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CHES > Study Group - Communication > Flashcards

Study Group - Communication Flashcards

1
Q

What is health communication used for?

A

Inform & influence health-related decisions among population of interest

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2
Q

What are public perceptions of health-related messages influenced by?

A
  • Ease of solution & immediate results
  • Perceived susceptibility
  • Personal beliefs
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3
Q

What are some factors that influence communication?

A
  • Lifestyles
  • Attitudes
  • Beliefs
  • Social norms
  • Barriers to change
  • Sources of gaining health information
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4
Q

What can communication approaches be impacted by?

A

Cultural, social, & political environments

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5
Q

What is the first thing HES needs to do when beginning a communication program/campaign?

A
  • Identify intended audience(s)
  • Communication strategies/approaches
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6
Q

What is segmentation?

A

Subpopulation that is more narrowly defined (compared to target population) based on specific characteristics or those at higher risk

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7
Q

Why is segmentation important?

A
  • Ensures health education materials, communication messages, & activities are relevant to intended audience
  • Matches specific preferences, needs, behaviors, beliefs, attitudes, & overall knowledge
  • Allows for selection of best communication channels to reach intended subpopulation
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8
Q

What is the purpose of the BEHAVE framework?

A

Strengthen strategic thinking of project design, research, monitoring, & evaluation

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9
Q

What does BRAVE framework provide HES?

A
  • Lays out complex decision making
  • Enables staff to change their approach
  • Provides tools for specific strategic decisions to aid in providing best possible methods for motivating behavior change
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10
Q

What is health literacy?

A

Extent individuals have ability to obtain, process, & understand health information & health services to make appropriate, informed health decisions

  • Correlated with cognitive abilities
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11
Q

What impacts health literacy?

A
  • Having access to appropriate written health communication materials
  • Ability to accurately interpret written health-related information
  • Communication with providers
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12
Q

What are consequences of poor health literacy?

A
  • Inappropriate or no usage of health care services
  • Improper use of medications
  • Poor health outcomes
  • Poor self management of chronic conditions
  • 9 out of 10 ppl have limited health literacy
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13
Q

What is eHealth literacy?

A
  • Ability to locate, understand, exchange, & evaluate health information (online & offline)
  • Able to apply knowledge gained to maintain or improve helath
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14
Q

What are people with low eHealth literacy less likely to do?

A
  • Actively seek health information online
  • Engage in health promoting behaviors
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15
Q

Communication Universal Precautions

A

Assist in reduction of complex language

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16
Q

How does communication universal precautions help individuals improve their health?

A
  • Enables people to understand recommendations
  • Aids in ability to communicate (verbally & written)
  • Increases ability to make informed decisions
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17
Q

What are readability tests? Give Examples.

A

Tools to evaluate reading grade level of text

  • SMOG
  • Flesch-Kincaid
  • Fry readability formula
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18
Q

How can HES improve verbal understanding with priority audience with limited literacy?

A
  • Speak slowly
  • Focus on & repeat key messages
  • Use plain language
  • Avoid using statistics
  • Allow time for questions
  • Use “talk back” technique
  • Use other communication materials/strategies to complement interaction
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19
Q

How can HES improve written understanding with priority audience with limited literacy?

A
  • Use short sentences (no more than 25 words) using everyday language
  • Paragraphs (if necessary) no longer than 250 words and 8 senstences
  • Define acronyms & use minimally
  • Use active voice
  • Highlight, bold, use text boxes to display important main points
  • Supplement text with images, video, or other multimedia
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20
Q

What is numeracy in public health?

A

Ability to access, use, interpret, & communicate numeric information

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21
Q

What can HES do to support numeracy processing among the public?

A
  • Present fewer statistics
  • Reduce need for inferences & calculations
  • Use visual cues or displays to show numbers
  • Focus on 1 numeric idea at a time
  • Use analogies or physical items to represent quantity
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22
Q

What does HES need to understand & consider when using health communication strategies & materials?

A

Health literacy involves to manage their health & related to cognitive function

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23
Q

What are some communication methods for delivery of health messages?

