This document provides guidance on conducting information outreach in local communities. It discusses the importance of cultural competence and outlines steps for developing an outreach plan. These include getting to know the community through demographics research, finding partners using collaboration methods like Café to Go and Appreciative Inquiry, and identifying health information needs. The goal is to effectively serve diverse populations and increase their use of health services through education and tailored programming.
3. 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.
5. 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
6. 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 proficiency?
8. 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
Photo from: Ethnomed.org via Free Burma Rangers
http://www.freeburmarangers.org
9. 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.
10. 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
11. 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
12. 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
13. 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
14. Legal Guidelines
• 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
• 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.
19. Demographics – Census Data
• United States Census Bureau http://census.gov/
• State & County Quick Facts
• http://quickfacts.census.gov/
• American Fact Finder
• http://factfinder2.census.gov/
• People and Households
• http://www.census.gov/people
• State Data Centers
• http://www.census.gov/sdc/www/
• The Modern Language Association Language Map
• http://www.mla.org/resources/census_main
20. State & County QuickFacts
• http://quickfacts.census.gov/qfd/states/39000.html
31. 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
39. 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!
40. Selecting Partners
• Seek intermediaries
• Community leaders
• Early adopters
• Trusted community members
• Work with people of like passion
42. Methods for Strategic Collaboration
• Café to Go (World Café)
• http://www.theworldcafe.com
• Appreciative Inquiry
• http://www.centerforappreciativeinquiry.net/
• Open Space Technology (the Unconference)
• http://www.openspaceworld.org/
43. Identifying Health Information Needs
With 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!
44. Café to Go!
• “Hosting conversations about questions that matter”
Images from the World Café Image Bank:
http://www.theworldcafe.com/ibank.html
45. 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?
46. Café to Go Design Principles
http://www.theworldcafe.com/principles.html
47. 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!
48. 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/
49. 4-D Cycle of AI
• 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
• Health Care
50. Open Space Technology
• Facilitated (at some level)
• Participant-driven
• Common theme
• Other names:
• Library Camp
• The Unconference
51. Principles and Laws of OST
• 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
52. Examples of OST
• 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! (STELLA)
• http://stellagroup.wordpress.com/category/stella14/
• HealthCamp DC 2010
• http://www.pewinternet.org/2010/11/12/healthcampdc-2010/
54. Activity Instructions
• Get together in small groups and select a scenario from
the handout.
• Select a “method” to use to set up a meeting to respond to
the scenario.
• Report highlights to the larger group.