Communicating a Public Health Crisis 1
Communicating a Public Health CrisisNew Risk for Unintentional Overdose
Andrea Eden- Shingleton
Concordia University Nebraska
MPH 525 Health Policy and Management
6/14/2015
Introduction
Healthy People 2010define health communication as “the art and technique of informing, influencing, and motivating individual, institutional, and public audiences about important health issues(U.S. Dept of Health and Human Services, 2002).Making an important statement to the people,public health professionals must effectivelyutilize health communications. This paper will focus on the importance of public health officialssharingsignificant announcementsregarding community health threats, how to avoid panic, ensuring understanding and compliance, various communication theories and sources available for public health professionals. In recognition of the importance of public health communication, the Centers for Disease Control and Prevention (2004) concluded thatpublic health research, innovations in information technology, and advanced communications offer unprecedented opportunities for the public health sector to improve health in America and around the world.
Background on the Threat
Unintentional drug overdose deaths have increased exponentially in the last decade, both nationally and statewide.Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L. (2014) report that in Ohio, there has been a 366% increase in drug overdose deaths from 2000 to 2012. With 1,914 deaths in 2012caused by unintentional drug overdoses, the data revealed a significant shift with an apparent leveling off of prescription opioid-related overdose deaths contrasted with a large increase in heroin-related deaths(Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).
Experts believe this trend is related to several factors. The increasing availability of heroin throughout Ohio, coupled with the shutdown of southern Ohio pill mills and dissemination of prescribing guidelines on appropriate use of prescription opioids (Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).A cheaper alternative for prescription opioid users, heroin is increasingly available and stronger (higher purity) (Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014). Increased heroin use has resulted in a higher death rate among younger Ohioans, young males aged 25-34 are at the highest risk for fatal heroin overdose (Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).Impacting urban communities and northeastern Ohio with more intensity, heroin overdoses are a problem in every community (Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).
Public Health Message
In Connecticut, after a sharp spike in heroin overdoses public health officials urged parents to open up the conversation about drug use (wfsb.com, 2015).Worried about more overdoses, Dr. Craig Allen, of the Rushford Center, a drug treatment facility in Meriden, said that a new form of heroin that is more potent and deadly showing up on the streets and has been spreading throughout communities in the state (wfsb.com, 2015). Dr. Allen went on to describe the new form of heroin ‘China White,' which is laced with Fentanyl, a narcotic far more potent than heroin alone (wfsb.com, 2015). “The potency would be much more than the user would be expecting...and they could overdose and die from that,” Allen said(wfsb.com, 2015).
The Ohio Department of Health, in order to prevent further increase in opioid-related mortality started a Naloxone distribution projects, based on similar projects in other states, to reverse the trend in unintentional drug overdose(Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).Project DAWN(Deaths Avoided with Naloxone) provides high-risk opioidusers with Naloxone and trains these individuals and family members or friends on how to respond to an opioid overdose (Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).Trainings for this project includes recognizing the signs and symptoms of overdose, the importance of calling 911 and proper administration of Naloxone(Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).A take-home kit of nasalNaloxone is to be used to reverse an opioid overdose before Emergency Medical Services arrive(Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).
Method of Delivery
In order to reach the most people in the community, transmitting the message via mass media would be the best choice. Not only broadcasting it on the radio and television, but also utilizing social media would make the greatest impact.The population at greatest risk is young; therefore it would be imperative to use social media to convey the message.According to Carroll & Kirkpatrick (2011) teens look to social networks as a key source of information and advice in a critical developmental period with 57% of teen social networkers saying they look to their online social network for advice; the teen’s use of social media occurs at the same time as their developing identity, emerging sexuality, physical development, and moral consciousness.Carroll & Kirkpatrick (2011)concluded that a multi-focused approach that makes use of multiple social media platforms, as well as in-person contact, has the greatest potential to reach teens with accurate health information, resources, and support.
Avoiding Panic
With the purpose ofavoiding panic, the public health official must construct all community communications carefully. Messages should be factual and informative, the World Health Organization recommends avoiding negative words when trying to avoid creating negative images in peoples' minds (Sandman, 2004).Individuals base behavioral changes on more than just statistical data; their values, emotions, group affiliations, socio- economic status, trust in institutions, and senses of control are all factors of influence (Sandman, 2004).Failing to consider the factors that influence peoples’ risk judgments can lead to poor communication outcomes (Sandman, 2004).
