Understanding
Communication
Nomsa R Chemuru
[Link], [Link]
(Pharmacy Practice)
Section objectives
By the end of this section, you should be able to
• Explain what is meant by the word “communication” in
general
• Describe the term communication cycle
• Identify the main elements in the communication process
• Explain the key elements of the communication process
• Explain the factors that determine choice of communication
media
• Describe barriers to communication
Introduction
Communication plays a crucial role in all aspects of our
live
It is the most vital means by which people connect
together in the society.
Working with patients or clients in a health care setting is
impossible without communication.
People have to communicate with each other, exchange
information, make decisions
Definition
Communication can be defined as giving, receiving or
exchanging ideas, information, signals or messages
through appropriate media, enabling individuals or
groups to persuade, to seek information, to give
information or to express emotions.
This definition includes body-language, skills of
speaking and writing.
It outlines the objectives of communication
Listening is an important aspect of communication.
Communication goals
To change behaviour
To change action
To ensure understanding
To persuade
To give information
Nature of communication
Intrapersonal communication
Interpersonal communication
Intergroup communication
Mass communication
Intrapersonal communication
Communication
whereby a person
interacts with
himself/herself.
Intrinsic or reflective.
Interpersonal communication
Communication
where there is one-
to-one interaction or
interaction among a
small group.
Most commonly
used/practiced from
of communication.
Intergroup communication
Type of
communication
where interaction
between different
groups takes place
Mass Communication
Type of
communication
where a large body
(millions of people)
of people is
addressed.
Types of Communication
Types of
communication
One way Two way
One-way communication
Mainly used to inform, influence or provide
direction.
When you read a book, watch a video or
listen to the radio you are the receiver of one-
way communication.
• report or memo, create a video or post a picture
online
The receiver of the message has no ability to
ask questions, validate understanding or
provide feedback to the sender.
Newspaper & Magazines
Notices
Memo
Advertisement
Medicine label
Two-way Communication
The receiver can respond and send a
message back to the sender.
All conversations are considered two-way
communications, and participants take on
both the sender and the receiver roles.
Communication cycle
Communication is a process of exchanging
information, ideas, thoughts, feelings and
emotions through speech, signals, writing, or
behavior.
Key elements
• Sender
• Medium/channel
• Receiver
Communication cycle
Message Encoding Signal NOISE
Channel Signal Decoding Message
Sender Receiver
Feedback
Communication cycle
Message Encoding Signal Channel Signal Decoding Message
Sender Receiver
Feedback
Sender/Encoder
All communication begins with the sender
An individual, group, or organization who initiates the
communication.
The sender's experiences, attitudes, knowledge, skill,
perceptions, and culture influence the message.
The written words, spoken words, and nonverbal language
selected are important in ensuring the receiver interprets the
message as intended by the sender
The first step the sender is faced with is translating information
into a message in the form of symbols that represent ideas or
concepts (encoding)
Encoding
The process in which the sender determines what and how they will
communicate the message.
The encoding process is the responsibility of the sender with the
primary objective to compose and deliver a clear message to the
recipient.
• Who is/are the intended receiver(s)?
• What is the best channel to use to communicate the message?
• Will the communication be verbal, non-verbal, written or a combination
thereof?
• What are the appropriate words, images, signs, etc., needed to convey the
message and reduce chances of misunderstanding or misinterpretation?
• Consider using multiple types of media to reinforce the message.
• What is the context and tone of the message? Does it match the message
content?
Target audience
Whom your message is intended for
Context-setup, health sector, profession
etc
Physical disabilities
Age
demography
…?
Communication cycle
Message Encoding Signal Channel Signal Decoding Message
Sender Receiver
Feedback
Channels
Mediums selected for transmitting or delivering the
message.
• meetings, presentations, letters, memos, emails, telephone calls,
social media sites, videos, etc.
The sender usually selects the channel during the
encoding process.
It’s important to select an appropriate channel for the
message.
The channel choice can greatly influence the overall
communication
FACE-TO-FACE
Telephone
SMS/TEXT
MESSAGES/WHATSAPP
LETTERS
MEETINGS AND
PRESENTATIONS
Factors to Consider when
Choosing Channel of
Communication
Speed
Cost
Distance
Evidence
Reliability
Accuracy
Desired impression
Availability
Confidentiality
Speed
Speed is an important factor when the
message is urgent and time sensitive
Urgent communication requires a response
and/or action beyond the standard unit
communication processes or protocols.
