GETTING STARTED WITH INFORMATION OUTREACHIN YOUR COMMUNITYJacqueline Leskovec, MLIS, MA, RNColumbus, OH

02 May 2014

LET’S GET STARTED!Population: 11,536,504 (2010)

Population Growth: 1.62% since 2000, rank #48

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

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?

What 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

Photo from: Ethnomed.org via Free Burma Rangers http://www.freeburmarangers.org

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.

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• 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.

Let’s play bingo!

What happened?

DEMOGRAPHICS

Community Demographics

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

State & County QuickFacts• http://quickfacts.census.gov/qfd/states/39000.html

• http://tigerweb.geo.census.gov/datamapper/map.html

• The Modern Language Association Language Map

Vietnamese

www.countyhealthrankings.org/

Demographics – Health Data

Demographics – School District Profiles

http://education.ohio.gov/Topics/Data/Frequently-Requested-Data

This just in!

• Community Tool Box• http://ctb.ku.edu/en

• USA.com• http://www.usa.com/

Activity:• Who Are the People in Your Neighborhood?

OUTREACH“You have to leave the parking lot to do outreach.”

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

Stages of Change Theory

Collaboration Defined

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

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 TOGETHERNetworking, Coordinating, Cooperating, Collaborating

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/

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!

Café to Go! • “Hosting conversations about questions that matter”

Images from the World Café Image Bank: http://www.theworldcafe.com/ibank.html

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

http://www.theworldcafe.com/principles.html

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 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

Open Space Technology• Facilitated (at some level)• Participant-driven• Common theme• Other names:

• Library Camp• The Unconference

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

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/

ACTIVITY

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.

SO…….What Kinds of Activities Might You Do?

QUESTIONS?

Outreach can take you places you never expected to go!

Thank you!

Jacqueline Leskovec, MLIS, MA, RN• Outreach, Planning, and Evaluation Coordinator• NN/LM GMR• leskovec@uic.edu• SlideShare: leskovec

NN/LM Outreach Evaluation Resource Center• http://nnlm.gov/evaluation