Title: CTSI newsletter
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00090016/00006
 Material Information
Title: CTSI newsletter
Series Title: CTSI newsletter
Physical Description: Serial
Language: English
Creator: Clinical and Translational Science Institute, University of Florida
Publisher: Clinical and Translational Science Institute, University of Florida
Place of Publication: Gainesville, Fla.
Publication Date: December 2008
 Record Information
Bibliographic ID: UF00090016
Volume ID: VID00006
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.


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From the Director

Getting the Word
Out Communication
from and within the


January's newsletter is
scheduled to feature the
Research and Design Anal-
ysis Program. Methodolo-
gists from across campus
with expertise in various
techniques and fields are
involved in the program,
which plays a significant
role in ensuring the success
of clinical and translational
science studies.

Volume 1, Issue 6 December 2008

Last month's Newsletter focused on the Institute's Community En-
gagement and Research Program and its potential to engage CTS
investigators with citizens throughout the state of Florida via the
resources of the Shands and VA Healthcare Systems and the IFAS Extension
Program. This Newsletter issue takes off where the former left off in fur-
ther addressing the CTSI's mission to create new opportunities for clinical
scientists and Florida's citizens to collaborate in advancing education and
research into the causes, prevention, diagnosis, treatment and cure of human

The art of effectively communicating clinical and translational science to the
community is a dynamic, interactive and bi-directional process that requires
a toolkit of resources for such an interchange to occur. Furthermore, mutual
trust, transparent communication and a clear understanding of the protection
of human subjects must be paramount to develop mutually valuable
partnerships between CTS investigators and the public. A commitment to
this principle is essential if we are to develop innovative "communities
of practice" by which we collaborate effectively through a shared passion
for a common enterprise. By accomplishing this, we not only increase the
likelihood of creating new knowledge, but also evolve a new social system
of hypothesis development and testing, information sharing, educational
opportunities, career advancement and healthcare delivery.

UF is fortunate that one of the CTSI's partners is the College of Journalism
and Communications (COJC). Its outstanding national reputation,
particularly in the field of health science communications, becomes a focal
point for enhancing many of the CTSI's training and clinical research
activities and thus directly addresses the Institute's goals. To further
enable the UF investigators in translating clinical research to new medical
practices, health policies and healthcare delivery, the Institute has developed
the program described herein to facilitate an interchange between the CTS
researchers and the communities they serve.

Peter W. Stacpoole, Ph.D., M.D.
Director, CTSI

Clinical and Translational Science Institute University of Florida Gainesville, FL 352.265.8909

Volume 1, Issue 6 December 2008

Getin th od u:BYCRI

Communication is, in one sense, at the heart of
much of the CTSI's work. Ensuring that findings
are shared between research and clinical commu-
nities, that information on health and healthcare is shared
between the medical community and the general pub-
lic, and that research teams in diverse disciplines share
information on their work with one another is key to the
success of the CTSI's mission. The College of Journal-
ism and Communication (COJC) is the CTSI's partner
for communication about and among the members of
the CTSI community. UF's COJC has a superb national
reputation for both research and practice, with special
expertise in the fields of health and science communica-

The College of Journalism and Communication will
work to both facilitate the communication that occurs
around the CTSI and provide training opportunities to
help scientists, investigators, and health-care profession-
als become better communicators. To facilitate these
efforts, the COJC will focus on two broad goals within
the CTSI.

Create a program for Facilitating the
CTSI-Community Interchange (FCCI)
and help clinical research scholars
present their work to a lay audience
This means working with three other programs within
the CTSI (Training and Professional Development,
Participant and Clinical Interactions, and Community
Engagement and Research) to make sure the communi-
cation component with each is as effective as possible.
Much of the work to meet this goal will take the form of
education and training for scholars, to help them better
describe the work in terms meaningful to a lay audience
and in forms that are most appropriate for non-profes-

sionals. This audience-appropriate communication ap-
proach will be especially critical when interdisciplinary
teams are working to present their research to the general

Provide the public with a deeper un-
derstanding of health research and
results. Provide researchers with a
deeper understanding of public health
needs and preferences
The COJC has access to a wide variety of communica-
tion technologies, from the traditional mediums of print,
television and radio to the latest in on-line, interactive
and social networking outlets. To meet this goal, the
CTSI will work to bring news of research and results to
a wide public audience and, based on the new informa-
tion, engage the public in participatory communities.
This work will engage all segments of the public, but
there will be a particular emphasis on understanding the
needs of women and under-represented minorities so that
more members of their communities can be represented
in research and clinical trials.

Now, lets take a closer look at the programs and assets
that the College of Journalism and Communication will
use to meet the goals.

