Family project(India) Essay Example | Topics and Well Written Essays - 500 words

Family project(India) - Essay Example According to (www.aarp.org) 140, 564 children under the age of 18 live in homes headed by grandparents and that 72, 094 children live in homes where their grandparents are responsible for them although most of them have no parents in the home. Also, the statistics shows that 69, 950grandparents are responsible for their grandchildren and out of this number, 70% are white, 26% Black/African, 70% are under age 60, 22% live in poverty and 44% have no parents of the children in the home. In the United States, there are forms of care and custody in place and they include power of attorney and consent of laws. There also several consents included for grandparents raising children in the United States and they include medical consent and educational consent. A State Fact Sheet shows that over 6 million children are raised by their grandparents and that almost 2.5 million of those children do not have their parents with them. Grandparents play vital role both within and out of foster care system. Among the children living with their grandparents, almost 6.3% are under 18 thus indicating almost 30% rise from 1990 to

Multivariate Techniques Assignment Example | Topics and Well Written Essays - 500 words

Multivariate Techniques - Assignment Example This technique actually examines the relationship between a single dependent variable and more than one independent variable. It is the most common type of method used. It shows a linear relationship holding the lowest sum of the squared variances. The assumptions such as normality, equal variance and linearity and finely and clearly examined by the researcher. A coefficient knows as beta are taken which is the marginal impacts of each variable. This technique is usually used by the firm for its forecasting. This technique is actually the variation of multiple regressions and allows the firms to predict different events. The technique used non-metric dependent variables and the actual objective of the technique is to achieve eve probabilistic assessment of binary choice. The independent variable used by the researchers is either continuous or discrete. Later, a contingency table is formed holding the classification of observations and the observations and predicted results are matched. Then the researcher sum the events that are predicted to occur and they actually occur and sum the events that the researcher predicted not to occur and they actually do not occur. These two sums are added and divided by the total number of events. This shows the effectiveness of the model and helps to predict the choices.

New Public Management Essay Example | Topics and Well Written Essays - 5250 words

New Public Management - Essay Example This review will then investigate the observed impact of NPM on the health sector and the effects of adopting market-oriented concepts, as reported in a study conducted by the World Bank (p.13) Moreover, NPM will be a viable reference because it has been documented to influence the financial policies of many governments. Policy issues directly affect public institutions like hospitals because reduced funding restrictions - a reality in many countries and one of the benefits of the NPM approach - will ultimately have an effect at the operational level. That is, hospitals may be compelled to improve procedures and practices, especially in terms of resource allocation, but they must also strive to improve the level of customer satisfaction. The market orientation of the NPM model will be particularly helpful in this area. Thus, with NPM theories as basis, this review will proceed to investigate process level concepts that are also oriented towards efficiency (p.15), which include action research, clinical pathways, service redesign, and operations management. The final section (p.18) looks at several initiatives that aimed to improve operations and practices in hospitals and especially, in operating theatres. The sources cited in this review are summarized in Table 1. DisTable 1. Summary of Reviewed Literature Author/s Date Title Subject/Topic Baird 2004 The Global Influence of New Public Management: Case Studies from Africa Explains the use of NPM in several African countries, with special focus on the importance of capacity building, especially in developing countries where governance issues remain a major challenge. Barry-Walker 2000 The Impact of Systems Redesign on Staff, Patient, and Financial Outcomes Discusses the findings of a study introducing "inpatient bed consolidation" and "patient population reaagregation" in a U.S. hospital and how such change initiatives affect staff, patients, and financial performance. Borins 2000 New Public Management, North American Style Lists the characteristics of NPM and how it has influenced the governments of the U.S. and other developed countries in attempts to reform the public sector. Costello 2003 Action Research Provides a useful general reference for managers wanting to undertake action resarch, from planning to reporting. European Communities n.d. Increasing Institutional and Administrative Capacity Establishes the importance of institutional and administrative capacity in socio-economic development programmes, debating the impacts of NPM especially in developed countries. Khaleghian and Das Gupta 2004 Public Management and the Essential Public Health Functions Discusses attempts to improve the public sector and their impacts on providing health services, including adoption of NPM concepts. Mahaffey 2004 Optimizing Patient Flow in the Enterprise Explains how use of technology can enhance hospital operations and

Website Usability Coursework Example | Topics and Well Written Essays - 1500 words

Website Usability - Coursework Example Webmasters found out that participants had sufficient knowledge on what Space website is supposed to do and were able to execute a few from the new site. In as much as they had some little know how of what is expected from the website, few challenges unfolded in line with the new website especially with most of the new functionalities that had been added. Users were also very excited about the new features and the look of the new interface.2. Purpose of the StudyBetween June 27 and July 5 2014, Webmasters carried out a usability test on the publicly available Space website in Mexico, at the main usability test lab at Bureau of Labor Statistics (BLS) as well as the Webmasters offices. The sessions at Webmaster’s offices provided the required geographic range to the test crew of Space participants; this similar test procedure was used for all the participants following questions. The functionality tests were majorly based on task cases obtained from Space’s past knowledge of the website’s main purpose and relevant end user needs. Webmasters came up with each activity to assess end-user’s ability to easily maneuver around the interface and be able to understand the kinds of information associated with each major areas of the site content. Basically, Webmasters conducted the usability test to avail answers to some of the following questions:†¢Ã‚  How well does the new Space website convey a sense of the type of content that users may expect whenever they explore the new Space’s internet sites?