A
  • Interpersonal (health care providers, family, peers)
  • Social groups (church, social clubs)
  • Communal group (meetings, events)
  • Mass media
  • Social media
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24
Q

What aspects need to be considered when choosing best channel & source for health communication message delivery?

A
  • Physical perspective
  • Psychological aspect of the information/message reach & accessibility
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25
Q

Who can be the source of health information (other than HES & healthcare professionals or organizations?

A
  • Peers
  • Family
  • Key community stakeholders
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26
Q

What contexts do HES need to be aware of that motivate communication related to health education & promotion?

A
  • Individual
  • Social
  • Cultural
  • Environmental
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27
Q

What is motivation of communication message determined by at the individual level?

A
  • Information needs
  • Preferred channels/sources of health information
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28
Q

What is motivation of communication message at the relational level (cultural/social)?

A
  • Method message is delivered (verbal/nonverbal; text/multimedia)
  • Relationship among communicator & receiver of message
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29
Q

How can environmental or system-level factors affect communication?

A
  • Accessibility
  • Ability to navigate information to effectively benefit
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30
Q

What types of factors can hinder communication?

A
  1. Physical factors
  2. Physiological factors
  3. Psychological factors
  4. Semantic factors
  • Noise results on misinterpretation & missing part of message *
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31
Q

What are physical factors that can hinder communication?

A

Setting, equipment, & interactions

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32
Q

What are physiological factors that can hinder communication?

A
  • Cognitive or emotional overload
  • Speaking style and/or hearing capabilities
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33
Q

What are psychological factors that can hinder communication?

A

Pre-conceived notions or beliefs

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34
Q

What are semantic factors that can hinder communication?

A
  • Jargon
  • Interactions with members of priority population
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35
Q

What does HES need to think about when creating communication objectives?

A
  • Health problem
  • Audience(s)
  • Ability of communication to impact health issue within target audience
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36
Q

Communication objectives should be:

A
  • Supportive of program goals
  • SMART
  • Prioritized for resource allocation
  • Focus on behaviors with greatest impact
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37
Q

What are the general, overall outcomes health communication is trying to achieve?

A
  • Promote knowledge
  • Change attitudes, beliefs, & actions via social influence and behavior change
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38
Q

How does effective communication lead to healthy behavior change?

A
  • Enhances social support systems
  • Reinforces social norms
  • Enhances message recall
  • Promotes awareness/ Increases knowledge
  • Aids in predicting behavior change
  • Effectively motivates, supports, and/or persuades intended audience to participate in program/initiative
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39
Q

What are ways in which priority audience responds to health communication message?

A
  • Feedback
  • Information sharing
  • Behavior change
  • Avoidance
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40
Q

Why is it important for HES to listen to priority audience’s response to health communication messages?

A

To inform & adapt the content, delivery, & evaluation of health education programs for diverse communities

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41
Q

What should HES do prior to material distribution & promotion?

A
  1. Define market
  2. Segment market
  3. Analyze segments
  4. Choose target market with shared consumer preferences
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42
Q

What can communication campaign accomplish?

A
  • Increase knowledge & awareness of an issue
  • Influence perceptions & attitudes
  • Debunk misconceptions
  • Potentially prompt action
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43
Q

What perspective should health communication represent?

A

Socio-ecological perspective

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44
Q

What mode of health communication should be used at the individual level?

A

Tailored messages

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45
Q

What mode of health communication should be used at group level?

A

Targeted messages

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46
Q

What mode of health communication should be used at community level?

A

Social marketing

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47
Q

What mode of health communication should be used at policy level?

A

Media advocacy

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48
Q

What mode of health communication should be used at population level?

A

Mass media

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49
Q

What is the Elaboration Likelihood Model?

A

Attitude formation

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50
Q

What are the 2 pathways attitude can form according to the elaboration likelihood model?

A

Central - Cognitive thinking
Peripheral - involves emotions (learning based on past, personal experiences)

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50
Q

How can HES craft effective messages according the elaboration likelihood model?

