Chapter 10: Determine the Appropriate Methods
Most interventions fail the test of determining appropriate methods of communicating. While I consider analyzing the audience as one of the most critical component in risk communication process, determining the best methods and tools with which to communicate is the next challenge. It is a challenge because “no one method will meet the needs of every segment of the society” (p.157).
After reading comments posted already, I was a bit tempted to delay my reaction on Chapter 10 (Determining appropriate methods) because waiting a little longer will help to style my reaction using ‘real world perspective’, by drawing from diversity of views and comments, mainly on the theme of message and channels. As we begin the groups’ case presentations, what impress me most now is the way chapters are now linked to the case materials – real world situations (applied). I will use some of the comments already made to link with what Chapter 10 is all about. Like Katie, “I’m sure someone else will provide a wonderful summary of this chapter”.
Know your audience
Knowing your audience is the basis of the communication process. Courtney said “the article on HIV/AIDS awareness in Uganda is a wonderful example of effective message development. The risk communication efforts were successful because the communicators recognized the social and cultural networks unique to Uganda. The resulting message of openness “has been embraced and integrated into the culture, emphasizing prevention and care of those who are affected” (Albright & Kawaooya, 2005, p. 107).” The key statement here is “communicators recognized”. Simply put, Courtney is saying that the communicators somewhere along the communication process did their homework well. They analyzed their audience and knew what it will take to effectively communicate with them. Recognition of socio-cultural realities and integrating them in intervention approach can only be achieved if someone knows his/her audience well.
Information materials
Jenifer said “…... and pamphlets also helped to drive home the seriousness of the disease by using graphics and pictures of sick people and of burials. These graphics and pictures were something people could identify with, therefore they paid more attention to the information”. The characteristic features of information materials captured here are noted in Chapter 10. The main advantage of information materials is that they could be tailor-made to suit the audience needs and level of understanding.
Visual representation of risk
Jenifer said “…..by using graphics and pictures of sick people and of burials. These graphics and pictures were something people could identify with, therefore they paid more attention to the information”.
Advantage: “visuals may be culture specific….”, and are best choice “if your purpose is to raise awareness.” (p. 159).
Face to face communication
Katie said “we now live in a society that thirsts for personalized information. I can see it in how we chose our news sources (CNN, FoxNews, MSNBC), the RSS feeds we sign up for, and overall, this movement toward selectiveness and personalization of information. Information is in abundance and the only way we can hope to process it all is to choose it as it is relevant to our lives and interests”. The statement reminds me of a recent debate during a class seminar on how best to make science and technology news more appealing and interesting to lay audience. The concern was that lay audience’ awareness of science and technology news is low because their interest in reading is inhibited by the complex way in which science and technology is communicated through the print media. One suggestion from a study conducted by Yaros (2006) http://crx.sagepub.com.lp.hscl.ufl.edu/cgi/reprint/33/4/285 was for journalists to make science and technology stories contextually relevant to the readers world of understanding. This according to the author will help enhance both understanding and interest, and thereby contribute to the public understanding of the science and technology issues. The study suggested that journalists should supplement their stories with more explanations and background contextual issues to enhance understanding. The key phrase during the class discussion was “science and technology news should be made more personal than technical to arouse my interest”. Face to face communication has this charm of personalizing the risk information. Jenifer nailed it home when she said “the most successful was the interaction between peers. People who heard about the seriousness of HIV/AIDS and how to prevent it from one of their peers were more likely to apply what they learned.”
Stakeholder participation:
Katie said “efforts to reduce the number of cases of HIV/AIDS in Uganda would not have been successful without involving members of the community in all components of the effort, from top-level decision making to the grassroots level. In many countries, if community members are not an integral part of the effort and merely cast as receivers of aid and information, then impacts of any programs or plans are simply not sustainable. The community has to “own” every bit of the effort. External organizations undoubtedly need to kick start and help organize these mass efforts, but they’re there to help not do it for them.” While it is usually called “multi-sectoral approach” in the language of governments, it is in fact stakeholder participation. A paternalistic approach of governments trying to solve all problems alone will not bear meaningful results in this era.
Working with media
Jenifer said “if China had communicated with the Chinese citizens through the mass media, people would have learned that there were only a few incidents and they would not have been as afraid to go about their normal daily lives. The citizens could have also helped the police stop the attacks and catch the perpetrators by keeping a lookout for suspicious people”. The importance of working with mass media cannot be underscored, mainly considering the potential wide-broad reach of the method.
