Communication Flashcards
Communication is…
“how people use messages to generate meanings within and across various context”
Health Communication is…
“The science and art of using communication to advance the health and well-being of people and populations”
It is concerned with improving the transmission and interpretation of meaning from one party to another. The tasks in health communication are built on evidence base derived from this scientific discipline.
Communication Medium
Sound, print, and visual images are disseminated through a channel.
Communication Channel
Speaking, radio, magazines, and social media used to disseminate messages.
Transactional Model of Communication
The transactional model of communication describes communication as a two-way, interactive process within social, relational, and cultural contexts.
Communication Noise
Any kind of interference with messages being transmitted or received.
Social Marketing Approach
Focusing on the needs and wants of the intended recipient of the communication.
NCI’s Health Communication Process Wheel
- Planning and Strategy Development
- Developing and Pretesting Concepts, Messages, and Materials
- Implementing the Program
- Assessing Effectiveness and Making Refinements
Phase 1. Planning and Strategy Development
- includes analysis of the problem, the ecological setting, the target populations, the core intervention strategy and the partnership mix.
- Formative research takes place at this phase
Phase 2. Developing and Pretesting Concepts, Messages, and Materials
- developing and producing specific concepts, messages, materials and media to achieve program objectives.
- pretesting of procedures and materials with intended users occurs at this phase
Phase 3. Implementing the Program
A tactical plan defining what, when, where, how, and what money for each piece of the program.
- It is essential to have partners engaged and ready prior to this phase.
- After launch, programs will be monitored for key performance indicators and to make sure everything is on track
Phase 4. Assessing Effectiveness and Making Refinements
Assessing the outcomes and impacts of the program.
- This is when results will be published and shared to various stakeholders
Primary Audience
The individuals you hope will act.
Secondary Audience
A group that potentially has direct and immediate influence over the primary audience.
Ex: religious leaders or rockstars
Tertiary Audience
A group with indirect influence on the primary audience.
The evidence base
The guide that recommends that one channel must be mass media combined with the distribution of free or reduced-price health-related products.
Core Communication Strategy
Engagement, Educational strategies, Framing, Persuasion and Policies.
Engagement
Requires timely give and take from all parties and the goal is to set up a mutual feeling of understanding.
Educational Strategies
Aka the provision of information which includes framing.
- emphasis on cultural competency and health literacy
Framing
Part of educational strategies –> means presenting information to resonate best with the intended audience.
Persuasion
Most public health falls into this category bc we know that 95% of us do not respond to just provided information.
Policies
When persuasion is not strong enough; Policies can offer incentives or penalties.
When do educational approaches work best?
They work best when the recipient of the info has expressed an interest in, or commitment to, the desired behavior.
What do the Elaboration Likelihood Model and Health Belief Model offer explanations for?
They offer explanations for why people are more likely to respond well to information when they feel they are more susceptible or already have an illness/condition.
When do regulatory or policy approaches work best?
They work best when the perceived costs of adopting a behavior are high, and the benefits appear low.
The way to get new policies created is through grass roots efforts and other communication strategies that build up a demand among policy makers to address their constituents needs.
What are the 4 Ps of marketing?
Price, Place, Product, and Promotional Strategy.
Price
Represents time, money, and/or other consumer values.
Place
Can be physical location as well as positioning or how the consumer sees the product serving their needs.
Health Literacy
As defined by the US government –> the degree to which individuals can obtain, process, understand, and communicate about health-related information needed to make informed health decisions.
CDC’s Clear Communication Index (CCI)
An assessment tool that can be applied to any print material to determine not only readability level but also to what extent it conveys info that is compelling and actionable.
Hazard
A source of potential damage or harm
Exposure
Contact with a hazard or harm
Risk
The probability that a person will be harmed by the exposure.
What are the 5 steps of Disaster Management?
Pre-crisis
Initial
Maintenance
Resolution
Evaluation
Pre-Crisis Disaster Managment
- be prepared
- foster alliances
- develop consensus recommendations
- test messages
Initial Disaster Managment
- acknowledge the event with empathy
- explain and inform the public, in simple terms, about risks
- establish agency and spokesperson credibility
- provide emergency courses of action, include how and where to get additional info
- commit to stakeholders and the public to continue communication
Maintenance Disaster Managment
- help the public more accurately understand their own risks
- provide background and encompassing info to those who need it
- gain understanding and support for response and recovery plans
- listen to stakeholder and audience feedback and correct misinfo
- empower risk/benefit decision making
Resolution Disaster Managment
- improve appropriate public response in future similar emergencies through education
- Honestly examine problems and then reinforce what worked in the recovery and response efforts
- Persuade the public to support public policy and resource allocation to the problem
- Promote the activities and capabilities of the agency, including reinforcing its corporate identity, both internally and externally
Evaluation Disaster Managment
- evaluate communication plan performance
- document lessons learned
- determine specific actions to improve crisis systems or the crisis plan
What are the 4 questions of non-emergency communication?
- what did you find?
- why did it happen?
- what does it mean?
- what needs to be done about it?
What is the recent statistic about health numeracy?
64% of individuals between ages 16-65 were in the lower 3-levels of the 5-level numeracy scale…so 6 out of 10 adults in theUS are unlikely to be able to add up a total payable for shoes on sale.
Advice = use data sparingly, use whole numbers, explain unfamiliar terms and choose visualization tools carefully.
Population Needs Assessments Basics
PNAs are done through surveys of local to national populations.
Ex: NHANES, BRFSS, HINTS
Info can also be obtained from surveillance systems or other reportable events
Ex: births, deaths, notifiable diseases…Pregnancy Risk Assessment Monitoring System (PRAMS)
