TY - JOUR
T1 - Communicating immunization science
T2 - The genesis and evolution of the national network for immunization information
AU - Ledford, Christy J.W.
AU - Willett, Kristen L.
AU - Kreps, Gary L.
N1 - Funding Information:
Then, in 2003, the organization experienced two vital changes. First, the director chose to make a job change, leaving the organization for another vaccine-related position in the federal government. Second, the Robert Wood Johnson Foundation grant ended. When the funding ended, the contract with the social marketing firm also ceased. (With the end of this contract, available documentation declined.) After a year under an interim director, the organization moved to Texas where it is now headquartered at the University of Texas Medical Branch under the direction of
PY - 2012
Y1 - 2012
N2 - For 10 years, the National Network for Immunization Information (NNii) has pursued its goal to provide the public, health professionals, policy makers, and the media with up-to-date, scientifically valid information related to immunizations to help them understand the issues and to make informed decisions. This investigation provides a critical evaluation of the strategic communication planning and implementation of NNii from conception to present day. The study uses a case study methodology, developing a systematic analysis of organizational documents, the media environment, and in-depth interviews by applying Weick's model of organizing as an interpretive framework. Iterative data analysis included open coding, axial coding, and thematic saturation. Themes were compared with phases of strategic communication and present study propositions. Major themes identified included the organization's informative nature, funding credibility, nonbranding, reflective evaluation, collaborative partnerships, and media strategy. NNii meets the requirements of requisite variety, nonsummativity, and organizational flexibility proposed by Weick's model of organizing. However, a lack of systematic evaluation of organization goals prevents it from adapting communication tactics and strategies. In addition, the authors recommend that NNii, while maintaining its informative nature, adopt persuasive strategies to attract and retain the attention of its target audiences.
AB - For 10 years, the National Network for Immunization Information (NNii) has pursued its goal to provide the public, health professionals, policy makers, and the media with up-to-date, scientifically valid information related to immunizations to help them understand the issues and to make informed decisions. This investigation provides a critical evaluation of the strategic communication planning and implementation of NNii from conception to present day. The study uses a case study methodology, developing a systematic analysis of organizational documents, the media environment, and in-depth interviews by applying Weick's model of organizing as an interpretive framework. Iterative data analysis included open coding, axial coding, and thematic saturation. Themes were compared with phases of strategic communication and present study propositions. Major themes identified included the organization's informative nature, funding credibility, nonbranding, reflective evaluation, collaborative partnerships, and media strategy. NNii meets the requirements of requisite variety, nonsummativity, and organizational flexibility proposed by Weick's model of organizing. However, a lack of systematic evaluation of organization goals prevents it from adapting communication tactics and strategies. In addition, the authors recommend that NNii, while maintaining its informative nature, adopt persuasive strategies to attract and retain the attention of its target audiences.
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U2 - 10.1080/10810730.2011.585693
DO - 10.1080/10810730.2011.585693
M3 - Review article
C2 - 22026482
AN - SCOPUS:84856336825
SN - 1081-0730
VL - 17
SP - 105
EP - 122
JO - Journal of Health Communication
JF - Journal of Health Communication
IS - 1
ER -