Reaching out and Reaching in . . .The Priester Conference 2012                    Marin P. Allen, Ph.D.,        Deputy Ass...
What do Dancing Queen and Stayin’     Alive have in common?                         • Leisure Suits?                      ...
. . .Translation of Findings to Practice                                  Marin P. Allen, Ph.D. 4/10/12
• Fears and Concerns: Mouth to mouth; harming the  person; legal consequences; won’t perform properly• Solutions: Chest co...
From American Heart AssociationOr pick your song . . .use your smartphone. . .•   Lay Your Hands on Me (Bon Jovi)•   Kicks...
The Common Thread-The Audience, Message, and Purpose                             Marin P. Allen, Ph.D. 4/10/12
• “No problem can be  solved from the same  level of consciousness  that created it.”• “Concern for man and his  fate must...
Public Servants-    What are we doing with their money?“In a recent radio interview a leading senior physicistdescribed th...
What’s in it for me? What are youlearning that will help my life and my   family and friends and others?        Tell me wh...
At the Core . . .• Ethos “credibility” “trustworthiness”         assigned by listener• Pathos emotional appeal• Logos   lo...
Items to Consider                    Marin P. Allen, Ph.D. 4/10/12
Marin P. Allen, Ph.D. 4/10/12
Back to the Future . . .again!                         Marin P. Allen, Ph.D. 4/10/12
Aye, there’s the rub . . .Balancing opportunity and responsibility                                           Marin P. Alle...
• Sender - “encoder”• Receiver - “decoder”• Noise—   − Relationship   − Status difference   − Receiver’s interest   − Rece...
Identification without . . .  losing our good name                           Marin P. Allen, Ph.D. 4/10/12
Allen’s reminder:Communication is fundamental, constant, dynamic,and changes over time. Translation, implementation,and di...
The basics• Know your audience (s)!• Know your message• Know your purpose                                   Marin P. Allen...
Some old theories still apply• Rhetorical communication: Stimulating a source-selected  meaning in the mind of a receiver ...
Communication (McCroskey)• Accidental Communication• Expressive Communication• Rhetorical Communication                   ...
Findings on persuasion• One is persuaded by someone he/she likes• One is persuaded by someone he/she believes• One is pers...
Key Encoding (McCroskey)• Selection• Apportionment• Arrangement                                Marin P. Allen, Ph.D. 4/10/12
Marin P. Allen, Ph.D. 4/10/12
The David K. Berlo Observation                           Marin P. Allen, Ph.D. 4/10/12
“Did You Know?”- NCITime it took to reach adoption by 50 million personsRadio        →     38 yearsTelevision   →     13 y...
. . . and Twitter “13% of online adults use the status update service Twitter, which represents a significant increase fro...
ComparisonsWhen people evaluate an experience, they are performingone or more of the following comparisons:2.Comparing the...
Behavior change theory… Diffusion Individual effects         [individuals improve knowledge                             a...
Cultural competence• Not an appliqué… Part of        the fabric…                                    Marin P. Allen, Ph.D. ...
Language challenges• According to current Federal data, there are at least 329languages* spoken or signed in the United St...
Additional Challenges• How fast do we talk? How fast do we think?• How much of what we know that we have learned by  liste...
. . . And why the sound bite is actually                    important• We listen at 125–250 words per minute, but think at...
What communication alone can do• Increase the intended audience’s knowledge and  awareness of a (health issue), problem, o...
Communication combined with other            strategies can do:• Cause sustained change in which an individual maintains  ...
Communication cannot:• Compensate for inadequate systems/resources• Produce sustained change in complex behaviors without ...
What kind of learner?• Auditory• Visual• Tactile                                     Marin P. Allen, Ph.D. 4/10/12
Some Take Home Messages• Communication is a fundamental skill-and an art• Communication makes ideas live and have greater ...
Marin P. Allen, Ph.D. 4/10/12
Urgent STOP New Romantics             discovered STOP Send poetry              and drawings STOP survival              dep...
A note from my sponsor!      Your NIH                     Marin P. Allen, Ph.D. 4/10/12
NIH Mission. . .to seek fundamental knowledge about the nature   and behavior of living systems and the application of   t...
NCI        The National Institutes of Health                                                     NINRNCCAM                ...
Emerging Public Health Challenges     Shift from Acute to Chronic Conditions     Aging Population     Health Disparities  ...
