Effective Communications

EFFECTIVE COMMUNICATION1

Effective Communications

Veronica Horton

MPH 525

Professor Pavlica

10/09/2016

Effective Communication

For this assignment I selected an outbreak of measles at multiple local elementary schools in the community. I will describe how the message needs to be communicated to communities and directly with the families in the school to avoid an epidemic of measles by providing facts about the measles. My message will need to be done in a manner that is clear, accurate, and non-threatening. I will also identify and describe a variety of mass media forms of communication and how to approach the public when there is a threat involving the public health.

Measles is highly contagious virus in the paramyxovirus family that is generally passed through direct contact and air; it infects the mucous membranes spreading throughout the body (World Health Organization [WHO], 2016). It is one of the leading causes of death of children under age 5 despite having safe and effective vaccines available (WHO, 2016). The majority of people getting measles are those unvaccinated and can spread quickly (Center for Disease Control [CDC], 2016). It is reported that globally, measles accounts for 114,900 deaths (WHO, 2016). The measles vaccine is generally given to children under age one and is a combination with additional vaccines.

While there is no specific antiviral treatment for the measles virus, complications can be avoided with supportive care including good nutrition, proper fluid intake, and treatment of dehydration with specified WHO-oral rehydration solution, antibiotics to treat pneumonia and eye and ear infections (WHO, 2016). Transmission is spread through coughing and sneezing, close or direct contact with an infected person; the virus remains contagious in the air and on surfaces for two hours; transmission can occur up to four days prior to the onset of rash and up to four days after the rash (WHO, 2016).

Sign and symptoms of measles is a high fever beginning around 10-12 days after exposure and generally last up to seven days, a runny nose, cough, watery and red eyes, and possible white spots inside of the cheeks; several days later a rash develops on the face and neck and spreads down to hands and feet lasting up five to six days before beginning to fade (WHO, 2016). Complications include blindness, encephalitis, diarrhea, dehydration, ear infections, and major respiratory infections; death of measles results from complications associate with the disease and in children under age 5 or adults over age 20 (WHO, 2016). The only prevention is vaccination for children.

Communication to the Community

I will want to be sure to have identified the problem, solutions, precautions, and establish an evaluation of knowing if people are receiving the message. The message to the public about the measles outbreak would be the following: The Center for Disease and Control Prevention reports an outbreak of measles in multiple local elementary schools. The measles outbreak is highly contagious and those persons at risk are unvaccinated young children, unvaccinated pregnant women, and any non-immune person (WHO, 2016).

With today’s advances in technology it is easier than ever before to communicate and transmit messages to the public. Public health officials are able to deliver the message to their primary audience informing and educating them about the immediate and latest outbreaks and what the people need to know and watch for. Media coverage is the best way to reach a large number quickly as well as social media via internet, websites, news that can alert the large portions of the population and have a large majority of people’s attention. Social media will allow direct communication and notification in a more precise location such as email, Facebook, Twitter, and letters home to all parents.

Avoiding Panic

I will avoid panic by building and maintaining trust by providing the facts about measles and reassuring the public that only certain persons are at risk (WHO, 2005). I will also have transparency between outbreak managers and the public, allowing them to “view” needed information to reassure them of the outbreak and the progress (WHO, 2005). Public health officials are equipped to handle situations quickly and deliver the message to the public. The message should be honest, clear, and calm. WHO (2016) works in tracking infectious disease situations, sounds alarms only when needed to protect the public population from epidemic outbreaks. I would ensure that communication was accurate, informative, and not rushed however delivered as quickly as possible.

Reaching All Demographics

I will need to ensure that I am reaching everyone in the demographic area as well as talking with those individuals who are at a risk of getting measles to see where they have traveled to within a specified time frame. I will want to be sure to address the language barriers that exist which are primarily the Hispanic population in this area. The Centers for Disease Control and Prevention (CDC) will work with physicians, local health departments, schools, and any other required parties to contain the measles outbreak from spreading to other communities. Additionally, I will work with different community leaders and partners involved to insure I am reaching the various communities within the larger communities such as churches and more isolated communities that may not have as easily access to media sources. Active and effective communication from professional to professional will further spread the word and bring awareness to the public.

Understanding and Compliance

Communicating clearly too all persons in an effective manner is key components to ensuring that everyone is getting and understanding the message. For the measles scenario in the local elementary school I would want to reach out to the parents to survey them to see if they received the message and importantly understood it. I would want to be mindful to not judge parents who did not vaccinate their children which put them at risk to begin with. I would also reach out to local pre-school and day cares that have large numbers of children under age 5 to ensure that parents are well informed and to answer any questions. Furthermore, I would be monitoring the number of cases being reported by physicians over the time period which would allow me to monitor if numbers are increasing or decreasing.

Theories

Persuasion Theory is the process of using your message to influence others to change or conform to change their mind or actions (McGann, 2009). In the case with the measles I would want to be persuading those who have young children and have not been exposed to measles to get the vaccine and continue to promote and educate about the importance of getting your children vaccinated.

Cultivation Theory is the process that people are influenced and have a perception that television is true everyday life (Mass Communication Theory, n.d.). Over time of exposure viewers begin to shape their own perceptions of what reality really is. This is why such multiple avenues through television mass media are vital so that the message can be heard repeatedly.

Finally is Mass Communication Theory which is the multiple functions of mass media in our culture. There are five functions of mass communication theory and how audience use and process media. Information function is the need of information to reduce uncertainty and curiosity and allows shapes how we may fit into the world around us and with others. Interpretation function is how media allows us to view a message after they have interpreted it. Instructive function in some media allows knowledge through teaching versus just use of information; this is seen with major news networks. Bonding function brings people together closer by sharing values and interests with others in mass form. Diversion function is the use of media to escape everyday life; it distracts, amuses, and relaxes people (Schmitz, 2012). In my scenario since people watch television especially during a crisis, this would be vital to remember work with news sources on accurate information provided.

In conclusion, lives and people can be saved during a crisis with effective communication. In my scenario with measles outbreak in local elementary schools, providing accurate and informative information is critical and must be done in a clear, precise, honest, and quick manner. The variety of forms of mass media allows for everyone to essentially be reached and the lives of children, elderly, and those with immune issues who could be affected by measles to take precautions as well as encourage those with young ones who have not been vaccinated to do so. With vaccines readily available more education and commination needs to occur to continue the prevention of diseases such as measles that can spread quickly and potentially cause death of people. In today’s culture almost everyone has access to some form of mass media and getting messages out to all is easily done.

References

Centers for Control and Prevention Disease.(2016). Measles. Retrieved from

Mass Communication Theory (n.d.).Cultivation theory. Retrieved from

McGaan, L. (2009). Introduction to persuasion. Retrieved from

Schmitz, A. (2012). Functions and Theories of Mass Communication. Retrieved from

functions-and-theories-of-mass.html

World Health Organization.(2016). Measles. Retrieved from

World Health Organization (2005) Outbreak Communication Guidelines . Retrieved from

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