Communication Science 3A Learning Unit 1 Health Communication Eleven (11) Learning Unit Objectives...

Communication Communication Science 3AScience 3ALearning Unit 1Learning Unit 1

Health CommunicationHealth Communication

Eleven (11) Learning Unit Objectives (LUO); 14 sessions;

Reading pack COMS7312 2015: pp. 7-44

#1 DEFINING Health #1 DEFINING Health CommunicationCommunication

Reading Pack 2015: 7-9Reading Pack 2015: 7-9

Communication is the sharing of information from a sender to a receiver who provides feedback to show understanding.

Health Communication: Any type of human communication of which the content is concerned with health (2); the dissemination (1) and interpretation (1) of health-related messages (1) – its function is to diagnose (1), co-operate (1), counsel (1) and educate (1) patients. Health communication can also be defined as the study and use of methods (1) to inform (1) and influence (1) individual and community decisions (1) that enhance health (1). Example: the World Health Organisation (WHO) distributing information via leaflets on the prevention of the spread of HIV (2).

……other definitionsother definitionsSchiavo (2007:7) define ‘health communication’ as:

“…a mulitfaceted and multidisciplinary approach (1) to reach different audiences (1) and share health-related information (1) with the goal of influencing, engaging, and supporting individuals (1) and other groups (including communities, health professionals policymakers, etc. (1)) to improve health outcomes (1).

The Centre for Disease Control (CDC) define ‘health communication’ as follow:

“…the study and use of communication strategies (1) to inform and influence individuals and community (1) decisions that enhance health (1).

#2 Health Communication #2 Health Communication in the 21in the 21stst Century Century


Embedded in a discussion on current health communication, we should touch on the following elements:

•Key words/ vocabulary (including inform & influence, motivation, changing behaviours, knowledge & understanding, empowerment and exchange/ interchange/ two-way dialogue)•Health Communication is seen as important•Training is required•Teamwork and collaboration is vital•Health Communication continuously changes

#3 Ten (10) key characteristics of #3 Ten (10) key characteristics of Health CommunicationHealth Communication


1) Audience-centred

2) Research-based

3) Multidisciplinary

4) Strategic

5) Process oriented

6) Cost-effective

7) Creative in support of strategy

8) Audience and media specific

9) Relationship building

10)Aimed at behavioural or social change

#4 The role of ‘health #4 The role of ‘health communication’ in the marketing communication’ in the marketing

mixmixReading Pack 2015: 24-25Reading Pack 2015: 24-25

The Marketing Mix:The Marketing Mix: PricePrice PlacePlace ProductProduct PromotionPromotion

The private sector (where sellers meet buyers) use health communication to “sell” health products.

#5 The role of ‘health #5 The role of ‘health communication’ in Public Healthcommunication’ in Public Health


Health communication has a wide reach in terms of interpersonal communications, professional medical communications & public relations.

A country’s public health agenda (e.g. to make health care more affordable; eradicate malaria within two years, etc.) uses health communication to prevent diseases, promote healthy living, communicate health policy, etc.

Health communication links the areas of HEALTH and COMMUNICATION.

Public Health: It is an effort to persuade a defined public to engage in behaviours that will improve health or refrain behaviours that are unhealthy.The communication element of public health campaigns reflect that they are strategic and organised.

#6 Six (6) key health #6 Six (6) key health communication AREAScommunication AREAS


1. Global health communication – includes interpersonal-, social and community mobilisation, and advocacy.______________________________

2. Interpersonal communication________________________________________________________________

3. Public relations, public advocacy and government relations______________________________________________________________________

4. Community mobilisation__________________________________________________________

5. Professional medical communications___________________________________________________

6. Constituency relations__________________________________________________

Key communication areas (summary)

Interpersonal communication:Face-to-face/ provider-patient communication

PR, Public advocacy, government relations:________________________________________________

Community mobilisation: ________________________________________________________

Professional medical communication:________________________________________________________

Constituency relation:________________________________________________________________

#7 What Health Communication #7 What Health Communication CAN DO CAN DO and and CANNOT DOCANNOT DO

- IIE COMS7312 2015: 28-29- IIE COMS7312 2015: 28-29

CAN DOCAN DO CANNOT DOCANNOT DO1. Raise awareness of health

issues (to drive policy or change behaviour)

i. Work on its own (without support from public health sectors)

2. Get stakeholder support for health issues

ii. Replace local infrastructure (e.g. clinics)

3. Influence beliefs, attitudes and values to change behaviour

iii. Make up for misdiagnosis, bad treatment or prevention options

4. Promote data. Promote new health issues

iv. Address all issues equally well in the same time frame, because health communication is complex

