communication and informatics, one health course source:

C O M M U N I C A T I O N A N D I N F O R M A T I C S ,O N E H E A LT H C O U R S E

Source: www.fiona-campbell.co.uk

C O M M U N I C A T I O N A N D I N F O R M A T I C S , O N E H E A LT H C O U R S E

Introduction

MODULE COMPETENCIES

• Competency #1• Describe basic communication techniques and tools (e.g.,

written communication, multi-media, social media, interactive discussion, listening)

• Competency #2• Understand the fundamentals of risk communication

• Competency #3• Understand a variety of ways to manage and share

information

MODULE OVERVIEW

Time/Length Topic/Activity

190 minutes Introduction to Communication Skills

95 minutes One Health Promotion Communication Strategies

135 Minutes Introduction to Risk Communication

60 minutes Delivering Risk Communication Messages

165 Minutes Communicating With or Through the Media

120-145 Minutes

Introduction to Informatics

60 Minutes Learning Reflection and Evaluation

WHAT IS COMMUNICATION??

Source: www.fiona-campbell.co.uk

COMMON DEFINITION

• The imparting and exchanging of information or news• Means of connection between people • The act or process of using words, sounds, signs,

or behaviors to express or exchange information or to express your ideas, thoughts, feeling to another• A message that is given to someone: a letter,

phone call, etc.

WHAT SKILLS DO YOU NEED TO BE A GOOD COMMUNICATOR?

HOW DO WE COMMUNICATE IN TODAY'S WORLD?

Source: www.novafm.com.au

COMPONENTS OF COMMUNICATION

EFFECTIVE COMMUNICATION

What skills do you need to be a good communicator?

Source: ashgourd.com

WHO’S ON FIRST

COMPONENTS OF SPOKEN MESSAGES

Verbal7%

Tone38%

Non-Verbal53%

Clip One

Clip Two

THINK ABOUT…

• Your stance • How you sit • Facial expressions • Eye contact • Gesturing and fidgeting • Nodding

Source: banoosh.com

WHAT DO YOU THINK?

• How much do you recall about each of the conversation topics you listened to?

• Do you feel you listened to the session? Why or why not? If you listened, what was it like to sit back? If you did not listen, what made you tune out?

• If you were a presenter, what was it like to be in front of the group? How did you know people were listening (or were not)?

WHAT DO YOU THINK?

• Have you ever had someone carefully listen to what you said?

• How did that feel?

• What did that person do that communicated to you that they were listening?

LISTENING

• Seek to understand before you seek to be understood.

• Be nonjudgmental.

• Give your undivided attention to the speaker.

• Use silence effectively. To listen in ChineseSource: www.johnlovas.com

PUTTING IT ALL TOGETHER

Directions• Your topic will be non-verbal (e.g., body language,

tone) communication and culture.

• The interviewer will have 5 minutes to discuss this topic with the interviewee.

• During the discussion, the observer will take notes on the communication between the interviewer and the interviewee and may be capturing the discussion on video

Personal Listening Assessment

FEEDBACK

For the Interviewee and the Interviewer

• What did they do effectively in terms of their spoken and non-spoken language?• What suggestion do you have to enhance

communication?

FORBES 10 COMMUNICATION SECRETS OF GREAT LEADERS

• Speak not with a forked tongue• Get personal• Get specific• Focus on the leave-behinds not the take aways• Have an open mind• Listen• Replace ego with empathy• Read between the lines• When you speak, know what you are talking

about• Speak to groups as individuals

C O M M U N I C A T I O N A N D I N F O R M A T I C S , O N E H E A LT H C O U R S E

One Health Promotion Communication Strategies

COMMUNICATION STRATEGIES SHOULD ANSWER…

•Who

•What

•Why

•How

Source: ceruleansanctum.com

COMMUNICATIONS STRATEGY WORKSHEET IDENTIFIES…

• Name of community or organization• Current One Health issues or challenges• Key stakeholders• Key messages• Communication methods• Resources and time needed

SCENARIOS

• Outbreak of Salmonellosis from Wedding Reception• Outbreak of Leptospirosis in Thailand

Communication Strategies Worksheet

Description of the issue/problem:

Key messages:

Audience Communication Vehicles

Resources & Time

C O M M U N I C A T I O N A N D I N F O R M A T I C S ,O N E H E A LT H C O U R S E

Risk Communication

WHAT IS RISK COMMUNICATION?