People Organizations and Management Essay Example | Topics and Well Written Essays - 2000 words

People Organizations and Management - Essay Example 34). Alignment is described as the extent to which the human resource is linked to the business strategy. Capabilities include the talent, resources and information needed to implement the business strategy while engagement is defined as the extent to which people in an organization are committed to the organization. The productivity of the people in an organization and the quality of services offered to customers is influenced by various factors including the extent of team working, the organization’s structure and culture. Team working involves members of an organization working together and complementing each other to accomplish a particular task. When well conceived and implemented, team work offers various advantages which include enhanced creativity, increased employee satisfaction and it offers an opportunity for one to develop and acquire new skills (REF). Moreover, team working enhances the speed with which results are achieved and creates a support network for employ ees which they can rely on. Organizational design also determines the performance and productivity of the people in an organization. Generally, organizations may fall into either traditional or contemporary organization design. Under traditional organizational design, an organization may have simple structure or a functional structure while contemporary design may be team structure, matrix structure or project structure. Moreover, contemporary organizational design may be either lead to autonomous internal units, boundary-less organizations or learning organizations (Chatterjee, 2009, p. 150). Moreover, the human resource in all organizations is influence by the culture of that organization (Chatterjee, 2009, p. 147). Organizational culture is described as the pattern of norms, beliefs, values, attitudes and all those assumptions which may not have been articulated although they determine the way people behave and carry on their daily businesses. It is a system of informal rules gui ding people’s behaviour in an organization (Campeanu-Sonea et al., 2010, p. 328). This paper will make a comparison of teamwork, organizational design and culture of two different firms; Biogenia and Sleepeasy. Biogenia is an international company involved in the production of farming chemicals such as herbicides, fungicides and insecticides. It has an employee base of 15000 and operates in ten countries. On the other hand, Sleepeasy is a mid-market hotel chain targeting business travellers and tourists. Comparison of approaches to teamwork and team-working at Biogenia and Sleepeasy Given the many benefits accruing to an organization after fostering teamwork, firms always strive to enhance it. However, different organizations use on varied approaches to achieve teamwork as brought out in the case study the Biogenia and Sleepeasy. Grant et al. (2005. p.165) described six approaches that are used in teamwork. These approaches include shared plans, joint intentions, team plans, cooperative problem solving, collective intentions and cooperative subcontracting. In team plan approach; teamwork is based a group of people with an intention of performing a complex task while in joint intentions all the agents in a group have a specific intention which brings them to work together (Grant, et al., 2005, p. 168). In shared plan approach, agents are bound together by a set of intentions. Cooperative problem solving approach to team work is based on an intention to interconnecting different

The Portrayal of Homosexuals in Movies Essay Example for Free

The Portrayal of Homosexuals in Movies Essay In this paper, I will be discussing two movies that portray homosexuals and homosexuality in very different ways. The first movie is The Birdcage (1996), a comedy directed by Mike Nichols, and starring Robin Williams and Nathan Lane as a pair of long-term gay lovers. The second movie is Brokeback Mountain (2005), a drama directed by Ang Lee, and starring Heath Ledger and Jake Gyllenhaal as star-crossed gay lovers. A Movie Filled with Stereotypes In The Birdcage (1996), the movie that I have chosen that I feel stereotypes homosexuals, all the typical gay stereotypes are there: the flamboyant physical gestures, the garish color scheme of the decor and the wardrobe, the hysterical emotional reactions, the drag queens, the cattiness, and even the lisps. In brief, Robin Williams plays Armand Goldman, a middle-aged gay man who is the owner of a gay cabaret in Miami. His live-in lover, Albert, played by Nathan Lane, is also the star of the cabaret show, a drag queen named Starina. Armand has a 20-year-old son, Val, from a brief heterosexual relationship, and Val has been raised in Armand and Albert’s household. Val arrives home, declares that he’s engaged to the daughter of an extremely right-wing conservative U. S. senator, and that the senator and his wife are coming to dinner. Albert decides to dress in drag and pretend to be Armand’s wife. The garish decor and wardrobe, which might seem out of place if the setting were Wisconsin or Kansas, doesn’t seem quite as stereotypical as it might since the setting is South Beach in Miami. The bright, neon colors are quite popular there, and although there is certainly an element of exaggeration, I don’t think these colors would be out of place in mainstream Miami. What is really interesting about this film is that even though it is filled with so many gay stereotypes, and even though it gets huge laughs playing to these stereotypes, it is really not a film that refuses to look deeper than the surface. The out-and-proud Armand and Albert are in a long-term, committed relationship, and we see how that relationship plays out. Armand and Albert could be any two people in a relationship, although Armand is portrayed as pretty mainstream gay, minus most of the stereotypical characteristics, while Albert is loaded with these types of characteristics. In fact, he seems to be one, big overacting gay diva in every respect. He is always throwing fits, crying, accusing, locking himself in his room, and trying to lay guilt trips on Armand. I hate to say it, but not only does Lane portray Albert as the complete stereotype of a gay man, but he also portrays Albert as the complete stereotype of a straight woman who has PMS. I think the stereotypes that are portrayed in this movie are just as popular as a set of misconceptions today as they were a decade ago. But on the other hand, the biggest stereotype, the one where people