Stages of communications

In health education and health promotion, the role of communication is to promote improvements in health through the modification of the human, social and political factors that influence behaviours. To achieve these objectives, a successful communication must pass through several stages (Figure 8.4):

Stage 1: Reaching the intended audience. Communications should be directed where people are going to see them or hear them. This requires studying your intended audience to find out where they might see posters, what their listening and reading habits are.

Stage 2: Attracting the audience's attention/gains attention. Attention is the process by which a person selects part of the information received by each of the five senses to focus on (to pay attention to) while ignoring others for the time being.

Stage 3: Understanding the message (perception). Once a person pays attention he/she then tries to understand it. It is a highly subjective process i.e. two people may hear the same radio program and interpret the message quite differently from each other and the meaning intended by the sender. Misunderstandings can easily take place when complex language, unfamiliar technical words are used and when too much information is presented.

Stage 4: Acceptance. Communication should not only be received and understood; it should be believed and accepted. It is easier to change beliefs when they have been acquired only recently and when its effects can be easily demonstrated.

Stage 5: Producing a change in behaviour. Communication may result in a change in beliefs and attitudes, but still not influence behaviour or action. This can happen when the communication has not been aimed at the factor that has the most influence on the person's behaviour. For example, a person may have a favourable attitude and want to carry out the action, such as using family planning - but some people around may prevent the person from doing it. Sometimes the person might not have the means (enabling factors) such as money, skill or availability of services to take action. As a result, there will be no behaviour change.

Stage 6: Improvement in health. Improvements in health will only take place if the behaviours have been carefully selected so that they do influence health. If your messages are based on outdated and incorrect ideas, people could follow your advice but their health would not improve - need accurate advice.

The Roles of Health Communication in Health Education and Promotion Are as Follows:

• Increases knowledge and awareness of a health issue, problem, or its solution.
• Influences perceptions, beliefs, attitudes and social norms about health.
• Generates effective action.
• Demonstrates or illustrates health related skills.
• Shows the benefit of behaviour change.
• Increases appropriate use and demand for health services.
• Reinforces knowledge, attitudes and behavior.
• Refutes myths and misconceptions.
• Advocates for a health issue or a population group.