A

Finding out how much audience cares about an issue

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50
Q

Information Processing Theory

A

PRESENTATION - message should resonate, catch attention, & be understood by the audience
ATTENTION - message must capture mental concentration before effect can be expected to occur
COMPREHENSION - break info down; limit to 2-3 main messages
YIELDING - (same as presentation)
RETENTION - primary determinant of performing behavior before taking action
BEHAVIOR CHANGE - goal of persuasive message

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50
Q

4 Ps of Social Marketing

A

Product - health behavior, program, idea

Price - financial, physical, psychological, social costs, time

Place - how/where learning will be

Promotion - Approach used to reach audience

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51
Q

What are other Ps to consider (other than the 4 Ps) with Social Marking Model?

A

Positioning, Partners, Public, Policy, Purse strings

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52
Q

Persuasion Steps for Communications

A
  1. Exposure to message
  2. Attention to message
  3. Interest in or personal relevance of message
  4. Understanding message
  5. Personalizing behavior
  6. Accepting change
  7. Remembering message & continuing to agree to it
  8. Being able to think of the message
  9. Making decisions based on bringing message to mind
  10. Behaving as decided
  11. Receiving positive reinforcement
  12. Accepting behavior into one’s life
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53
Q

Communication components for Effective Messages

A
  1. Credibility of message source
  2. Overall message design
  3. Message delivery channel
  4. Intended audience
  5. Intended behavior
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54
Q

Why are effective message components important for HES?

A

Ensures it will be received by intended audience & are effective for achieving desired outcomes

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55
Q

What is the Consumer Information Processing Model (CIP)?

A
  • Individual motivation drives how much information is sought out & used
  • Views use of information as intellectual process
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56
Q

What are assumptions of CIP?

A
  1. Individuals are limited by amount of information they can process
  2. Individuals divide information into usable “chunks” (heuristics) to use info in faster/easier way
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57
Q

What does CIP state how individuals will use health information more efficiently?

A
  1. It is available, user friendly, & processable
  2. Viewed as new & useful
58
Q

DOI mental processing stages

A
  1. Knowledge
  2. Persuasion
  3. Decision
  4. Implementation
  5. Confirmation
59
Q

What characteristics are considered with DOI?

A
  1. Relative Advantage
  2. Compatibility
  3. Complexity
  4. Trial ability
  5. Observability
60
Q

What is the Diffusion of Innovations Theory (DOI)?

A
  • Suggests new behavior change is contagious
  • Provides understanding of how new ideas, products, behaviors, & social practices spread through communities across socio-ecological levels
  • Uses communication channels & social networks within intended population
  • Adoption is related to its appeal
61
Q

DOI adopter categories

A
  1. Innovators: First to adopt
  2. Early Adopters: wait until innovators adopt
  3. Early Majority: adopt once opinion leaders have done so
  4. Late Majority: adopt once new idea/program becomes the norm
  5. Laggards: last to adopt or may never adopt
62
Q

Who should promotions of DOI new ideas, programs, etc aim to convince?

A

Innovators & Early adopters

63
Q

What does Social Norms Theory state behavior is influenced by?

A

Individual’s incorrect perceptions of how other members in social group behave

64
Q

How can incorrect perceptions impact individual behavior according to social norms theory?

A

Peers’ behavior being different from their own

65
Q

What are programs focused on that utilize social norms theory?

A
  • Peer influences
  • Importance of normative beliefs on behavior
  • Healthy attitudes
  • Behaviors of majority to increase healthy norms in intended audience
66
Q

What is communication campaign focused on when using social norms theory?

A

Provide accurate information on attitudes & behaviors

67
Q

What is the Prospect Theory?

A
  • Individuals risk seeking when losses are important
  • Will engage in health protective behaviors when potential gains are evident
68
Q

What types of message framing are there with prospect theory?

A

illustrates positive OR negative consequences of adopting or failing to adopt behavior

“Gain-framed” or “Loss-framed” messages

69
Q

What are emotional appeals?

A

Enhance persuasive capacity of health message

70
Q

Why do emotional appeals rarely function alone?

A

People tend to read health information & experience an “emotional flow”

71
Q

What are some common persuasive techniques?

A
  1. Advancing source credibility (recommendations from expert source)
  2. Leveraging features of cognitive & affective processes (i.e. emotional appeals, narrative framework)
72
Q

What are narratives in persuasive messaging?