Evolving Public Health Challenges    Shift from Acute to Chronic Conditions                                       Marin P....
Translating Evidence-Based     Research Results   NIH: News in Health                         Marin P. Allen, Ph.D. 4/10/12
Marin P. Allen, Ph.D. 4/10/12
Two New Resources                    Marin P. Allen, Ph.D. 4/10/12
Marin P. Allen,
Marin P. Allen,
ORWH—setting the pace 52 weeks blog   − Originally a publication, the 52 weeks of women’s     health will first become a b...
The Front Page of theWomen’s Health App:                        52 Weeks of Womens Health Mobile   Marin P. Allen, Ph.D. 4...
Marin P. Allen, Ph.D. 4/10/12
NIH . . .Turning Discovery Into Health       Everyday . . .Every way . . .24/7                                           M...
marin_allen@nih.gov
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  • 04/10/12 National Cancer Institute
  • [Animated, 6 clicks: one per challenge]
  • This mobile application or “app” will serve as a companion piece to the “52 Weeks 4 Women’s Health” blog. This “front page” of the app features the name of the app and shows the highlighted health topic/focus of the week. The health topic (Allergies) is clickable and takes the user to the information page dedicated to that health topic. This screen also contains icons for the main functions contained within the app: Calendar; A – Z listing of all 52 topics; user health information; user journal; user favorites (selected from the A – Z listing); and user health goals. The app is being developed using the HTML5 programming language. HTML5 will allow the app to be used on multiple platforms such as iPhone, iPad, Android phones and tablets, and Blackberry.
  • Marin allen priester2012

    1. 1. Reaching out and Reaching in . . .The Priester Conference 2012 Marin P. Allen, Ph.D., Deputy Associate Director Communications and Public Liaison, Office of the Director, National Institutes of Health 10 April 2012
    2. 2. What do Dancing Queen and Stayin’ Alive have in common? • Leisure Suits? • Disco Balls? • Bad times? Marin P. Allen, Ph.D. 4/10/12
    3. 3. . . .Translation of Findings to Practice Marin P. Allen, Ph.D. 4/10/12
    4. 4. • Fears and Concerns: Mouth to mouth; harming the person; legal consequences; won’t perform properly• Solutions: Chest compressions only; can’t hurt them any more; Good Samaritan Laws; SIMPLIFY THE PROCESS Marin P. Allen, Ph.D. 4/10/12
    5. 5. From American Heart AssociationOr pick your song . . .use your smartphone. . .• Lay Your Hands on Me (Bon Jovi)• Kickstart My Heart (Motley Crue)• Ain’t No Mountain High Enough (Diana Ross)• Thank God I’m a Country Boy (John Denver)• Man in the Mirror (Michael Jackson)Sarver Heart Center Univ of Arizona College of Medicine and SHARE M.C. Guy and S.J. Coons Marin P. Allen, Ph.D. 4/10/12
    6. 6. The Common Thread-The Audience, Message, and Purpose Marin P. Allen, Ph.D. 4/10/12
    7. 7. • “No problem can be solved from the same level of consciousness that created it.”• “Concern for man and his fate must always form the chief interest of all technical endeavors. Never forget this in the midst of all your diagrams and equations.” Marin P. Allen, Ph.D. 4/10/12
    8. 8. Public Servants- What are we doing with their money?“In a recent radio interview a leading senior physicistdescribed the modern scientific dilemma. ‘When I was ingraduate school I thought I would go into a room andpeople would slide money through a slot in the door. Iwould do science, and then slide the results back out. Butas my career has gone on, they are increasingly openingthe door and asking me what I am doing with their money’.”NIMH release Marin P. Allen, Ph.D. 4/10/12
    9. 9. What’s in it for me? What are youlearning that will help my life and my family and friends and others? Tell me what I need to know Tell me what I need to do Give me skills and resources I didn’t have Don’t miss critical steps Marin P. Allen, Ph.D. 4/10/12
    10. 10. At the Core . . .• Ethos “credibility” “trustworthiness” assigned by listener• Pathos emotional appeal• Logos logical appeal Marin P. Allen, Ph.D. 4/10/12
    11. 11. Items to Consider Marin P. Allen, Ph.D. 4/10/12
    12. 12. Marin P. Allen, Ph.D. 4/10/12
