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					Health Communication
and Data Dissemination
          9/03/2009
 John P. Anderton, PhD, MPA
           Disclaimer


Any views or opinions expressed by the
speaker do not necessarily represent the
views of the CDC, HHS, or any other entity
of the United States government.
Furthermore, the use of any product
names, trade names, images, or
commercial sources is for identification
purposes only, and does not imply
endorsement or government sanction by
the U.S. Department of Health and Human
Services.
Health Communication and Data Dissemination

    Learning Objectives

       Explain the importance of communicating public health information
        through the media
       Communicate clear and concise messages appropriate for print,
        radio, or TV
       Describe approaches to translating data into action
       Discuss the role of risk communication during the 2001 anthrax
        attacks
       Identify planning tools to prepare for communication challenges that
        occur in times of crisis
       Describe how you can build trust in your stakeholders through
        messaging
       Identify reasons for poor public response to communication plans
1.   Explain the importance of
     communicating public health information
     through the media
2.   Communicate clear and concise
     messages appropriate for print, radio, or TV
3.   Describe approaches to translating data into
     action
        Message   content - what to say
     n   Message   structure - how to say it logically
        Message   technique - how to say it with style
        Message   format - how to say it symbolically
MESSAGE CONTENT
•clear
•consistent
•include only main points
•credible
•focused on public need
MESSAGE STRUCTURE
 Consider audience

 Simplify

 Give results first

 List in threes

 Use figures

 Explain uncertainties
MESSAGE TECHNIQUE
 Prepare SOCOs or

  message box
 Rehearse

 Request needed changes

 Repeat question

 Bridge to subject
MESSAGE FORMAT
 Radio/TV morning

  show
 News one-on-one

  interview
 Press conference

 News analysis program

  - satellite remote
4.   Discuss the role of risk communication
     during the 2001 anthrax attacks
5.   Identify planning tools to prepare for
     communication challenges that occur in
     times of crisis
6.   Describe how you can build trust in your
     stakeholders through messaging

        Prepare   materials - anticipate audience needs
        Prepare   media – respond and be available
        Prepare   messages – (but tailor on the spot)
        Prepare   evaluation – think ahead
PREPARE MATERIALS
 Talking points/SOCOs

 Simple chart/graphs

 Website/1-800 hotline

 Show and tell
PREPARE MEDIA
 Controversy

 News cycle

 Clearance

 Spokesperson

 Correct the record

 Control the issue

 Press officer
PREPARE MESSAGES
 theme line

 continuity devices

 arrangement of message

  elements
 audio and visual factors

 rehearsal

 change the message when

  circumstances change
PREPARE EVALUATION
 Compare notes to what
  aired
 Correct errors

 Improve delivery

 Scan for context

 Report upwards

 Develop a trusting
  relationship with media
  contacts
7.       Identify reasons for poor public
         response to communication plans


        Failure to anticipate needs
        Failure to use tools- “shoot from the hip”
        Failure to scan and to report
        Failure to frame issue or to acknowledge
         limitations
 Questions?

JAnderton@cdc.gov

				
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