The College of Journalism and Com-
All four departments in the College Telecommunica-
tions, Journalism, Public Relations and Advertising
- consistently rank in the top four programs nationally in
their respective fields. In addition, the College has one
of the largest graduate enrollments in the country. Ap-

Clinical and Translational Science Institute University of Florida Gainesville, FL 352.265.8909

Volume 1, Issue 6 December 2008

Getin th WodOu:B CRI

proximately 250 students engage in graduate studies,
joining approximately 2,700 undergraduates. Approxi-
mately 15 doctoral students are engaged in health com-
munication research, as well as seven master's students
enrolled in the science/health communication master's

The COJC has one of the few graduate Science and
Health Communication programs in the country that
brings together students with backgrounds in science
and communications in the same program. The College
contains three professional newsrooms; seven computer
labs; a photojournalism lab with digital editing stations;
two desktop publishing graphics labs equipped with 40
computer stations; 300 networked computer units; the
interactive media lab; the Joseph L. Brechner Center
for Freedom of Information; The Documentary Insti-
tute; the Jerry Davis Interactive Media Laboratory; the
Knight Division for Scholarships, Career Services and
Multicultural Affairs; and six broadcasting facilities,
including WUFT-TV, a full power PBS affiliate, WUFT-
FM, an NPR affiliate, WJUF-FM, whose signal reaches
the State's central Gulf Coast and low-power television
station, WLUF-LPTV, and two commercial broadcast
properties, WRUF AM-FM. The COJC is currently
investing significant resources in building a Center for
Media Innovation and Research that will include a 21st
Century News Laboratory, a strategic communications
laboratory and a research think-tank consortium on new
and emerging media. The College is also collaborating
with another CTSI partner, the College of Fine Arts'
Digital Worlds Institute to foster leading-edge research
utilizing advanced media systems and digital culture and
working with faculty members across the diversity of
disciplines at UF.

Faculty Research
A core of nearly a dozen faculty members engage in
research centered on health and science communica-
tions. Research topics include: message development for
recruiting under-served populations to cancer clinical
trials; improving science literacy among high school stu-
dents; developing effective Web sites for communicating
about science; tobacco cessation; environmental health;
disaster planning; interactive health communication;
"direct-to-consumer" (DTC) advertising; reproductive
health; media coverage of cancer; communication of in-
fectious diseases; warning labels; health campaigns; and
health policy. Researchers and graduate students conduct
experimental, survey and qualitative-based research
designed to measure targeted communications to vari-
ous publics including cognitive, attitude and behavioral
assessment and change.

WUFT-TV is the 100,000-watt public television station
in the College. WUFT-TV is a member of the Public
Broadcasting Service (PBS) and the National Education-
al Telecommunications Association. WUFT-TV has the
dual mission of providing educational, entertaining and
enriching programs and services to the citizens of North
Central Florida, and providing professional-level broad-
cast training and experience to students in the college.
WUFT also produces programs that are distributed on a
state, national and international level.

Education is a critical mission for the stations in the
COJC. WUFT-TV produces a regular newsletter for
teachers about the station's programs and services and
how they can be used in the classroom. Information
about the health research shows included in this grant
proposal and produced and aired by WUFT-TV and
WUFT-FM will be printed in this newsletter. WUFT-TV

Clinical and Translational Science Institute University of Florida Gainesville, FL 352.265.8909

Volume 1, Issue 6 December 2008

Getn th WodOu:B CRI

and WUFT-FM broadcast to more than 500,000 people
in 17 counties of North-Central Florida. Channel 5 is
carried by nearly 50 cable systems with a combined
subscriber base of more than 300,000 households. In ad-
dition, beginning with the nationwide digital conversion
in February, 2009, more homes in rural areas currently
not reached by cable will be able to receive WUFT-TV

WUFT-FM produces more than 6,000 hours of local
radio programming each year. This includes locally fo-
cused daily news, public affairs, and performance shows.

The Documentary Institute
The members of the Documentary Institute have been
working together for more than 15 years. Their films
have aired nationally on PBS and include the critically
acclaimed Negroes with Guns: Rob Williams andBlack
Power, broadcast on Independent Lens in February 2006.
Negroes with Guns is the recipient of the 2006 Erik Bar-
nouw Award for Outstanding Historical Documentary,
the Audience Award at the 2004 Detroit Docs and was
named Best Documentary Feature at the 2004 Urban-
World Film Festival. Other Institute productions include:
Freedom Never Dies: The Legacy of Harry T Moore,
winner of the 2000 Erik Barouw Award for Outstanding
Historical Documentary, Giving Up the Canal, Cam-
paign for Cuba and Last Days of the Revolution.