    13. 13. Back to the Future . . .again! Marin P. Allen, Ph.D. 4/10/12
    14. 14. Aye, there’s the rub . . .Balancing opportunity and responsibility Marin P. Allen, Ph.D. 4/10/12
    15. 15. • Sender - “encoder”• Receiver - “decoder”• Noise— − Relationship − Status difference − Receiver’s interest − Receiver’s emotional state − Receiver’s knowledge − Receiver’s communication skills Marin P. Allen, Ph.D. 4/10/12
    16. 16. Identification without . . . losing our good name Marin P. Allen, Ph.D. 4/10/12
    17. 17. Allen’s reminder:Communication is fundamental, constant, dynamic,and changes over time. Translation, implementation,and dissemination are dependent upon finely-honed,dynamic communication strategies and effective andevidence-based tools and tactics. Marin P. Allen, Ph.D. 4/10/12
    18. 18. The basics• Know your audience (s)!• Know your message• Know your purpose Marin P. Allen, Ph.D. 4/10/12
    19. 19. Some old theories still apply• Rhetorical communication: Stimulating a source-selected meaning in the mind of a receiver (McCroskey)• Imagery: Making the audience see, hear, taste, touch, feel more than is actually present…• Active “listening”: How do they know they’ve been heard? Marin P. Allen, Ph.D. 4/10/12
    20. 20. Communication (McCroskey)• Accidental Communication• Expressive Communication• Rhetorical Communication Marin P. Allen, Ph.D. 4/10/12
    21. 21. Findings on persuasion• One is persuaded by someone he/she likes• One is persuaded by someone he/she believes• One is persuaded by someone he/she is close to (proximate)(Cialdini) Marin P. Allen, Ph.D. 4/10/12
    22. 22. Key Encoding (McCroskey)• Selection• Apportionment• Arrangement Marin P. Allen, Ph.D. 4/10/12
    23. 23. Marin P. Allen, Ph.D. 4/10/12
    24. 24. The David K. Berlo Observation Marin P. Allen, Ph.D. 4/10/12
    25. 25. “Did You Know?”- NCITime it took to reach adoption by 50 million personsRadio → 38 yearsTelevision → 13 yearsInternet → 4 yearsiPod → 3 yearsFacebook → 2 years Marin P. Allen, Ph.D. 4/10/12
    26. 26. . . . and Twitter “13% of online adults use the status update service Twitter, which represents a significant increase from the 8% who identified themselves as Twitter users in November 2010. 95% of Twitter users own a mobile phone and half of these users access the service on their handheld device.”A Smith, PEW Charitable Trust Marin P. Allen, Ph.D. 4/10/12
    27. 27. ComparisonsWhen people evaluate an experience, they are performingone or more of the following comparisons:2.Comparing the experience to what they hoped it wouldbe3.Comparing the experience to what they expected it to be4.Comparing the experience to other experiences theyhave had in the recent past5.Comparing the experience to experiences that othershave had.Schwartz, 2004 Marin P. Allen, Ph.D. 4/10/12
    28. 28. Behavior change theory… Diffusion Individual effects [individuals improve knowledge and attitudes] Social diffusion [change in public norms] Institutional [change in elite opinion, diffusion influencing policy, influencing individuals]Robert C. Hornik in Public Health Communication: Evidence for BehaviorChange . ed. Hornik RC. Mahwah, New Jersey: Lawrence ErlbaumAssociates, 2002. p 14 Marin P. Allen, Ph.D. 4/10/12
    29. 29. Cultural competence• Not an appliqué… Part of the fabric… Marin P. Allen, Ph.D. 4/10/12
    30. 30. Language challenges• According to current Federal data, there are at least 329languages* spoken or signed in the United States. In somecities, less than 60 percent of the population has English asa first language.* [note apparently missing data from the 550+ recognized American Indiantribes—including 223 Alaskan native] Marin P. Allen, Ph.D. 4/10/12
    31. 31. Additional Challenges• How fast do we talk? How fast do we think?• How much of what we know that we have learned by listening?• Amount of the time we are distracted, preoccupied or forgetful? 75%• How much we usually recall immediately after we listen to someone talk? Marin P. Allen, Ph.D. 4/10/12
    32. 32. . . . And why the sound bite is actually important• We listen at 125–250 words per minute, but think at 1000–3000 words per minute. (High Gain, Inc.)• How much of what we know that we have learned by listening? 85% (Shorp)• Amount of the time we are distracted, preoccupied or forgetful? 75% (Hunsaker)• How much we usually recall immediately after we listen to someone talk? 50% (International Listening Association) Marin P. Allen, Ph.D. 4/10/12
