hello and welcome to week five of the
IntroDUCKtion 2020 faculty perspective
series
we've designed these programs to allow
you to see the tremendous depth and
breadth of academic research
academic and research interests amongst
our faculty and for you to preview many
of the exciting things that you can
study here at the university of oregon
over the course of the summer we are
presenting faculty perspectives in five
separate tracks
as a reminder to to you students who are
watching be sure you complete your
reflection on this program after we're
done by visiting community.uoregon.edu
additionally you can earn a free credit
by watching and reflecting
on two full tracks plus four additional
faculty perspectives and completing the
capstone reflection assignment
on the community.uoregon.edu site
the last 15 minutes of this session will
be dedicated to answering your questions
live on camera
in zoom please use the Q&A feature on
the bottom of your zoom screen to ask
your questions of our presenter in
today's faculty perspectives in the
innovation and entrepreneurship track
Autumn Shafer professor of journalism
and communication explores how strategic
communication
can improve community health welcome Dr. Shafer
thank you so much i'm so excited to talk
to you all today about this
um as we get started i
want to share my question with you which
is how can strategic communication
improve community health and i hope that
there's a lot of innovators and
entrepreneurs
thinking about this question right now
and i'm going to talk to you about some
of the work i've done
to answer this question and also how
students have helped me along the way
this by the way is a picture of one of
the wonderful
health promotion programs here at
university of oregon
our duck nest sponsors dog therapy
where they bring dogs out sometimes on
the lawn or even to classrooms
during finals week or any other periods
where students might need a little fun
and stress relief
and it's just a great health promotion
strategy and
one of their most popular events that
they do
i want to tell you a little bit about me
so i'm not just a stranger talking to
you
let's see i grew up in washington state
and i grew up in a big
large loud crazy family
where there's always a lot of food kids
running around
maybe an argument or two but a loving
place
and i am actually a first generation
student
and the first person in my extended
family to and well only so far
but to get a phd um and i have just
loved education
ever since i was little when we were
little and when i was in elementary
school
there was a time that my family was
actually homeless
and i always felt that school was just a
place of safety
a place where i belonged and i think
i've
known pretty much forever said that i
wanted to be a professor
and i wanted to make school my home
forever and so
i am super passionate about teaching and
research
and i hope if i ever get to meet you in
my classroom
and that that enthusiasm rubs off on you
and so that's just a little bit about me
and let's kind of get in on the talk
so my research is all about health
promotion
and i am as you heard in the school of
journalism and communication
so what i do is i use strategic
communication
to inform and influence community and
individual decisions
so that we all can be healthier as a
society and as individuals
this is an example of what we would call
an informing
type of strategic communication around
health
so in this example which you might be
able to see it's actually
a tweet sent by the uob well account
which is the student health
account and they are encouraging people
to wash their hands
and it's from a while ago but i felt
like it was a timely example to show
today
this as you can see is a pretty basic
type of communication
so when we're thinking about creating
messages to inform people
we might be reminding them about doing
something we're usually focused on
something visually appealing attention
getting
fairly simple and not too
much persuasion in the piece itself so
here we might be messaging to people
that we already think
no hand washing is important and just
maybe need a little bit of a reminder
and encouragement to kind of keep it top
of mind for them
on the other hand most of the
communication that i end up doing is
more in what we would call an
influencing track
so here we're trying to convince people
who perhaps
are not already doing the behavior that
we want them to do
all the time or are resistant to doing
it for some reason
we're using our strategic communication
skills
to help influence their compliance
with that health behavior so maybe
people think it's too hard to do
something like quitting smoking for
instance
is a behavior that people find to be
really hard to do
or maybe they enjoy their unhealthy
habit or they're confused about
whether what they should do what counts
as being healthy
or they don't see a lot of other people
doing it so they don't think
it's common or acceptable to do the
health behavior
or maybe they just don't think they need
to so for instance when
seat belts were messaged quite a ways
back in the 80s and 90s
there was originally low compliance with
seat belt wearing because people just
didn't see a lot of other people doing
it and they didn't think well what's the
point why should i do it
and um as you can tell now that has been
successfully messaged
where almost everybody wears a seat belt
almost all the time
and so here we're looking at the
