Study Group - Communication Flashcards
1
Q
What is health communication used for?
A
Inform & influence health-related decisions among population of interest
2
Q
What are public perceptions of health-related messages influenced by?
A
- Ease of solution & immediate results
- Perceived susceptibility
- Personal beliefs
3
Q
What are some factors that influence communication?
A
- Lifestyles
- Attitudes
- Beliefs
- Social norms
- Barriers to change
- Sources of gaining health information
4
Q
What can communication approaches be impacted by?
A
Cultural, social, & political environments
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
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
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
8
Q
What is the purpose of the BEHAVE framework?
A
Strengthen strategic thinking of project design, research, monitoring, & evaluation
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
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
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
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
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
14
Q
What are people with low eHealth literacy less likely to do?
A
- Actively seek health information online
- Engage in health promoting behaviors
15
Q
Communication Universal Precautions
A
Assist in reduction of complex language
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
17
Q
What are readability tests? Give Examples.
A
Tools to evaluate reading grade level of text
- SMOG
- Flesch-Kincaid
- Fry readability formula
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
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
20
Q
What is numeracy in public health?
A
Ability to access, use, interpret, & communicate numeric information
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
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
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
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
25
Who can be the source of health information (other than HES & healthcare professionals or organizations?
- Peers
- Family
- Key community stakeholders
26
What contexts do HES need to be aware of that motivate communication related to health education & promotion?
- Individual
- Social
- Cultural
- Environmental
27
What is motivation of communication message determined by at the individual level?
- Information needs
- Preferred channels/sources of health information
28
What is motivation of communication message at the relational level (cultural/social)?
- Method message is delivered (verbal/nonverbal; text/multimedia)
- Relationship among communicator & receiver of message
29
How can environmental or system-level factors affect communication?
- Accessibility
- Ability to navigate information to effectively benefit
30
What types of factors can hinder communication?
1. Physical factors
2. Physiological factors
3. Psychological factors
4. Semantic factors
* Noise results on misinterpretation & missing part of message *
31
What are physical factors that can hinder communication?
Setting, equipment, & interactions
32
What are physiological factors that can hinder communication?
- Cognitive or emotional overload
- Speaking style and/or hearing capabilities
33
What are psychological factors that can hinder communication?
Pre-conceived notions or beliefs
34
What are semantic factors that can hinder communication?
- Jargon
- Interactions with members of priority population
35
What does HES need to think about when creating communication objectives?
- Health problem
- Audience(s)
- Ability of communication to impact health issue within target audience
36
Communication objectives should be:
- Supportive of program goals
- SMART
- Prioritized for resource allocation
- Focus on behaviors with greatest impact
37
What are the general, overall outcomes health communication is trying to achieve?
- Promote knowledge
- Change attitudes, beliefs, & actions via social influence and behavior change
38
How does effective communication lead to healthy behavior change?
- 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
39
What are ways in which priority audience responds to health communication message?
- Feedback
- Information sharing
- Behavior change
- Avoidance
40
Why is it important for HES to listen to priority audience's response to health communication messages?
To inform & adapt the content, delivery, & evaluation of health education programs for diverse communities
41
What should HES do prior to material distribution & promotion?
1. Define market
2. Segment market
3. Analyze segments
4. Choose target market with shared consumer preferences
42
What can communication campaign accomplish?
- Increase knowledge & awareness of an issue
- Influence perceptions & attitudes
- Debunk misconceptions
- Potentially prompt action
43
What perspective should health communication represent?
Socio-ecological perspective
44
What mode of health communication should be used at the individual level?
Tailored messages
45
What mode of health communication should be used at group level?
Targeted messages
46
What mode of health communication should be used at community level?
Social marketing
47
What mode of health communication should be used at policy level?
Media advocacy
48
What mode of health communication should be used at population level?
Mass media
49
What is the Elaboration Likelihood Model?
Attitude formation
50
What are the 2 pathways attitude can form according to the elaboration likelihood model?
Central - Cognitive thinking
Peripheral - involves emotions (learning based on past, personal experiences)
50
How can HES craft effective messages according the elaboration likelihood model?
Finding out how much audience cares about an issue
50
Information Processing Theory
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
50
4 Ps of Social Marketing
Product - health behavior, program, idea
Price - financial, physical, psychological, social costs, time
Place - how/where learning will be
Promotion - Approach used to reach audience
51
What are other Ps to consider (other than the 4 Ps) with Social Marking Model?
Positioning, Partners, Public, Policy, Purse strings
52
Persuasion Steps for Communications
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
53
Communication components for Effective Messages
1. Credibility of message source
2. Overall message design
3. Message delivery channel
4. Intended audience
5. Intended behavior
54
Why are effective message components important for HES?
Ensures it will be received by intended audience & are effective for achieving desired outcomes
55
What is the Consumer Information Processing Model (CIP)?
- Individual motivation drives how much information is sought out & used
- Views use of information as intellectual process
56
What are assumptions of CIP?