Source: illinoispandemicflu.org

WHAT IS RISK COMMUNICATION?

Risk communication is an open, two-way exchange of information and opinion about risk that leads to better understanding and better risk management decisions by all involved.

WHAT CAN RISK COMMUNICATION DO?

WHAT CAN RISK COMMUNICATION DO?

• Empower audiences to make informed decisions concerning risk

• Decrease illness, injury, & deaths (of both humans and animals)

• Counter/correct rumors

• Build support for a response plan

• Assist in executing a response plan

• Prevent misallocation & wasting of resources

• Keep decision-makers well informed

WHEN IS RISK COMMUNICATION MOST EFFECTIVE?

WHEN IS RISK COMMUNICATION MOST EFFECTIVE?

• Communication is tailored to take into account the emotional response to an event.

• It empowers audiences to make informed decision-making. It discourages negative behavior and/or encourages constructive responses to crisis or danger.

HOW DO YOU PERSONALLY FEEL ABOUT RISK?

Source: infosthetics.com

HOW DO YOU PERSONALLY FEEL ABOUT RISK

Complete the following sentences:

• “ I believe that risk is…”

• “When I take a risk I feel…”

• “When I see someone else taking a risk I feel…”

RISK ANALYSIS PARADIGM

• Everything we do involves risk

• Zero risk is unachievable

• Options exist for managing every risk

These assumptions guide the way we view risk and risk communication.

EMOTION

“My colleagues and I want to share with you our concern and our compassion goes out to the families that are suffering from this disease. We are doing everything that we can to make sure that we can stop this problem and prevent the spread of this disease from affecting others. You have our deepest empathy.”

TRUST AND FEAR

Source: www.masksandpuppets.com.au

THE COIN TOSS

RISK PERCEPTION

Source: www.newscientist.com

INTERPRETING RISK

VIEWING RISK

EXPERT

Risk = Probability X Severity

PUBLIC

Risk = Hazard + Emotional

BEST PRACTICES IN RISK COMMUNICATION

• Risk and crisis communication is an ongoing process

• Conduct pre-event planning and preparedness activities

• Foster partnerships with public

• Collaborate and coordinate with credible sources

• Meet the needs of media and remain accessible

• Listen to public’s concerns and understand audience

• Communicate with compassion, concern, and empathy

• Demonstrate honesty, candor, and openness

• Accept uncertainty and ambiguity

• Give people meaningful actions to do

TALKING POINTS

• A clear and succinct summary

• Gives consistent messages

• Should address people’s concerns

• Can be used with a variety of stakeholder and media

RULE OF THREE

• Present 3 key messages

• Repeat key message 3 times

• Prepare 2-3 supporting messages for each key message

How To Write Talking Points WorksheetAUDIENCE…Identify your audience

YOUR AFFILIATION…Identify who you are.

SITUATION…Describe the current situation or what you know in non-technical language. Acknowledge fear, uncertainty or pain.

ACTIONS…Describe what you are planning to do to solve the problem. Be specific. Include 2 to 3 supporting statements for each action including benefits from the audience’s point of view.

NEXT STEPS…Tell the audience what you need them to do. Keep it clear and simple.

INFORMATION…Tell audience where they can get more information.

WHAT DO YOU THINK?

• What made it difficult to write the talking points? • What made it easier to write the talking points? • What additional information would have helped

you write the talking points?• What questions do you have for your target

audience?• How confident are you that your messages will be

accepted by the target audience? Why?

C O M M U N I C A T I O N A N D I N F O R M A T I C S ,O N E H E A LT H C O U R S E

Delivering Risk Communication Messages

EMPATHY & COMPETENCY

Source: social.ogilvy.com

PRACTICING DELIVERING A RISK MESSAGE

Directions:

1. Take turns delivering your message in 3 minutes.

• Decide who will share the messages first.

• The other person will play the role of the stakeholder

2. After the person has finished, write down some notes on the observation sheet

• Was their communication effective?

• What made it effective? What could they have enhanced?

