CDC - Public Affairs in Health Issue Best Proctices, Faith-based Community

Public Affairs in Health (PAH)
Best Practice

Leveraging the Power of the Faith-based Community and its Critical Communication Role during Public Health Emergencies
John P. Philbin, Ph.D., APR and Nichole M. Urban, MPH, CHES

Abstract
Faith-based leaders are trusted and can serve an integral role in delivering critical health information, especially during times when victims, responders, and observers may question the credibility of communication from other sources. Faith-based community leaders are key partners in preparing for, responding to, and recovering from disasters—because they are trusted. Considering the decline in public confidence in government and industrial institutions, public affairs officers should integrate risk communication principles and faith-based leaders into their strategic communication plans.

The New York State Department of Health (NYSDOH) conducted several risk communication workshops to establish and enhance relationships among faith communities. These workshops had the following purposes: (1) Train faith community and health department representatives in risk communication practices and principles; (2) Offer an opportunity for the two groups to discuss ways to collaborate on public health emergency preparedness and response; and (3) Provide an opportunity to network.

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Introduction
When communication is discussed in the context of health departments and other emergency services organizations, most often it is associated with interoperability challenges of the technology. However, there is a “human” element to communication that can have profound psychological, emotional, physiological, and behavioral consequences on how affected populations and observers prepare, respond, and recover from disasters.

A growing body of empirically-based research from risk communication reveals there are principles of risk communication that can enhance our ability to make more effective decisions, communicate more clearly, and be understood more easily. So, why aren’t we integrating them more into our public health emergency communication efforts?

As a science-based approach, risk communication research reveals that there are proven methodologies to improve the likelihood that critical information will be received by those who are involved in high stress, high concern or controversial situations. Risk communication principles may be successfully applied to create positive outcomes. For example, understanding that people process information in “chunks” according to the research, leaders can develop and organize communication in a manner that improves the chances that messages will be received and accepted by recipients.

Additionally, communication during high stress situations demands attention to three principle attributes: compassion, conviction, and optimism.


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CDC - Public Affairs in Health Issue Best Proctices, Faith-based Community