communication strategies that we know
can help inform people but also persuade
them
this particular example that you're
looking at uses
a strategy called disgust and inverse
norming
so here they're trying to make not doing
the behavior look disgusting and then
also trying to point to
this is what you don't want to be like
so you don't want to
kind of be like this guy you want to get
your hands washed and
and it's also very i think catchy
picture
you can't help but looking at it a
little bit it's i like how it's simply
messaged too it's not very complex
here is another hand washing example of
an influencing message
and in this case you can see something a
totally different strategic appeal than
that previous discussed appeal
here we have sort of step-by-step
instructions on how to wash your hands
and it's very graphic message and
reminding you to wash your hands often
the type
of person you might put a message like
this towards is someone who
maybe is confused on the proper hand
washing techniques perhaps you've done a
survey
and asked people how long should you
wash your hands for and at your business
they said
two seconds but you want it to be 20
seconds so this might be the type of
message that you would use to sort of
enforce the proper execution of a
behavior and explain to people
what they need to do if they're not sort
of if they're lacking the skills to do
it
here is another hand washing message so
again a totally different strategic
appeal
than you've seen in any of the previous
messages in this case
it uses this phrase everyone loves to
have clean hands and this picture of
this beautiful princess
washing her hands doing the behavior it
uses what we call a norming approach
where the everyone is making it seem
like this is the behavior you should do
and sort of highlighting that people
like to do it and also having a model
in the photo that people would want to
be like
this is an example of the norms appeal
but in a more interactive environment
so so far i've shown you messages that
are all very what we call one way
so it's just here's a poster read it
right or maybe a
text or some sort of social media pin
right
but in this case the cdc was trying to
demonstrate
how people enjoy washing their hands and
how many people wash their hands and
make hand washing seem like a very
normal thing to do
but also using this interactive
component encouraging people to
send in their hand washing pictures and
kind of make it more fun
the cdc would comment back on some of
these and highlight some of them
in their own social media so it was kind
of like look at me the cdc retweeted my
picture and it was exciting right
so there is really an endless amount of
strategies that's one of the
most fun things to teach is just to
talk about some of the strategies and i
usually talk about 40
different strategies which are my
favorites but there's literally hundreds
and so it's exciting to see students
kind of catch on
when should i do this strategy or when
might i do a norms or why would i do
disgust and so just thinking about
who your audience is and what they need
to help motivate them to do the healthy
behavior
okay well so you
entrepreneurial and innovative thinkers
you should be thinking about
why is this so important why is
strategic
communication and health promotion so
important well for something just like
hand washing
and the cdc estimates that if everybody
washed their hands with soap and water
before or after using the restroom
before preparing food
then 50 of diseases caused by diarrhea
would be avoided around the world that's
half less deaths um with this
if people did this more right cold and
flu incidents would drop by 15
and these numbers were put out
pre-covered so again we all know that
that's a factor now
as well and students would miss less
school
people would miss less work so there's
really a lot on the line in terms of
encouraging people to wash their hands
more frequently
and i think many of you might be sitting
there thinking i already wash my hands
and i know that and we don't need that
well
um observational and survey studies have
shown that only
20 percent of people wash their hands
before preparing food
so that's one out of five and that's
every time you do it maybe
you do it sometimes maybe you do it all
the times but if you can start doing it
all the time or you can create messages
that encourage people to do it more we
would have less disease
and only 67 percent of people wash their
hands after using the bathroom which
is a startling statistic and scary to
think about
um but it's something that health
promotion can help to solve
right i also put this last statistic in
there because i wanted you thinking
about
sometimes it's more than just motivating
people that we need to do as health
promoters
so damp hands are a thousand times more
likely to spread bacteria than dry hands
and you've probably washed your hands
after
or before you're preparing food or
something and maybe you've dried them
and maybe you haven't all of the time
um and surveys show that about 20 of
people dry their hands thoroughly
after washing but this isn't just a
motivation issue i'm sure there's been
times where
you've wanted to dry your hands but
there was no
towel available or no nothing nearby to
dry them with
and so this is an area where health
promoters
can work with those in public policy and
people who do planning
to execute good policies that match
motivation