The Documentary Institute's goal is to provide students
with a foundation of knowledge to complement their cre-
ative vision and to give them the tools and skills needed
to bring their ideas to fruition.

COJC Services to the CTSI

COJC Courses of Interest to the CTSI
These classes are offered regularly in the Fall and Spring
semesters, but could be offered as shortened weekend
or spring break versions for those students who cannot
dedicate an entire semester for study. COJC faculty will
work with advisors throughout the CTS to encourage
enrollment in these courses as valuable elective options.

MMC 6409 Science and Health Communication is a
broad overview of the field of health and science com-
munications. It brings together communication with
trainees at the graduate student level and beyond to
understand their world views, perspectives and the im-
portance of health and science communication to society.
The course covers the challenges to communicating the
uncertainty of health and science; the "players" in the
field, or the nexus among scientists and health research-
ers, journalists, public information officers and audi-
ences; the "problem" of health and science literacy, risk
issues in communicating science and health; the impact
of science and health communication on policy; poli-
tics of health and science; issues that make health and
science news today; controversies in health and science;
media framing of science and health issues; framing as a
method of research; and the future for science and health

MMC 6936 Interactive Health Communication (IHC) is
designed for graduate students and above who are inter-
ested in issues and opportunities regarding health com-
munication using interactive media and technology. The
course covers critical topics in IHC including: concep-
tual foundation and theories of IHC; IHC interventions;
analysis and evaluation of IHC applications; and percep-

Clinical and Translational Science Institute University of Florida Gainesville, FL 352.265.8909

Volume 1, Issue 6 December 2008

Getn th WodOu:B CRI

tions and utility of IHC applications.

MMC 6936 Public Communication Campaigns engages
COJC and CTS trainees who are interested in health
promotion efforts and prevention education. Lectures
review communication theories about message features
and audience segmentation; media advocacy; the mes-
sage framing model; and behavioral theories. Students
evaluate the effectiveness of public health campaigns
and social marketing strategies via class discussions and
reaction papers. Students apply their new theoretical and
analytical skills to a final research project.

Media Training
Health researchers, clinicians and graduate students na-
tion-wide are becoming increasingly aware of the value
of effective communication skills in educating the public
about research findings and engaging them in participa-
tory community research. Communications scholars
have long noted that the vast majority of the public
receives information about health and scientific advances
from the mass media. However, researcher communica-
tion training often takes place only after a significant ad-
vance in research has occurred, and then not always with
positive results. Research suggests that three key ele-
ments should be included in a media training program: 1)
involve people from multiple fields, including newsroom
visits (radio, print and television), 2) talk with health and
general interest reporters; 3) and hands-on experience in
the training curriculum.

Media training accomplishes a number of important
goals including developing: 1) awareness and knowledge
of appropriately framed and targeted mass media mes-
sages; 2) competence in dealing with media representa-
tives; 3) interview skills; 4) knowledge of mass media
theory to aid researchers in understanding mass media

processes; and 5) skills in crisis management.
Sessions will be conducted by highly-trained and ex-
perienced COJC faculty and by television anchors and
management representatives, radio news people, newspa-
per reporters, public relations practitioners and science-
trained print reporters. First-day training sessions will
develop communication skills and will include a local
newspaper working newsroom visit, while day two will
put the skills training to work during one-on-one inter-
views with newspaper, radio and television reporters.
The trainees also will participate in a real-world press
conference staffed by reporters from all media. Video-
and audio-taped recordings of the interviews and press
conference will be evaluated with the researchers and
trainers. Experienced graduate students in journalism
and telecommunications will provide written, in-depth
feedback of the interviews by evaluating the researchers
on their perceived credibility and ability to communicate
at the appropriate level. Media training is advised for all
graduate students and clinicians conducting high profile
or controversial research.

Hour-long, 30-Minute Productions and
WUFT-TV will develop original programming for dis-
tribution through the PBS system (distribution described
below) that also can be formatted for Web streaming.
Programs about research being conducted throughout
the CTS can be of two types, depending on the research:
the longer "evergreen" type programs (those that can be
shown for a number of years because they are not time-
dated), and shorter, time-sensitive programming that
depicts more up-to-the-minute research.

One-Minute Videos
Educational videos come in a variety of formats. An ex-
ample is the original WUFT-TV produced, directed and

Clinical and Translational Science Institute University of Florida Gainesville, FL 352.265.8909

Volume 1, Issue 6 December 2008

Getn th Wor Ou: YURI

distributed program Parenting Counts. This educational
series provides guidance on developing parenting skills.
Similar programming will be produced about a series of
significant health research topics being conducted within
the UF Shands network.

