with    7        3        0                             0
                      the news media through timely,
                      accurate and salient                                   This is subjective. I think
                      communication. (35)                                    this is covered in core
                                                                             competency #34
1-SA                  Apply communication theory to        10       0        0                             0
                      interactions within and between
                      public health and partner
                      organizations. (36)
8-R                   Embrace techniques for unbiased, 3            6        0                             1
                      two-way communication
                      transactions between public health                     The word "embrace" is         John note: no
                      practitioners and their partners and                   subjective. As part of        alternative written.
                      publics. (37)                                          their academic training,
                                                                             the DrPH student should

                                                                                                                    Page 13 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                       Accept   Reject   Accept with changes          Consider an
                                                                                                        alternative
                                              Response


                                                                           be encouraged to utilize
                                                                           2-way communication
                                                                           strategies.

                                                                           Skillfully use techniques
                                                                           for unbiased, two-way
                                                                           communication
                                                                           transactions between
                                                                           public health practitioners
                                                                           and their partners and
                                                                           publics.
8-R                   Use communication about specific 4          6        0                           0
                      public health issues to further
                      understanding of public health as                    I am not sure what is
                      a field. (38)                                        intended by this core
                                                                           competency?? In order to
                                                                           contribute to the filed of
                                                                           public health
                                                                           communication, the
                                                                           student should be
                                                                           receiving appropriate
                                                                           academic advice in
                                                                           preparing and pursing a
                                                                           research project so that
                                                                           the results are
                                                                           publishable.
6-D/T                 Describe what is unique about a    5        5        0                            0
                      communication perspective and
                      what differentiates it from how

                                                                                                               Page 14 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes          Consider an
                                                                                                          alternative
                                               Response


                      other disciplines view the same
                      phenomenon. (39)
5-D/6                 Critique communication theories, 5            4        1                            0
                      their application and potential, and
                      research results. (40)                                 Critiquing is subjective.
                                                                             The fact that one is a
                                                                             good reviewer does not
                                                                             making them competent
                                                                             in public health practice.

                                                                             change research results to
                                                                             "best practices" or
                                                                             "evidence-based
                                                                             research"
2-SD                  Draw conclusions from                8        1        0                            1
                      communication and evaluation
                      results using both qualitative and                     Drawing conclusions is       Use both qualitative
                      quantitative methodologies. (41)                       part of the academic         and quantitative
                                                                             process and is a             methodologies in
                                                                             requirement for most         evaluation of
                                                                             research projects.           communication
                                                                                                          efforts.
2-SD                  Develop a culturally competent       8        1        1                            0
                      communication plan to effectively
                      address the issue at hand for a                        This is covered in an
                      specific audience, behavior, and                       earlier core competency
                      situation. (42)                                        that addresses developing
                                                                             communication strategies
                                                                             for diverse audiences.

                                                                                                                  Page 15 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes           Consider an
                                                                                                            alternative
                                               Response



                                                                              Recognize the
                                                                              components of a
                                                                              culturally....
4-AD                  Communicate to professional and       7        3        0                             0
                      lay audiences in an
                      understandable, accurate, credible,                     I think this can be
                      and actionable manner through                           accomplished by insisting
                      appropriate communication                               that the DrPH student's
                      channels. (43)                                          committee be
                                                                              representative of different
                                                                              public health
                                                                              professionals (i.e.,
                                                                              academic public health,
                                                                              public health practitioner
                                                                              from the health dept.)
8-R                   Predict the consequences of           1        8        1                             0
                      communication. (44)
                                                                              Demonstrate and
                                                                              understanding of the
                                                                              methodologies by which
                                                                              communication
                                                                              consequence prediction is
                                                                              achieved.

                                                                              No one is able to predict
                                                                              human behavior.
8-R                   Communicate in a manner that          2        7        1                             0
                      would result in the fewest

                                                                                                                   Page 16 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes          Consider an
                                                                                                           alternative
                                               Response


                      unintended consequences. (45)                           Communicate in a
                                                                              manner resulting in the
                                                                              fewest unintended
                                                                              consequences.

                                                                              This is covered with by
                                                                              core competency that
                                                                              addresses the process of
                                                                              risk/benefit analysis of a
                                                                              communication strategy
2-SD                  Communicate ethical standards in      7        1        2                            0
                      the practice of public health. (46)
                                                                              Demonstrate ethical
                                                                              standards in the practice
                                                                              of public health.
2-SD                  Apply processes and tools of          8        1        1                            0
                      health and social marketing. (47)
                                                                              This is an objective of
                                                                              DrPH training not a core
                                                                              competency that one can
                                                                              demonstrate.

