COMMUNICATION TITLE
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the role of communications and public relations in health services, including community participation
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COMMUNICATION TITLE
- 1. Communication in Health & Public Participation Louise Miller Frost University of SA October 2006
- 2. NGOs politicians Consumer Groups SA Dept Health Emergency Services Federal DoHA Accreditat’n Boards Private Hosps GPs Unions media Drug Companies Professional Colleges Divs of GPs SA Ministers Fed Ministers Private providers Non-clinical staff specialists community Clinical staff Health
- 3. Policy Environment COAG Federal Parliament & Ministers Dept of Health & Ageing SA Parliament & Ministers Dept of Health Social Inclusion Unit Mental Health Unit Health Regions
- 6. Levels of criteria for evaluating public relations objectives. Figure 4.1, p51, Quarles and Rowlings, Practising Public Relations a Case study approach, Longman, 1993, Australia
- 7. NSW Centre for Public Health Nutrition. Report of the Consumption of Vegetables and Fruit in NSW 2003. Adapted from Hawe et al 1990. Health Promotion Planning Framework
- 15. Sallis JF, Bauman A, Pratt M. Environmental and policy interventions to promote physical activity. American Journal of Preventive Medicine 1998;15(4):379-397.
- 16. Organisational culture – a change barrier Carroll, J S et al. Qual Saf Health Care 2004;13:ii16-21ii Copyright ©2004 BMJ Publishing Group Ltd.
Notas del editor
- Health is a very complex environment with many players. Each of these organisations or sectors is made up of many parts, for instance community includes Aboriginal and Torres Strait Islander people, CALD communities, rural and urban, churches, schools, etc. Then if we are looking at specific issues, other sectors come in: Workforce – includes education and higher education sectors Planning for a new facility brings in relevant departments such as planning, finance etc as well as local government, and the community as potential neighbours of the facility. IT related includes National E-Health Transition Authority, software and hardware vendors, Privacy Watchdog Probably most of you could draw a similarly complex playing field for your industries as well, but I think it is important to keep this level of complexity in mind when considering communications in the health sector. Everyone has an opinion on health, it affects all of us, it is very emotive and often involves drama so the media are also very interested.
- Health promotion includes trying to change people’s behaviours, increasing public awareness and covers areas such as social marketing which includes advertising and promotional campaigns you may see for cervix screening, breastscreen, five veg and two fruit etc
- Project or activity evaluation v. outcome evaluation NB. Project evaluation is often cheaper and easier to measure Outcome evaluation is difficult, time consuming and costly and given how difficult it is to implement change, may not be a powerful argument is (for instance) funding is riding on the results. Usually opt for a mix of both.
- Also we tend to use a carrot and/or stick approach to change people’s behaviours, when in actual fact people and their life circumstances are too complicated for simplistic change management
- I would also add, only if they feel the negative aspects of the disease or ocndition are relevant to them
- And internally, people’s attitudes and resistance to change also hinders
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