Cooperative Ventures
Many cooperative efforts are already in place between
the COJC and health and science entities on UF's
campus, as the example below demonstrates. Similar
themed series shows for television, radio and the Web
will be produced. Health in a Heartbeat is a daily NPR
radio series aired and produced by WUFT-FM that fea-
tures two-minute segments about consumer-health issues
as well as the latest news on medical research, patient-
care breakthroughs and health-care industry trends.

Community Forums
Community roundtables covering health research topics
vital to the community will be developed, recorded and
aired. The prototype for this is WUFT-FM's and WJUF-
FM's Leading Edge Forum that presents rebroadcasts of
community roundtables and election previews and other
major community issues and makes them accessible to
the North-Central Florida community. Professors, medi-
cal students and clinicians, and community leaders will
take part in community health roundtables. This forum
creates a tangible mechanism for receiving and respond-
ing to public input.

WUFT Radio Reading Service
One audience that is often particularly underserved
by mass media are the visually and hearing impaired.
Health and science information will be provided to this
important audience through the use of the WUFT Radio
Reading Service.

Documentary Institute
Some health and science stories require a longer and
more sophisticated focus than can be provided in tradi-
tional news formats. This need will be addressed through
the talents of the College's Documentary Institute. Both
the Documentary Institute faculty and students can
produce health research programming to be aired either
regionally or nationally on PBS.

Distribution availabilities/options
Staff from WUFT-TV meets monthly with members of
the Florida Public Broadcasting Stations to discuss lo-
cally developed programming that has potential implica-
tions for the entire state. Many of the health
topics being researched and discussed by CTS inves-
tigators hold state-wide significance and interest. Simi-
larly, locally produced programs involving important
health research topics that may carry national applica-
tion are vetted for potential national distribution by the
National Education Telecommunication Association, the
110 member association of PBS stations.

Public Seminar Lecture Series
One-hour free lectures will be held twice monthly to
explain and promote a discussion of current, high-pro-
file research being conducted by CTS investigators. The
public will learn about these lectures through advertise-
ments produced by the COJC's Department of Advertis-
ing and placed in community centers, libraries, commu-
nity service newspapers, waiting rooms in the clinics and
hospitals of the Shands HealthCare and North Florida/
South Georgia VA Healthcare systems, and other mecha-
nisms. These lectures will be videotaped and uploaded to
the Web site, where they will be presented as podcasts,
enabling those who are unable to attend the lecture to
watch it at their convenience. The Web site will include a
blog where the public can interact with scientists and

Clinical and Translational Science Institute University of Florida Gainesville, FL 352.265.8909

Volume 1, Issue 6 December 2008

Getn th Wor Ou: YURI

other members of the community.

YouTube Videos
YouTube's audience is surprising; approximately 55% of
users are ages 35-64 and the next highest demographic is
25-34 comprising 19% of users. The Center for Innova-
tive Media and Research will create videos, which will
be uploaded to YouTube, explaining health research in
creative and educational ways.The advantages of using
YouTube for this feature include the site's enormous
audience and its easy-to-use and accurate search capa-

ADV 4800
is the capstone course in the advertising program and
consists of approximately 36 seniors. The students are
divided into six competing teams, each producing a com-
plete "campaigns" book. In addition to campaigns tar-
geted at the general public, students may gain experience
preparing issue briefs and communication for policy
makers, a critical part of work for social and behavioral
epidemiologists, health services researchers, infectious
disease epidemiologists, and others. This class is given
each semester and offers a variety of issues that are ex-
amined by students. For example, in subsequent semes-
ters, students could determine the needs and preferred
communication channels for health research information
of the lay community and the feasibility and usefulness
of videos that target under-served populations to promote
the teamwork, training and experience required for a
medical research career.

College of Journalism and
Communication Contacts

Dr. Debbie Treise
Office: 2012 Weimer
Phone: (352) 392-6557
E-mail: dtreise@jou.ufl.edu
Web: http://www.jou.ufl.edu/grad/

*Dr. Linda Hon
Office: 2096 Weimer
Phone: (352) 392-0466
E-mail: lhon@jou.ufl.edu

Clinical and Translational Science Institute University of Florida Gainesville, FL 352.265.8909

Volume 1, Issue 6 December 2008

Did you know...
that there are multiple venues through which both internal and external jobs are posted?

For Job Seekers
https://jobs.ufl.edu University of Floridajobs postings.
http://www.union.ufl.edu/jobs/ Reitz Union student job listings.
http://www.sfa.ufl.edu/programs/workstudy Federal Work-Study Program.
http://www.sfa.ufl.edu/programs/ops.html Other Personnel Services jobs.
http://www.sfa.ufl.edu/programs/oce.html Off-Campus jobs.
http://www.sfa.ufl.edu/programs/vaworkstudy.html Veteran's Affairs Work-Study.

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