A

Cohesive & coherent story with identifiable beginning, middle, & end

  • Provides information about scene, characters, & conflict
73
Q

What areas are narratives effective?

A
  • Prosocial behavior change
  • Policy change through advocacy & lobbying efforts
74
Q

What is a targeted message?

A

Changes in health messages more suitable for population of interest

75
Q

What is tailored message?

A

Precise method of designing messages to characteristics of individual rather than subgroups of population

76
Q

What considerations must HES consider when targeting or tailoring messages?

A

Cultural practices & needs of priority audience

77
Q

By tailoring or targeting messages, how does this help the HES when working with specific populations?

A

Improves effectiveness of message or campaign

78
Q

What are reasons message may need to be targeted/adapted?

A

Differences b/w intended population & audience which messages were designed for

79
Q

Why might messages need to be targeted/adapted?

A
  • Limited resources
  • Resistance of implementers or priority population
  • Competing demands
80
Q

What needs to be considered prior to adapting health messages?

A
  • Which elements to adapt
  • Reason for change
  • Extent modification changes original product/message
81
Q

What should HES be cautious of when targeting/adapting health messages?

A
  • When changing core elements or key components that make program/message effective
  • Don’t change social influence or behavior change theory w/o advice from priority population & content experts
  • Changes to content
  • Participants reached
  • Cultural relevance
  • Dosage
  • Logistics/procedures
82
Q

Steps for adapting materials or programs

A
  1. Gather information
  2. Select health communication materials
  3. Make changes
  4. Preliminary test or review (via experts)
  5. Pilot testing
83
Q

What is involved in message tailoring?

A
  • Risk estimation
  • Audience segmentation
  • Behavior change theory
84
Q

Message tailoring is an effective strategy for what?

A

Designing & implementing health communication interventions

85
Q

How do tailored messages prepare individuals for behavior change?

A
  • Allows them to process message
  • Increases likelihood of acceptance
86
Q

What are tailored messages intended to address?

A

Attitude, normative beliefs, self-efficacy to perform behavior

87
Q

What is media literacy?

A

Individual’s ability to access, analyze, evaluate, & create messages in variety of forms

88
Q

Why do HES utilize media literacy skills?

A

Ensure reliable media are delivered to audience

89
Q

Where can HES find trustworthy information using media literacy?

A
  • US gov’t websites
  • Large health professional organizations
  • Academic institutions
  • Scientific literature
90
Q

How can HES test for credibility of media sources?

A

CRAAP test

91
Q

What does CRAAP stand for?

A

CURRENCY: timeliness of health info
RELEVANCE: importance for needs
AUTHORITY: source of health info
ACCURACY: reliability, truthfulness, & correctness
PURPOSE: reason info exists

92
Q

What communication aids, materials, & tools should HES develop to assist in communication campaign?

A
  • Implementation guide
  • Program procedural manual
  • Project plan
93
Q

How can HES identify existing protocols, plans, & other available materials that could save time/money when resources are limited?

A

Literature review & environmental scan

94
Q

Why are literature reviews & environmental scan helpful for campaign delivery?

A
  • Enhances understanding of program
  • Can be used to create standards for future replication of program/campaign
95
Q

What should HES be mindful of when doing literature review?

A
  1. Purpose of source
  2. Scientific methodology
  3. Author qualifications
  4. Publication/Organization standing (are the respected?)
  5. Quality of references used
  6. Any potential biases
  7. Timeliness of information
96
Q

What does HES need to consider when analyzing online sources regarding priority population?

A
  • Accuracy
  • Relevance
  • Appropriateness
  • Effectiveness
97
Q

How can HES enhance resources being used?

A

Sharing personal experiences to enhance message appeal

98
Q

What should HES determine to ensure materials are relevant & appropriate for target population?

A
  1. Form
  2. Length
  3. Topic
  4. Mode of delivery
  5. Setting
  6. Intended audience
  7. Language
  8. Readability
  9. Scope of material (national or local?)
  10. Pretest or evaluated
  11. Availability
99
Q

What is CDC Clear Communication Index?

