Communication In Public Health

WHO defines health communication as

a key strategy to inform the public
about health concerns and to maintain
important health issues on the public
agenda . The use of the mass and
multimedia and other technological
innovations to disseminate useful health
information to the public , increases
awareness of specific aspects of
individual and collective health as well as
importance of health in development .

It is the process of promoting health by

disseminating messages through mass
media, interpersonal channels and events.
May include diverse activities such as
clinician-patient interactions, classes, selfhelp groups, mailings, hotlines, mass media
campaigns, events
Efforts can be directed toward individuals,
networks, small groups, organizations,
communities or entire nations

Sender
He is the originator of
the message

Feedback
It is the flow of
information from the
audience

Channels of communication
It is the media used for
communication. The media
selected should capable
making the communication
effective

Receiver
The audience may be
a single person or a
group of people

Message
It is the information
transmitted by the
communicator to the
recipient

TYPES OF COMMUNICATION

One way communication It is a type of communication where the flow of

information is one way. The drawbacks are that there is little audience
participation and the no feedback from the receiver.
sender
receive
r

Two way communication In this method there is participation from both

the sender and the receiver. It is an active method of communication.

sender

receive
r

Verbal and Non verbal communication

verbal communication is by word of mouth and non verbal
communication involves body movements and facial
expressions
Types of health communication
Media advocacy
Entertainment education
Interactive health communication
Communication for social change

12 STEPS TO DEVELOPING A HEALTH COMMUNICATION CAMPAIGN

PROJECT
MANAGEMENT

HEALTH
PROMOTION
STRATEGY

AUDIENCE ANALYSIS

COMMUNICATION
INVENTORY

COMMUNICATION
OBJECTIVES

CHANNELS AND
VEHICLES

COMBINING AND
SEQUENCING

MESSAGE
STRATEGY

IDENTITY
DEVELOPMENT

PRODUCTION OF
MATERIALS

IMPLEMENTATION

EVALUATION

STEP 1 PROJECT MANAGEMENT

Establish a clear decision-making process
Establish a timeline for creating the work plan
STEP 2 - .HEALTH PROMOTION STRATEGY
Strategy should be attainable, and time-bound.
Ensure your project team is aware and supportive of your
health promotion strategy.
Use logic models as well as narratives to review and describe
the Strategy
Ensure they are realistic, clear and specific

STEP 3 AUDIENCE ANALYSIS

Where possible, segment your audience
Use existing and new qualitative and quantitative data
Use a combination of less and more expensive means
Ensure that multiple data sources confirm your conclusions
Develop a complete and compelling understanding of your
audience
STEP 4- COMMUNICATION INVENTORY
Modify existing inventories and directories, e.g. media lists
from partner organizations
When listing your resources, consider a mix of
communication strategies including media, interpersonal, and
events.

STEP 5 COMMUNICATION OBJECTIVES

Consider all four levels (individuals, networks,
organizations, and communities/societies)
Limit yourself to 2-3 objectives per level
STEP 6- SELECT CHANNELS AND VEHICLES
Choose the best channels and vehicles for the situation
based on reach, cost, and effectiveness (i.e., fit to
situation, audience, and objectives)
Use a mix of short- and long lived channels and vehicles
Consider a mix of communication strategies, including
media, interpersonal and events

AIDS USED IN HEALTH EDUCATION

AUDITORY AIDS
Based on the principles of sound , electricity and magnetism.
Megaphones
Public addressing records and discs
Gramophone records and discs

VISUAL AIDS
They are based on the principles of projection
Projection aids: films, film strips , slides , overhead projectors, transparencies ,
bioscopes, video cassettes, silent films
Non projected aids :blackboards, pictures, charts, flip charts , flashcards, flannel
boards, models , specimens

COMBINATION OF AUDIO -VISUAL AIDS

The advantage of this type of media is that sound and sight can be combined
together to create a better presentation.
Television , tape and slide combinations , video cassette players and records ,
motion pictures or cinemas multimedia computers, dramas

STEP 7 COMBINE AND SEQUENCE COMMUNICATION ACTIVITIES

Hold a big event first or build to a grand finale
Build on existing events but be ready for the unexpected.
Balance timing to achieve repetition but avoid message fatigue.
Give a clear indication of what the message is about.
STEP 8- DEVELOP THE MESSAGE STRATEGY
So what:
Reasons the audience should care
Now what:
Next steps for the audience
STEP 9- DEVELOP PROJECT IDENTITY
Use examples from a wide variety of sources to help determine your preferences.
Manage your identity, by ensuring all connections with your audience (e.g., print,
verbal, online) are consistent with your identity

STEP 10 DEVELOP MATERIALS

STEP 11- IMPLEMENTATION
STEP 12 EVALUATION
Throughout all steps:
Stay in touch with stakeholder expectations. Ensure
your efforts are evaluable

HOW TO COMMUNICATE WITH A GROUP ?

CHALK AND TALK

LECTURES

SYMPOSIUM

GROUP
DISCUSSIONS

PANEL
DISCUSSIONS

WORKSHOP

CONFERENCES
OR SEMINARS

ROLE PLAYING OR
SICIO DRAMA

DEMONSTARTION

CHALK AND TALK

SYMPOSIUM

Role playing / socio

drama

Workshops

MASS APPROACH
CHANNEL

Television

FORMATS

Radio
Newspapers
Outdoor

Public service announcements,

paid advertisements, editorials,
news releases, background or
question and answer (Q and A) for
public affairs programs
Live announcer copy (PSAs),
taped PSAs, topic ideas for call-in
shows
News releases, editorials, letters
to the editor
Transit ads, various sizes
Billboards, various sizes
Ads/posters for bus stop
enclosures, airports

MASS APPROACH
CHANNEL

Community

FORMATS

Posters for beauty and barber shops,

pharmacies, grocery stores, worksites
Bill inserts: shopping bag inserts or
imprints, paycheck inserts

business newsletters, flyers,

pamphlets, coloring books for
distribution through community settings
Special event giveaways: calendars,
fact cards, pencils, balloons, key chains
Table top or other displays for health
fairs, waiting rooms, libraries, schools
Newsletter articles for community,
employer,

POSTERS should be placed in locations like bus stands , hospitals, grocery

stores etc

Newspaper articles

BILLBOARDS

KEY TO SUCCESSFUL COMMUNICATION

There are many components to fostering successful communication between the

medical provider and the patient, whether the medical provider and patient are from
the same culture and community, or from differing locations.

It is important to comprehend language in spoken, written, and nonverbal forms, in

addition to having the ability to generate one's own speech and expressions.

The ability to translate the emotional infrastructure to the verbal superstructure is

essential in the medical settings, as the patient and doctor must have a common
understanding, and the patient must trust the doctor.

If a physician is not competent in the patient's language, they should try their best to
learn key terms. Also, an on-site language coach is vital to correct pronunciation,
inflection, and idiom.

It is helpful to be able to convey as many medical phrases as possible because those

are the ones most relevant to patient care. Translators and a plethora of textbooks
also assist in providing the best possible language foundation.

THANK YOU

Ankita Goraya
BDS 4TH YEAR

BIBLIOGRAPHY

www.pubichealthontario.com
www.who.int
www.naccho.org
www.uniteforsight.com
Preventive and Community Dentistry by Soben Peter

ANKITA GORAYA
BDS 4TH YEAR