    33. 33. What communication alone can do• Increase the intended audience’s knowledge and awareness of a (health issue), problem, or solution• Influence perceptions, beliefs, and social norms• Prompt action• Demonstrate of illustrate skills• Reinforce knowledge, attitudes, or behavior• Show benefits of behavior change• Advocate a position• Increase demand or support for services• Refute myths and misconceptions• Strengthen organizational relationshipsThe Pink Book NCI Marin P. Allen, Ph.D. 4/10/12
    34. 34. Communication combined with other strategies can do:• Cause sustained change in which an individual maintains a new (health) behavior or an organization adopts and maintains a new policy direction• Overcome barriers/ systematic problemsThe Pink Book NCI Marin P. Allen, Ph.D. 4/10/12
    35. 35. Communication cannot:• Compensate for inadequate systems/resources• Produce sustained change in complex behaviors without support of a larger program for change• Be equally effective in addressing all issues or relaying all messages or suggested behavior change may be complex, because the intended audience may have preconceptions about the topic or the message sender, or because the topic may be controversialThe Pink Book NCI Marin P. Allen, Ph.D. 4/10/12
    36. 36. What kind of learner?• Auditory• Visual• Tactile Marin P. Allen, Ph.D. 4/10/12
    37. 37. Some Take Home Messages• Communication is a fundamental skill-and an art• Communication makes ideas live and have greater impact on civilization• Communication should be both honest and skillfully constructed• You must know your audience (s), your purpose and your message every time• Scientists have an increasing need to communicate• Prepare carefully-and out loud• Enjoy the process and the product• Stay in touch with new opportunities Marin P. Allen, Ph.D. 4/10/12
    38. 38. Marin P. Allen, Ph.D. 4/10/12
    39. 39. Urgent STOP New Romantics discovered STOP Send poetry and drawings STOP survival depends on it STOP Grateful END D.H. Lawrence*Thought it was MY idea, but shows up on a blog: “Is Twitter Telegram 3.0? by Beverly Macy on January 14, 2009 Marin P. Allen, Ph.D. 4/10/12
    40. 40. A note from my sponsor! Your NIH Marin P. Allen, Ph.D. 4/10/12
    41. 41. NIH Mission. . .to seek fundamental knowledge about the nature and behavior of living systems and the application of that knowledge to enhance health, lengthen life, and reduce the burdens of illness and disability. Marin P. Allen,
    42. 42. NCI The National Institutes of Health NINRNCCAM NIEHS NCATS OD NIAMS NIMHD NIDA NLM NIMH NEI NIDDK NIBIB NINDS NHLBI NHGRI NIDCR NIA NIDCD NIGMS CIT NIAAA NICHD NIAID FIC CC CSR Extramural only No Funding Authority Marin P. Allen, Ph.D. 4/10/12
    43. 43. Emerging Public Health Challenges Shift from Acute to Chronic Conditions Aging Population Health Disparities Emerging and Re-emerging Infectious Diseases Emerging Non-communicable Diseases — Obesity Biodefense Marin P. Allen, Ph.D. 4/10/12
    44. 44. Evolving Public Health Challenges Shift from Acute to Chronic Conditions Marin P. Allen, Ph.D. 4/10/12
    45. 45. Translating Evidence-Based Research Results NIH: News in Health Marin P. Allen, Ph.D. 4/10/12
    46. 46. Marin P. Allen, Ph.D. 4/10/12
    47. 47. Two New Resources Marin P. Allen, Ph.D. 4/10/12
    48. 48. Marin P. Allen,
    49. 49. Marin P. Allen,
    50. 50. ORWH—setting the pace 52 weeks blog − Originally a publication, the 52 weeks of women’s health will first become a blog. From there, we have the ability to feed it into several social media outlets, an RSS feed, Twitter, Facebook, and a Mobile App Marin P. Allen, Ph.D. 4/10/12
    51. 51. The Front Page of theWomen’s Health App: 52 Weeks of Womens Health Mobile Marin P. Allen, Ph.D. 4/10/12 App
    52. 52. Marin P. Allen, Ph.D. 4/10/12
    53. 53. NIH . . .Turning Discovery Into Health Everyday . . .Every way . . .24/7 Marin P. Allen, Ph.D. 4/10/12
    54. 54. marin_allen@nih.gov
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