3. Then switch roles and do steps 1 and 2 again.

4. After you are both done, share your observations and discuss the questions in your student guide.

OBSERVATION SHEET

Speaker Yes No NotesAcknowledges concerns, fears, or other emotions

Personalizes caring (within first 30 seconds)      

States confidence problem will be solved (even if not all info is available)

Uses short words (< than 3 syllables English)      

Uses common terms (lay language)      

Uses short sentences (< than 10 seconds)      

Describes risk or situation without statistics      

Shows preparation and competence      

Describes commitment      

WHAT DO YOU THINK?

• How did the limited amount of time affect which messages you were able to say?

• What makes it hard to show empathy or competence? • What makes it easier to show empathy or

competence? • What makes it hard to use simple language? • Who else can assist you in talking with people to

establish trust and credibility?• What differences do you notice between the different

audiences?

C O M M U N I C A T I O N A N D I N F O R M A T I C S , O N E H E A LT H C O U R S E

Communicating with or Through the Media

HOW DO HEALTH EVENTS GET COMMUNICATED WITH THE MEDIA?

• How did the public get information on the health event?

• How did the media present the information? Was it done well or poorly?

• What spokespersons were involved? Were they credible? Why or why not?

WHAT MAKES A GOOD SPOKESPERSON?

Source: www.3h.ca

Why is the media so important to One Health Communications?

WHAT MIGHT BE SOME OF THE CHALLENGES WORKING WITH THE

MEDIA?

Source: WHO

MEDIA INTERVIEW

Directions• You have been selected as the One Health

representative to talk with the media. You will be doing an interview with a local media representative. You have a 3 minute slot that will be shown on the evening news.

• Take 10 minutes to:

• Review and revise your talking points as needed before the interview.

• Look at the observer sheet – this is what you will be assessed on.

WHAT DO YOU THINK…

• What made it easy to use the talking points? • What was challenging about using the talking points? • Was there more information that you wanted to

provide? If so, what and why? • What questions did the interviewer have that were

off topic for you? How easy or difficult was it to redirect?

• What questions do you have about the skills on the observation sheet?

• If you had the opportunity to select the best spokesperson(s) for this topic, who would you choose? Why?

C O M M U N I C A T I O N A N D I N F O R M A T I C S , O N E H E A LT H C O U R S E

Informatics

INFORMATICS…

…”studies the application of information technology to practically any field, while considering its impact on individuals, organizations, and society. It uses computation as a universal tool to solve problems in other fields, to communicate, and to express ideas.”

Source: www.slu.edu

How is your everyday life shaped by informatics?

INFORMATICS

Source: www.novafm.com.au

GOAL OF INFORMATICS

KnowledgeDataInformatio

n

KEY ELEMENTS OF INFORMATICS

• Acquisition

• Storage

• Communication

• Manipulation

• Display

How is informatics relevant to One Health?

Source: .bp.blogspot.com

YOUR TASK

Directions• Your job is to “analyze” the data collected on this

class and decide how you will share the information back with the group.

• Come up with one new piece of information/knowledge from the data in front of you.

WHAT DO YOU THINK?

• Do you believe the data you gathered is credible? Why or why not?

• What was it like to use Excel for data storage and manipulation?

• What process did you use to decide on your information/knowledge point? How did you move from data to information to knowledge?

• How might your experience with this exercise relate to real challenges and opportunities for One Health Informatics?

INFORMATICS SCAVENGER HUNT

Directions• For the topic assigned to you have 45 minutes to

acquire, store and develop a 3 minute presentation on current data available via the web.

• Each group should hunt for the following at a minimum:• One human health related data source

• One animal health related data source

• One environment related data source

• One country related resource

WHAT DO YOU THINK?

• How easy or hard was it to acquire data? Why or why not? Do you believe the data you gathered is credible? Why or why not?

• How did you “store” your data? Would your storage option work to share information with others? How about 6 months-1 year from now?

• What process did you use to create the presentation? How did you move from data to information to knowledge?

• How might your experience with this exercise relate to real challenges and opportunities for One Health Informatics?

C O M M U N I C A T I O N A N D I N F O R M A T I C S , O N E H E A LT H C O U R S E

Module Review

ONE THING..

• That you liked/felt was a strength of the module.

• That you would suggest we change.

Thank you.