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?

Thank You!

For additional information:For additional information:simaniprice@westat.comsimaniprice@westat.com

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