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GETTING STARTED WITH INFORMATION OUTREACH IN MINORITY COMMUNITIES
Let’s Get Started!
Getting to Know You
In what country were you born? What language did you first learn? What languages do you speak now? Describe one home remedy used by your
family when you were growing up.
Why are you here?
Learning Objectives
Define cultural competence
Apply principles of cultural competence in outreach programs
Examine ways to learn about local communities
Learn about strategic collaboration
Outline the steps in developing an outreach plan
Let’s get started with Cultural Competency
What is cultural competency and why is it important?
Are there legal and health care guidelines?
How do I find community demographics? Where are you in your cultural
competency?
Importance of Cultural CompetencyWhat is culture?One definition: Characteristic features, beliefs, social norms, and way of life shared by a racial, religious, or social group, or by people in a specific place or time
It’s not just about the words!
Cultural Competence
A set of behaviors, attitudes, and policies that come together in a system, agency or among professionals and enable that system, agency or those professionals to work effectively in cross-cultural situations
From: Cross T, Bazron B, Dennis K, and Isaacs M (1989). Towards a Culturally Competent System of Care Volume I.
See the Purnell Model for Cultural Competence: http://tcn.sagepub.com/cgi/content/abstract/13/3/193
Culture and Patient Health
• Beliefs about objects, symbols, food, the body, blood, non-traditional medicine, etc.
• Communication styles and norms• Role of relationships• Ways of learning new information• Role of translators and interpreters• Perception of authority figures
Rationale for Cultural Competency
Perception of illness and disease varies by culture
Diverse belief systems exist related to health, mental health, healing, wellness
Individual preferences affect approaches to health care
Individuals must overcome personal experiences of bias
Linguistic Competence
The capacity of an organization and its personnel to communicate effectively, and convey information in a manner that is easily understood by diverse audiences including persons of limited English proficiency, those who have low literacy skills or are not literate, and individuals with disabilities.
From: The National Center for Cultural Competence, Georgetown University Center for Child and Human Development
Legal Guidelines
Title VI of the Civil Rights Act – 1964 “No person in the United States shall, on the
ground of race, color, or national origin, be excluded from participation in, be denied benefits of, or be subjected to discrimination under any program or activity receiving Federal financial assistance.” http://www.usdoj.gov/crt/coord/titlevistat.htm
Legal Guidelines (continued) The Joint Commission
Advancing Effective Communication, Cultural Competence, and Patient-and Family-Centered Care http
://www.jointcommission.org/Advancing_Effective_Communication/
“…more than a patients’ rights issue…critical to safety and quality of care.”*
Chapter 9, Domain 6 Outreach activities that may increase diverse populations’ use
of hospital services through education and tailoring of services to meet specific population needs is another important element.
Barnga!
Community Demographics:Who Are the People in Your Neighborhood?
Demographics – Census Data
Demographics – Health Data
www.countyhealthrankings.org/
Demographics – School District Profiles
Finding Demographic Information
Activity:Who Are the People in Your Neighborhood?
What is Outreach?
“In community-based health information outreach, organizations work together to improve peoples’ abilities to find and use health information.”
Source: Getting Started With Community-Based Outreach http://nnlm.gov/evaluation/guides.html#A2
Resources
Getting Started with Community-Based Outreach
Planning Outcomes-Based Outreach Projects
Collecting and Analyzing Evaluation Data
The Four R’s:All You Really Need to Know
Relationships Respect Relevance Repetition
Working with new groups: Ask don’t tell!
Learning About the Community
Learn Even More
Where do people go for health information?
Finding Partners Within the Community
Network Be consistent Demonstrate your
commitment Work with or join,
already existing organizations
Attend health fairs, conferences and other events in your community
Don’t forget your public library!
Selecting Partners
Seek intermediaries Community leaders Early adopters Trusted community members
Work with people of like passion
Working Together
Collaboration Defined
Methods for Strategic Collaboration
Café to Go (World Café) http://www.theworldcafe.com
Appreciative Inquiry
Open Space Technology (the Unconference)
Identifying Health Information NeedsWith your partners: Listen Abandon preconceived ideas – think “outside the
box” Think about language, ethnicities, country of
origin Consider other needs – transportation, childcare,
medical care Identify potential barriers Café to Go!
Café to Go!
Creating the Environment
Set the theme Who are the
participants? What are the
questions? Café setting
Food Tables with toys Table host(s)
Wrap-up Tying it all together to
the theme Next steps?
Café to Go Design Principles
Café Etiquette
Focus on what matters Contribute your thinking Speak your mind and your heart Listen to understand Link and connect ideas Listen together for insights and deeper questions Play, Doodle, Draw!
Appreciative Inquiry
An approach to change that focuses on finding the positive elements in people and places and using those aspects of an organization as a foundation for change. http://www.nickheap.co.uk/articles.asp?ART_ID=211 Appreciations Exercise:
http://www.nickheap.co.uk/articles.asp?ART_ID=206
“AI is intentional inquiry and directed conversation and story-telling that leads to a place of possibility.” (Steinbach, John. Contribution to the AI Listserve, July 2005) http://appreciativeinquiry.case.edu/
4-D Cycle
The 4 Steps Discovery – The Best of “What Is” Dream – Envisioning “What Might Be” Design – Dialoguing “What Should Be” Destiny – Innovating “What Will Be”
Possible Applications Mission Statement/Vision Building Strategic Planning Learning Strengths in Partners Civic/Community Development
Open Space Technology
Facilitated (at some level) Participant-driven Common theme Other names:
Library Camp The Unconference
Principles and Laws
Whoever comes is the right people. Whenever it starts is the right time. Whatever happens is the only thing that
could have happened. When it’s over, it’s over. The Law of Two Feet
Examples
Texas Library Association, April 2011: “Information Literacy from Birth to Earth”
http://2011tlaunconference.wiki.zoho.com/HomePage.html
Science, Technology and Engineering Library Leaders in Action! http://denver-stella.pbworks.com/
Health Camp NYC: Using Collective Knowledge to Improve health Literacy and Community Health http://healthcampnyc.wetpaint.com/
NN/LM SCR Examples
Activity
Activity Instructions
1. Get together in small groups and select a scenario from the handout.
2. Select a “method” to use to set up a meeting to respond to the scenario.
3. Report highlights to the larger group.
Questions?
So…….
What Kinds of Activities Might You Do?
Outreach can take you places you never expected to go!
Thank you!
Cheryl Rowan
Consumer Health Coordinator
NN/LM SCR
NN/LM Outreach Evaluation Resource Center
http://nnlm.gov/evaluation