Urgent communication has high impact,
and/or time sensitive.
May require coordination across units, or
external groups.
• Mail vs email vs telephone
Cost
The cost incurred in using a means of
communication vary from one means to
another
• Airing an advert on the television vs
advertising in the newspaper
• Text message vs phone call
Distance
May be geographical gap between the
sender and recipient
Channel to be chosen depends on whether
the message is to be sent to a nearby place
or somewhere at a long distance.
• Email vs letters
Evidence
If the record of the communication is
important it should be written, otherwise oral
communication is sufficient.
When is evidence important?
Reliability
This is the assurance (certainty) that the
message will reach the intended person at
the right time in the right form.
Face-to-face communication is more reliable
than other forms of communication because
one can ask for clearly and get answers
immediately.
• Wife (sms): Please bring milk
• Husband brings “lacto”
Accuracy
This refers to the exactness of the message
communicated as intended by the sender.
Written messages are generally more
accurate than other means of
communication.
Allows the message to be interpreted
correctly
The possibility of misunderstandings,
misinterpretations and even poor decisions,
is radically reduced.
Desired impression
The impression created upon the
recipient of a message is very important
• e.g. a telegram or speed post mail will carry
some sense of urgency, registered mail will
create an impression of confidentiality while
use of colorful and attractive letterheads
would convey a good image of the business.
vs
Availability
One may want to telephone, for
example, but the services are not there
so the person would be forced to use
alternative means e.g. letters or radio
call.
Confidentiality
Some messages are quite confidential and
are intended for certain person only.
Where confidential messages are involved,
appropriate means should be used e.g.
registered mail or internal memo enclosed in
an envelope
• e.g medical results
Scenarios
For each of the following examples identify
which target audience and channel would be
best to use
Extended Programme on Immunization
Disclosing medical results to patients
Stolen medicines in a pharmacy
Update on new HIV/AIDS treatment
guidelines
Communication cycle
Message Encoding Signal Channel Signal Decoding Message
Sender Receiver
Feedback
Receiver
Target audience
Responsible for decoding the message
Decoding is the process by which the receiver
determines their interpretation of the message.
The meaning of the message can be impacted
by the receiver’s noise when it is decoded.
To help prevent misinterpretations, receivers
should try to remove any noise and consider the
context and intention of the sender.
Communication cycle
Message Encoding Signal Channel Signal Decoding Message
Sender Receiver
Feedback
Feedback
Final link and essential in the chain of the communication
process.
indicates how well the sender’s message is being understood
or has been understood by the recipient.
Receiver responds in some way and signals that response to
the sender.
• spoken comment, a long sigh, a written message, a smile,
or some other action or no action
Feedback ultimately provides an opportunity for the sender to
take corrective action to clarify a misunderstood message.
Feedback plays an important role by indicating significant
communication barriers: differences in background, different
interpretations of words, and differing emotional reactions
Communication cycle
Message Encoding Signal Channel Signal Decoding Message
Sender Receiver
NOISE
Feedback
Noise/Distractions
Noise is the term used to describe all the other risk
factors that can interfere with the message.
Both the sender and the receiver can be affected by
noise.
The effect noise can have on both message encoding
and decoding can be huge and often underestimated.
Barriers to
communication
50
Encoding barriers Transmitting Barriers Decoding Barriers Responding Barriers
• Lack of sensitivity • Physical • Lack of interest
Distractions • No provision for
to receiver • Lack of knowledge feedback
• Lack of basic • Channel barriers • Lack of
• Long • Inadequate
communication communication
communication feedback
skills skills
• Insufficient chain • Emotional
knowledge of the • Choice of distractions
subject communication • Information
• Lacking channel overload
confidence • Conflicting
• Individual messages
Perceptions/Attitu • Physical
des/Personalities Disabilities
• Use of language • Culture
• Culture
• Language/jargon
Overcoming barriers to
communication
Effective communication
• Verbal communication
• Non-verbal communication
• Active listening
• Motivational interviewing