Public Affairs in Health (PAH)

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Best Practices

Health Disparity/Equity: Operationalizing Terms of Use
Doresa A. Jennings PhD, M.Ed

Abstract
This paper proposes the need for and the opportunities of operationalizing terms normally found when evaluating and reporting results of public health practices that deal with health disparity/equity. The purpose of this paper is to put forth a framework in an effort to garner consensus in the use of terms often seen in the evaluation of programs with a focus on health disparity/equity, especially within the area of health communications. The terms dealt with in this paper are: fairness, health equity, health disparity, underserved populations, health access, and health outcome. » Read Full Text

The Virtual Joint Information Center: A Technological Tool for Emergency Communication
Bret M. Atkins, M.A.

Abstract
As audiences and information needs become more specific, so must the tools used to meet the needs of those audiences. One example is how government agencies and other response organizations create and utilize specific products and methods to share information with the news media. Another tool, used primarily during crises for information retrieval, processing, and release is the joint information center, or JIC. This paper presents information on how the current utilizations of JICs, frequently conducted within the confines of a physical or corporeal location, may be improved upon with the supplement of or replacement with an electronic method of operational communication called a virtual joint information center, or V-JIC. » Read Full Text

Leveraging the Power of the Faith-based Community and its Critical Communication Role during Public Health Emergencies
John P. Philbin, Ph.D., APR and Nichole M. Urban, MPH, CHES

Abstract
Faith-based leaders are trusted and can serve an integral role in delivering critical health information, especially during times when victims, responders, and observers may question the credibility of communication from other sources. Faith-based community leaders are key partners in preparing for, responding to, and recovering from disasters—because they are trusted. Considering the decline in public confidence in government and industrial institutions, public affairs officers should integrate risk communication principles and faith-based leaders into their strategic communication plans.

The New York State Department of Health (NYSDOH) conducted several risk communication workshops to establish and enhance relationships among faith communities. These workshops had the following purposes: (1) Train faith community and health department representatives in risk communication practices and principles; (2) Offer an opportunity for the two groups to discuss ways to collaborate on public health emergency preparedness and response; and (3) Provide an opportunity to network. » Read Full Text

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Original Research

Crisis and Emergency Risk Communication: Bandura′s Social Cognitive Theory and Pandemic Influenza Response
Barbara Reynolds, PhD

Abstract
Albert Bandura’s social cognitive theory stresses the importance of observational learning and the concept of self-efficacy (Grohol, 2004). One’s self-efficacy, or one’s confidence in one’s ability to perform, stems from four sources: personal physical and emotional states, mastery experiences, vicarious experiences, and social persuasion. Public health can apply social cognitive theory to help protect communities during a severe influenza pandemic. The effort to build or raise personal and group efficacy is worthwhile because a severe pandemic will touch nearly every person and community for an extended length of time. To save lives and the societal infrastructure, any advantage offered by social cognitive theory to ensure individuals and entire communities believe their use of NPI strategies are valuable and that they have the ability to take recommended actions is worthwhile. Knowledge alone is not enough; knowledge must be combined with self- and group efficacy for people and groups to engage in successful health behaviors. Social cognitive theory is foundational to the CDC’s crisis and emergency risk communication (CERC) framework and should be considered when communicating about NPIs. » Read Full Text

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M.P.H. (Milestones in Public Health)

Crisis & Emergency Risk Communication
Launch date: 2002

Initially funded by the U.S. Department of Health and Human Services (DHHS), the Centers for Disease Control and Prevention′s (CDC) Crisis and Emergency Risk Communication (CERC) course book and training was created in response to the 2001 anthrax attacks. Crisis communication research and practices had not evolved to address the demands and intricacies of a chaotic national emergency such as bioterrorism. CDC developed the concepts based on theories and practice and CERC has evolved into the accepted communication strategy for all types of disasters by practitioners and academics across the United States and internationally. Today, more than two dozen universities apply CERC principles in their public health or communication curriculum. New books on emergency planning routinely cite CERC and, by 2008, CERC was being widely discussed and supported in peer-reviewed literature. DHHS/CDC is credited with developing a new integrated model of crisis and risk communication. The positive impact of CERC principles has been demonstrated in local and national crisis events.

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