believe that all gay men sleep around with many, many partners, is not even addressed in this film because, as I said, it focuses primarily on a committed relationship between two middle-aged gay men. This, I feel, could be beneficial in showing the public in general that not all gay men jump from man to man. On the other hand, the audience is going to see what it wants to see, and if they believe all the stereotypes going in, this film will probably reinforce their beliefs. But, at least, a gay comedy could get made at all. It doesn’t happen that often in Hollywood. But it seems that comedy makes everything more palatable to middle America. It removes them from the truth of the situation just enough so that they can be absorbed into the story and laugh. That has got to be a benefit, as it’s a start to seeing â€Å"gay people† as â€Å"just people. † A Movie with Positive Images Brokeback Mountain (2005), the movie I have chosen that I feel does not stereotype homosexuals, is about as far away from The Birdcage (1996) as you can get. It’s a romantic drama with a love story between two cowboys as its central theme. Ennis Del Mar, played by the late Heath Ledger, and Jack Twist, played by Jake Gyllenhaal, meet as young men on an isolated assignment herding sheep. Ennis is already married, but Jack is not yet married. The two surprise themselves by falling in love with each other, something that was greatly looked down on in the American West in 1963, where this film begins its story. They keep their love a secret, or so they think, and meet when they can over the years. Jack marries for cover, Ennis grows even more distant from his wife, and eventually Jack meets a violent end after his homosexuality is discovered. In looking at the effect that the images in this film had or might have on mainstream, non-gay America, I’d say that the image of two virile cowboys falling so unexpectedly in love with each other was a positive one. So many of the stereotypes show gays as effeminate and unmanly. But there was none of that in these two men. They were as strong and physically active as most men, and probably in better shape than most straight men, but the fact that they were both buff did nothing to add to the misconceptions that most gay men work out at the gym and are vain and body-oriented. Instead, their good physical forms were the results of hard manual labor. These non-stereotypical images are important to the focal point of the film, which is how the romantic relationship between these two men develops over the course of 20 years. Brokeback Mountain (2005) was really the first big-budget Hollywood movie that took the risk to portray two non-flamboyant, non-stereotypical gay men in a romantic drama, where the gay romance was the theme of the movie. Whereas both men were closeted and married, and it appeared that Jack had other boyfriends while Ennis did not, we see how their love lasts and grows over the years. We see the longing and the yearning and the way they miss each other. Mainstream straight America sat up and thought, they’re just like us! That’s how I feel about my husband, wife, boyfriend, girlfriend. We could relate to them and what they were going through. I think this reaction was a product of the times. Homosexuality is a lot more out in the open now and middle America is a lot more socially tolerant now than they were even ten years ago. The Comparison In spite of the fact that Brokeback Mountain (2005) was made in 2005, it is set in a time period from 1963 to 1983. So what we see in Brokeback Mountain (2005) is how attitudes and social expectations used to be when America was a much more closed-off society than it is now. We actually get to see what led up to the change in American values by the time of The Birdcage (1996), which is set in 1996. Another difference in the setting is that Brokeback Mountain (2005) is set in the American West, supposedly representing middle American values, whereas The Birdcage (1996) is set in South Beach Miami, known more for it’s nightlife than for it’s middle-class values. A kind of â€Å"anything goes† feeling pervades this setting. In South Beach, a gay man can be as safely â€Å"out† as it is probably possible to be in the United States. In the American West, four decades ago, there were few places that it was safe to be known as homosexual. An image is created of fear and intolerance and keeping your true self hidden. In Brokeback Mountain (2005), director Ang Lee created images that were evocative and memorable. The beauty itself of Brokeback Mountain, where the two men fell in love, was all lush and green and charming vistas. Yet, when the men separated and spent long periods apart, the landscape was dry, dusty, run down and baron. It seemed that this love had just happened to them and that they had no control over it in spite of the strong yearning to be together. In The Birdcage (1996), director Mike Nichols, on the other hand, told a story that was all about a kind of false world created by his two main characters. The settings were primarily indoors, often garish with colors and styles left over from the 1980’s, and literally, audibly loud. It was a world based on illusion, but the illusion was created by the two gay men and it was on their own terms. I think one product of the times in which these films were made was the number of graphic love scenes that were included. Even 13 years ago when The Birdcage (1996) was made, it was very rare to show two men kissing in a mainstream Hollywood movie. But ten years later, Brokeback Mountain (2005) showed not just two men kissing, but two men in love, making love. Times have changed and what we are willing to accept up on the screen has changed with it. However, this may not be just a product of the times, but also a product of the type of film that was being made. In 1996, no one expected two gay middle-aged men to make out or to make love in a comedy, but come 2005, love scenes in a romantic drama were considered normal, although pushing the envelope quite a bit when the protagonists were both males. Conclusion When I saw Brokeback Mountain (2005), I have to admit that I was enchanted, fascinated and a little bit put off. The scenery and cinematography were typical, breathtaking Ang Lee, and the story was so beautifully done, unlike anything that had been done before. But this film also went a lot farther than I was comfortable with in terms of showing physical contact between two gay men. They showed a lot of kissing and love making, and when they showed Ennis spitting on his fingers, I about lost it. I guess I consider myself