In summary, to meet the challenges posed by the fact that “no one method will meet the needs of every segment of the society” (p.157), the bottom line is, “use a mix of appropriate methods informed by audience assessment. I rest my case.
After reading comments posted already, I was a bit tempted to delay my reaction on Chapter 10 (Determining appropriate methods) because waiting a little longer will help to style my reaction using ‘real world perspective’, by drawing from diversity of views and comments, mainly on the theme of message and channels. As we begin the groups’ case presentations, what impress me most now is the way chapters are now linked to the case materials – real world situations (applied). I will use some of the comments already made to link with what Chapter 10 is all about. Like Katie, “I’m sure someone else will provide a wonderful summary of this chapter”.
Know your audience
Knowing your audience is the basis of the communication process. Courtney said “the article on HIV/AIDS awareness in Uganda is a wonderful example of effective message development. The risk communication efforts were successful because the communicators recognized the social and cultural networks unique to Uganda. The resulting message of openness “has been embraced and integrated into the culture, emphasizing prevention and care of those who are affected” (Albright & Kawaooya, 2005, p. 107).” The key statement here is “communicators recognized”. Simply put, Courtney is saying that the communicators somewhere along the communication process did their homework well. They analyzed their audience and knew what it will take to effectively communicate with them. Recognition of socio-cultural realities and integrating them in intervention approach can only be achieved if someone knows his/her audience well.
Information materials
Jenifer said “…... and pamphlets also helped to drive home the seriousness of the disease by using graphics and pictures of sick people and of burials. These graphics and pictures were something people could identify with, therefore they paid more attention to the information”. The characteristic features of information materials captured here are noted in Chapter 10. The main advantage of information materials is that they could be tailor-made to suit the audience needs and level of understanding.
Visual representation of risk
Jenifer said “…..by using graphics and pictures of sick people and of burials. These graphics and pictures were something people could identify with, therefore they paid more attention to the information”.
Advantage: “visuals may be culture specific….”, and are best choice “if your purpose is to raise awareness.” (p. 159).
Face to face communication
Katie said “we now live in a society that thirsts for personalized information. I can see it in how we chose our news sources (CNN, FoxNews, MSNBC), the RSS feeds we sign up for, and overall, this movement toward selectiveness and personalization of information. Information is in abundance and the only way we can hope to process it all is to choose it as it is relevant to our lives and interests”. The statement reminds me of a recent debate during a class seminar on how best to make science and technology news more appealing and interesting to lay audience. The concern was that lay audience’ awareness of science and technology news is low because their interest in reading is inhibited by the complex way in which science and technology is communicated through the print media. One suggestion from a study conducted by Yaros (2006) http://crx.sagepub.com.lp.hscl.ufl.edu/cgi/reprint/33/4/285 was for journalists to make science and technology stories contextually relevant to the readers world of understanding. This according to the author will help enhance both understanding and interest, and thereby contribute to the public understanding of the science and technology issues. The study suggested that journalists should supplement their stories with more explanations and background contextual issues to enhance understanding. The key phrase during the class discussion was “science and technology news should be made more personal than technical to arouse my interest”. Face to face communication has this charm of personalizing the risk information. Jenifer nailed it home when she said “the most successful was the interaction between peers. People who heard about the seriousness of HIV/AIDS and how to prevent it from one of their peers were more likely to apply what they learned.”
Stakeholder participation:
Katie said “efforts to reduce the number of cases of HIV/AIDS in Uganda would not have been successful without involving members of the community in all components of the effort, from top-level decision making to the grassroots level. In many countries, if community members are not an integral part of the effort and merely cast as receivers of aid and information, then impacts of any programs or plans are simply not sustainable. The community has to “own” every bit of the effort. External organizations undoubtedly need to kick start and help organize these mass efforts, but they’re there to help not do it for them.” While it is usually called “multi-sectoral approach” in the language of governments, it is in fact stakeholder participation. A paternalistic approach of governments trying to solve all problems alone will not bear meaningful results in this era.
Working with media
Jenifer said “if China had communicated with the Chinese citizens through the mass media, people would have learned that there were only a few incidents and they would not have been as afraid to go about their normal daily lives. The citizens could have also helped the police stop the attacks and catch the perpetrators by keeping a lookout for suspicious people”. The importance of working with mass media cannot be underscored, mainly considering the potential wide-broad reach of the method.
In summary, to meet the challenges posed by the fact that “no one method will meet the needs of every segment of the society” (p.157), the bottom line is, “use a mix of appropriate methods informed by audience assessment. I rest my case.
posted by OT at
2/03/2007 09:42:00 PM
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