5.0       Defining the Audience(s)

Implicit in the program objectives is the identification of target audience(s).  This audience identification includes groups at a more macro scale (political officials and the general public) as well as groups at a more micro scale (environment and public health practitioners and managers at the local, state and national levels).  The identification of these groups includes both the users of the information generated by the indicators and the ultimate recipients of the program achievements (e.g. the general public as a recipient of enhanced environmental health protection).  

 

As most programs have multiple purposes, they will have multiple users and audiences for the indicators and information they generate.  As the indicators must have true meaning to these audiences in order to be effective (e.g. the public health official must understand the importance of a specific indicator in order to use it in an argument for the need for a specific intervention effort) it is useful to explicitly identify them in the development of any monitoring and surveillance program, and whenever possible, involve them in the identification and selection of indicators.  From our understanding of the current state of affairs in the Border region, there is a clear need to positively influence political officials in order to receive their commitment to a second phase of the program for the longer term (i.e. 10 years).  This situation usually requires a focus on:

  • Indicators at macro scales
  • Indicators that can show progress over short periods of time (2-3 years) to encourage sustained funding
  • Indicators that political officials can share with the general public. 

 

As the experience of the last five years shows, such improvements have been possible (i.e. the water related investments and achievements have been remarkable, EPA, 2000).

 

Another principal use of these indicators would be to bring together the environment and public health practitioners and managers from border states in a more effective manner, through the development and implementation of joint projects.  In the first phase of the program, funding and technological infrastructure problems seem to have impeded the full participation of Mexican practitioners and managers.  Public health and environmental practitioners require access to data and information in a timely manner, at both the macro and micro scales, to fulfill the daily responsibilities and provide support for more challenges tasks such as dealing with emergencies and investigations.

 

Summary:

We suggest two broad categories of audiences (and surveillance products) be considered for the objectives of the environment public health surveillance program for the U.S-Mexico Border region.  These two groups are:

1.      (Macro audience) – political officials and general publics in the U.S.-Mexico Border region;

  1. (Micro audience) – environment and public health practitioners and managers in the U.S.-Mexico Border region.

 

This implies that adapted materials and media should be developed and used for these two audiences.