a socially-tolerant prude: I don’t mind what people do as long as I don’t have to watch it in graphic detail. In The Birdcage (1996), I thought Robin Williams did an excellent job of portraying a gay man without all the usual stereotypical characteristics to fall back on. It could not have been an easy task, especially for someone who can overact anyone under the table, but Williams found a nice middle ground in portraying a man who was clearly gay but also clearly not a stereotype. However, there was one character who was purely a stereotype played for laughs all the way: the butler named Agador, played by Hank Azaria. I have to admit that I thought this character, small though his role was, was the funniest part of the movie. He took just about every gay stereotype out there and exaggerated it as much as humanly possible, and he pretty much stole the show doing it, too. In addition, I was glad that we didn’t have to watch two middle-aged men kissing and making love. That would have been too much for me. I guess there really is something to playing it for laughs and making the audience comfortable. You really don’t want to put the audience too far out of their comfort zone or they will just simply reject the whole premise, or the whole film, in other words. As you can catch more flies with honey than with vinegar, I believe that motion pictures can help break through to increased social tolerance by easing the medicine down gently. References Nichols, M. , Machlis, N. , Imperato, M. , and Danon, M. (Producers), Nichols, M. (Director). (1996) The Birdcage [Motion picture]. USA: United Artists. Schamus, J. , McMurtry, L. , and Ossana, D. (Producers), Lee, A. (Director). (2005) Brokeback Mountain [Motion picture]. USA: Focus Features.

Public Health And Health Promotion

Public Health And Health Promotion In this research paper I discussed the role of Public Relations in communicating health and delivering healthy messages to the public or community. It is more or less the same working with other ministries but Ministry of Health (MOH) are more focused on educating and promoting healthy lifestyle. There are five strategic SMART objectives that as a PR need to be focused and improved on:- Strategic Objective: Establish Strengthen Health in All Policies (HiAP) Strategic Objective: Develop Effective, Quality And Innovative Health Promotion Programmes to reduce Obesity, Unhealthy Diet, Physical Inactivity And Tobacco Use Strategic Objective: Enhance Inter-Sectoral Collaboration And Partnership Strategic Objective: Develop Health Promotion Skills Competencies Strategic Objective: Strengthen Health Promotion Centre Infrastructure and resources The challenges and constraints of Health Promotion Centre (HPC) are to be discussed further more in this research paper. As a conclusion of this paper, I also includes the benefits and expected outcomes for the strategies. Role of Public Relation in Health Communication in Brunei Darussalam INTRODUCTION Brunei Darussalam is a moderate Islamic country with multi ethnic racial where understanding diversity management and cultural values may increase the productivity of an organisation and also create harmonization among the three main races in Brunei; Malay, Chinese and Indian (Brunei Tourism website, 2010). Diversity management is unique in Brunei Darussalam through symmetrical approaches to public relations. Understanding cultural diversity and multiculturalism is very important to articulate a sensitive and multi aspect approach to excellent public relations, especially in rapidly developing country like Brunei Darussalam. There is need for professional aid to understand the dominant religious such as Islam, and minority of Christianity and Hinduism as they want to invest to the country. In fact cultural diversity seen as universal concept, as every country has a different religious and tribal groups. Globalisation has given new meaning that should be practiced according to various ethnic groups with different religion and backgrounds. Public Relation is about maintaining a good relationship between an organization and public through communications in order to pursue its goals and objectives. The role of public relations can influence the main structure of an organization have practiced. The main responsibility for public relations is to gain publicity from the public using media releases such as newspaper, magazines and sometimes appears as spokesperson for that company or organization. The other responsibility for public relations is to find solutions for supplementary problems as well as a decision makers and policy formation. There are theoretical approaches in public relations. Theories applied in different ways because different theories, different assumptions due to different backgrounds such as culture and influence. According to Grunig and Hunt (1984) the best theory of public relation is the four model which explain the development of public relations. The first model is press agency. This is the easiest way to spread propaganda in other to get public attention for their events or products. It is a one way flow of info. Second model is Public information which runs by the government to inform the public on behalf of the organization about its development. Third model is the two ways asymmetric which by all means the power in organization and not to public. Forth model is two ways symmetric where the organizations events or products get feedback from the public. Nevertheless Grunig and White(1984) agreed that public relation is best described in asymmetric ways rather than symmetric ways. Somecritics of symmetrical worldview- both practitioners and theorists- claimed that the approach is unrealistic or idealistic. They argue that organizations hire public relations people as advocates to advance their interests and not as do-gooders who give in to outsiders with an agenda different from that of the organization. In short organizations would not hire a public relations person which not practices asymmetrically. (Grunig and White 1992:46) LEtang(1996) also argues that symmetry in public relations is inconsistent. He argued: There isà ¢Ã¢â€š ¬Ã‚ ¦a problem in the attempt which some make to maintain the idea of symmetry alongside the role of public relations as advocate. Surely symmetry and advocacy are in opposition. The only way round this tension is to argue that public relations ensure that all world views are held, i.e that the playing field is level. Whether this sort of pandering to the liberal conscience and justifiable is a matter for debate: a debate which has yet to take place