5. Increase demand for health services and –products.

……other things ‘health other things ‘health communication’ communication’ CAN DOCAN DO

• Show benefits of behaviour change• Teach health skills (i.e. how to live healthy)• Encourage people to talk about health issues• Encourage action• Build teams to deal with health issues• Help get money for medical and scientific discovery• Call for equality of access to health products and

services• Create a climate where new health products and

services can be introduced• Strengthen third-party relationships• Improve provider-patient relationships

#8 Six (6) FUNCTIONS of PR #8 Six (6) FUNCTIONS of PR in ‘health care’in ‘health care’

1) Public affairs – promoting public discussions concerning health issues

2) Community relations – building relationships with communities concerning health issues

3) Issues management – dealing with health issues effectively

4) Crisis management – dealing with a health crisis effectively

5) Media relations – collaborating with various media outlets concerning health issues

6) Marketing public relations – promoting the use of health services and -products

Possible assessment Possible assessment question:question:

One of the function of public relations in health care is issues management. Discuss five (5) other functions. Use an example to

support your answer. [20 marks]

#9 The power of MASS MEDIA in health #9 The power of MASS MEDIA in health care decisionscare decisions

- IIE COMS7312 2015: 31-32- IIE COMS7312 2015: 31-32

Ask yourself these questions:

-What do I know about HIV/Aids, which I’ve learned from media?____________________________________________________________________________________________________

-What media messages do I receive most from media channels (advertisements for products; PSA’s; other)?____________________________________________________________________________________________________

-Do you believe the media plays more of an informative role or commercial role in health care? Why?____________________________________________________________________________________________________

#10 Do’s and Don’ts of MEDIA #10 Do’s and Don’ts of MEDIA relationsrelations

IIE COMS7312 2015: 33-38IIE COMS7312 2015: 33-38

MEDIA relations DOMEDIA relations DO MEDIA relations MEDIA relations DON’TDON’T

1) Know the journalists who cover health related stories

a) Waste a journalist’s time with irrelevant stories

2) Build long-term relationships b) Use jargon

3) Respect deadlines c) Talk “off the record”

4) Be polite, helpful and accurate d) Call journalists more than once

5) Try to understand why a journalist is contacting you

MEDIA relations DOMEDIA relations DO MEDIA relations MEDIA relations DON’TDON’T

6) Make yourself available Because of limited time and conflicting priorities, journalists do not like to be approached by people who sound incompetent about the story they are trying to place or show little awareness of the media industry and its rules.

7) Make sure everyone in your team knows their roles

8) Train key personnel in dealing with the media

9) Try not to bother journalists

10) Read the news to understand journalists

Patients have the right to be given proper explanations of treatments (Patient’s Charter), which requires the health communicator to build relationships with the receiver(s) of health messages. The Toronto Consensus state the following eight (8) key points:

1. Communication problems are common;2. Uncertainty = patient anxiety;3. Doctors often miscommunicate;4. Improved communication quality = positive health

outcomes5. Empathy = reduced anxiety6. Participation = improves satisfaction, compliance

and treatment outcomes7. Adequate information = lower psychological distress

of patients8. Clinical communication is possible through learning

relevant techniques

ADDISIONAL READING!ADDISIONAL READING!

IMPORTANCE of Health IMPORTANCE of Health Communication Communication

• It is pervasive in creating, gathering and sharing health information;

• It enable humans beings to adapt to health risks;

• Healthcare professionals who communicate effectively get more positive outcomes by making more accurate diagnosis, detect emotional distress in patients, increase patient satisfaction and get patients to follow advice;

• Increased recovery rates of patients

Communication skills in the Communication skills in the health contexthealth context

Health practitioners must have the following skills:

• Attempt to form a warm and friendly relationship with their patients;

• Be able to reassure patients that they will get better soon.

Often, the medical field often omit communication skills as part of its training curriculum, thus causing many practitioners to undervalue the importance of this part of their training.

MODELSMODELS of Health of Health CommunicationCommunication

Theories and Models explain how things work – in this case, Health Communication

Two (2) main groups of theory:(1)(1) Social cognition modelsSocial cognition models (i.e. the attitudes

and beliefs of patients influence their behaviour; e.g. if a patient does not believe that HIV exist, they will not promote condom usage in their relationships)

(2)(2) Stage modelsStage models (i.e. behavioural change moves through stages; e.g. to get a patient to use condoms we must first explain, then promote, then provide incentives, etc.)

