221466 OPT-In Framework for Planning

Saturday, November 6, 2010 : 3:00 PM - 3:30 PM

Harry T. Kwon, PhD, MPH, CHES , Office of Communications and Education, National Cancer Institute, Rockville, MD
Learning Objectives: • Describe the four elements of the "OPT-In" (Organize, Plan, Test, Integrate) framework as it relates to "real world" case studies that are discussed during this section.

Abstract:

The purpose of this session is to introduce a practical framework called OPT-In (Organize, Plan, Test, Integrate) that provides an overall approach for considering whether, and how, to use data in public health practice. Organize refers to carefully reviewing the available scientific information, the level of consensus about a particularly public health issue (or aspect of the issue) of importance, to understand or develop the storyline, and to determine the communication purpose. Planning refers to audience analysis, assessing communication channels, and message development. Testing refers to both “standard” evaluation techniques of formative and process evaluation, as well as usability testing. Integrate refers to attempting to broadly ensure that consistent and contextually relevant messages (e.g., with the state of the science or with what other trusted organizations are attempting to communicate) are delivered or available to lay audiences. Case examples from public health practice demonstrating the use of the OPT-In Framework for data communication will be utilized to illustrate key components.

Learning Areas:
Communication and informatics

Learning Objectives:
• Describe the four elements of the "OPT-In" (Organize, Plan, Test, Integrate) framework as it relates to "real world" case studies that are discussed during this section.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to be a presenter for this session because I have led similar dissemination efforts on this topic and also helped develop the presentation/curriculum. I have an extensive background in research and practice in health communications and health promotion and made a number of presentations at APHA.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.