243730 Developing of Communication Strategies in a Community-Based Participatory Research (CBPR) Framework to Increase Community Awareness and Engagement in Youth Violence Prevention Research

Monday, October 31, 2011

Thalia Williams , School of Public Health, Drexel University, Philadelphia, PA
Nicole A. Thomas, MBA , Philadelphia Area Research Community Coalition, University of Pennsylvania, Philadelphia, PA
Nicole A. Vaughn, PhD , Dept. of Health Management and Policy, Drexel University School of Public Health, Philadelphia, PA
Joel Fein, MD, MPH , Philadelphia Collaborative Violence Prevention Center, Children's Hospital of Philadelphia, Philadelphia, PA
Issues: Although research provides a basis of information about issues and problems affecting our society, the knowledge and results obtained from research are not always readily available to underprivileged communities and/or translated in manners that are conducive to the community's understanding. Thus, communities are given limited opportunity to implement recommended practices derived from research studies that aim to improve the health and lifestyles of communities. Description: An examination of internal and external communications facilitated by the Communication and Dissemination (C&D) Core of the CDC-funded Philadelphia Collaborative Violence Prevention Center (PCVPC) was conducted to gain an understanding of previous and current research dissemination efforts. The analysis assisted in the development of communication strategies and tools for improving PCVPC's communication efforts and presence within the targeted communities of West and Southwest Philadelphia. Lessons Learned: The analysis concluded that some of the current communication efforts could be enhanced to maximize awareness and engagement of adults and youth in the targeted communities. Additional dissemination efforts were developed and implemented in order to effectively communicate research findings and information to the targeted communities in a useful manner. Recommendations: In an effort to optimize the impact of research conducted in community settings, it is important to develop appropriate and useful communication strategies and tools to reach multiple targeted audiences. The development and implementation of tactical strategies in line with PCVPC goals and objectives were needed to improve the regular communication between PCVPC and its targeted communities.

Learning Areas:
Communication and informatics
Public health or related education
Public health or related research

Learning Objectives:
Identify and evaluate current and previous methods of disseminating research information to targeted communities in West and Southwest Philadelphia. Describe tactical strategies that will strengthen communication between PCVPC and its targeted communities. Formulate tactical communications strategies that are conducive to the culture and environments of the targeted communities. Design a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis to demonstrate the importance of implementing additional communication strategies. Formulate strategic objectives that are in line with the vision, mission, and goals of PCVPC.

Keywords: Communication, Community-Based Health Promotion

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Masters in Public Health (MPH) student
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.