Dambidollo University

Institute of Health
Public health Department

Health Promotion and Disease prevention for Nursing students

By ChimdesaJ. (MSc HN)

Oct. 2023

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Brainstorming
• Communication?
• Chx of communication?
• Effective communication?

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Definition
• Communication is the process by which two or more people
exchange(share) ideas, facts, feelings , information, knowledge,
experience or impressions in ways that each gains a common or
mutual understanding of the meaning and the use of the message to
take action.

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Definition…
• Communication facilitates creation of awareness, acceptance and
action at individual, group and inter-group level.
• Evert M. Rogers (1993), defined “communication as the process by
which an idea is transferred from a source to a receiver with intent to
change his/her behavior. The process always involves a sender and a
receiver regardless of the number of people concerned.

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Definition
• Communication is a process that involves transfer of
information( idea) and behavioral inputs from a
sender to a receiver with the information being
understood by the receiver.
• It is a means by which social inputs are fed into
social systems, a means by which behavior is
modified, change is effected, information is made
productive in a manner such as to achieve goals.

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• Health communication is the art and technique of informing,
influencing, and motivating individuals, institutions, and large public
audiences about important health issues based on sound scientific
and ethical consideration.

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Definition...
• The purpose of communication is to create understanding and
initiate desired behavioral change
❖It can be formal or informal as well as verbal and non verbal

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Why communication in HPDP?
• To have dialogue with communities.
• Influence decision makers to adopt health promoting
policies and laws.
• Raise awareness among decision makers on issues
regarding poverty, human rights, equity, environmental
issues, etc...
• Ensure that the public gives support to government health
promoting activities.
• Communicate new laws and policies to the public
• Raise public awareness in order to mobilize community
participation.
• Develop community action on health issues.

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 Communication models
• In order to show clearly what communication looks
like and the parts that make up communication,
schematic presentations are used.
• There are two types of models:
1. Linear (one-way) model - there is only
unidirectional communication
• doesn’t consider feedback & interaction of source
with receiver.
• dominated by sender’s knowledge

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Cont…
• Used in transfer of messages from experts, educators, or people
who know more about a specific content
• Best used by organizations when the message is simple and needs to
be communicated quickly, for example, the date and time of a public
meeting.
• There is no opportunity to clear up misunderstanding and meaning is
controlled by the receiver.

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Cont…
• Advantages -Faster
-Orderly
• Disadvantages
-Little audience participation
-Learning is authoritative
-No feed back
-Does not influence behavior

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Cont…

Sender Message Channel Receiver

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Communication models....
2. Systems (two-way) model - dynamic, bidirectional
• used to create understanding or change in behavior
• As the message is more complex, two-way communication becomes
essential.
• Information flows from the source to the receiver and back from the
receiver to the source.

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Communication models....
• In reality most communications required to create understanding or
change behaviour are interactive
• E.g. counseling a mother for accepting family planning methods

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• Advantages -More audience participation
-Learning is more democratic
-Open for feed back
-Influence behavior change
• Disadvantages- Slower (time taking)
- Not orderly

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Communication process (Components)
• It occurs between a source (sender) and a receiver, that means A
linked social process of sender, encoding, medium, decoding,
receiver, and feedback.
• Message is encoded (converted into a symbolic form) and passed by
way of some medium (communication channel) to the receiver, who
translates (decodes) the message initiated by the sender
• The result is the transference of meaning from one person to another

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Communication process…

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Effective message is

• Clear (Is easy to understand)

• Concise
• Complete i.e. realistic
• Convincing i.e. Epidemiologically correct (evidence based)
• Capable of being carried out (Is affordable (feasible))
• Requires minimum time/effort
• Is culturally acceptable
• Meets a felt need

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 Modes and Methods of Communication

1. Intra-personal communication
2. Inter-personal communication(face-to-face)
3. Mass-media communication

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1. Intra- personal communication

• occurs within an individual & limited at the level.

• It includes the beliefs, feelings, thoughts and justification we make for
our actions
• E.g. a person looks at an object and develops a certain understanding.

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2. Interpersonal communication

• Interpersonal communication is interaction between two or more

people or groups at the same place and time.
• E.g. communications between doctor and patient
• between teacher and student
• between health educator and client, etc.

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 Advantages of Interpersonal communication

1.Two way(dynamic) communication

2.Questions can be asked and answered
3.Multi-channel (sensory) effect of personal communication.
In mass communication one can either read, or hear and see the
information.
4.Useful in all stages of adoption of innovations.
5.Useful when topic is a taboo or sensitive.
6. Can fit to local needs

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Disadvantages of Interpersonal communication

1. the fact that it calls for the use of many languages

2. requires personal status
3. needs professional preparation and knowledge
4. Easily distorted – as we mostly rely on word-of-mouth.