                                                                              Apply strategies and tools
                                                                              of health and social
                                                                              marketing.
2-SD                  Utilize mass communication            8        1        1                          0
                      systems and advanced technology
                      in public health. (48)                                  change in public health to
                                                                              "in support of public

                                                                                                                  Page 17 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                       Accept   Reject   Accept with changes          Consider an
                                                                                                        alternative
                                              Response


                                                                           health"
2-SD                  Design oral and written            8        2        0                            0
                      communications for select
                      audiences. (49)                                      This is covered by an
                                                                           earlier core competency
                                                                           that addresses developing
                                                                           communication strategies
                                                                           for diverse audiences.
6-D/T                 Interact with public health        4        5        1                            0
                      officials and policymakers on
                      matters of public health                             Not all students will have
                      importance. (50)                                     the opportunity to do
                                                                           this.

                                                                           change interact to
                                                                           "effectively communicate
                                                                           with" ...
3-A                   Identify social, cultural, and      7       3        0                            0
                      behavioral factors that influence
                      individual and community quality
                      of life decisions. (51)
5-D/6                 Evaluate research findings for      6       4        0                            0
                      potential communication to key
                      public health officials and the
                      general public. (52)
5-D/6                 Interpret health messages to public 5       4        1                            0
                      health consumers and providers.
                      (53)                                                 Translate public health
                                                                           research findings to

                                                                                                               Page 18 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes           Consider an
                                                                                                           alternative
                                               Response


                                                                             public health consumers
                                                                             and providers.
7-D/O                 Mobilize community coalitions        4        5        0                             1
                      and organizations for effective
                      health care. (54)                                      Not every DrPH student        Mobilize community
                                                                             will have the opportunity     coalitions and
                                                                             to do this.                   organizations for
                                                                                                           effective public
                                                                                                           health.
3-A                   Demonstrate proficiency in           7        3        0                             0
                      communication methods and
                      techniques. (55)
4-AD                  Critique communication and           7        3        0                             0
                      marketing plans in relation to
                      process, methods used, and                             Being a good critic does
                      outcomes achieved. (56)                                not translate into a good
                                                                             public health practitioner.
1-SA                  Develop communication and            8        2        0                             0
                      marketing plans for a health
                      promotion initiative. (57)
6-D/T                 Develop a problem statement in       5        5        0                             0
                      terms of health indicators, health
                      behaviors, health policy, or                           This is already part of the
                      environmental factors. (58)                            academic training for
                                                                             advanced degree
                                                                             programs within Schools
                                                                             of Public Health.
8-R                   Assess a public health problem’s     3        6        1                             0
                      relevance to your program in

                                                                                                                  Page 19 of 40
                                      DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes           Consider an
                                                                                                           alternative
                                                Response


                      relation to mission, priority, and                     The selected public health
                      public demand. (59)                                    problem should be
                                                                             relevant to the mission of
                                                                             public health training and
                                                                             priorities of the general
                                                                             public.
8-R                   Identify the source, timing, and     3        7        0                          0
                      impacts of a public health
                      problem. (60)
8-R                   Assess the variables impacting       3        6        1                             0
                      your organization’s ability to
                      respond to a public health                             Identifying community
                      problem. (61)                                          strengths and barriers that
                                                                             would impact your ability
                                                                             to respond to a public
                                                                             health problem.
5-D/6                 Determine factors contributing to    4        4        2                             0
                      a public health problem, including
                      its etiology and barriers to                           Determine
                      resolution. (62)                                       communication and
                                                                             marketing factors
                                                                             contributing to a public
                                                                             health problem, including
                                                                             its etiology and barriers
                                                                             to resolution.

                                                                             Identify factors that may
                                                                             be contributing to a
                                                                             public health problem,

                                                                                                                  Page 20 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                           Accept   Reject   Accept with changes          Consider an
                                                                                                            alternative
                                               Response


                                                                               including its etiology and
                                                                               barriers to resolution.
6-D/T                 Stratify potential target population   4        5        1                            0
                      groups in relation to the factors
                      contributing to a public health                          This may not always be
                      problem. (63)                                            possible if your cohort is
                                                                               < 100 (most community
                                                                               cohorts are).

