Communication

By Yemane G/mariam (MPH in HSM)

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 Objectives of the lecture
Define communication

Identify Basic mechanism of communication in

public health

Identify Methods and types of communication

Understand barriers of communication

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 Communication defined

Communication – Latin = communis = common

An attempt of trying to establish commonness or common
understanding
The process of sharing of ideas, information, knowledge,
and experience among people
The creation and exchange of understanding between
sender [s] and receiver [s].
It is the exchange of facts, ideas, opinions or emotions b/n
two or more people
(Newman and Summer).

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 Communication defined…
The art and technique of informing, influencing,
and motivating individuals, institutional and
public audiences about important health issues”
(Healthy people 2010 ).
Allen Louis defines” it is the sum of all things one
person does when he wants to create
understanding in the minds of another.”
Communication is not restricted to words alone;
it includes all methods [verbal and non verbal] by
which meaning is conveyed. Even silence conveys
meaning and is part of communication

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When managers communicate, 4 things may be
accomplished:
1. Information is transmitted,
2. some one is motivated,
3. some thing controlled or
4. Emotions or feeling are expressed.
Communication provide the information that people
need to understand what to do.

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Managers can affect motivation by informing
others about rewards based on performance,
and by helping employees to understand and
fulfill their personal needs.

Managers can influence public policy makers

to establish fair regulations.

Many kinds of communications facilitate

control of performance in HSOs/HSs through
budgets, establishing standards policies and
face to face directives.

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Permitting people to express their emotions and
feelings such as satisfaction, dissatisfaction,
happiness, anger etc permits necessary venting
to occur among people in HSOs/HSs.

Emotive communication helps managers

increase acceptance of the organization and its
actions both internally and with external
stakeholders and constituencies.

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The Basic Process of communication

Source Encode Message Channel Decode Receiver

Feedback

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 The Basic Process of communication

a simple sequenced of six stages.

1. The sender wants the receiver to understand the
message.
2. The message is encoded by the sender, who structures
it into a logical form of code = language.

3. When the sender is satisfied with the encoding of the

message; it is transmitted verbally or in writing or
electronically, etc.
4. The message passes through a channel from the
sender to the receiver.

5. The receiver decodes the message.

6. The receiver then understands the idea that the sender
wants to convey.
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 Types of Communication
1. One-way communication.
Sender  message  Channel  Receiver.
 Linear type of communication.
 No feedback.
 No opportunity to clear up misunderstanding
 Meaning is controlled by a receiver
 what message
 how much communicated
 No input from the receiver
 Motivation of the sender may be personal gain
or public good
 Quick if the message is simple and needs
quicker communication
 e.g date & time of meeting
 may be less effective
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 Two-way communication

Feedback

Sender Message Channel Receiver

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 Two-way communication…
Advantages
Suitable for more complex message
Feedback is added
Allows the sender to find out how much the
message is received - can be monitored
Can be adapted to suit the receiver’s needs
Sender can affect the quality and quantity of the
feedback through the type of question chosen and
the way it is asked.

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 Methods of Communication
There are four major methods of communication
1. Intra-Personal communication
2. Inter - Personal communication
3. Group communication
4. Mass communication

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 Methods of Communication…

Intra-Personal communication
It takes place inside a person. It includes the beliefs,
feelings, thoughts and justification we make for our
actions
Interpersonal Communication
face-to-face interaction between two people.
Group communication
 face – to – face communication with several other people.
Mass communication
a means of transmitting messages to a large audience,
that usually reaches a large segment of the population.

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Elements of effective communication
1. An effective communicator must have a desire
to communicate being influenced by both
personal values and the expectations that the
communication will be received in a meaningful
way.
2. An effective communicator must have an
understanding of how others learn,
including how others perceive and process
information.
3. The receiver of the message should be cued
as to the purpose of the message , whether
the message is to provide information, elicit a
response or reaction or arrive at a decision.
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4.The content importance, and complexity of the
message should be considered in determining
the channels through which communication is
transmitted.
5.The achieved or ascribed credibility of the
sender affects how the message must be
considered, “trust’ is most significant. The
time frame that is associated with the content
of the message must be considered in
choosing the channel's through and the
manner in which the message is
communicated. The faster channels are, more
precise cues are needed with shorter time
frames.
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 Effective communication model
Feed-back

Desire to Effective
communicate Communication
Being understood
Making meaning
Not agreement

Understanding how Purpose

Others learn Content
Sender's credibility
Time frame
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 Barriers to Effective Communication
A breakdown can occur at any point resulting in:

Misunderstanding - conflicting views

Lack of response - insecurity

Lack of motivation - inability to make
Distortion of the message effective decisions
Prevent the achievement goals
- If not aware of them
- If not prepared for them
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 Barriers of communication

