Interpersonal Communication & BCC

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  • Hey, very nice site. I came across this on Google, and I am stoked that I did. I will definately be coming back here more often. Wish I could add to the conversation and bring a bit more to the table, but am just taking in as much info as I can at the moment.

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Interpersonal Communication & BCC

  1. 1. Interpersonal Communication & BCC State Institute of Health & Family Welfare, Jaipur
  2. 2. Listen to Learn Learn to Listen SIHFW: an ISO 9001: 2008 certified Institution 2
  3. 3. IEC IEC –A one-way process ØFocused on “messages” ØImplicit assumption that awareness creation will automatically lead to behavior change ØEmphasis on creating messages, entertainment and media SIHFW: an ISO 9001: 2008 certified Institution 3
  4. 4. BCC BCC (Behaviour Change Communication) ØOutcome oriented ØResearch-based ØConsultative process of addressing knowledge, attitudes, and practices through ØIdentifying ØAnalyzing ØSegmenting audiences and participants ØRelevant information and motivation SIHFW: an ISO 9001: 2008 certified Institution 4
  5. 5. ØUsing an appropriate mix of interpersonal, group and mass media channels ØParticipatory methods SIHFW: an ISO 9001: 2008 certified Institution 5
  6. 6. Behavior change Ø K - Knowledge Ø A - Approval Ø I - Intention Ø P - Practice Ø A - Advocacy SIHFW: an ISO 9001: 2008 certified Institution 6
  7. 7. IPC v/s Mass communication Characteristics IPC Mass communication Nature Personal Impersonal Reach Fast Very fast Audience Specific General Message Focused Generalized Purpose Helping decision Create awareness taking Cost Expensive Cheap Feedback Instant Delayed Message Long time Short time retention Support of other Makes it effective Supplements media SIHFW: an ISO 9001: 2008 certified Institution 7
  8. 8. Classification of Communication Methods Ø Inter-personal communication ØFriends / Neighbors/ Influential ØMahila mandals/Voluntary organizations ØHealth functionaries Ø Use of traditional media ØPuppetry ØStreet plays/Dramas Ø Dances Ø Drum Beating ØTamashas/Story Telling SIHFW: an ISO 9001: 2008 certified Institution 8
  9. 9. Ø Group communication ØMeetings/Group Discussion/Lectures ØSeminars/Workshop/Panel Discussion ØMelas/Festivals/Exhibitions ØCampaigns Ø Mass communication ØRadio ØTelevision ØPrinted Materials SIHFW: an ISO 9001: 2008 certified Institution 9
  10. 10. Process of communication Source ØKnowledgeable ØRespectable ØCredible ØTrustworthy ØFulfilling the promises SIHFW: an ISO 9001: 2008 certified Institution 10
  11. 11. Process of Communication Target audience ØHomogenous Group ØSegmentation of Audience ØIntended and Un-intended Audience ØSociological/Psychological/Cultural Value system ØKnowledge ØExposure to Media ØWillingness to change ØSocial Participation SIHFW: an ISO 9001: 2008 certified Institution 11
  12. 12. Attributes of message: 7C’s ØCommand Attention Ø Cater to the Heart and Head Ø Clarify the Message Ø Communicate a Benefit Ø Create Trust Ø Convey a Consistent Message Ø Call for Action SIHFW: an ISO 9001: 2008 certified Institution 12
  13. 13. IPC Skills Listening ØKeep your mind open ØBe flexible ØFind area of interest ØListen to ideas ØJudge content, not delivery ØResist distractions ØHold your fire ØWork at listening ØCapitalize on thought speed SIHFW: an ISO 9001: 2008 certified Institution 13
  14. 14. Speaking ØFace the audience ØMaintain eye contact ØUse appropriate aids, if you can ØUse appropriate language ØFocus on the needs of the audience ØBe brief, to the point, without ambiguity SIHFW: an ISO 9001: 2008 certified Institution 14
  15. 15. Interviewing/questioning ØUnderstand the audience profile ØPut questions in such a way the audience understand and reply favorably ØStart questions from simpler to complex ØThe way you ask questions is important ØDo not put questions in such a way which may embarrass you SIHFW: an ISO 9001: 2008 certified Institution 15