                                                                               Stratify and prioritize
                                                                               potential target
                                                                               population groups in
                                                                               relation to the factors
                                                                               contributing to a public
                                                                               health problem.
8-R                   Prioritize population groups and       4        6        0                            0
                      factors on which to intervene for a
                      public health problem. (64)                              This is a policy-maker
                                                                               task question not the task
                                                                               of DrPH student.
8-R                   Develop population-specific goals      3        7        0                            0
                      for a specific intervention. (65)
8-R                   Deploy a strategy or combination       2        6        2                            0
                      of strategies to resolve a health
                      problem. (66)                                            Not every student will be
                                                                               able to deploy the
                                                                               strategy. However,
                                                                               proposing a set of
                                                                               deployable strategies

                                                                                                                   Page 21 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes            Consider an
                                                                                                            alternative
                                               Response


                                                                             (including the
                                                                             identification of key
                                                                             stakeholders) is an critical
                                                                             public health practitioner
                                                                             core competency.

                                                                             we may not be able to
                                                                             resolve the problem so
                                                                             instead use "to address" a
                                                                             health problem
8-R                   Deploy target population-group       4        6        0                              0
                      and factor-specific strategies for
                      changing the factors that                              see previous comments
                      contribute to a specific target                        on the risk of students not
                      population’s health problem. (67)                      being able to actually
                                                                             deploy their strategies
8-R                   Select intervention strategies that  1        7        2                              0
                      will not cause adverse effects. (68)
                                                                             Select intervention
                                                                             strategies that will
                                                                             minimize adverse effects.

                                                                             Risky intervention
                                                                             strategies are outside the
                                                                             scope of academic
                                                                             training.

                                                                             change cause to "will
                                                                             minimize" adverse effects

                                                                                                                   Page 22 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes          Consider an
                                                                                                           alternative
                                               Response


4-AD                  Segment demographic, geo-             4        3        3                            0
                      demographic, psychographic, and
                      health belief/behavioral variables.                     Segment populations into
                      (69)                                                    audience segments using
                                                                              demographic, geo-
                                                                              demographic,
                                                                              psychographic, and health
                                                                              belief/behavioral
                                                                              variables.

                                                                              This task is not possible
                                                                              with small cohorts. Not
                                                                              every student will have
                                                                              the opportunity to recruit
                                                                              a large target population
                                                                              within the academic
                                                                              training time line.

                                                                              Segment and profile
                                                                              target audiences on
                                                                              pertinent demographic,
                                                                              geo-demographic,
                                                                              psychographic, and
                                                                              behavioral measures

                                                                              add "when appropriate"
                                                                              to the end of statement
6-D/T                 Profile the audiences to influence    4        5        1                            0
                      through communication. (70)

                                                                                                                  Page 23 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes         Consider an
                                                                                                         alternative
                                               Response


                                                                             Provide critique and
                                                                             critical feedback on
                                                                             audience profiles
                                                                             developed for
                                                                             communication and
                                                                             marketing influence.

                                                                             I am not sure what is
                                                                             meant by "profile"
2-SD                  Select secondary audiences who       8        1        1                           0
                      can reach and influence members
                      of a primary intervention target                       Not every student will
                      audience. (71)                                         have the opportunity to
                                                                             interact with a secondary
                                                                             audience.

                                                                             replace secondary
                                                                             audience with
                                                                             "spokespersons"
1-SA                  Write attainable, measurable, and    9        1        0                           0
                      time specific communication
                      objectives. (72)
5-D/6                 Identify settings in which your      6        4        0                           0
                      target audience can be found and
                      reached by your communication.
                      (73)
1-SA                  Analyze potential channels,          10       0        0                           0
                      activities, and required materials
                      for delivering a specific public

                                                                                                                Page 24 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes        Consider an
                                                                                                         alternative
                                                 Response


                      health message. (74)
6-D/T                 Develop an evidenced                  3        5        2                          0
                      communication plan. (75)
                                                                              Develop an evidence-
                                                                              based communication or
                                                                              health marketing plans.