with availability to actually do the
behavior
okay um so just thinking about we talked
a lot about hand washing
um but there's all kinds of health
behaviors out there that strategic
communication can have a role in
and in just my career i have worked on a
ton of health issues including right now
some work i'm doing with COVID-19 and
encouraging people
to join research and get tested
the hpv vaccine i'm doing some work
right now on genetic cancer risk
screening
and helping people to understand their
genetic cancer risk
even things like acne medication misuse
right here at university of oregon i've
done some work on reducing traffic
deaths
by encouraging teens to use transit more
and my dissertation was actually on teen
pregnancy prevention
so there's all kinds of work to do and
issues that you can be passionate about
and as a communication expert
i am one person on a large team
typically on these issues so
i might be working with doctors or
child development specialists and so i
had an eating disorder project where i
worked with
two of the directors of eating disorder
clinics in north carolina
and i am so my job is the communication
and their job is the medical
or psychological aspects of it and we
partner together to create the best
health promotion that we can
here is an example of some of the work
in health promotion that i did as a
student
i had to dig it out a little bit but i
think this is from 2009
and i just wanted to show you what's
possible for you to do as a student so
there were a few of us working on this
project and
i wrote that line like you have hopes
and dreams for her future they don't
include cervical cancer
and this is when the hpv vaccine first
came out
and we did all kinds of research to
develop
these messages it was a two-year project
we did focus groups with moms
all around north carolina interviews so
it was me
at a mall with some posters that i had
designed
asking moms what do you think about this
poster
how do you feel about hpv vaccination
and it was a very new topic at the time
and
what do you want to know from a poster
and why would you do it or not do it and
it was wonderful i talked with 39
different moms
over the course of a couple months in
rural north carolina
and took what they told me and helped to
develop these messages
and then we actually put them out in the
world
and our research that included some
surveys with moms
and even watching the vaccination
records
over time showed that it did result in
an increase in hpv vaccinations in the
areas where we had our campaign
and so down the line that will hopefully
prevent
some north carolinians from getting
cervical cancer and having to
go through that horrible process so it
feels really good and it was really
exciting project to work on and these
are the things that you can get involved
with
as a student
here is a project that i did just a
couple of
well maybe a year or so ago i'm here at
university of oregon
also with some students working on it
with me in this case
we are looking at promoting genetic
cancer risk screening among oregonians
so about one out of every 100 oregonians
has a genetic risk for cancer and they
don't know it
so one of our jobs in this project is to
help find those people so that they can
understand what their risk is
and take preventative measures or do
more detection checks so that they can
catch cancer early or never get cancer
in the first place
and one of the things that we did
working on this project was
we tested different types of strategic
appeals so
we had these ads on facebook that we
tested experimentally so
some people saw the ad on your left and
some people
just saw the ad on your right and we
were tracking um
if they would click it if they would go
through the website what they would look
at on the website and that sort of thing
and i'm just giving you one of the
results but what we call these is a
personal gain appeal
versus an altruism appeal so the
personal gain appeals the one that says
know your cancer risks know your
personal risk it kind of talks about why
you might do this
for your own personal benefit which is
completely legitimate reason to do it
and then the second one uses an altruism
appeal where it's contributing to cancer
research and sort of helping
people fight cancer and we were wanting
to know like why
might people be interested in this and
one of the things that we found was
the personal gain appeal just far
outperformed
the altruism appeal and we thought this
was really interesting we didn't expect
such a huge difference
and we also had these tablings with
people who would come up and talk to us
about their decision
and one of the things that we found was
what initially enticed them to come
consider getting the screening was the
personal gain
but sort of this altruism appeal helped
push them over the top and
and make them feel really good about
their decision to do so because they
were doing something for themselves
but also something that could benefit
others so it's helped the way that we
message
this this project and you can see
this these ads are ones i designed
myself
but then i got a student intern on board
from our wonderful advertising program
here which is nationally award winning
and these are her designs and you can
see how much better they are
um and so i have actually a couple
internships for this project coming up
in the fall
um because she graduated and has a job
and is doing wonderful out in the world
