Session 4Understanding Communication as a programme

management tool for Diarrhea Control and Management

Learning Objectives

After the session, the participants will be able to:• Understand the role and importance of

Communication with the community.• How people perceive the worker as positive

and importance of positive imagery/community.• Define communication process.• Understand the steps to behavior change.• Understand communication barriers for

diarrhea.• Understand key messages and key channels

of communication.

1. What is Communication?

Communication is a critical component in getting the project/program objectives

achieved.

Communication

Communication Model• Talking with one another or reaching out

to the other person with one’s view through any means is communication.

• It happens as a matter of routine in our lives. e.g. a child, if hungry, cries for her mother and the mother, upon hearing her cries, feeds her.

1. Sender2. Receiver3. Message4. Medium5. Reaction/The objective of communication is fulfilled.

There are five links to make communication effective:

Communication is of two types:

Two way communication is more effective because one person listens when spoken to by other person and then speaks to let him know that his message has been understood. Allow listeners to ask questions, watch their expression and then take forward the communication.

The role of health service provider is to inform parents effectively about diarrhea, and answer properly after listening to their questions, concerns, thoughts and change behavior. This is known as IPC or counseling.

Two-way communication

Communication Process

Behavior ChangeBefore we go to behavior change, let us first understand what we mean by the word “behavior’.

Thinking , Views, Concept , Conduct, Mood, Habit, Opinion , Understanding , Visualisation, Method, Attitude, Routine, behavior, Perception , Prejudice, Assumptions

All these behaviors are not enough; these either try to restrict our work or help in facilitating our work. But ultimately the change we want is Action.

KNOWING DOING

Behavior change is not complete until the ACTION is taken.

Knowing, believing, thinking and understanding are processes that help to reach that expected ACTION (behavior). If everything stops here and does not lead to ACTION, then it can be called change, but not behavior change.

Our ultimate aim is to bring about behavioral change.

Then, and then only it can be called

behavior change.

Behavior• The enabling environment- Behaviour change spiral

is not dependent just on their own desires. The changes they make occur within the broader setting in which they live. Each setting, or ‘environment’ has a range of influential features including:– Social– Cultural– Legal – Political– Resources.

Before a person undertakes a new behaviour, person usually needs to

• Perceive a reason to do it• Know what to do• Know how to do it• Not have too many negative beliefs./expectations.• Have the means. (Time, money etc)• Be confident that s/he can do it.• Expect that beliefs will outweigh obstacles.• Expect social approval or at least not expect any

disapproval.

To expect the person to repeat the behavior s/he usually needs to:

• Have a positive experience first time.

• Perceive sufficient benefit for her/himself and significant others.

• See a personal reason/urge/need to do the action.

Key Messages

Communication is a two way process. Learn to see things from others'

perspective. Behavior means Action, we should aim to

help change the action by understanding why is it not happening and then facilitating the mother caregiver move towards that action.

Barriers keep action from happening, benefits facilitate behavior change.

Behavior change happens through slow steps and stages.

We have various media channels for effectivecommunication of our messages to generateawareness and facilitate behavior change.

One of the most important communication tools is interpersonal communication(IPC).

Interpersonal Communication

(IPC) Skills

Session 5Interpersonal Communication

(IPC) Skills

• Describe why IPC is good and its use.

• Define IPC and its importance in compliance and adherence of diarrhea program.

• Learn to see things from others' perspective for effective IPC.

• Learn to internalize and practice the specific IPC skills appropriate for the diarrhea program

Learning Objectives

What is Interpersonal Communication?

One of the most basic tenets of good IPC isthe ability to see things from others' perspective . There is a general tendency on functionaries part to “imagine” that “we know” what people think. But this may not be the case.

Interpersonal Communication (IPC) Skills

“Effective IPC between health care provider and client is one of the most

important elements for improving client satisfaction, compliance and health

outcomes.

LISTENING AND LEARNING SKILLS

• Use helpful non-verbal skills• Ask open questions• Use responses and gestures

which • show interest• Reflect back what the mother

says• Empathize: show that you • understand how she feels• Avoid words which sound judging

NON VERBAL SKILLS

• Pay attention• Keep your head level• Remove barriers• Take time• Touch appropriately

Interpersonal Communication (IPC) Skills

• 40• 40

Key Messages

Session 6Using IPC Materials

• Understand the importance and utility of correct and appropriate use of IPC materials.

• Use IPC material in different settings and situations.

• Learn relative advantage of use of various IPC materials.

• Understand the opening and closing of an IPC session using IPC materials.

Learning Objectives

• IPC materials need to be used appropriately and in a manner that they become easy to relate to.

• One should know what is the material and what is it trying to convey– Is it a story format that need to be adopted, are there any generic elements that can be a good identifier and some that may be alien or out of context.

What are IPC materials?

• The design of the material, the visual elements, the textual elements, the flip elements, and technique of holding and turning the pages and other elements to

be practiced so that one is comfortable in a real session, have to be worked on .

• If there is a user guide, make sure you read it out before hand. Sometimes there are instructions on how to use on the inside of the flip book or in audio or video tape.

• It is sometimes very useful to involve the community members in the process and that

further strengthens the bond and rapport. Storing the IPC material appropriately

• It is also important so that they have a long life and can be used multiple times.

• We also get to know the existing opportunities and entry points for communication interventions, and the issues and challenges .

• Health promotion and health education activities rely on a variety of well designed

and effective IEC materials to help ensure success.

• Every brochure, poster, video tape or other piece of IEC material is the product of a decision, supported by research, to deal with a specific health concern, and to be well received and persuasive among a specific audience.

IPC/IEC Material and Health Promotion

• To facilitate dialogue and problem solvingBest used by a health worker during home visitswith an individual family member or members. • Community demonstrations, dramas, festivals,

large flip charts, and scheduled radio programs can stimulate interest,

• but the key to stimulating changes in practice is to take advantage of that interest by leading good discussions about real problems and

possible solutions.

• To remind Reminder materials are especially important

for behaviors that should be repeated many times each day, such as many of the diarrhea prevention behaviors.

• To motivate Motivation is best done person-to-person, but

the right poster, To motivate Motivation is best done person-to-person, but the right poster, film, radio spot, or program can also engage people emotionally.

• To teach Again this is often done best person-to-person

(or by group demonstrations), but posters or pamphlets showing something step-by-step can be supportive.

• To provide information Posters can work fine to inform people of

some special occasion, e.g., a community meeting, but they do not have a long life span

in most community settings.

• Flip Book This flip book should be used for IPC with mothers and

caregivers of children from two months to five years of age. • This can be used for one-to-one communication during home

visits • It can also be used with small groups (not more than 10).

How to use specially developed IPC materials for diarrhea Management

• The flip book has simple direct messages on diarrhea control and management.

• One side of the leaf has messages and the other side has visual depicting some of

• the messages. They have been numbered clearly on the message side.

Key Messages

• Learn to use the IPC material with ease and appropriately.

• Using IEC/IPC material properly makes them more effective.

• Involve community members when using the IEC/IPC materials.

• Do not be dependent on the IPC material; you are the final message provider.

Key Messages