                                                                              Develop an evidenced-
                                                                              based communication
                                                                              plan
2-SD                  Develop communication                 8        2        0                          0
                      messages, materials, and
                      strategies. (76)                                        Develop communication
                                                                              messages, materials, and
                                                                              strategies based on
                                                                              primary and secondary
                                                                              audience research.
2-SD                  Test messages and communication 8              2        0                          0
                      materials with target audiences
                      and experts in relation to                              Validation is a very
                      understanding, relevancy,                               lengthy process and is
                      credibility, appeal, and level of                       likely outside the scope
                      cultural acceptability. (77)                            of the academic training
                                                                              objectives.
8-R                   Develop a production plan which       1        9        0                          0
                      outlines the production process
                      and schedule for all the materials                      Outside the scope of
                      being developed. (78)                                   training
6-D/T                 Develop a communications              4        5        1                          0

                                                                                                                Page 25 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes          Consider an
                                                                                                           alternative
                                               Response


                      deployment strategy and checklist
                      which ensures that materials get to                     Provide critical feedback
                      the right people at the right time.                     for communications
                      (79)                                                    deployment strategies and
                                                                              checklists which ensures
                                                                              that materials get to the
                                                                              right people at the right
                                                                              time.

                                                                              This has already been
                                                                              addressed
2-SD                  Develop an implementation plan   6             2        2                            0
                      which summarizes communication
                      objectives, tasks & time-lines,                         Provide critical feedback
                      assignments, target dates,                              on implementation plans
                      resources required, and progress                        which summarize
                      checks. (80)                                            communication
                                                                              objectives, tasks & time-
                                                                              lines, assignments, target
                                                                              dates, resources required,
                                                                              and progress checks.

                                                                              Develop a
                                                                              communication
                                                                              implementation plan
                                                                              which incorporates
                                                                              communication
                                                                              objectives, tasks and time
                                                                              lines, target dates,

                                                                                                                  Page 26 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                       Accept   Reject   Accept with changes         Consider an
                                                                                                       alternative
                                              Response


                                                                           resources required, and
                                                                           progress checks.
5-D/6                 Select relevant and feasible       6        4        0                           0
                      evaluation strategies for your
                      program. (81)
2-SD                  Plan formative communication       8        1        1                           0
                      evaluation methods, including:
                      testing concepts, messages,                          Market testing is outside
                      executions & effects with                            the scope of academic
                      audience members. (82)                               training.

                                                                           Plan formative
                                                                           communication
                                                                           evaluation methods,
                                                                           including testing
                                                                           concepts, messages,
                                                                           execution and effects
                                                                           with target audience
                                                                           members.
8-R                   Conduct program delivery           3        7        0                           0
                      evaluations. (83)
                                                                           Knowledge-based
                                                                           program evaluations are
                                                                           more reasonable (i.e.,
                                                                           testing the target
                                                                           audience's knowledge
                                                                           before and after the
                                                                           communication
                                                                           intervention)

                                                                                                              Page 27 of 40
                                      DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                           Accept   Reject   Accept with changes        Consider an
                                                                                                          alternative
                                                Response


1-SA                  Conduct exposure evaluations,          8        2        0                          0
                      measuring the extent to which a
                      message is disseminated to a
                      target audience. (84)
5-D/6                 Measure the short-, medium-,           6        4        0                          0
                      and/or long-term effects of the
                      communication effort. (85)                               Time-specific effects may
                                                                               exceed the academic
                                                                               timeframe.
2-SD                  Conduct communication program          8        2        0                         0
                      cost/benefit analysis. (86)
                                                                               This has already been
                                                                               addressed.
1-SA                  Assess the relationship between        8        2        0                          0
                      specific communication activities
                      and program effects. (87)
6-D/T                 Select the types of evaluation that    5        5        0                          0
                      are most appropriate and feasible
                      for your program. (88)
1-SA                  Integrate evaluation activities into   9        1        0                          0
                      an overall communications
                      implementation plan. (89)
4-AD                  Write a communications program         7        0        3                          0
                      evaluation plan, including
                      objectives, methods for data                             Develop a manuscript for
                      collection, analysis, and reporting,                     submission to a peer-
                      and related timetable. (90)                              reviewed journal that
                                                                               describes your
                                                                               communication program

                                                                                                                 Page 28 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                      Accept   Reject   Accept with changes          Consider an
                                                                                                       alternative
                                             Response


                                                                          evaluation plan. This
                                                                          manuscript should
                                                                          include objectives,
                                                                          methods for data
                                                                          collection, analysis, and
                                                                          reporting, and related
                                                                          timetable.

                                                                          Write a communication
                                                                          program evaluation plan,
                                                                          including objectives, data
                                                                          collection methodologies,
                                                                          analysis and reporting,
                                                                          and related time table.