Social Cognition ModelsSocial Cognition Models1.1) The Health Belief model (HBM):1.1) The Health Belief model (HBM):Perception by the patient of their susceptibility to the disease,

severity of the disease, benefit of adopting the proposed behaviour and low cost (barriers) of adopting the proposed behaviour, will influence the patient’s decision to change behaviour.Criticism: The model does not take the external realities of a patient into consideration.

1.2) Protection Motivation Theory (PMT):1.2) Protection Motivation Theory (PMT):Fear appeals are used as motivation to change patients’ behaviour.

Criticism: patients can become resistant to messages if the fear appeal is unrealistic.

1.3) Self-efficacy theory (SET):1.3) Self-efficacy theory (SET):Patients will change behaviour when they believe in their power over

their own fate (high self-efficacy) and believe that the new behaviour will have positive outcomes. Criticism: this model excludes the cultural influence in a patient’s behaviour.

Social Cognitive Theories Social Cognitive Theories (continue)(continue)1.4) Theory of Reasoned Action (TRA) and 1.4) Theory of Reasoned Action (TRA) and

Theory of Planned Behaviour (TPB):Theory of Planned Behaviour (TPB):These models assert that patients have control over

their behaviours and that behaviour can be changed by changing a patient’s attitude toward an issue. Patients will have positive attitudes toward actions that they perceive will have positive outcomes for them. Criticism: Behaviour is seen as individualistic and not as part of a culture. People are seen to make decision based on rationality.

Stage ModelsStage Models2.1) The Trans-theoretical model (TTM):2.1) The Trans-theoretical model (TTM):Patients go through different stages in the process of

changing behaviour, namely (1) precontemplation (e.g. not considering quitting smoking), (2) contemplation (e.g. considering to stop smoking), (3) preparation (e.g. stop smoking within the next week; went without a cigarette for one day), (4) action (e.g. quitting), and (5) maintenance (e.g. exercising, healthy eating, etc. to quash the cravings for cigarettes). Criticism: Might be too simplistic.

2.2) The Precaution Adoption Process Model;2.2) The Precaution Adoption Process Model;

2.3) The Health Action Process Approach; and2.3) The Health Action Process Approach; and

2.4) The Health Behaviour Goal Model.2.4) The Health Behaviour Goal Model.

Media’s influence on the Media’s influence on the public’s belief about AIDSpublic’s belief about AIDS

The media locates trends in public awareness; this translates into coverage of the issue

Television and press reports are the primary source of information about AIDS.

Media coverage help to inform, sustain and shape attitudes to the epidemic by providing facts and figures, vocabulary and images.

Particular media events lead to the mobilisation of audience response – e.g. Saul, a character in ‘Brother’s and Sisters’ is HIV+, which cause people to phone the HIV Helpline in America

When investigating media influence, one has to look at whether the public accepts or rejects media messages about AIDS: e.g. media contributed to the belief that saliva could transmit the HI-virus, because they used the term ‘body fluids’ in stead of semen and vaginal secretions; most people believe that saliva is safe, thus in this regard, the media message is rejected.

Initial public opinions about Initial public opinions about AIDS:AIDS:

1. That saliva could cause HIV infection – this was widely rejected though

2. That AIDS originated in Africa – this assumption was mostly based on a racist agenda

3. AIDS is a disease of sinful and ‘unnatural’ risk groups – because people believed that lesbians were a ‘high risk group’ (when they are actually a low risk group) proved that people attached cultural bias to the stigma of the disease

4. That HIV and AIDS is the same thing – people believes that the two terms are used interchangeably; and that the face of someone with HIV is sullen, emaciated and deathly (when, in fact, HIV is asymptomatic)

5. AIDS is a weapon to enact revenge – infection stories have become urban myths to warn those that behave irresponsibly to ‘watch out’; always look out for a quote or a doctor’s reference when reading such stories

6. Heterosexuals could not be infected with HIV – this falicy is born from the idea that HIV and AIDS is a homosexual disease. Most educated people do not believe this to be true.

Revision questions:Revision questions:

1. What is the ‘Patient Charter’? (2)

2. List the eight (8) key statements made in the Toronto Consensus Statement. (8)

3. List any five (5) effects of poor ‘health communication’. (5)

4. List and explain any three (3) social cognitive models. (9)

5. What does ‘polysemy’ mean? (2)

6. Discuss ‘Africa as the origin of AIDS’ and ‘safer sex and heterosexuality’ as public opinions about AIDS. (10)

Communication Science 3A Learning Unit 1 Health Communication Eleven (11) Learning Unit Objectives...

Documents

Transcript of Communication Science 3A Learning Unit 1 Health Communication Eleven (11) Learning Unit Objectives...