Enhancing Capacity: Empowering Public Information Officers and Communicators

Background: Having a robust infrastructure for public health communication is critical, given the emerging public health threats that result in rapid requests for information and guidance. The public sees health departments and government agencies as trusted agents for providing timely, reliable information that has a profound impact on the health of communities. With a changing landscape, it is vital that public information officers (PIOs) and other communicators are adaptable and knowledgeable about emerging mechanisms used to reach different audiences to transmit facts and data in ways that are credible, actionable, and timely.

Program background: In fall 2017, CDC funded ASTHO, NACCHO, and NPHIC through a cooperative agreement to identify opportunities to help strengthen the U.S. public health system through a network of state, territorial, local, and tribal public health officials communicating information across the governmental public health enterprise. Based on a variety of research findings, and to address identified needs, CDC worked with these three organizations to analyze the current public health communication landscape and report on key findings and insights using a series of surveys and key informant interviews.

Evaluation Methods and Results: Participants worked together to analyze key findings and insights about PIOs and their needs, including gaps in training and capacity, as well as opportunities for growth. Three surveys (one pre-project) and 10 key informant interviews informed the project. A communication needs assessment of NACCHO members in local health departments (LHDs) conducted in 2017 found a lack of translation services, low use of ethnic media channels, and little formal evaluation of media/communications. In 2017-2018, NACCHO also conducted a survey of members in LHDs reporting employing a PIO in 2016. Participants expressed an interest in customizable communication tools, training, and joining a virtual community of their peers. ASTHO conducted a survey of state PIOs in 2018 that found that only 40% of PIOs list that as their primary job, and a need for translation/interpretation, as well as a concern about reactive vs. proactive communication activities. NPHIC conducted key informant interviews representing all 10 HHS regions, and found cross-cultural communication a challenge, plus training, professional development, and resources.

Conclusions: Ultimately, the project revealed how the nation’s public health information officers and local and state health officials communicate health information, where there are critical gaps in training and capacity, and opportunities for growth. As a result of this project, a pilot peer-to-peer Public Health Community of Practice for PIOs and health communicators was established, in addition to a series of webinars.

Implications for research and/or practice: Even though PIOs at the state and local level are highly capable, they are aware of gaps in resources, knowledge, or cross-cultural expertise that make it harder to execute proactive communication efforts, and easier to fall into a reactive stance. PIOs play a vital role in the development and dissemination of vital health information for their organizations and the news media and the public. Asking PIOs about their needs, and then providing resources and a peer-shared platform to address those needs, helps to empower these professionals.