um but here are a couple of her designs
that we've used on social media
um for this project and um to help the
project is continuing for another five
years
um so it's really exciting
i want you to be thinking and i don't
know if this is just because i'm
first-gen
and i've always sorry that means first
generation college student
i you know when i started college there
was a lot of emphasis on
what are you going to do with that
degree like why do you want to spend
that time and money sort of invested
instead of just starting to work right
away and so
i always like to help my students see
like where they can go
from here and here's an example of what
you can do
in health promotion from a communication
background
you could work for an agency that's
there's public relations
and ad agencies and they create health
campaigns some of the most recognizable
campaigns
that you've seen have been created by pr
that's public relations or ad
agencies if you're especially if you're
on the creative side
and love visuals or good writing this is
a great avenue for you
you can also be a journalist oh as i'm
sure you all know
accurate health information and good
explanatory skills
to prevent misinformation and counter
misinformation
is desperately important and so you can
understand health and be a journalist
and work the health beat
that's a great use of your communication
skills to promote public health
there's also public health educators
most county health departments have one
or if they're big county
several health educators here in this
county we have more than one we even
have
three health promotion health educators
here at university of oregon that i work
with all the time they're amazing people
even k-12 organizations corporations
cdc nih that's the national institutes
of health all have public health
educators and appreciate people
that have communication skills maybe
you're really passionate about one
particular issue
i have a student who graduated a few
years ago and she is extremely
passionate about
sex trafficking awareness and ending sex
trafficking
and we worked on a paper that a study
and then it was eventually published and
her goal is she does volunteer work but
eventually wants to start her own
ngo related to this issue so you can
pick an issue that you care a lot about
like something to do with aids awareness
anything and work for a non-profit or an
ngo which stands for non-government
organization
and be a health um promoter for them
you can also work in a hospital or
clinic or health care setting
they have even insurance agencies lots
of needs for people that have good
communication skills
i work with our biggest hospital here
ohsu
all the time and they have amazing
communication professionals on their
staff
you might be hopefully excited about
health promotion and thinking well what
can i do when i get to university of
oregon
to explore and prepare you can obviously
get your bachelor's
in a communication or a health related
field but you can volunteer while you're
here or get a paid internship
the uo health center has had internships
and volunteer positions in the past
duck nest which if you haven't heard
about duck nest yet please google it
it's an amazing
um service and organization that
university of oregon has they do all
kinds of stuff
to help students feel less stressed and
have better mental and emotional health
there's local non-profits working on
really important
issues and of course there's lots of
class projects every class i teach
has a health related class project and i
know many other professors that do
something like that
or if you have the opportunity to pick
your own subject you can make it
something to do with health promotion
there's also formal classes related to
health
i teach one that's called j480 which is
i don't think has any prereqs
and so we have students of all grades in
there
it's called health promotion and then if
you really want a good
list of the various classes that might
have something to do with health
uo has a global health minor so you can
google
uo global health minor and it has a list
of professors
and classes and if that you could take
or if you were really interested you
could even minor in the program
okay so i just want to let you know
that health promotion needs good
communicators so there are
lots of terrible health promotion
messages
out there poorly planned communication
campaigns
because the people designing them why
well-intentioned
don't know communication you can help
even if you just take a class or two you
can help be a better communicator for
these issues
and there's so much misinformation that
we need good communication to counter it
i'm going to give you a couple examples
of what i think
are communication efforts that could
have used
a good strategic health promoter
this is one skin cancer is an issue that
i'm actively working on right now
to encourage people to do self skin
checks because when caught early skin
cancer is very curable
but if you wait then it it has a much
higher mortality rate
this is an example of a poster in a
doctor's office
it was slightly larger in the doctor's
office but
still not that large i want to say the
font is probably like
eight point um i have no time to read
all of this in my doctor's office
it's overwhelming it feels like way too
much
i don't even know exactly where to start
and i certainly
even after staring at it for 15 minutes
did not feel any more informed or
