Every public health agency and health organization, including nonprofit healthcare delivery systems, community agencies, and community health clinics, has a diverse audience of stakeholders that includes a variety of people, from patients to funders. Public health organizations must therefore have adaptable forms of information delivery and services, keeping cultural competency in mind. The information must be presented in multiple languages, reading levels, and for different target populations. A fact sheet, for instance, might have three versions for patients, potential donors, and policymakers.
Engaging effectively with stakeholders and target populations requires that you involve them from the beginning of the development process for media and public education campaigns. An organization can utilize community assessments, and data collection, as well as formal and informal focus testing to identify needs and gaps in knowledge and healthcare delivery. Engaging with high-level stakeholders also allows organizations to tap into stakeholder expertise while encouraging community-based partners to participate in the collaboration. In order to identify which stakeholders or individuals to include in focus groups, an organization should clearly state the reasons for engaging these stakeholders or individuals, and what the scope of the engagement will be.
Engagement is not just about collecting information. It involves a process of responding to information in order to shape and improve the quality of the initiative. How would you explain why it is necessary to engage focus groups and community input, and how it is beneficial for the success of the initiative?
What are the strengths and weaknesses of diversity and cultural competence when identifying new ideas or risks?
How should the feedback and focus group findings be used to shape the design and implementation of an initiative and how would this information influence the messaging, i.e. campaign call to action, or organizational ethics and responsibility?
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