Can be classified in to:

1. Physiological / Physical
2. Psychological
3. Environmental
4. Social/cultural

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 Barriers of communication…
Physiological / physical
 Illness, fatigue, pain etc
 Sensory impairment
 Clothes, jeweler, perfume
 Eye contact, tattoos
 Poor listening skills and receiver distortion
 Personal problems
 Lack of common experiences
 Misreading of body language
 Age and sex difference
 Sender used too many technical words for the audience

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 Barriers of communication…
Psychological
Attitudes/Beliefs related to:
Sender or the information
Lack of interest in the message
Fear and mistrust
Negative attitude and distorted perception
More affinity to self rather than audience
No entry point of agreement
Aggressiveness
Power play
Communication apprehension
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 Barriers of communication…
Environmental
Noise and Distractions
Problems associated with media
Time of day, day of the week
Room set up, color, temperature
Place of the education center
Lack of services

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 Barriers of communication…
Social/cultural
Cultural differences
Socioeconomic differences
Problems at home
Language (use of Jargon, lack of word picture,
Lack of vocal variety, “no road map”
Intransigence: "We've always done it this way!"
Blindness: "It'll never happen to us!"
Secrecy: “we don’t want any interference”

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 How to remove communication barriers

Good communication skills (telling, listening,

asking, observing, understanding)
The sender must know his/her audience’s
background
age and sex
social status
education
job/work
interests/problems/needs
language

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 How to remove barriers …
The messages must be:
 timely
 meaningful/relevant
 applicable to the situation.

The audience must remove their own barriers.

 The non-listener type – who refuse to listen
 The know-it-all type – who thinks he/she knows the
answer to everything.
 The impatient type – who is reluctant to sit and jumps to
conclusion.
 The negative personality – who enjoys saying ‘no’ to
everyone.

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 Channels of communication
 A channel defines the route or method by which
communication occurs.

 A channel of communication can be

1. In writing [e.g. a scientific manuscript, a

memorandum, news letter. or news release] or

2. By verbal means [e.g. news conference, radio

interview, or conference call].

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During recent decades additional methods have
evolved, including
Videoconferencing ,
computer networking,
electronic mail and
video taped messages etc
Other channels include heath-fairs, pamphlets,
posters, and public heath announcements. Each
mode have certain advantages in certain situations.

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Some typical communication purposes
with channels

purpose Communication Intended

channel audience
Disease News media General public
outbreak
announcement
Research study Scientific journal Public health
results practitioners
Policy News paper Policy makers
recommen-
dation 10/05/21 Health Service Management 28
 Some typical communication purposes
with channels…

Behavioral Television/ General public

change commercials
New program Press General public
initiative conference
Outreach Lay health Limited
workers communities
Strategic Community Community
planning meeting members
General heath Heath fair Community
information
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The choice of an appropriate channel defends
on content as well as audience.

Certain audiences prefer certain communication

channels. e.g. visually oriented messages-
---video- young people.

In contrast, technical audiences prefer written

documents, often with oral explanation
available.

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 Important rules for effective public
communication

1. Accept and involve the public as a legitimate

partner:
Demonstrate your respect for public and
underscore the sincerity of your effort by
involving the community early before
important decisions are made. Involve all
parties that have an interest or a stake in the
issues under consideration.

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2. Plan carefully and evaluate your efforts; Begin
with clear, explicit communication objectives-
such as
 providing information to the public, motivating
individuals to act,
 stimulating response to emergencies or
contributing to the resolution of conflict.
 Classify and segment the various groups in your
audience and aim your communications at specific
sub groups in your audience.

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3. Listen to the publics’ specific concerns; Do not
make assumptions about what people knew,
think or want done about risks. Take time to
find out what people are thinking; use
techniques such as interview, focus groups,
and surveys.

4. Be honest ,frank, and open; state your

credentials, but do not ask or expect to be
trusted by the public. If you do not know an
answer or are uncertain, say so. Get back to
people with answers. Admit mistakes.

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5. Coordinate and collaborate with credible
sources; Take time to coordinate all
interorganizational and intraorganizational
communications. Devote effort to the slow,
hard-work of building bridges with other
organizations.
6. Meet the needs of the media; Be open with
and accessible to reporters. Respect their
dead lines. Do not hesitate to follow up on
stories with praise or criticism, as warranted.
Try to establish long term relationship with
editors and reporters.

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7. Speak clearly and with compassion; Use
simple, non-technical language. Be sensitive
to local norms, such as speech and dress .Use
examples that make technical risk data come
alive. Avoid distant, abstract, unfeeling
language about deaths, injuries and illness.

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