persuaded
or had any idea really what to do about
skin cancer
while i believe probably very well
intentioned and an amazing organization
behind this piece of communication
i question its sort of intended purpose
and use
whether there could have been something
more effective to get the patients in
the doctor's office to actually
be checking their skin for cancer or
understanding skin cancer better
this is another example of what i would
consider not good
health promotion usually nyc
has a really great health promotion
there's been a number of campaigns
they've done
they have a great one about covid right
now that i think
is going on this is one where i'm going
to be a little more critical of
you know you can read what it says um
but
what i think it's doing is really
shaming and alienating
the potential target public um which is
generally not a good
strategy um i my sister was
a teen mom i think her son and her are
wonderful people and this would
potentially make them feel bad about
themselves
would make people want to not um
reach out and talk to people about teen
pregnancy
puts more stigma on an already
stigmatized group and honestly
i i question whether anyone who is 17 or
18
seeing this and thinking you know what
i'm going to start doing safer practices
because of this poster
i question that so this is an example of
when
perhaps good intentions but have
unintentionally probably alienated
and stigmatized the very people they're
trying to help
here is a great example of
misinformation and honestly i was on
twitter
and facebook and there's so many
examples of misinformation
i i like went down the rabbit hole for a
couple hours picking one to show you
but i was trying to find something that
wasn't about covid because there's a lot
of that out there
but here's a here's a good one for us
my son climbed my stove and put his hand
on a semi-cooled
but hot surface and now crying in pain
put his hand under cold water i don't
know what else to do
to help stop the blistering so this
person's son got what we call a thermal
burn
a heat-caused burn it sounds pretty
serious if it's already blistering
and one of the top comments said um
to pour bleach on it which would then
cause a chemical burn
on top of a thermal burn and would not
be recommended
by physicians and so it's just an
example of misinformation that's rampant
out on social media but even other
channels and so
with knowledge of good health
communication and health promotion
practices
you could help counter some of this
misinformation
i would love to hear in your questions
what health issues you care about
and how you think strategic
communication might help address that
issue
i don't know every issue of course but
i'm happy to share
what i do know is happening in the
health
promotion world on any certain issue but
i want you to think
any issue that you're passionate about
whether it's health related or
social issue communication
good communication on that issue is
probably needed and we could use your
help
and i've put my twitter handle on there
for you and you're welcome to connect
with me there
and my email if you'd like to send an
email you're also welcome to connect
with me there
and otherwise i do hope to see you
in your years here at oregon thank you
so much
we do have some questions for you so i
want to make sure that we get to those
the first question
uh that we have here is from zach and
zach
wants to know do you think the use of
memes or image macros
could be used to spread information
about public health or
other things oh absolutely was it zach i
think yes
yes oh zach yes um and you actually do
see that happening
um sometimes it's a little bit awkward
because it's like if your dad
created a meme it might not be that good
um
so we could really use some more hip uh
folks to be creating those uh but yeah
i've seen many public health
and different organizations adopt a meme
type strategy
but i think there's a lot more that
could be done because certainly the
misinformation
is spread very often through memes so
we're probably not doing enough
to counter it on that same medium
thank you yeah thank you thank you okay
ryan wants to know when creating
informational posters what is your
favorite technique that you found
effective in getting an idea across to
viewers
and what are some of the most
interesting topics you've created
informational posters for
oh wow such a great question um
so i will say that i um i love
storytelling so i showed you a lot of
kind of static
images for this particular presentation
but a lot of times i like to do more
video and storytelling and maybe that
comes from my
communication background but um i find
that narratives and testimonials
um sort of like this is what happened to
me or i did this and this is what
happened
um can be some of the most powerful
tools um so i'd say those are my
favorite
um but i'd like to make sure that any
sort of poster static image
is very eye-catching that's our first
challenge as communicators
is just to get people to pay attention
which i think is
often just dismissed is going to happen
automatically but it absolutely does not
happen automatically
and so that's got to be sort of your
first big hurdle um
and then to get to what was the second
part of this question
the second part is what are some of the
most interesting topics you've created
informational posters for
well i because it was one of the first
ones i worked on the hpv vaccine
