Background: We often conduct excellent research and surveillance; however, through the usual communication routes the results usually reach others like ourselves. Changing ideas and behaviors requires getting our results out to the community. The New Mexico Child Fatality Review (CFR) completed its first report in the spring of 2000. The CFR’s goal is to reduce the number of deaths of infants, children, and youth. In this presentation, we describe making a media plan, translation and presentation of information for different media outlets, and using a consultant to extend our reach into different communities. Methods: We present a case study of one agency’s successful experiment in health message development, translation, and dissemination. We hired a journalist to help us reach the public with our findings and recommendations for action. We report on how he helped us formulate a media plan, rewrite and format our results, and connect with mass media. Results: Scientific message “translation” begins with understanding that we speak a specialized scientific dialect. Every message competes with thousands of others for attention. We must use images, words, and designs that grab our intended audience’s attention. The CFR report has received outstanding reviews from public health professionals, the public, and legislators. Successful communication requires planning, listening, collaborating, and sometimes relinquishing to control to others. We received excellent problem-specific coverage in all eight of New Mexico’s daily papers and on the Spanish television station. Our recommendations on how to reduce the risk of death for young people reached thousands of citizens throughout New Mexico.
See www.health.nm.state.us
Learning Objectives: At the end of this presentation participants will: 1. Be able to describe three ways that technical communication fail to reach those intended audiences. 2. list 3 advantages to using a media consultant to prepare and disseminate surveillance results.
Keywords: Data/Surveillance, Health Communications
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: New Mexico Department of Health, Maternal and Child Health Epi. Program, Child Fatality Review
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.