within public relations. (LEtang 1996:96-97) The theories then divided into two parts; Rhetorical Theory and Critical Theory. Rhetorical theory is a convincing dialogue about public relations role. It is suggested as dialogue relationship which allows deliberation of written text or language use and their ethics. According to Heath, Rhetoric is symmetrical because each idea placed in the marketplace or public policy arena stands on its own merit. (Heath 2001:49) Critical theory is the power which influences communication. It is about social critiques, political and corporate structures as well as institutional. The theory tries to search for social changes-postmodernism which includes political, cultural, social and economic views. According to Holtzh` ausen, she revisits the concept of the public relation practitioner as keeper of the corporate conscience. She argues that the responsibility for keeping organization abreast of postmodern thinking importantly resides in public relations department. She stated that: Postmodern theories urge public relations practitioners to acknowledgeable the political nature of their activities and to be aware of the power relations inherent in everyday practice. Public relations is about to change or resistance to change, these political acts are manifest in the everyday use of organizational language and symbolism and are influenced by the organizations cultural and social environment. This redefines the boundary spanning role. Instead of claiming objectivity, practitioners are forced to choose which side they are on. (Holtzhausen 2000:110) Public relations required skillful practitioners. Certain skills that needed in these areas are strong analytical skills and communication skills in other to catch the attention of public. Great interpersonal skills, self confidence, self and priority management skills, knowledgeable in financial industry and update with current issues will complete the criteria to be a Public relation practitioners. Integrity and commitment to ethical practice, equity and diversity will also help to gain public attention and expectations on the benefits from the products or events that we are promoting. In communicating health messages to the public is very hard because, we need to do survey about the community at first rather than approaching them directly. Most medical officers do not have the skills or knowledge on how to approach the community creatively. This is when Public Relations practitioners came forward to help them communicating with the public from explaining medical matter great in de tails and too wordy transformed into simple and creative which is easy to understand by the public. WHAT IS PUBLIC HEALTH AND HEALTH PROMOTION? Public Health is a science of protecting and improving the health of communities through education, promotion of healthy lifestyles and research for disease and injury prevention (www.whatispublichealth.org). Public health or societal health refers to the link between health and the way a society structured which includes the basic infrastructure necessary or health- shelter, peace, food and income; and the degree of integration or division within society( Naidoo J. Willis J, 2000,p.7). Not only that, in public health it also includes Environmental Health referring to the physical environment in which people live. Health promotion was defined in the Ottawa charter (WHO 1986) as being centrally concernedwith empowering people to take greater control over their health and thus includesa range of strategies to strengthen communities, develop supportive environments and inform and educate about health issues.Ottawa Charter for Health Promotion (WHO 1986) can be defined into 5 action areas, namely: à ¢Ã¢â€š ¬Ã‚ ¢ Building healthy public policies à ¢Ã¢â€š ¬Ã‚ ¢ Creating supportive environments à ¢Ã¢â€š ¬Ã‚ ¢ Strengthening community action à ¢Ã¢â€š ¬Ã‚ ¢ Developing personal skills à ¢Ã¢â€š ¬Ã‚ ¢ Reorienting health services towards prevention 1.2 THE RELATIONSHIP BETWEEN PUBLIC HEALTH, HEALTH PROMOTION AND PUBLIC RELATIONS. Public Health and Health promotion professions embody and tolerate conflicting ideas of why and how health should and could be approved. The meaning of public health and health promotion are contested and open to misunderstandings such as the explaining the methods for reducing health and promoting well being and fundamentally in the motivation for such interventions. Whereas Public Relations is a person who represent the agency as a spokesperson or a guide on how to communicate health messages to the public or target audience by implementing tactics and strategies as well as evaluating the success of the program. RESEARCH 2.1 HEALTH PROMOTION CENTRE (HPC). Health Promotion Centre (HPC) is a centre that serves the needs of public by providing health information, camps and other recreational developmental activities for the public. HPC also supports and encourages the growth and development of healthy lifestyles among the community through their health messages, gallery, workshop, youth camps and health screening. The roles of HPC:- Educational role: Impart Knowledge and increase awareness of public on various aspects of health Change agent: facilitate behaviour change amongst clients/target groups through the empowerment (knowledge and skills) and advocacy. Instill value: inculcate the practice of healthy lifestyle in the population and also caring attitude towards health among children and youth. Attraction site: a place to visit for a family outing and for tourists. Its main objective is to develop and focus on national health promotion programmes in the country and to ensure that health promotion and chronic disease prevention activities are carried out systematically and effectively. The vision is to realize Ministry of Health (MOH) vision 2035  ´Together Towards a Healthy Nation. The mission statement is Empowering People towards Healthy Living through Effective Health Promotion. (Personal Interview with Senior Medical Officer, 2010) 2.2 ROLES OF PUBLIC RELATIONS AND MEDIA AT HPC The role of Public Relations practitioner in this centre is to communicate health messages or practicing health communication. Health communication is a notion of awareness raising and education about risk and protective factors linked to chronic conditions such as diabetes and cardiovascular disease. The use of mass and multimedia and other technological innovations to disseminate useful health information to the public, increase awareness of specific aspects of individual and collective health as well as importance of health in development (WHO, 1996). Health promoters need communication skills and strategies to inform, educate, enable, mediate, advocate, persuade, negotiate and facilitate. In order to have this health promoters need a range of functional communication skills in their professional toolkit (Murphy B, 2006). Functional communication skill sets tend to be anchored now, while strategic communication is more future focused. It also a process of hitting right target with the right level of information that suits and resonates with the market as well as engaging the participants in a process so that it is shared activity rather than one-way sharing information. In order to strengthen the links within and beyond the health sector, health promoters must develop and practise ways to strategically communicate our ideas in a language that the intended audience can understand and embrace for example using common language that understood by others (Murphy B, 2006). For example the use of Facebook and Twitter. These two social networking are the best way to commuincate and ideas with the intended audience nowadays. Facebook is a social networking site that enables users to share photos and videos. It also has a status update tab where people can post information (Facebook, 2010). Facebook is available for both personal and business use. Businesses can set up a Facebook fan page so Facebook users can become a fan and follow the organisations updates. Faceboo k is efficient for businesses as it enables users to send invitations virtually and those who have been invited can chose to send a RSVP or decline the invitation on the spot. Whereas Twitter is a real-time information network powered by people all around the world, which lets you, share and discover whats happening now.Twitter asks, Whats happening? and spreads the answer across the globe to millions, immediately (Twitter, 2010).Twitter is a social networking site that uses a system similar to the short messages system or SMS, where people can share information from all over the world. The SMS has a 140-character limit, and the messages sent through are called Tweets. Other people can forward these Tweets; this is called Retweets. People who follow other peoples tweets are called Followers. Twitter is not only limited to personal use. Businesses can also sign up to this networking site to start networking with other Twitter users that might be interested in their business. HPC curr ently has a Twitter account . Facebook and Twitter are FREE communication tools which allow two-way interaction between interested parties and the communicator, a beneficial addition to an organisations website which is mostly one-way communication. Fans and followers are made from a pre-qualified audience who have already identified that they are interested in a concept, and therefore are more likely to react to promotions and positive communication. Facebook and Twitter also act as a platform to answer questions and launch promotions instantaneously with nil or limited material cost. Another example of effective way of communicating and sharing information with the audience is via A strong and informative website and regular e-newsletter communication are beneficial assets for any organisation, as they represent a cost-effective, fast method for one-way communication with current and potential members.The target audience is pre-qualified, having made a choice to visit the HPCs website, or sign up for the e-news letter. Health promotion is directed towards improving the health status of individuals and population. During this modern era, it was transmitted by the mass and multimedia which has positive and negative implications for health. Communication underpins virtually all health promotion action. With this in mind, a broad range of functional communication skills need to be developed and practised by those seeking to work in the health promotion field. Good communicators have the ability to convey complex concepts in a language that speaks to the intended audience. They use metaphors and analogies to make sense of the ideas. As health promotion seeks to strengthen its links within and beyond the health sector, we must develop and practise ways to strategically communicate our ideas in a language our audience understands and embraces. Theres a needs to understand the social model of health as well as the determinants of health and their impacts on population. It also includes planning and evaluat ing strategies on approaching a diverse group with multicultural background with respects. Appropriate health promotion strategies are especially effective to combat the current rapid rise of chronic diseases which represents a major challenge to global development. Chronic diseases include heart disease and stroke (cardiovascular disease), cancer, diabetes and chronic respiratory diseases which claim 35 million lives every year. Together they are the leading cause of death worldwide and have overtaken the number of deaths due to infectious diseases. This represents 60% of all deaths globally, with 80% of deaths due to NCDs occurring in low- and middle-income countries, and about 16 million deaths involving people under 70 years of age. These diseases also undermine the economic development in many countries leading to a worsening of poverty and illnesses. The global burden of these non-communicable diseases (NCDs) continues to grow. Tackling it is one of the major challenges for development in the 21st century. Unless addressed, the mortality and disease burden from these health problems will continue to increase. WHO estimated that without action, total deaths from chronic diseases will increase by 17% between 2005 and 2015. For those with chronic disease, it can affect every aspects of their life and over time can cause further complications that can further lead to deterioration of their quality of life, participation in activities and even their work performance. There will also be the increasing burden to the costs of health care as well as the psychological and socio-economic impacts to the families and carers. However proven cost-effective strategies exist to prevent and control this growing burden. The causes (risk factors) of chronic diseases are well established and well known, ie, unhealthy diet, physical inactivity and tobacco use. These risk factors, which are the same for males and females are largely modifiable. If uncontrolled, they will lead to intermediate risk factors such as raised blood pressure, raised blood sugar levels, abnor mal blood lipids, overweight and obesity. The major modifiable risk factors, in