SKILLS IN COMMUNICATION WITH PUB.pptx

communicate effectively in public

1. SKILLS IN COMMUNICATION BY DR ADELEKE

2. OUTLINE Introduction Definition of communication and Health communication Elements of communication Communication process Elements of effective health communication Objectives of health communication Characteristics of health communication Levels of health communication Knowledge and skills needed for effective health communication Steps of health communication Barriers to effective health communication

3. Introduction and definition Physicians need to be able to identify the contexts, channels, messages and reasons that will motivate individuals to heed and use health information. Communication is the transmission or exchange of information and implies sharing of meaning among those who are communicating. It serves the purposes of: Initiating actions; Making needs and requirement known; Exchanging information, ideas, attitudes and beliefs ; Establishing and maintaining relations

4. What is health communication Health communication is defined as a multifaceted and multidisciplinary approach to reach different audiences and share health-related information with the goal of influencing, engaging, and supporting individuals, communities, health professionals, special groups, policymakers and the public to champion, introduce, adopt, or sustain a behaviour , practice, or policy that will ultimately improve health outcomes.

5. Common ways of communicating Spoken word Visual images Written word Body language

6. Communication key elements Message Source (sender) Channel Feedback Receiver

7. Aims and objectives of health communication Health communication is aimed to be received, understood, accepted and if possible, to get action ( change of behavior). In any type of communication, whether you are writing or speaking, trying to persuade, inform or educate, there are several general objectives. They include; being understood, being accepted, and influencing an action such as a change of behaviour .

8. Characteristics of health communication Accuracy: the content is a valid and without errors of fact, interpretation or judgment Availability: the content is delivered or placed where the audience can access it, according to audience, message complexity and purpose Balance: where appropriate, the contents present the benefits and risks of potential actions or recognizes different and valid perspective on the issue Consistency: the content is consistent with information from other sources and internally consistent over time Cultural competence: the design, implementation and evaluation process takes account of issues peculiar to select population groups, and educational levels and disabilities

9. Evidence base: relevant scientific evidence underpinning the practice guidelines and performance measures, review criteria and technology Reach: content is available to the largest possible number of people in the target population Repetition: delivery of access to the content is continued or repeated over time, both to reinforce the impact with a given audience and to reach new generations Timeliness: the content is provided or available when the audience is most receptive to or in need of the specific information Reliability: the source of the content is credible and the content itself is kept up to date Understandability: the reading or language level and format, including multimedia, are appropriate for the specific audience

10. Levels of health communication Individual : the most fundamental target for health-related change, since it is individual behaviours that affect health status. Awareness, knowledge, attitudes, self-efficacy, and skills for behavior change. Activities at all other levels ultimately aim to affect and support individuals change. Social network: an individual’s relationships and the groups to which an individual belongs can have a significant impact on his or her health. opinion leaders within a network are often a point of entry for health programs. Health communication programmes can work to shape the information a group receives and may attempt to change communication patterns or content

11. Levels of health communication cont. Organization: organizations include formal groups with a defined structure, such as associations, clubs, and civic groups; worksites; schools; primary healthcare settings; and retailers. Community: the collective well-being of communities can be fostered by creating structures and policies that support healthy lifestyles and by reducing or eliminating hazards in social and physical environments. The society: society as a whole has many influences on individual behavior, including norms and values, attitudes and opinions, laws and policies, and the physical, economic, cultural and, information environments.

12. Communication skills Communication skills are the abilities, you use when giving and receiving different kinds of information in an effective and efficient manner

13. Types of communication kills Verbal Non-verbal

14. Verbal communication Is about language, both written and spoken. It refers to our use of words in general

15. Non-verbal communication Is the transfer of information through the use of body language including eye contact, facial expressions, gestures and more.

16. Verbal and non-verbal communication Verbal- 7% Non-verbal – 55% Body language – 38%

17. Skills needed for effective communication A d equate knowledge of subject An understanding of one’s own values and willingness to withhold judgment about the other people’s values. Skills in verbal and nonverbal communication Ability to show empathy and encourage others Skills in asking questions and listening Tolerance and patience Ability to paraphrase and summarize the concerns of individuals and the community. Ability to observe and interpret behavior of other people.

18. Ability to use language that other people understand. Skills to effectively use support materials. Confidence. Flexibility

19. Active listening Is designed to encourage respect and understanding. You re gaining information and perspective You add nothing by attacking the speaker or otherwise putting her down Be candid, open and honest in your response Assert your opinions respectfully Treat the other person in a way that you think they would want to be treated

20. Body language Is a range of non-verbal signals that you use to communicate your feelings and intentions These includes your posture, facial expressions, and hand gestures Your ability to understand and interpret body language can help you to pick up on unspoken issues or negative feelings in others.

21. Encouraging to talk Silence is a good approach to use to encourage a person to talk more when your verbal attempts are not working. When you are skillful, silence can convey concern and interest on your part It can encourage the person you are talking with to talk, to go beyond yes or no answers It can also keep you from having to take sides in a conflict

22. 12 steps of health communication Step 1: manage the project- Develop a plan to organize the campaign development process including time, money, other resources, dat a gathering and interpretation and decision-making. Step 2: revisit your health promotion strategy- This step involves defining and/or confirming the purpose of your health communication campaign, including the development of measurable campaign objectives

23. Step 3: analyze your audience- collect information about the demographic, behavioural , and psychographic (e.g., values and beliefs) of your chosen audience to create an audience profile. This step also involves examining the characteristics of your audience to determine whether or not they can be divided or segmented into smaller, more homogeneous groups ( audience segmentation). Step 4: develop an inventory of C ommunication Resources- the list should include existing communication resources (e.g., media outlets, community spokespersons) in your community or organization and the assessment of the strengths, weaknesses and possibilities of getting our message delivered through these resources.

24. Step 5: select Communication Objectives- identify the ‘bottom-line’ changes (e.g., increasing elderly people’s knowledge about steps they can take to avoid injuries in the home) that you hope to accomplish as result of your communication activities. Step 6: select Communication Channels and vehicles – Channels are the means by which a message is sent ( e.g., radio, television, the internet, newspapers, interpersonal communication). Vehicles are specific ways of delivering messages through channels(e.g., public service announcements, letters to the editor, etc.)

25. Step 7: Combine and Sequence Communication Activities- The channels and vehicles chosen in the last step need to be combined and sequenced across a campaign timeline. Step 8: Develop the Message- The key message, or messages, communicated by the campaign need to be carefully chosen.

26. Step 9: Develop a Project Identity- create an identity that will clearly communicate your image and your intended relationship with your audience (i.e., the purpose of your communications campaign and why it’s important). Step 10: Develop Materials (Production) – Develop specifications for Ech desired product(vehicle), the selection of suppliers and the management of the production process.

27. Step 11: Implement your Campaign – Program materials must be available in sufficient quantities. Plans must be in place, and the gatekeepers representing different channels must be briefed. Step 12: Evaluate your campaign- collect and interpret information on the planning, implementation and results of the campaign in order to identify effective aspects of the campaign and areas where improvement is required.

28. Barriers to health communication Language Values and beliefs Sex/gender and age Economic status Education level Physical barriers Attitude Timing Understanding of message Trust

29. conclusion Communication skills are set of skills required for effective communication A message is successful only when both the sender and the receiver perceive it in the same way. By successfully getting your message across, you convey your thoughts and ideas effectively

30. Thank you for listening