A

Research based tool to help HES develop & assess public health communication products & materials for diverse audiences

100
Q

What can CDC Clear Communication Index be used for?

A

Assess & improve clarity of materials

101
Q

What is included in the Clear Communication Index?

A

Most important characteristics that enhance & aid in understanding information

  • 4 open ended questions
  • 20 scored items that affect information clarity & audience comprehension
102
Q

What is Suitability Assessment of Materials (SAM)?

A

Systematic method to quickly & objectively assess sustainability of health information materials for specific audience

103
Q

What is SAM used for?

A

Guides HES to rate health information materials on factors that affect readability & comprehension

104
Q

How can SAM results be used?

A
  • Determine how well health education materials “fit” target audience
  • Compare different health education materials & select those that are most suitable for audience
  • Guide development of more culturally & linguistically appropriate health education materials
105
Q

What factors are included in SAM?

A
  • Content
  • Literacy demand
  • Graphics
  • Layout & type of materials
  • Learning stimulation & motivation
  • Cultural appropriateness
106
Q

OPHPR

A

Public Health Preparedness & Response

107
Q

CERC

A

Crisis & Emergency Risk Communication

  • offered by OPHPR
108
Q

What is CERC?

A

Manual that offers tools to help develop communication messages that are timely, correct, & credible

109
Q

What is pilot testing?

A

Ensures program & materials (especially when new or adapted) is understandable, appropriate, & relevant on small scale prior to full implementation

110
Q

Steps for Revising Materials according to CDCynergy Lite Social Marketing

A
  1. Test creative concepts with intended audiences to see if ideas resonate
  2. Pretest specific messages with intended audiences to ensure they hear what you intend for them to hear
  3. Pretest products & materials with intended audience to ensure products/materials elicit intended response & produce desired reactions
  4. Choose pretest setting where you hope to provide services/message
  5. Pretest product distribution plans
111
Q

What are some characteristics of effective communication related to message delivery?

A
  • Availability
  • Reach
  • Repetition
112
Q

What should be considered/included in message presentations?

A
  • Audience(s) preferences
  • Incorporate audience experiences
  • Audience’s level of readiness
113
Q

How should information be presented with priority population?

A
  1. Present statistical data graphically
  2. Message simplicity
  3. Match preferences with content & audience needs
  4. Receive feedback & evaluation for best methods of presentation
114
Q

How should HES communicate with stakeholder?

A

Communicate regularly to increase utilization of health-related information

115
Q

Steps for conducting effective presentations with stakeholders

A
  1. Prepare presentation
  2. Understand presentation setting
  3. Use effective skills in delivery of presentation
  4. Respond to audience’s questions
116
Q

What are key areas to emphasize when presenting/communicating with stakeholders and/or priority population?

A
  1. Delivery (fluency/flow of presentation)
  2. Structure (understanding of presentation, logical sequence)
  3. Style (audience engagement, enthusiasm, posture, etc)
117
Q

What are the basic principles of facilitation?

A
  1. Present to guide process (no opinions but gain opinions from audience)
  2. Participation
  3. Remain neutral in discussions
118
Q

What are the tasks of a facilitator?

A
  1. Developing agenda
  2. Preparing tools & methods/techniques before meeting
  3. Support process of group collaboration
  4. Encourage participation
  5. Facilitate group interaction
  6. Evaluate overall process
119
Q

How can HES maximize use of social media to engage audience in health message?

A
  • Manage misinformation
  • Reduce agency barriers
  • Measure reach & impact
  • Keep up with new trends
120
Q

Steps to develop strategic approach to effectively engage audience

A
  1. Understand how priority population uses social media
  2. Identify evidence-based social media strategies
  3. Select appropriate communication times/channels
  4. Determine what social media apps will engage audience
121
Q

Why is it important to evaluate whether communication met the objectives?

A
  • Justify need for communication messages/program to stakeholders
  • Provide evidence of communication success
  • Increase organizational understanding & support of communication efforts
  • Encourage collaborations & partnerships with other organizations
122
Q

What is involved in communication monitoring?

A
  • Evaluating all activities, staff, & budgets
  • Problem solving
  • Measuring changes & satisfaction of intended audience
  • Revising plans/operations (as needed)
123
Q

What does TCS stand for?