  16. 16. Initiating IPC ØIntroduce yourself ØExplain the purpose of visit ØEstablish mutual understanding ØAllow the audience to speak more and facilitate ØWin the confidence of the audience ØUnderstand his/her problems ØAnalyze whether your interest and his/her problems are the same or different ØDo not make false promises/pose yourself SIHFW: an ISO 9001: 2008 certified Institution 16
  17. 17. Sustaining IPC ØCreate conducive atmosphere ØBe knowledgeable about the subject ØEnsure confidentiality of issues shared ØClarify the queries raised ØGive complete information ØCheck whether the receiver has understood as explained SIHFW: an ISO 9001: 2008 certified Institution 17
  18. 18. Terminating IPC ØLeave good impression of yourself ØHave issues for next meeting ØIdentify contact people/influencers ØDevelop sense of belongingness ØGive an opportunity for the audiences to come with their real problems SIHFW: an ISO 9001: 2008 certified Institution 18
  19. 19. Barriers to Behaviour Change Socio-Cultural Barriers Ø Gender discrimination; son preference Ø Norm of early child bearing/early marriage Ø Colostrums feeding & other new born care practices Ø Dietary pattern of eating two meals a day, women eat last SIHFW: an ISO 9001: 2008 certified Institution 19
  20. 20. Health Services Ø Lack of regular outreach services at the village level Ø Health provider attitude and low motivation levels Ø Lack of trust in public sector services SIHFW: an ISO 9001: 2008 certified Institution 20
  21. 21. Socio-Economic and Infrastructure Ø Transport constraints Ø Households with food insecurity BCC Ø Too much focus on awareness creation Ø Limited reach of mass media in rural areas Ø Weak systems for BCC supervision Ø Community based BCC (IPC, group meetings, community events) is limited Ø Uncoordinated mass media campaigns SIHFW: an ISO 9001: 2008 certified Institution 21
  22. 22. Priority Areas for a BCC Strategy Ø Antenatal Care Ø Institutional Deliveries Ø Post Natal & New Born Care Ø Married Adolescents Ø Gender discrimination (female feticide, infant girl, under 5 girl, son preference Ø Unmet need for family planning Ø Nutrition through the life cycle (infant, under three, adolescent, woman) SIHFW: an ISO 9001: 2008 certified Institution 22
  23. 23. Ø Routine immunization Ø Hygiene and safe water practices Ø Marginalized groups and households including urban poor Ø Need for supportive supervision of ASHAs Ø Capacity building of BCC skills for service providers across NRHM Ø Workload definition and structuring of workload for the ASHAs SIHFW: an ISO 9001: 2008 certified Institution 23
  24. 24. Messages to be addressed Ø Age at marriage > 18 yrs Ø Delay first pregnancy till 21 years Ø Eat three times a day (women and adolescent girls) Ø Eat 3-4 times a day (pregnant women) Ø Early registration <12 weeks SIHFW: an ISO 9001: 2008 certified Institution 24
  25. 25. Ø 3 ANC check ups Ø Institutional Delivery Ø Stay in the hospital for 24 hrs after delivery Ø Immediate health seeking behaviour Ø Immediate and exclusive breast feeding within one hour of birth SIHFW: an ISO 9001: 2008 certified Institution 25
  26. 26. Ø Continue exclusive breast feeding up to six months Ø Keep the newborn warm with skin to skin care Ø Complete Immunization/ Booster / Vitamin A Ø Complementary feeding from six months 4-5 times a day in addition to breast feeding Ø Wash hands with soap after defecation and prior to feeding child SIHFW: an ISO 9001: 2008 certified Institution 26
  27. 27. Ø Increase birth interval to three years Ø Adopt any limiting method after two children even if both are girls Ø Early detection of TB Ø Empty and dry water containers once a week SIHFW: an ISO 9001: 2008 certified Institution 27
  28. 28. BCC Activities in Rajasthan Ø MCHN Day Ø Home visits by ASHA. Ø Group meetings by ASHA and ANM Ø Swasthya Camps at the block level with video vans (Pilot basis) Ø Child to community BCC for hygiene behavior, routine immunization and prevention of mosquito breeding sites Ø Folk performances and Nukkad Nataks SIHFW: an ISO 9001: 2008 certified Institution 28
  29. 29. Thank You For more details log on to www. sihfwrajasthan.com or contact : Director-SIHFW on sihfwraj@yahoo.co.in

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