                                                                          Maybe delete some of the
                                                                          prior sub competency and
                                                                          roll into this one
5-D/6                 Collect baseline data before      5        4        1                            0
                      implementing a communications
                      program. (91)                                       This is previously
                                                                          covered in the core
                                                                          competency that
                                                                          addresses conducting a
                                                                          community-based needs
                                                                          assessment.

                                                                          "determine baseline data
                                                                          that is needed and

                                                                                                              Page 29 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                        Accept   Reject   Accept with changes         Consider an
                                                                                                        alternative
                                             Response


                                                                            strategies for obtaining"
                                                                            before implementing ...
1-SA                  Develop a data analysis plan for    9        1        0                           0
                      assessing a communication
                      strategy. (92)
5-D/6                 Monitor communication program       6        4        0                           0
                      strategies, timeliness, and
                      adherence to a budget. (93)
5-D/6                 Develop a plan for ensuring that    6        4        0                           0
                      all key partners are involved in
                      decision-making, implementation,                      Already there
                      and evaluation activities. (94)
6-D/T                 Monitor program evaluation          5        5        0                           0
                      activities in line with the plan.
                      (95)                                                  Already mentioned
5-D/6                 Analyze lessons learned from a      5        4        1                           0
                      communication program
                      evaluation. (96)                                      change analyze lessons
                                                                            learned to "ascertain
                                                                            lessons learned"
1-SA                  Disseminate findings and lessons   8         2        0                           0
                      learned from a communications
                      evaluation to targeted recipients.
                      (97)
6-D/T                 Plan effective health              5         5        0                           0
                      communication interventions. (98)
                                                                            Already addressed
4-AD                  Develop multi-theory based          6        3        1                           0
                      communication interventions

                                                                                                               Page 30 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                        Accept   Reject   Accept with changes        Consider an
                                                                                                       alternative
                                              Response


                      integrating behavior change and                       May exceed the academic
                      communication theories. (99)                          training timeline.

                                                                            delete "multi-theory
                                                                            based"
4-AD                  Develop strategic communication     7        3        0                          0
                      aimed at general or specific
                      audiences using multiple-                             Already addressed in the
                      channels. (100)                                       core competency of
                                                                            developing
                                                                            communication strategies
                                                                            for diverse audiences.
4-AD                  Develop partnerships for            6        3        1                          0
                      optimizing communication goals
                      and outcomes. (101)                                   Already addressed

                                                                            Develop effective
                                                                            partnerships for
                                                                            optimizing
                                                                            communication goals and
                                                                            outcomes.
8-R                   Develop evidence-based and           4       6        0                          0
                      culturally sensitive target audience
                      interventions. (102)                                  Already addressed
5-D/6                 Plan formative, summative, and       6       4        0                          0
                      process evaluations. (103)
                                                                            Already addressed
6-D/T                 Obtain required human and           5        5        0                          0
                      financial resources for

                                                                                                              Page 31 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                       Accept   Reject   Accept with changes        Consider an
                                                                                                      alternative
                                             Response


                      communication plan deployment.                       This is already required
                      (104)                                                by the HIPPA
6-D/T                 Use a systematic approach to       4        5        1                          0
                      using all data sources & partner
                      resources. (105)                                     Already addressed

                                                                           change "all" to
                                                                           "available"
6-D/T                 Develop communication plans,       5        5        0                          0
                      including implementation and
                      evaluation processes. (106)                          Already addressed
8-R                   Implement health communication     2        6        2                          0
                      interventions. (107)
                                                                           Demonstrate an
                                                                           understanding of
                                                                           methodologies employed
                                                                           to select and implement
                                                                           health communication
                                                                           interventions.

                                                                           Already addressed

                                                                           Implement and evaluate
                                                                           effective health
                                                                           communication
                                                                           intervention strategies.
5-D/6                 Share communication                6        4        0                          0
                      implementation plans with key
                      partners. (108)                                      Already addressed

                                                                                                             Page 32 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                       Accept   Reject   Accept with changes         Consider an
                                                                                                       alternative
                                              Response


8-R                   Monitor progress of                4        6        0                           0
                      communication implementation
                      plans. (109)                                         Already addressed

                                                                           Roll some of these
                                                                           together
5-D/6                 Work with creative staff to        4        4        2                           0
                      develop communication concepts,
                      messages, & materials. (110)                         Guide staff in developing
                                                                           communication concepts,
                                                                           messages, and materials.