conjunction with the non-modifiable risk factors of age and heredity, explain the majority of new events of heart disease, stroke, diabetes, chronic respiratory diseases and some important cancers. The relationship between the major modifiable risk factors and the main chronic diseases is similar in all regions of the world. There are also other risk factors for chronic diseases but they account for a smaller proportion of these diseases. These include harmful alcohol use and some infectious agents that are responsible for cervical and liver cancers. Preventing or delaying illness and death from chronic diseases is possible. At least 80% of all cardiovascular diseases and type 2 diabetes and over 40% of cancers could be avoided through healthy diet, regular physical activity and avoidance of tobacco use. Although death is inevitable, it does not need to be slow, painful or premature. Most chronic diseases cause the sufferers to become progressively ill and debilitated, especially if their illness is not managed correctly. Chronic disease prevention and control helps people to live longer and healthier lives. In addition, due to public health successes, populations are aging and increasingly, people are living with one or more chronic conditions for decades, thus worsening the burden of chronic diseases. This places new, long-term demands on health care systems. Not only are chronic conditions projected to be the leading cause of disability throughout the world by the year 2020 but if not successfully prevented and managed, they w ill become the most expensive problems face by our health care systems. In Brunei Darussalam, the situation of chronic diseases is following the global trend. The Ministry of Health reported in 2009 that cancer is the top leading cause of death with 24.6 deaths per 100,000 population whereas heart disease and diabetes mellitus comes second and third accounting for 23.9 and 18.4 deaths per 100,000 population respectively. In addition, this data is further supported by the preliminary findings of the Ministry of Healths Integrated Health Screening and Health Promotion Programme for Civil Servants which was launched in 2007. Early findings showed that: à ¢Ã¢â€š ¬Ã‚ ¢ 64.3% of the subjects screened were either overweight or obese à ¢Ã¢â€š ¬Ã‚ ¢ 55.2% has high blood cholesterol à ¢Ã¢â€š ¬Ã‚ ¢ 14.7% has hypertensio à ¢Ã¢â€š ¬Ã‚ ¢ 14.2% has high blood sugar. The above data shows an increase in the proportion of subjects with are overweight or obese when compared to the data obtained by the National Nutritional Status Survey 1997 which showed only 44.5% of the subjects then were either overweight or obese. Therefore, preventive strategies in Brunei Darussalam need to focus on comprehensive, integrated,multi-level, multi-intervention approaches aimed at reducing the negative impact and consequences of chronic non-communicable diseases. Simultaneously, the management of NCDs requires well-coordinated and integrated services at primary, secondary and tertiary levels which focus on curative, preventive, promotive and rehabilitative aspects holistically. Therefore,there are five strategic SMART objectives that as a PR need to be focused and improved on:- Strategic Objective 1: Establish Strengthen Health in All Policies (HiAP) Strategic Objective 2: Develop Effective, Quality And Innovative Health Promotion Programmes to reduce Obesity, Unhealthy Diet, Physical Inactivity And Tobacco Use Strategic Objective 3: Enhance Inter-Sectoral Collaboration And Partnership Strategic Objective 4: Develop Health Promotion Skills Competencies Strategic Objective 5: Strengthen Health Promotion Centre Infrastructure and resources 2.3 CHALLENGES CONSTRAINTS OF THE HEALTH PROMOTION CENTRE (SITUATIONAL ANALYSIS) One of the biggest challenges faced by HPC is the lack of awareness amongst the general and target public as well as lack of media promotions on spreading health messages which includes misunderstanding about the concept of health promotion, competing priority areas, manpower, budget, unconducive environment, behaviour and others. This has proven to be the main hindrance for the centre in reaching their target audience. SWOT Analysis Strengths Financial support from government (MOH) Social network such as facebook and twitter containing information about their organisation. Access to MOH supports, financial and activities. Weaknesses Lack of financial resources to invest in media activities and others Need more sponsorship General public unaware of HPCs existence No official website Private partners Building maintenance Opportunities International presence Government collaboration Increasing the skill set of staff to other field such as communication-media, public relations and etc. Threats Lack of support Lack of workforce Unconducive environment Misunderstanding about the concept of health promotion Competing priority areas Culture. Local evidence has shown that, there is a huge burden of NCDs especially cancer,cardiovascular diseases and diabetes, in Brunei Darussalam. Without definitive action to address these diseases, they will continue to grow exponentially and lead to more people living with poor quality of life and dying prematurely. This, in turn, will have a negative social and economic impact on families, communities and the country as a whole. Being the lead organization that has been entrusted to initiate and coordinate the actions, HPC, from the very start, has several challengesand constraints to deal with. To be able to manage the situation effectively and efficiently, HPC has to convince all relevant stakeholders and partners that only a comprehensive, integrated approach has the best chance of success in the prevention and control of these NCDs. Comprehensive action requires combining population-wide approaches that seek toreduce the risks throughout the entire population with strategies that target individuals at high risk or with established disease and also addressing the social and economic determinants that would affect their health directly or indirectly. The National Health Promotion Blueprint 2011-2015 will be launched on March 2011 aims to use such an approach. Before adopting such a strategy, many factors that will affect the outcome of this approach have to be considered. Some of these factors are: The needs of the target population and individuals as well as the requirements ofthe stakeholders and partners. The resources e.g. human capital, financial, technical, physical and other infrastructure etc, and their management, that are needed for HPC to carry out their tasks effectively. The