Guidelines to Think, Develop and Implement Health Communication in Portugal
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770 |
Resumo: | The SARS-CoV-2 pandemic has laid out and deepened several weaknesses of health systems, some of which have already been identified by international organizations, such as the lack of human and material resources or civil society’s insufficient involvement in decision-making processes. As the pandemic’s socioeconomic consequences worsen and pandemic fatigue settles in, another frailty is unveiled to the public and media space: the lack of a critical mass of health communicators, which has direct consequences on how the pandemic is managed. Communicating in such a context of crisis and uncertainty requires identifying what are the important facts to communicate to different population segments, clarifying myths and fake information, responding to ongoing uncertainties, listening to and involving stakeholders, developing and testing messages, and monitoring and evaluating implemented strategies. The use of communication as a management support strategy allows organizations to build confidence and reputation, manage relationships with internal and external stakeholders, and prepare for future uncertainties, which are crucial competencies in managing a health crisis. Given the lack of scientific evidence about health communication practiced in Portugal, a significant part of the analysis and diagnosis is based on the authors’ empirical knowledge, obtained through professional experience in communications at several health institutions. At the end of the article, the authors propose guiding principles to think through, develop and implement health communication in Portugal, particularly during a health crisis, supported by a culture of leadership, collaboration, and confidence. |
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Guidelines to Think, Develop and Implement Health Communication in PortugalLinhas Orientadoras para Pensar, Desenvolver e Implementar a Comunicação em Saúde em PortugalHealth CommunicationIntersectoral CollaborationLeadershipPortugalColaboração IntersetorialComunicação em SaúdeLiderançaPortugalThe SARS-CoV-2 pandemic has laid out and deepened several weaknesses of health systems, some of which have already been identified by international organizations, such as the lack of human and material resources or civil society’s insufficient involvement in decision-making processes. As the pandemic’s socioeconomic consequences worsen and pandemic fatigue settles in, another frailty is unveiled to the public and media space: the lack of a critical mass of health communicators, which has direct consequences on how the pandemic is managed. Communicating in such a context of crisis and uncertainty requires identifying what are the important facts to communicate to different population segments, clarifying myths and fake information, responding to ongoing uncertainties, listening to and involving stakeholders, developing and testing messages, and monitoring and evaluating implemented strategies. The use of communication as a management support strategy allows organizations to build confidence and reputation, manage relationships with internal and external stakeholders, and prepare for future uncertainties, which are crucial competencies in managing a health crisis. Given the lack of scientific evidence about health communication practiced in Portugal, a significant part of the analysis and diagnosis is based on the authors’ empirical knowledge, obtained through professional experience in communications at several health institutions. At the end of the article, the authors propose guiding principles to think through, develop and implement health communication in Portugal, particularly during a health crisis, supported by a culture of leadership, collaboration, and confidence.A pandemia pelo vírus SARS-CoV-2 expôs e agravou muitas fragilidades dos sistemas de saúde, algumas já identificadas por organizações internacionais, nomeadamente as carências de meios materiais e humanos ou o insuficiente envolvimento da sociedade civil nos processos de decisão. À medida que as consequências socioeconómicas da pandemia se agravam e a fadiga pandémica se instala, outra fragilidade é posta a descoberto no espaço público e mediático: a falta de uma massa crítica de comunicação em saúde, com consequências diretas na gestão da pandemia. Comunicar neste contexto de crise e incerteza exige identificar os factos importantes a comunicar a diferentes segmentos da população, clarificar mitos e informações falsas, caracterizar as incertezas relevantes, ouvir e envolver os stakeholders e os cidadãos, desenvolver e testar as mensagens e monitorizar e avaliar as estratégias implementadas. A utilização da comunicação enquanto estratégia de apoio à gestão torna as organizações mais capazes de construir confiança, criar reputação, gerir relações com stakeholders internos e externos e de se prepararem para as incertezas do futuro, competências fundamentais para gerir uma crise sanitária. Dada a escassez de evidência científica sobre a comunicação em saúde realizada em Portugal, parte significativa da análise e diagnóstico é baseada no conhecimento empírico das autoras, adquirido através da experiência profissional, na área da comunicação, em diversas instituições de saúde. No final do artigo, as autoras propõem linhas orientadoras para pensar, desenvolver e implementar a comunicação em saúde em Portugal, nomeadamente numa crise sanitária, sustentadas numa cultura de liderança, colaboração e confiança.Ordem dos Médicos2021-10-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfapplication/pdfapplication/vnd.openxmlformats-officedocument.wordprocessingml.documentapplication/vnd.openxmlformats-officedocument.wordprocessingml.documentapplication/pdfhttps://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770oai:ojs.www.actamedicaportuguesa.com:article/15770Acta Médica Portuguesa; Vol. 34 No. 10 (2021): Outubro; 698-706Acta Médica Portuguesa; Vol. 34 N.