audience research for biomonitoring biomonitoring ......9formative research, materials development...
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Audience Research for Audience Research for BiomonitoringBiomonitoring CommunicationsCommunications
SimaniSimani M. Price, PhD, M. Price, PhD, WestatWestat
Association of Public Health Laboratories2009 Annual Conference
May 5-8, 2009Anchorage, Alaska
Funded by NCEH/ATSDR Office of Communication1
Understand target audience information needs
Ensure information is interpreted as intended
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Risk Communication • Information flow from
Scientists to Public • Media (Genetically modified
food)• Data presentation• New risks
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Communication Challenges Communication Challenges for for BiomonitoringBiomonitoring
Health effects for many chemicals uncertain– Complex & probabilistic science
Increased media attention– New risk/Uncertainty
Not communicating has meaning4
Overall Research Goals Overall Research Goals
Understand target audience KAB, motivators, barriers, information needs Priority chemicals (e.g.,bisphenol-A, brominated flame retardants, mercury, perchlorate, etc. )
Inform CDC communications planning, development, and dissemination
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Multi-method Approach Formative research, materials development and testingSecondary (lit review, audience profile, analysis of newspaper coverage of chemicals)Primary (in-depth interviews, expert panels, association forums, focus groups, surveys)Process/outcome evaluation measues
Target AudiencesTarget AudiencesFederal AgenciesState & Local AgenciesLawmakersAdvocacy GroupsBusinesses/IndustriesAttentive Public Healthcare Providers
CDC Communication GoalsCDC Communication GoalsCDC role CollaborationIncrease understanding of data implications and limitations
Federal Agencies
Agencies with interest in human biomonitoringClarify roles of federal agencies Conduct interviews, snowball sampling
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State and Local Governments
Investigate geographic clusters of diseases and environmental chemical exposures, industrial accidents
Increase dialogue between state and nationalIncrease state capacity to develop and use
Interviews, association forums, conferences
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Lawmakers
Assess environmental risks and inform legislative action Local electorate concerns, interest groups, media influence
Increase appropriate interpretation/informed decision making for legislationInterviews, NCSL expert panel
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Advocacy Groups
EWG, Breast Cancer Fund, Commonweal, Trust for America’s Health
Interpret findings for constituencyGreater regulations/protectionsSome conduct biomonitoring studies
CDC data
Interviews 11
Business and Industry
Subject of biomonitoring studies
Concerned with credibility, interpretation, communication
Association forums
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Attentive Public AudiencesSegments of the general public
Pregnant women/mothers of young children
Communities affected by chemical exposures
Mommy bloggers, ATSDR communities, neigh. coalitions, focus groups
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Healthcare Providers
Assess patient health issues Patient concerns about chemicals (e.g., insect repellent)PCPs, ob/gyns, emergency physicians, pediatricians
Understanding of environmental healthProfessional associations, interviews, surveys
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Implications for Audiences
• Audience values, constituency, and context determines need for and interpretation of biomonitoring data
• Desire more information on health risk implications, need assistance in interpreting and communicating with constituency
Current & Planned Current & Planned Project Activities Project Activities
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Formative Research Formative Research Identify gaps in current knowledge, attitudes, beliefs and uses of biomonitoring data
Influence of media on framing discussion of chemicals (Bisphenol A, Perchlorate)
Identify communication interventions and channels to achieve communication goals
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Communication Interventions
• Develop products, materials, and strategies for communicating effectively with target audiences and their constituents
• Dissemination through professional conferences, workshops, peer-review publications
Evaluation Methods
Message/Materials testing
Process
Outcome
Discussion and Questions?