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TowardaStrategyforImprovingOccupationalSafetyandHealth
(OSH)MessagingtoSmallBusiness
SchulteP.A.,CunninghamT.R.,Hennigan B,GuerinR.J.
ThefindingsandconclusionsinthisreportarethoseoftheauthoranddonotnecessarilyrepresenttheviewsoftheNationalInstituteforOccupationalSafetyandHealth.
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NumberofPrivate-SectorU.S.Firms,Establishments,EmployeebyFirmSize2015
EstablishmentSize Firms Establishments Employees
1to4 2,923,143 3,321,099 7,128,946
5to9 1,087,990 1,432,184 9,553,986
10to 19 668,493 967,961 13,355,898
20to49 420,687 665,162 20,575,454
50to99 129,641 222,187 15,639,989
100to249 62,799 126,247 19,348,669
250to499 16,278 32,232 11,161,233
500to999 6,635 11,904 8,870,601
1000+ 4,004 7,121 16,602,675
ALL 5,319,670 6,786,097 121,637,451
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SmallBusinessEmployers
CommunicationStrategyByapublichealthorOSHagency
ComponentsofaFrameworkofissuestoconsiderindeveloping
Overview
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CriticalinOSHcommunication:
• Target:smallbusinessemployer⁻ ResponsibleforOSH⁻ Controlsresourcesforpreventionefforts
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Messaging
⁻ Contemporaryunderstanding:communicationbyelectronicmeans
⁻ Generalunderstanding:transferringinformationbyanymeans
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ReasonswhyOSHagenciescannoteffectivelycommunicatewithsmallbusinessemployers⁻ Perennialconundrum⁻ Lackofresearch;needmore⁻ OSHnotchampionedinsmallbusinesspopulations⁻ Falsebeliefin“onesizefitsall”⁻ Smallbusinesshavedifficultyobtainingandactingonmessages
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Forcommunicationandinterventionpurposesusingtheterm“small-business”
⁻ Misleading⁻ Counterproductive⁻ Varioussizecutpoints⁻ Variouscapacitiesforpreventionaction
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Needabetterunderstandingofmeaningoftermsmallbusiness
• Businessage• Structure• Managementcentricity• Culture• Psychosocialexperience• Financialresources
(Cunninghametal2014)9
Utilizingcommunicationtheory
• Theory-baseapproacharecriticalforeffectivecommunications• CommunicationbypublicorOSHagencygenerallyhasfollowedtheShannon-WeaverModel:
Source Channel ReceiverMessage
(ShannonandWeaver,1949)
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MaybeoutmodedforOSH
Morematrixedapproach(McGuire1985)
Retention
Acceptance
Comprehension
Attention
Presentation
Action11
Elementsinastrategyforagencycommunicationtosmallbusiness⁻ Theorybased
⁻ (e.g.,utilityofTheoryofPlannedBehaviordemonstratedbyBrosseau etal2005);HealthBeliefModel:quiteuseful
⁻ TailoringandTargetingof• Message• Channel
⁻ Segmentation⁻ Notgenerallyfeasibleunlessthepopulationofsmallbusinessescanbeidentified
⁻ Includesegmentedmessages
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Segmentedmessages-”if”statements
• (e.g.,Ifyourcompanyisastart-upthismessageisforyouor
• e.g.,Ifyourcompanyhasmorethan70people,lookatthis)
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Anapproachtotest
Segmentedaudiences:use4optionsbasedonpreventionexperience
• AdaptationofcategoriesusedbyChampoux andBrun 2003⁻ DoesyourcompanyhaveanyspecificOSHactivities?⁻ DoesyourcompanyhaveaformalOSHprogram?⁻ DoesyourcompanyinvolveworkersinOSHactivities?⁻ DoesyourcompanyhaveanextensiveOSHprogram?*Makethemmutuallyexclusive
• Tailormessagesandchannelsforeachoption.
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Roleofmotivationofsmallbusinessemployers⁻ Sparseliterature⁻ Somenotableexceptions: (Kvorning etal2015,Hedlund 2010,Eakinetal1992,Hasle andLimborg 2006)
⁻ Motivationofemployers:crucialfactor⁻ Fearappealsaremosteffectiveifyouhaveefficacyguidance⁻ Importanceofmaking“businesscase”
(Brousseau andLi2005;Cagno etal2016)
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CanWeUsetheConceptofKnowledgeStickiness?⁻ Pertainstocomplexityofknowledge⁻ Coststhataccruetorecover,toengage,anduseit⁻ Knowledgeconsideredstickyifaccessibility(understandabilityandutility)islow
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Absorptivecapacity
• Uptakeofknowledgeinfluencedbyqualitiesofrecipient• Influencedbyinherentrecipientcharacteristicsandinteractions• Interactionwithcustomers,suppliers,accounts,consumers,insurers,advertisers,regulatorsandothers• Knowledgealoneisnotsufficient
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Maybeintermediariesinthecommunicationprocess
(Hasle etal2011;Cunninghametal2011)
Thoseafirminteractswith
Interaction
Mayaffectknowledgestickiness Maybepartofcommunicationprocess
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Extended Model for Small Business OSH Intervention Diffusion (Sinclair, Cunningham, & Schulte, 2013)Still a transmission model but would benefit from feedback loops
SmallBusinessesEngageinWorkplacePreventionActivities
EngageSmallBusinesses
UsingSelectedStrategies
DevelopMessagesand
SelectChannelsforReachingSmallBusinesses
AnalyzeWaysthatSmallBusinessesPerceive
OccupationalHealth&Safety
AnalyzeCharacteristics
ofSmallBusinessesand
PotentialIntermediaryOrganizations
AnalyzeWaysthat
IntermediaryOrganizations
PerceiveProvisionofOSHinformationandservicestoSmall
Businesses
DevelopMessagesand
SelectChannelsforReaching
IntermediaryOrganizations
EngageIntermediaryOrganizationsUsingSelectedStrategies
InitiatorOrganizations
Step1 Step2 Step3 Step4
IntermediaryOrganizations
Step5 Step6 Step7 Step8
Monitor
Initiator– IntermediaryPhase
Intermediary– SmallBusinessPhase
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Enhanceintermediarymodels
• Conductformativeresearchwithcandidateorganizations• Engageinfluentialindividualsidentifiedinformativeresearchtobeinvolvedinthecommunication• Collaboratewithintermediariesonhowtheywillengagesmallbusiness(Bruening etal2016)
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Itmaybetimeto
• Developnationalandinternationalstrategicplansforcommunicatingwithsmallbusiness• Prioritizeresearchandmessages
Mayhaveanimpactonmorbidity,mortality,andinjury
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