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
57
What does CIP state how individuals will use health information more efficiently?
1. It is available, user friendly, & processable
2. Viewed as new & useful
58
DOI mental processing stages
1. Knowledge
2. Persuasion
3. Decision
4. Implementation
4. Confirmation
59
What characteristics are considered with DOI?
1. Relative Advantage
2. Compatibility
3. Complexity
4. Trial ability
5. Observability
60
What is the Diffusion of Innovations Theory (DOI)?
- 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
DOI adopter categories
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
Who should promotions of DOI new ideas, programs, etc aim to convince?
Innovators & Early adopters
63
What does Social Norms Theory state behavior is influenced by?
Individual's incorrect perceptions of how other members in social group behave
64
How can incorrect perceptions impact individual behavior according to social norms theory?
Peers' behavior being different from their own
65
What are programs focused on that utilize social norms theory?
- Peer influences
- Importance of normative beliefs on behavior
- Healthy attitudes
- Behaviors of majority to increase healthy norms in intended audience
66
What is communication campaign focused on when using social norms theory?
Provide accurate information on attitudes & behaviors
67
What is the Prospect Theory?
- Individuals risk seeking when losses are important
- Will engage in health protective behaviors when potential gains are evident
68
What types of message framing are there with prospect theory?
illustrates positive OR negative consequences of adopting or failing to adopt behavior
"Gain-framed" or "Loss-framed" messages
69
What are emotional appeals?
Enhance persuasive capacity of health message
70
Why do emotional appeals rarely function alone?
People tend to read health information & experience an "emotional flow"
71
What are some common persuasive techniques?
1. Advancing source credibility (recommendations from expert source)
2. Leveraging features of cognitive & affective processes (i.e. emotional appeals, narrative framework)
72
What are narratives in persuasive messaging?
Cohesive & coherent story with identifiable beginning, middle, & end
- Provides information about scene, characters, & conflict
73
What areas are narratives effective?
- Prosocial behavior change
- Policy change through advocacy & lobbying efforts
74
What is a targeted message?
Changes in health messages more suitable for population of interest
75
What is tailored message?
Precise method of designing messages to characteristics of individual rather than subgroups of population
76
What considerations must HES consider when targeting or tailoring messages?
Cultural practices & needs of priority audience
77
By tailoring or targeting messages, how does this help the HES when working with specific populations?
Improves effectiveness of message or campaign
78
What are reasons message may need to be targeted/adapted?
Differences b/w intended population & audience which messages were designed for
79
Why might messages need to be targeted/adapted?
- Limited resources
- Resistance of implementers or priority population
- Competing demands
80
What needs to be considered prior to adapting health messages?
- Which elements to adapt
- Reason for change
- Extent modification changes original product/message
81
What should HES be cautious of when targeting/adapting health messages?
- 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
Steps for adapting materials or programs
1. Gather information
2. Select health communication materials
3. Make changes
4. Preliminary test or review (via experts)
5. Pilot testing
83
What is involved in message tailoring?
- Risk estimation
- Audience segmentation
- Behavior change theory
84
Message tailoring is an effective strategy for what?
Designing & implementing health communication interventions
85
How do tailored messages prepare individuals for behavior change?
- Allows them to process message
- Increases likelihood of acceptance
86
What are tailored messages intended to address?
Attitude, normative beliefs, self-efficacy to perform behavior
87
What is media literacy?
Individual's ability to access, analyze, evaluate, & create messages in variety of forms
88
Why do HES utilize media literacy skills?
Ensure reliable media are delivered to audience
89
Where can HES find trustworthy information using media literacy?
- US gov't websites
- Large health professional organizations
- Academic institutions
- Scientific literature
90
How can HES test for credibility of media sources?
CRAAP test
91
What does CRAAP stand for?
CURRENCY: timeliness of health info
RELEVANCE: importance for needs
AUTHORITY: source of health info
ACCURACY: reliability, truthfulness, & correctness
PURPOSE: reason info exists
92
What communication aids, materials, & tools should HES develop to assist in communication campaign?
- Implementation guide
- Program procedural manual
- Project plan
93
How can HES identify existing protocols, plans, & other available materials that could save time/money when resources are limited?
Literature review & environmental scan
94
Why are literature reviews & environmental scan helpful for campaign delivery?
- Enhances understanding of program
- Can be used to create standards for future replication of program/campaign
95
What should HES be mindful of when doing literature review?
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
What does HES need to consider when analyzing online sources regarding priority population?
- Accuracy
- Relevance
- Appropriateness
- Effectiveness
97
How can HES enhance resources being used?
Sharing personal experiences to enhance message appeal
98
What should HES determine to ensure materials are relevant & appropriate for target population?
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
What is CDC Clear Communication Index?
Research based tool to help HES develop & assess public health communication products & materials for diverse audiences
100
What can CDC Clear Communication Index be used for?
