Communication Between Public Health Agencies and their External Stakeholders
Author: BEAUFORT B. LONGEST, JR and WESLEY M. ROHRER
Published in JHHSA, Vol. 28 No. 2
Effective communication between public health agencies and
their external stakeholders is vital to the agencies, as well as to those
they serve. Agency leaders must obtain information from stakeholders
and provide information to them. A process is described whereby
agencies can systematically obtain necessary information from external
stakeholders, and three of the most important forms of communications
are described through which an agency provides information to
stakeholders: promotion of the agency, advocacy, and social marketing.
Barriers to effective communication of the interpersonal, personality,
organizational, operational, skill/knowledge, attitude, and nature-of-
information types are described, and guidelines are provided for
minimizing the impact of these barriers.
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