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3. Mass communication
• It is a means of transmitting messages, on an electronic or print media
to a large audience that usually reaches a large segment of the
population.
• It uses mass media.
• Mass media includes broadcast media (radio and television) as well as
print media (newspapers, books, leaflets and posters)

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3.Mass communication...
• The aim of mass communication in health education is:
-to create awareness of a problem,
-to transmit knowledge,
-to set and change norms, and if possible
-to offer alternative of behavior

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3.Mass communication...
• The word media is used currently to refer not only to print media,
radio and television but also covers traditional means of
communication such as art, town criers, songs, plays, puppet, shows
and dance.

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Main effect of this type of communication are:
• Increased knowledge/awareness
• Influence behaviors at the early stages.
• Useful to communicate new ideas to early adopters (opinion leaders).

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Advantages of a mass media
1. They can reach many people quickly.
2. They are believable.
3. They can provide continuing reminders and reinforcement.
4. In mass communication one can either read, or hear and see the
information.

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Disadvantages of mass media
a. Mass communication may create anxiety (as in the
case of HIV/AIDS) or insecurity when contradictory
messages are transmitted- One sided.
b. The fact that "others", in large numbers, are exposed
to the same appeal may create a sort of "this doesn't
concern me" type of attitude-Does not differentiate
target.
c. The multitude of the stimuli emanating from this type
of communication obliges the individual to develop a
filtering mechanism in order to protect himself.
d. Only provides non-specific information

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Types of Communication

• According to the way of expression there are three types of

communication.
• 1. Verbal/oral or spoken words communication
• 2. Non-verbal communication and
• 3.Written words communication; printed materials

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• 1. Oral or Verbal communication: by Word of mouth. It is the most
common. In oral communication, speech or talk is the widely adopted tool
of communication.
• The message is received through our ear. May also use mechanical devices
such as telephone, radio for music , etc.
• 2. Written communication
• It involves the exchange of facts, ideas, and opinions through a written
instrument /materials.
• Individuals or groups come in touch with each other and share meaning and
understanding with each other through written materials such as letters
notes, leaflets, reports, handouts, bulletins, pictures, newspaper.

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3. Non-verbal communication
• most of us think a great deal about choosing the words we
say (verbal) when taking with another person and forget to
plan for our non-verbal communication. The fact is, body
languages( the gestures we use, how we look at people,
our tone of voice, how we are seated , Facial expression,
posture, movement or gesture, body position, sequence
and rhythms of words, spatial dimensions) and our clothes
can all have an impact on the way people interpret what
we say.
• Non- verbal communication can be interpreted in
different ways according to the culture of the community.
For example, in western culture much importance is given
to looking people straight at some ones eye. In other
cultures looking at some ones eye can be considered rude
and showing lack of respect.

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Barriers to Communication
• Factors that hinders communication
and result in unintended outcome
A. Process barriers
• Sender barrier
• Encoding barrier
• Medium barrier
• Decoding barrier
• Receiver barrier
• Feedback barrier

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Barriers…
B. Physical barriers
• Devices and distance

Can the learner see and hear properly ?

Are the speech and visual presentations clear?

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Barriers to communication...

C. Semantic Barriers
❖Misinterpretation of the meaning of
words and phrases by individuals
(Vocabulary use).
➢Specialized occupational languages
(Language difference) .
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Barriers…
D. Psychosocial Barriers
• Differing backgrounds, perceptions, values, biases, needs, attitudes,
beliefs, culture and expectations of individuals
• Competition for attention (noise): Physical noise(avoidable ) and
Internal noise( any physiological or psychological state that could
undermine a person’s ability to communicate effectively such as being
ill)

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Barriers to communication...
E. Sexist and Racist communication:
• Avoid sexist or racist language out of vocabularies and
correspondence to eliminate the humiliating of women and others

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Barriers…
F. Intellectual
• can the learner understand what he sees and hears ?, this depends on:
- natural ability
- home background
- schooling e.g. student/farmer
- ability of the facilitator/educator/instructor

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Barriers to communication...
G. Emotional
• Is the learner ready, willing and eager to receive the message?
• Emotional status of the educator
H. Age difference
I. Inconsistence in verbal and non-verbal communication
J. Status of the source of the information

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How to overcome barriers of communication
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 overcome barriers...
The messages must be:
• Timely
• Meaningful/relevant
• Applicable to the situation

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How to overcome barriers of
communication...
• The audience must remove their own barriers. Members of the
audience could be:
• 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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How to overcome barriers...
Good presentation requires complete understanding of the subject
establishing good relationship with the audience
• choosing the right channels or media
• proper utilization of the chosen media and
• using the multimedia approach

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Characteristics of effective communication
• All barriers have been removed.
• The proper media has been chosen.
• A good presentation has been made.
• Two – way communication has been established.
Consider:
• Communicate when you have to
• Get prepared
• Develop natural style
• Use simple straightforward language
• Check whether you are understood or not
• Listen

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Becoming a Better Communicator
• Effective /Active Listening
• Listening is one of the most important skills you can have.
• How well you listen has a major impact on your job
effectiveness, and on the quality of your relationships with
others.
❑We listen to obtain information, understand, learn, for
enjoyment
• Effective Writing
1. Keep words simple.
2. Don’t sacrifice communication to rules of composition.
3. Write concisely.
4. Be specific.

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.

THANK YOU

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