                                                                           Not every student will
                                                                           have a creative staff to
                                                                           work with.

                                                                           Work with creative staff
                                                                           to develop effective
                                                                           communication concepts,
                                                                           messages, and materials.

                                                                           redundant
4-AD                  Test communication concepts,       7        3        0                           0
                      messages & materials. (111)
                                                                           Market testing and
                                                                           validation is outside the
                                                                           scope of academic
                                                                           training.
8-R                   Deploy varied media (print,        4        6        0                           0

                                                                                                              Page 33 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                        Accept   Reject   Accept with changes       Consider an
                                                                                                      alternative
                                               Response


                      broadcast, electronic, etc.)
                      production processes. (112)                           Not every student will
                                                                            have the opportunity to
                                                                            deploy through varied
                                                                            media (i.e., budgetary
                                                                            concerns).
6-D/T                 Create media events. (113)          4        5        1                         0

                                                                            Proposing media events
6-D/T                 Evaluate health communication       5        5        0                         0
                      interventions. (114)
                                                                            Already addressed
6-D/T                 Plan different types of             5        5        0                         0
                      communication evaluation
                      processes. (115)
3-A                   Coordinate health communication     7        3        0                         0
                      interventions. (116)
4-AD                  Facilitate working relationships    7        3        0                         0
                      with diverse groups of
                      communication stakeholders.                           Already addressed
                      (117)
8-R                   Facilitate group communication      4        6        0                         0
                      action planning toward shared
                      goals and objectives. (118)                           Already addressed
6-D/T                 Act as a resource person. (119)     5        5        0                         0

                                                                            Outside the scope of
                                                                            academic training
5-D/6                 Provide consultation on any aspect 4         4        2                         0

                                                                                                             Page 34 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes           Consider an
                                                                                                           alternative
                                              Response


                      of communication planning &
                      evaluation. (120)                                      outside the scope of          Provide consultation
                                                                             academic training             in all aspects of
                                                                                                           planning, organizing,
                                                                             delete "on any aspect"        directing, controlling,
                                                                                                           and evaluating
                                                                                                           programmatic
                                                                                                           communication
                                                                                                           efforts.
1-SA                  Communicate persuasively using       10       0        0                             0
                      a variety of communication
                      techniques/tools. (121)
6-D/T                 Use electronic media. (122)          3        5        2                             0

                                                                             Propose communication         this is way too broad
                                                                             strategies that use various
                                                                             electronic media.

                                                                             Effectively use electronic
                                                                             social media based on
                                                                             target audience
                                                                             communication channel
                                                                             needs.
8-R                   Strategically deploy information     4        6        0                             0
                      for maximum effect in relation to
                      positioning, packaging, and                            Unrealistic goal for a
                      placement. (123)                                       student
4-AD                  Design research that builds on the   6        3        1                             0
                      scientific basis health

                                                                                                                    Page 35 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                        Accept   Reject   Accept with changes         Consider an
                                                                                                        alternative
                                              Response


                      communication. (124)                                  insert "of" between basis
                                                                            and health
4-AD                  Manage the operational and          7        3        0                           0
                      financial aspects of a
                      communication program. (125)                          Outside the scope of
                                                                            academic training
8-R                   Supervise communication             4        6        0                           0
                      program staff and volunteers.
                      (126)                                                 Outside the scope of
                                                                            academic training
6-D/T                 Lead others to accomplish           4        5        1                           0
                      common communication goals.
                      (127)                                                 Outside the scope of
                                                                            academic training

                                                                            substitute "established"
                                                                            for "common"
1-SA                  Analyze ethical considerations in   9        1        0                           0
                      developing persuasive
                      communication. (128)
4-AD                  Select channels for                 6        3        1                           0
                      communicating with general and
                      special populations optimally.                        Already addressed
                      (129)
                                                                            move "optimally" to
                                                                            "communicating
                                                                            optimally"
8-R                   Analyze public health               2        8        0                           0
                      programmatic issues. (130)

                                                                                                               Page 36 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes        Consider an
                                                                                                         alternative
                                               Response