Assess & improve clarity of materials
101
What is included in the Clear Communication Index?
Most important characteristics that enhance & aid in understanding information
- 4 open ended questions
- 20 scored items that affect information clarity & audience comprehension
102
What is Suitability Assessment of Materials (SAM)?
Systematic method to quickly & objectively assess sustainability of health information materials for specific audience
103
What is SAM used for?
Guides HES to rate health information materials on factors that affect readability & comprehension
104
How can SAM results be used?
- 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
What factors are included in SAM?
- Content
- Literacy demand
- Graphics
- Layout & type of materials
- Learning stimulation & motivation
- Cultural appropriateness
106
OPHPR
Public Health Preparedness & Response
107
CERC
Crisis & Emergency Risk Communication
* offered by OPHPR
108
What is CERC?
Manual that offers tools to help develop communication messages that are timely, correct, & credible
109
What is pilot testing?
Ensures program & materials (especially when new or adapted) is understandable, appropriate, & relevant on small scale prior to full implementation
110
Steps for Revising Materials according to CDCynergy Lite Social Marketing
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
What are some characteristics of effective communication related to message delivery?
- Availability
- Reach
- Repetition
112
What should be considered/included in message presentations?
- Audience(s) preferences
- Incorporate audience experiences
- Audience's level of readiness
113
How should information be presented with priority population?
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
How should HES communicate with stakeholder?
Communicate regularly to increase utilization of health-related information
115
Steps for conducting effective presentations with stakeholders
1. Prepare presentation
2. Understand presentation setting
3. Use effective skills in delivery of presentation
4. Respond to audience's questions
116
What are key areas to emphasize when presenting/communicating with stakeholders and/or priority population?
1. Delivery (fluency/flow of presentation)
2. Structure (understanding of presentation, logical sequence)
3. Style (audience engagement, enthusiasm, posture, etc)
117
What are the basic principles of facilitation?
1. Present to guide process (no opinions but gain opinions from audience)
2. Participation
3. Remain neutral in discussions
118
What are the tasks of a facilitator?
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
How can HES maximize use of social media to engage audience in health message?
- Manage misinformation
- Reduce agency barriers
- Measure reach & impact
- Keep up with new trends
120
Steps to develop strategic approach to effectively engage audience
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
Why is it important to evaluate whether communication met the objectives?
- 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
What is involved in communication monitoring?
- Evaluating all activities, staff, & budgets
- Problem solving
- Measuring changes & satisfaction of intended audience
- Revising plans/operations (as needed)
123
What does TCS stand for?
California Department of Health Services 'Tobacco Control Section'
124
What did TCS create that can aid in communication evaluation?
OTIS Evaluation Guide which includes sample plans useful for surveillance & evaluation efforts
125
Wha does OTIS provide?
"How to" information for developing, implementing, & monitoring evaluation plans
126
Why is communication process evaluation important?
Whether messages are being delivered appropriately, effectively, & efficiently
127
What are ways HES/evaluator can gather information for process evaluation?
- 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
What should HES assess in communication process evaluation?
- 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
What are common measures for health communication impact evaluation?
Awareness, knowledge, comprehension, attitude, & behavior
130
Stages of communication process
1. Planning & selecting strategy
2. Selecting appropriate materials
3. Developing & pretesting materials
4. Implementation
5. Assessing effectiveness
6. Feedback to improve program
131
What is the sustainability assessment of materials instrument designed to do?
Assess health information in an objective manner in order to ensure that it is suitable for target audience
132
What are the domains of Sustainability Assessment of Materials?
1. Content
2. Literacy demand
3. Graphics
4. Layout & type
5. Learning stimulation & motivation
6. Cultural appropriateness
133
What is the Social Networking Theory?
Information, knowledge, ideas, & attitudes spread through interconnected networks as result of friendships & social circle
134
What are the components of social networking theory?
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
What is CBPM?
Community-based Prevention Marketing
136
What are the assets of social networking theory?
- Communication
- Information
- Relations
137
What is STARCC?
S = (keep it) simple
T = timely
A = accurate
R = Relevant
C = Credible (evidence-based)
C = (staying) consistent
138
What is the Extended Parallel Process Model (EPPM)?
- 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
What is defense avoidance?
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
What is Protection Motivation Theory?
Analysis of rewards & costs to choose behavior
* based on fear
141
What are the constructs of Protection Motivation Theory?
1. Severity (of health threat)
2. Vulnerability
3. Response efficacy (of recommended behavior)
4. Self-efficacy
142
What are the 3 parts to designing Tailored Messages?
1. Personalization
2. Feedback
3. Content Matching
143
Communication at individual level of socio-ecological model?
Empathy & respect for autonomy
144
Communication at Community level of ecological model
How best to reach & design program of services to target population
145
Communication at interpersonal level of ecological model
Focus on improving way health-related information is circulated through social networks
146
Communication at Society/policy level of ecological model
Consideration of how changes in policy & attitude can result in widespread improvements