process of planning, implementing, monitoring and evaluating the initiatives and programmes. However to ardently follow the strategic framework, HPC will encounter many challenges and constraints. Strategies need to be developed to overcome or reduce these barriers which may impede the successful implementation of this Action Plan. These include: 1. Misconception about health promotion Health promotion is defined as the process of enabling people to increase controlover and improve their health and is also defined as any combination of educationaland environmental supports for actions and conditions of living conducive to healthwhere these processes have been clearly explained in several key health promotion documents. As such health promotion is not just educational and provision of information. It is a continuing process that involves action at every level of society andnot just a series of ad hoc educational activities. One of the challenges is to change the mindset of all stakeholders to convince them that everyone has an important role to play in promoting health from policy-makers and leaders, in Government, organized medical and health services, non-government and private organizations and communities, to individuals. This role will not only be educational in nature but also supportive and enabling for people to practice healthy lifestyles. HPCs role is to l ead, support, facilitate and empower communities and individuals to practise healthy living but it cannot do it alone. All stakeholders have a shared responsibility for health. Hence for HPC to fulfill its role effectively, it must be given a clear mandate and extent of authority from the rele- vant authorities to expediently carry out its designated functions in health promotion in general and particularly in the execution of this strategy. 2. Low priority towards the role of health promotion in the management of NCDs Traditionally organized medical and health services have implemented a range of services to tackle NCDs e.g. Hospital- or clinic-based nutritional programmes, tobacco control programmes etc. However due to diverse needs and priorities, most of the resources for these interventions are directed towards attending to acute problems and urgent needs of patients with NCDs. Less priority is given to the incorporation of preventive health care into the overall management of these patients. As pointed out earlier, a collaborative management approach, with preventivecomponents in the care of the patients with NCDs that involves the patients, their families and health care partners, is more cost-effective than the traditional approach and achieves better health outcomes.Therefore, one of HPCs functions here is to help facilitate the routine incorporation of preventive and promotive care into curative services especially in the management of chronic diseases. This strategic framework includes the reorientation of the health care services for a more holistic approach in the effective prevention and management of chronic conditions. It calls for a partnership among patients and families, health care teams and community supporters. This approach will work best if each patient is informed, motivated and prepared to manage their health and able to work with the other partners. This partnership should be influenced and supported by the Ministry of Health and other health organizations, the broader community and the policy environment to ensure a sustainable positive health outcome. 3. Lack of skilled manpower There is a lack of human capital in HPC, both in numbers and skills. This willundoubtedly impact the performance of HPC with its many roles and functions to fulfill. Besides the current health professionals to carry out the day-to-day operations of HPC, there is a dire need for more specialized personnel who have the professional and technical skills and expertise to enable HPC to perform its many functions including overseeing and coordinating health promotion programmes and activities in general and in particular, initiatives identified. These personnel include: I. Public Health Professionals and / or Allied Health Professionals who are trained in Health Promotion, Programme Management, Epidemiology, Biostatistics including Research Methodology and other similar fields. Such human capital are needed to ensure a more effective and efficient planning, implementation, monitoring and evaluation of all relevant health promotion programmes and initiatives in the country. They will also form the core group will drive the development of a supportive surveillance system and promote a research culture in HPC as part of its strategies to produce scientific evidence to support and rationalise policies, strategies and approaches relating to healthy lifestyle and particularly, NCD prevention and control II. Sociologists and Psychologists As health promotion, in a large part, deals with individuals and their families and the larger communities, HPC needs personnel who are well trained in the principles of Social Science. Social determinants have a great impact on health in any society including the creation of inequities in health. This type of expertise is essential to assist HPC in advocating and framing evidence-based policies and programmes, across the whole of society, that can influence the social determinants of health and improve health equity. On the other end of the scale is the understanding and influencing of human behavior.Psychologists are needed in the formulation of programmes which directly impacts on human behavior such as healthy eating, increasing physical activity and losing weight. They are critical in motivating individuals to change for better health outcomes. III. Public Relation / Communication / Media personnel To carry out effective health promotion, information must be effectively disseminated through traditional and new media. Social marketing is a recognized strategy to educate the public generally. Personnel who are trained to deal with and communicate with individuals, communities and the media, are definitely an asset to this type of work. IV. IT and technical personnel An important part of HPCs function is the creation, production, dissemination and display of various health-related information using different formats, styles and materials, in an interesting and appealing manner that would capture the attention of the audience. HPC needs innovative, artistic and creative personnel who are skilled in IT and the use of pertinent software. 4. Training and capacity building for HPC staff At present, there are less than 50 staff members who are as