1-SA                  Define message development and        9        1        0                          0
                      communication priorities in
                      relation to public health
                      programmatic issues and analyses.
                      (131)
8-R                   Direct communication efforts at       4        6        0                          0
                      the project level among diverse
                      populations. (132)                                      Already addressed
4-AD                  Define communication goals and        7        3        0                          0
                      objectives in relation to targeted
                      stakeholders. (133)                                     Already addressed
5-D/6                 Elicit communication concerns         6        4        0                          0
                      and needs from individuals and
                      groups. (134)
3-A                   Guide the use of communication        7        3        0                          0
                      theory and techniques in
                      programmatic design and
                      refinement. (135)
4-AD                  Educate staff and volunteers in the   7        2        1                          0
                      basic and practical facets of
                      effective communication. (136)                          Outside the scope of
                                                                              academic training

                                                                              delete "and practical
                                                                              facets" and change basic
                                                                              to "basics"
5-D/6                 Evaluate communication efforts at     6        4        0                          0
                      the individual and organizational
                      level. (137)

                                                                                                                Page 37 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                         Accept   Reject   Accept with changes           Consider an
                                                                                                           alternative
                                               Response


1-SA                  Provide feedback and                 8        2        0                             0
                      recommendations for improving
                      communication processes at the
                      organizational level. (138)
3-A                   Work effectively with diverse        7        3        0                             0
                      media sources. (139)
2-SD                  Write accurate and appropriate       8        1        1                             0
                      health messages for diverse
                      audiences. (140)                                       Develop accurate and
                                                                             appropriate health
                                                                             messages for diverse
                                                                             audiences.
2-SD                  Collaboratively, create a plan for   7        1        2                             0
                      an advocacy campaign with
                      community organizations. (141)                         Create a plan for a media
                                                                             advocacy campaign.

                                                                             "Working with
                                                                             community organizations,
                                                                             create a plan for an
                                                                             advocacy campaign."
2-SD                  Distinguish between                  7        2        1                        0
                      communication, marketing, and
                      social marketing theories to                           not sure how to change
                      diverse audiences. (142)                               but we are not wanting to
                                                                             distinguish these to
                                                                             diverse audiences--isn't it
                                                                             more that we want to
                                                                             have diverse audiences as

                                                                                                                  Page 38 of 40
                                     DrPH Delphi Round 1: Results – Communication

Recommendation Code   Competencies                          Accept   Reject   Accept with changes        Consider an
                                                                                                         alternative
                                               Response


                                                                              the context of our
                                                                              dialogue?
5-D/6                 Listen to the diverse points of       6        4        0                          0
                      view and opinions of others. (143)
                                                                              This is a personal trait
6-D/T                 Clarify principles of public health   5        5        0                          0
                      for diverse audiences. (144)
8-R                   Write research proposals for          3        7        0                          0
                      variety of funding sources. (145)
                                                                              Outside the scope of
                                                                              student training
2-SD                  Prepare both written and oral         7        2        1                          0
                      results of public health research
                      for a variety of audiences. (146)                       change "results" to
                                                                              "findings"
3-A                   Use both qualitative and              7        3        0                          0
                      quantitative market research to
                      segment and profile target
                      audiences. (147)
3-A                   Develop an effective mix of           7        3        0                          0
                      product, price, placement and
                      promotional strategies. (148)
6-D/T                 Select integrated communication       5        5        0                          0
                      and behavioral theories that apply
                      to health knowledge, attitudes, and
                      behaviors. (149)
1-SA                  Explain the features of the social    8        2        0                          0
                      marketing approach. (150)
2-SD                  Create the component parts of a       8        1        1                          0

                                                                                                                Page 39 of 40
                                            DrPH Delphi Round 1: Results – Communication

Recommendation Code         Competencies                           Accept   Reject     Accept with changes          Consider an
                                                                                                                    alternative
                                                     Response


                            comprehensive communication
                            plan. (151)                                                delete “parts" and change
                                                                                       component to plural
5-D/6                       Design the elements of a               6        4          0                            0
                            marketing plan. (152)
1-SA                        Develop an evaluation plan for a       8        2          0                            0
                            communication or marketing
                            effort. (153)
1-SA                        Operationally define health            9        1          0                            0
                            communication in a manner that is
                            distinct from social marketing.
                            (154)
2-SD                        Tailor communication messages          8        2          0                            0
                            in relation to cultural differences.
                            (155)                                                      Already addressed
6-D/T                       Deploy strategies for concept,         5        5          0                            0
                            message, and materials
                            development and testing. (156)

Other Comments
In all of the areas where marketing is mentioned, it would be more consistent to say health marketing rather than social marketing for
DrPH professionals.

Some suggested competencies were rejected because they seemed repetitious and some were a bit vague




                                                                                                                            Page 40 of 40

								
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