Ensuring the People at Risk areReached
To facilitatereaching the at-risk population, public health professionals must take into consideration several areas of interest. Institute of Medicine (2002) suggests that the audience’s health literacy, culture, and diversityall need to be taken into account.Ensuring access to Naloxone to groups at greatest risk for opioid-related mortality decreases the risk of unintentional overdose. The persons most at-risk consist of; individuals in substance abuse treatment programs, recentlyreleased prisoners with substance abuse history, individuals with specific medical conditions, especially those involving respiratory or renal dysfunction, should be co-prescribed Naloxone when they are using prescription opioids because they are at greater risk for unintentional overdose(Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014).
Ensuring Understanding and Compliance
The Institute of Medicine (2002) proposes that all public health communications should recognize that ethical and effective programs get information from and about the intended audience and should inform all them of all stages of an intervention.To ensure that the program reflects the audience’s ideas, needs, and values, the interventions need to include development, planning, and implementation (Institute of Medicine, 2002).Of the ten essential services of public health agencies, every one demands that public health officials ensure understanding and compliance with health communications (Center for Disease Control, n.d.).
Communication Theories
The Persuasion Theory, the Mass Communication Theoryand the Cultivation Theory of Mass Media are three philosophies of communication. The public health communication can utilize the persuasion theory when it wants to change attitudes about heroin overdose by making Naloxone readily available (O’Keefe, 1999, p.32). The Mass Communication Theory points to the interactive relationship between the media and the subject being covered (2012books.lardbucket.org, 2012). When a person or event gets media attention, it influences the way the person acts or the way the event functions (2012books.lardbucket.org, 2012).Media coverage often increases self-consciousness, which affects our actions. It’s similar to the way that we change behavior when we know certain people are around and may be watching us (2012books.lardbucket.org, 2012).
Sources available for public health professionals
Various public health organizations have resources for community wellness officials. The World Health Organization’s Outbreak Guidelines reminds us that mass media interventions that seek to persuade people directlyhave a long basis in public health history. By directly targeting the people burdened by the public health problem of concern and/or the people who influence them, we will have the greatest possible beneficial influence on public behavior(Sandman, 2004). The Project DAWN is the best way to meet the unintentional overdose problem head on.
Conclusion and Recommendation
Sandman (2004) of the World Health Organization affirms that risk communication planning is most effective when it is integrated with risk analysis and risk management from the start. As a critical feature of an outbreak response program, communication should not be an afterthought(Sandman, 2004). It is as vital to success as epidemiology or hospital infection control (Sandman, 2004). With the intention of building trust and credibility,being open and honest about what is known and unknown and involving various public agencies early in a crisis are strongly associated with public acceptance of official guidance (Sandman, 2004).The Institute of Medicine (2002) assert that experts are perceived as more credible and trustworthy when they respond to and validate the public’s concerns, empathize with their fears, and act as role models for realistic human coping behavior.
According to the experts, Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L. (2014) the primary way to decrease the number of opioid-related deaths is to ensure greater access to the lifesaving drug, Naloxone.The Ohio Departments of Health and Mental Health and Addiction Services should increase awareness of these projects through mass media so more individuals can access this life saving program. To this end, they could conduct outreach to family support networks to encourage obtaining Naloxone for opioid addicts(Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L., 2014). Dr.Allen said 90 percent of people who develop substance abuse disorders tried alcohol, cigarettes or drugs before the age of 18and96 percent of those with a substance abuse issued tried those substances before they were 21(wfsb.com, 2015).Since so many young people are dying each year of unintentional overdose, parents can persuadetheir children to avoid experimenting with those substances and educate them about the real dangers of heroin.
References
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Massatti, R., Beeghly C., Hall, O., Kariisa, M. & Potts, L. (2014, April).Increasing Heroin Overdoses in Ohio: Understanding the Issue. Columbus, OH: Ohio Department of Mental Health and Addiction Services.Retrieved on June 11,2015 from
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