Marin allen priester2012

transcript

Reaching out and Reaching in . . . The Priester Conference 2012

Marin P. Allen, Ph.D., Deputy Associate Director Communications and

Public Liaison, Office of the Director, National Institutes of Health

10 April 2012

Marin P. Allen, Ph.D. 4/10/12Marin P. Allen, Ph.D. 4/10/12

What do Dancing Queen and Stayin’ Alive have in common?

• Leisure Suits?

• Disco Balls?

• Bad times?

. . .Translation of Findings to Practice

• Fears and Concerns: Mouth to mouth; harming the person; legal consequences; won’t perform properly

• Solutions: Chest compressions only; can’t hurt them any more; Good Samaritan Laws; SIMPLIFY THE PROCESS

From American Heart Association

Or pick your song . . .use your smartphone. . .

• Lay Your Hands on Me (Bon Jovi)• Kickstart My Heart (Motley Crue)• Ain’t No Mountain High Enough (Diana Ross)• Thank God I’m a Country Boy (John Denver)• Man in the Mirror (Michael Jackson)

Sarver Heart Center Univ of Arizona College of Medicine and SHARE M.C. Guy and S.J. Coons

The Common Thread- The Audience, Message, and Purpose

• “No problem can be solved from the same level of consciousness that created it.”

• “Concern for man and his fate must always form the chief interest of all technical endeavors. Never forget this in the midst of all your diagrams and equations.”

Public Servants-What are we doing with their money?

“In a recent radio interview a leading senior physicist described the modern scientific dilemma. ‘When I was in graduate school I thought I would go into a room and people would slide money through a slot in the door. I would do science, and then slide the results back out. But as my career has gone on, they are increasingly opening the door and asking me what I am doing with their money’.”

NIMH release

What’s in it for me? What are you learning that will help my life and my

family and friends and others?

Tell me what I need to knowTell me what I need to do

Give me skills and resources I didn’t haveDon’t miss critical steps

At the Core . . .

• Ethos “credibility” “trustworthiness”

assigned by listener

• Pathos emotional appeal

• Logos logical appeal

Items to Consider

Back to the Future . . .again!

Aye, there’s the rub . . . Balancing opportunity and responsibility

• Sender - “encoder”• Receiver - “decoder”• Noise—

− Relationship− Status difference− Receiver’s interest− Receiver’s emotional state− Receiver’s knowledge− Receiver’s communication skills

Identification without . . .losing our good name

Allen’s reminder:

Communication is fundamental, constant, dynamic, and changes over time. Translation, implementation, and dissemination are dependent upon finely-honed, dynamic communication strategies and effective and evidence-based tools and tactics.

The basics

• Know your audience (s)!

• Know your message

• Know your purpose

Some old theories still apply

• Rhetorical communication: Stimulating a source-selected meaning in the mind of a receiver (McCroskey)

• Imagery: Making the audience see, hear, taste, touch, feel more than is actually present…

• Active “listening”: How do they know they’ve been heard?

Communication (McCroskey)

• Accidental Communication

• Expressive Communication

• Rhetorical Communication

Findings on persuasion

• One is persuaded by someone he/she likes• One is persuaded by someone he/she believes• One is persuaded by someone he/she is close to

(proximate)

(Cialdini)

Key Encoding (McCroskey)

• Selection• Apportionment• Arrangement

The David K. Berlo Observation

“Did You Know?”- NCI

Time it took to reach adoption by 50 million persons

Radio → 38 years

Television → 13 years

Internet → 4 years

iPod → 3 years

Facebook → 2 years

. . . and Twitter

“13% of online adults use the status update service Twitter, which represents a significant increase from the 8% who identified themselves as Twitter users in November 2010. 95% of Twitter users own a mobile phone and half of these users access the service on their handheld device.”

A Smith, PEW Charitable Trust

ComparisonsWhen people evaluate an experience, they are performing one or more of the following comparisons:

1.Comparing the experience to what they hoped it would be

2.Comparing the experience to what they expected it to be

3.Comparing the experience to other experiences they have had in the recent past

4.Comparing the experience to experiences that others have had.