º 10 (2021): Outubro; 698-7061646-07580870-399Xreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/6417https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/13227https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/13375https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/13472https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/13494Direitos de Autor (c) 2021 Acta Médica Portuguesainfo:eu-repo/semantics/openAccessMiranda, DéboraGalhordas Alves, IsaSalavisa, Marta2022-12-20T11:07:37Zoai:ojs.www.actamedicaportuguesa.com:article/15770Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:20:40.663776Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Guidelines to Think, Develop and Implement Health Communication in Portugal Linhas Orientadoras para Pensar, Desenvolver e Implementar a Comunicação em Saúde em Portugal |
title |
Guidelines to Think, Develop and Implement Health Communication in Portugal |
spellingShingle |
Guidelines to Think, Develop and Implement Health Communication in Portugal Miranda, Débora Health Communication Intersectoral Collaboration Leadership Portugal Colaboração Intersetorial Comunicação em Saúde Liderança Portugal |
title_short |
Guidelines to Think, Develop and Implement Health Communication in Portugal |
title_full |
Guidelines to Think, Develop and Implement Health Communication in Portugal |
title_fullStr |
Guidelines to Think, Develop and Implement Health Communication in Portugal |
title_full_unstemmed |
Guidelines to Think, Develop and Implement Health Communication in Portugal |
title_sort |
Guidelines to Think, Develop and Implement Health Communication in Portugal |
author |
Miranda, Débora |
author_facet |
Miranda, Débora Galhordas Alves, Isa Salavisa, Marta |
author_role |
author |
author2 |
Galhordas Alves, Isa Salavisa, Marta |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Miranda, Débora Galhordas Alves, Isa Salavisa, Marta |
dc.subject.por.fl_str_mv |
Health Communication Intersectoral Collaboration Leadership Portugal Colaboração Intersetorial Comunicação em Saúde Liderança Portugal |
topic |
Health Communication Intersectoral Collaboration Leadership Portugal Colaboração Intersetorial Comunicação em Saúde Liderança Portugal |
description |
The SARS-CoV-2 pandemic has laid out and deepened several weaknesses of health systems, some of which have already been identified by international organizations, such as the lack of human and material resources or civil society’s insufficient involvement in decision-making processes. As the pandemic’s socioeconomic consequences worsen and pandemic fatigue settles in, another frailty is unveiled to the public and media space: the lack of a critical mass of health communicators, which has direct consequences on how the pandemic is managed. Communicating in such a context of crisis and uncertainty requires identifying what are the important facts to communicate to different population segments, clarifying myths and fake information, responding to ongoing uncertainties, listening to and involving stakeholders, developing and testing messages, and monitoring and evaluating implemented strategies. The use of communication as a management support strategy allows organizations to build confidence and reputation, manage relationships with internal and external stakeholders, and prepare for future uncertainties, which are crucial competencies in managing a health crisis. Given the lack of scientific evidence about health communication practiced in Portugal, a significant part of the analysis and diagnosis is based on the authors’ empirical knowledge, obtained through professional experience in communications at several health institutions. At the end of the article, the authors propose guiding principles to think through, develop and implement health communication in Portugal, particularly during a health crisis, supported by a culture of leadership, collaboration, and confidence. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-10-01 |
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info:eu-repo/semantics/article |
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https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770 oai:ojs.www.actamedicaportuguesa.com:article/15770 |
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https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770 |
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https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770 https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/6417 https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/13227 https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/13375 https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/13472 https://www.actamedicaportuguesa.com/revista/index.php/amp/article/view/15770/13494 |
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Ordem dos Médicos |
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Ordem dos Médicos |
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Acta Médica Portuguesa; Vol. 34 No. 10 (2021): Outubro; 698-706 Acta Médica Portuguesa; Vol. 34 N.º 10 (2021): Outubro; 698-706 1646-0758 0870-399X reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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