A

California Department of Health Services ‘Tobacco Control Section’

124
Q

What did TCS create that can aid in communication evaluation?

A

OTIS Evaluation Guide which includes sample plans useful for surveillance & evaluation efforts

125
Q

Wha does OTIS provide?

A

“How to” information for developing, implementing, & monitoring evaluation plans

126
Q

Why is communication process evaluation important?

A

Whether messages are being delivered appropriately, effectively, & efficiently

127
Q

What are ways HES/evaluator can gather information for process evaluation?

A
  • Track all activities
  • Monitor all requests for information from intended audience
  • Gather regular status reports from partners, contractors, & any staff working on community project
  • Meet in person/by phone with partners regularly
  • Track media impressions
  • Track traffic to project from social media/websites
128
Q

What should HES assess in communication process evaluation?

A
  • Activities being implemented as planned
  • Reach of intended audiences
  • Effectiveness & satisfaction of communication outreach
  • If certain materials are more effective than others
  • If certain components/aspects of program need improvements
  • If expenditures are within budget
  • Program quality & function
  • Partner involvement
  • Media response
  • Intended audience participation
  • Schedule adherence
  • Contractor activities
129
Q

What are common measures for health communication impact evaluation?

A

Awareness, knowledge, comprehension, attitude, & behavior

130
Q

Stages of communication process

A
  1. Planning & selecting strategy
  2. Selecting appropriate materials
  3. Developing & pretesting materials
  4. Implementation
  5. Assessing effectiveness
  6. Feedback to improve program
131
Q

What is the sustainability assessment of materials instrument designed to do?

A

Assess health information in an objective manner in order to ensure that it is suitable for target audience

132
Q

What are the domains of Sustainability Assessment of Materials?

A
  1. Content
  2. Literacy demand
  3. Graphics
  4. Layout & type
  5. Learning stimulation & motivation
  6. Cultural appropriateness
133
Q

What is the Social Networking Theory?

A

Information, knowledge, ideas, & attitudes spread through interconnected networks as result of friendships & social circle

134
Q

What are the components of social networking theory?

A
  1. Actor/nodes - those that could form tie/relationship with others
  2. Homophily - tendency of individuals of similar characteristics to form ties with one another
  3. Mutuality - implications that relationships are reciprocal
135
Q

What is CBPM?

A

Community-based Prevention Marketing

136
Q

What are the assets of social networking theory?

A
  • Communication
  • Information
  • Relations
137
Q

What is STARCC?

A

S = (keep it) simple
T = timely
A = accurate
R = Relevant
C = Credible (evidence-based)
C = (staying) consistent

138
Q

What is the Extended Parallel Process Model (EPPM)?

A
  • Rational considerations (efficacy, beliefs) & emotional reactions (fear of health threat) combine to show how people determine behavioral decisions
  • Degree person feels threatened by health issue determines motivation to act
  • Confidence to effectively reduce/prevent health threat determines action
  • Either accept (protective factor)or reject message (minimize threat)
139
Q

What is defense avoidance?

A

Individual blocks further thoughts & feelings about health threat or avoids exposing themselves to further information about topic as coping mechanism to deal with the fear

  • Occurs when perceived threat is high & efficacy is low
140
Q

What is Protection Motivation Theory?

A

Analysis of rewards & costs to choose behavior

  • based on fear
141
Q

What are the constructs of Protection Motivation Theory?

A
  1. Severity (of health threat)
  2. Vulnerability
  3. Response efficacy (of recommended behavior)
  4. Self-efficacy
142
Q

What are the 3 parts to designing Tailored Messages?

A
  1. Personalization
  2. Feedback
  3. Content Matching
143
Q

Communication at individual level of socio-ecological model?

A

Empathy & respect for autonomy

144
Q

Communication at Community level of ecological model

A

How best to reach & design program of services to target population

145
Q

Communication at interpersonal level of ecological model

A

Focus on improving way health-related information is circulated through social networks

146
Q

Communication at Society/policy level of ecological model

A

Consideration of how changes in policy & attitude can result in widespread improvements

CHES (20 decks)

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