and i've worked on a few different
campaigns related to that
is one that's really passionate to me
but i i know people personally who have
been affected
by hpv and cervical cancer and it could
just be a really scary and devastating
thing and so
that one i'm pretty passionate about i
currently also spend
a large chunk of my time working on the
genetic cancer screening
and again some of this just develops out
of my own passions i
um my my mom was diagnosed with breast
cancer and she's
a more than 10-year survivor now but
when i was in grad school and so i feel
like cancer is one that's near and dear
to my heart
and genetic screening is also fairly
novel
to the public so it's kind of an
exciting issue to be at the forefront of
communication about something
when it comes to public health campaigns
you mentioned seeing a poster that
wasn't all that great in your doctor's
office
are there particular places or spaces in
our everyday environment that
that communicators around these topics
know to be more effective in terms of
placement that they'll draw the eye
more often than not yeah great that is a
great question corey um
so one of the things we want to think
about is placing messages
in spots where people can actually act
on them
so there was this i wasn't watching a
movie
pre-covered at a movie theater and it
was
they had actually a really nice psa play
and at the end they gave
a number to text and i thought well i
can't
i can't text it right now i'm in a movie
theater everyone will look at me
um and you know look at me harshly and
so i thought wow that was a missed
opportunity it was a wonderful psa
i thought a well-delivered but didn't
have the right action at the end
or wasn't in the right setting so we
like to think about what's the action
that you're asking people to do
and match the setting to where they
could actually be able to do it so
and you can also think about how much
privacy people might need to have with a
certain message
of course there's lots of data out there
on how important reputa repetition is
um seeing a message a lot of different
places um i taught
a class last fall actually where i had
students do a really great example of
this so
our issue that we worked on all fall was
decreasing distracted driving and
students did focus groups and surveys
with other students like how can we
solve this problem
and one of the things that they
discovered was a lot of people when
they're driving put their phone in the
cup holder i do that actually too
maybe some of you do and they what they
came up with was creating
cup holder um cupholder-shaped rounds
that had the distracted driving message
on it so it'd go right in the cup holder
and when people put their phone it would
be like reminder turn the phone on
vibrator i can't they had a much
catchier message
but i thought that's really clever
that's a perfect setting for something
like that
um and so i like to there's no one
setting but it's matching it to the
behavior
thank you okay so another question that
we have
um how do you believe the images that
are used in strategic communication
perpetuate negative stereotypes of
specific groups or issues
if they do wow that's super important
and we actually spend a couple of
different lectures talking about in my
health promotion class talking about how
communication can actually cause
disparities in health and cause
inequality if you aren't careful
and it's things like that last message
one of those last messages that i showed
if your message is to stigmatize to
look down upon or make some part of the
target
audience seem undesirable that's that's
generally
wouldn't be something i would recommend
um
and in my class i actually show a lot of
examples of that like throughout history
where we've stigmatized people like for
instance people with disabilities
there's been some really terrible health
promotion
um over the years and i feel like it's
turning around to be more
strengths-based
messaging now um and um also
thinking about your last question of
where we place things so
i've found often that when i start a
communication campaign when i'm working
with a team
the first thing everyone says is let's
get a website and put it on social media
or let's make an app
which is great that is a way to reach a
lot of people but
in our rural counties for instance here
in oregon only 70 percent of people own
a smartphone
so that's 30 left out um also
you know different age groups or
different ethnicities are more or less
likely to use certain technologies so
just being aware of sort of that
communication landscape and thinking
critically about your plans while
well-intentioned
sort of what are the other issues to
consider and so
that should always be on your mind as a
health promoter thank you
um so another question that we have uh
this is an anonymous one
what is your biggest piece of advice for
students who want to work within
strategic communications
um i would say one of the things i'm
stealing this from another professor
actually who's in advertising but i
always tell students um
when you think of your resume you know
your resume is gonna
say like what maybe what classes you
took or what jobs you have
but i always think about what's all the
stuff that you did outside of that so
she always says think about the white
spaces right like
in your resume the the blank spaces and
what can you do
to join extracurricular clubs we have
some amazing clubs
um there's culture center communication