Schwartz, 2004

Behavior change theory… Diffusion

Robert C. Hornik in Public Health Communication: Evidence for Behavior Change . ed. Hornik RC. Mahwah, New Jersey: Lawrence Erlbaum Associates, 2002. p 14

Individual effects [individuals improve knowledge and attitudes]

Social diffusion [change in public norms]

Institutional diffusion

[change in elite opinion, influencing policy, influencing individuals]

Cultural competence

• Not an appliqué… Part of the fabric…

Language challenges

• According to current Federal data, there are at least 329 languages* spoken or signed in the United States. In some cities, less than 60 percent of the population has English as a first language.

* [note apparently missing data from the 550+ recognized American Indian tribes—including 223 Alaskan native]

Additional Challenges

• How fast do we talk? How fast do we think?

• How much of what we know that we have learned by listening?

• Amount of the time we are distracted, preoccupied or forgetful? 75%

• How much we usually recall immediately after we listen to someone talk?

. . . And why the sound bite is actually important

• We listen at 125–250 words per minute, but think at 1000–3000 words per minute. (High Gain, Inc.)

• How much of what we know that we have learned by listening? 85% (Shorp)

• Amount of the time we are distracted, preoccupied or forgetful? 75% (Hunsaker)

• How much we usually recall immediately after we listen to someone talk? 50% (International Listening Association)

What communication alone can do

• Increase the intended audience’s knowledge and awareness of a (health issue), problem, or solution

• Influence perceptions, beliefs, and social norms• Prompt action• Demonstrate of illustrate skills• Reinforce knowledge, attitudes, or behavior• Show benefits of behavior change• Advocate a position• Increase demand or support for services• Refute myths and misconceptions• Strengthen organizational relationshipsThe Pink Book NCI

Communication combined with other strategies can do:

• Cause sustained change in which an individual maintains a new (health) behavior or an organization adopts and maintains a new policy direction

• Overcome barriers/ systematic problems

The Pink Book NCI

Communication cannot:

• Compensate for inadequate systems/resources• Produce sustained change in complex behaviors without

support of a larger program for change• Be equally effective in addressing all issues or relaying

all messages or suggested behavior change may be complex, because the intended audience may have preconceptions about the topic or the message sender, or because the topic may be controversial

The Pink Book NCI

What kind of learner?

• Auditory

• Visual

• Tactile

Some Take Home Messages• Communication is a fundamental skill-and an art• Communication makes ideas live and have greater

impact on civilization• Communication should be both honest and skillfully

constructed• You must know your audience (s), your purpose and your

message every time• Scientists have an increasing need to communicate• Prepare carefully-and out loud• Enjoy the process and the product• Stay in touch with new opportunities

Urgent STOP New Romantics discovered STOP Send poetry and drawings STOP survival depends on it STOP Grateful

D.H. Lawrence

*Thought it was MY idea, but shows up on a blog: “Is Twitter Telegram 3.0? by Beverly Macy on January 14, 2009

A note from my sponsor!

Your NIH

Marin P. Allen, Ph.D. 4/10/12

NIH Mission

. . .to seek fundamental knowledge about the nature

and behavior of living systems and the application of

that knowledge to enhance health, lengthen life, and

reduce the burdens of illness and disability.

NIAAANIAID

Extramural only

The National Institutes of Health

No Funding AuthorityMarin P. Allen, Ph.D. 4/10/12Marin P. Allen, Ph.D. 4/10/12

Emerging Public Health Challenges

Shift from Acute to Chronic Conditions

Aging Population

Health Disparities

Emerging and Re-emerging Infectious Diseases

Emerging Non-communicable Diseases — Obesity

BiodefenseMarin P. Allen, Ph.D. 4/10/12Marin P. Allen, Ph.D. 4/10/12

Shift from Acute to Chronic Conditions

Evolving Public Health Challenges

Translating Evidence-Based Research Results

NIH: News in Health

Two New Resources

Marin P. Allen, Ph.D. 4/10/12

ORWH—setting the pace

52 weeks blog

− Originally a publication, the 52 weeks of women’s health will first become a blog. From there, we have the ability to feed it into several social media outlets, an RSS feed, Twitter, Facebook, and a Mobile App

The Front Page of the Women’s Health App:

52 Weeks of Women's Health Mobile App

NIH . . .Turning Discovery Into Health

Everyday . . .Every way . . .24/7

marin_allen@nih.gov

Marin allen priester2012

Technology