there's all kinds of amazing student
organizations and clubs that do really
good work
there's student competitions you can we
have
a wonderful if you haven't googled it
already look up uo
undergraduate research and they even
have some funded positions where they
help match you with researchers in your
interest
area i think there's no i i find that
sometimes students maybe wait till their
senior year
to get involved with that because they
want to wait till they know more
and which is great i am happy to work
with you at any point
but it's fun for me to work with a
student who's in their freshman or
sophomore year and then
watch them grow over those four years
then by the time they graduate i mean
they're just an expert so i would say
get involved with things
outside of class in in all of your years
of learning and teaching are there other
disciplines
uh for of research like bodies of
research that you draw upon when you're
thinking about strategic communications
i think of psychology as maybe one that
that you might draw upon what what what
would the psychology of this image do
or you know the message need to be to be
effective in this for this audience
do you draw on other uh bodies of
research in other disciplines when
you're
looking at building a campaign yeah i do
um and so i would say that my work kind
of rests
in communication psychology and health
sort of those three areas where they
intersect
depending on the issue and its
complexity
i might also have psychologists on the
team so right now for instance
on the skin cancer work that i'm doing
there are three psychologists on the
team
and then me as the communicator um and
then some even some
we have dermatologists and other folks
and so
um sometimes i it's an issue i might
know a lot about or there's been a lot
done on it already so i can
kind of know enough myself and other
times no we partner up and bring in
collaborators
and there's really no team too big in
some ways the
study i'm working on right now with ohsu
that has to do with
coven 19 actually has 200 people working
on it
so yeah well speaking of uh coven 19
do you think there has been a successful
strategic communication
strategy used around coven 19 what do
you think could be done to make
communication more successful if there
hasn't been
um i can't really point to one that i've
seen like oh i really like that
um there is nyc is doing a campaign that
has to do with sexual health and covet
19 sort of the intersection there and
trying to give people advice in their
kind of dating life
dealing with coronavirus that i think is
good
um but i also um it's funny you asked
but i'm actually working with a team of
psychologists
and communicators here at university of
oregon to help advise some of the
messaging that university of oregon is
going to do
around encouraging students to wear
masks and to feel okay and normal about
that
and so there's work going on on it right
here on campus
and um you could partner up with any of
us
i'm sure to help support that effort
thank you
um sydney wants to know uh is target
market segmentation important when
creating an informational post
well sydney you just need to email me
because that is the most important thing
i i didn't go over it but i have a whole
set of lectures on that too um
that is really all about your target
public knowing
who they are what they believe in why
they're doing something or not doing
something
sort of what their barriers and
motivations are you use that information
that you get from what we call
formative research research that you do
before you even start drafting messages
to then decide well of this like
smorgasbord
of strategies that i that i know which
one's the right one
and you make that decision based on
your audience segmentation and what you
know about the audience so
it's critical it is i would say the most
critical thing
thank you i'm sure it looks like sydney
is is going to be a good student for you
yeah zach has another question what
classes would you recommend a first-year
student to
take if they want to learn more about
effective public communication
yeah that's a great question um i don't
i don't have all the course numbers
memorized
but um there is one 100 level course
it's anthropology 175
taught by um josh snodgrass and he does
a really excellent unit on sort of
health and society
and they do a health promotion type
project
um so that's one that comes off top of
mind
but in my school for instance we have a
class
i think it's a 200 level class so but
it's called fact or fiction and it
really gets at that
misinformation it's like how can you
tell if a piece of information is real
or not
and i think that is like a critical like
foundational strategy
to know um as a health promoter so those
are two that come top of mind
but if you also um you're welcome to
email me i probably
actually find the real course numbers
for you find some more
okay that is all the questions we have
and we're actually really close on time
so
we'll go ahead and end here but any
other questions that come in
dr schaefer has provided her email
address and if you have others that come
in you're always welcome to
to let us know and we'll pass those on
for you students thank you for watching
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thank you so much for your time today
and to you professor schaefer
thank you for helping our new ducks get
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