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Communication And Awareness Raising
I.      WHAT	
  IS	
  EFFECTIVE	
  COMMUNICATION?	
  

II.     THE	
  COMMUNICATION	
  PROCESS	
  

III.    COMMUNICATION	
  BARRIERS	
  

IV.     ACTIVE	
  LISTENING	
  

V.      COMMUNICATION	
  &	
  RAISING	
  PUBLIC	
  AWARENESS	
  	
  

VI.     PHASES	
  OF	
  BEHAVIOR	
  CHANGE	
  
PART	
  I	
  

WHAT	
  IS	
  EFFECTIVE	
  
COMMUNICATION?	
  
In	
  a	
  recent	
  survey	
  of	
  recruiters	
  from	
  companies	
  	
  
             with	
  more	
  than	
  50,000	
  employees,	
  
              	
  communication	
  skills	
  were	
  cited	
  	
  
                   as	
  the	
  single	
  most	
  important	
  	
  
                    decisive	
  factor	
  in	
  choosing	
  	
  
                                   managers.	
  
The	
  survey,	
  conducted	
  by	
  the	
  	
  
  University	
  of	
  Pittsburgh’s	
  Business	
  School,	
  	
  
points	
  out	
  that	
  communication	
  skills	
  (including	
  
written	
  and	
  oral	
  presentations)	
  and	
  the	
  ability	
  to	
  
      work	
  with	
  others,	
  are	
  the	
  main	
  factor	
  
                 contributing	
  to	
  job	
  success.	
  
 People	
  who	
  possess	
  exceptional	
  communications	
  skills	
  
maintain	
  a	
  competitive	
  advantage	
  in	
  securing	
  the	
  best	
  jobs:	
  

    •  Communication/Interpersonal	
  skills                      	
     	
  89.0%	
  
    •  Ability	
  to	
  work	
  well	
  within	
  a	
  team       	
     	
  86.9%	
  
    •  Personal	
  ethics	
  and	
  integrity              	
     	
     	
  86.2%	
  
    •  Analytical	
  and	
  problem	
  solving	
  skills          	
     	
  84.3%	
  
    •  Work	
  ethic 	
             	
        	
           	
     	
     	
  82.9%	
  
    •  Fit	
  the	
  corporate	
  culture 	
               	
     	
     	
  74.5%	
  
    •  Success	
  with	
  past	
  hires 	
                 	
     	
     	
  74.0%	
  
    •  Leadership	
  potential                	
           	
     	
     	
  72.5%	
  
    •  Strategic	
  thinking 	
               	
           	
     	
     	
  67.1%	
  
In	
  spite	
  of	
  	
  
                          	
  increasing	
  importance	
  	
  
                   placed	
  on	
  communications	
  skills,	
  	
  
            many	
  individuals	
  continue	
  to	
  struggle,	
  	
  
	
  	
  unable	
  to	
  communicate	
  their	
  thoughts	
  effectively,	
  	
  
              whether	
  in	
  verbal	
  or	
  written	
  format.	
  

  	
  This	
  inability	
  makes	
  it	
  nearly	
  impossible	
  for	
  them	
  	
  
         to	
  compete	
  effectively	
  in	
  the	
  workplace,	
  	
  
                      	
  and	
  stands	
  in	
  the	
  way	
  of	
  	
  
                            	
  career	
  progression.	
  
•    Effective	
  communication	
  is	
  all	
  about	
  conveying	
  
     your	
  messages	
  to	
  other	
  people	
  clearly.	
  

•    It	
  is	
  also	
  about	
  receiving	
  information	
  that	
  others	
  
     are	
  sending	
  to	
  you,	
  with	
  as	
  little	
  distortion	
  as	
  
     possible.	
  

•    Communication	
  is	
  only	
  successful	
  when	
  both	
  the	
  
     sender	
  and	
  the	
  receiver	
  understand	
  the	
  same	
  
     information	
  as	
  a	
  result	
  of	
  the	
  communication.	
  
EFFECTIVE COMMUNICATION

•    By	
  successfully	
  getting	
  your	
  message	
  across,	
  you	
  
     convey	
  your	
  thoughts	
  and	
  ideas	
  effectively.	
  

•    When	
  communication	
  is	
  unsuccessful,	
  the	
  
     thoughts	
  and	
  ideas	
  that	
  you	
  send	
  do	
  not	
  
     necessarily	
  reflect	
  what	
  you	
  mean.	
  

•    This	
  will	
  cause	
  a	
  communication	
  breakdown	
  and	
  
     create	
  roadblocks.	
  	
  
 Tell	
  me,	
  and	
  I	
  will	
  forget.	
  	
  
	
  Show	
  me,	
  and	
  I	
  may	
  remember.	
  	
  
	
  Involve	
  me,	
  and	
  I	
  will	
  understand.	
  	
  
	
   	
        	
         	
           	
  Confucius,	
  circa	
  450	
  B.C.	
  	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  We	
  learn:	
  
	
   	
             	
  1%	
  	
  through	
  taste	
  	
  

	
   	
             	
  1.5%	
  through	
  touch	
  	
  

	
   	
             	
  3.5%	
  through	
  smell	
  	
  

	
   	
             	
  11%	
  through	
  hearing	
  	
  

	
   	
             	
  83%	
  through	
  seeing	
  	
  
  	
  10%	
  of	
  what	
  we	
  read	
  

	
   	
  20%	
  of	
  what	
  we	
  hear	
  	
  

	
   	
  30%	
  of	
  what	
  we	
  see	
  

	
   	
  50%	
  of	
  what	
  we	
  see	
  and	
  hear	
  

	
   	
  80%	
  of	
  what	
  we	
  say	
  	
  

	
   	
  90%	
  of	
  what	
  we	
  say	
  and	
  do	
  
•    Effective	
  communicators	
  get	
  their	
  point	
  across	
  
     without	
  misunderstanding	
  and	
  confusion.	
  

•    The	
  goal	
  of	
  the	
  effective	
  communicator	
  should	
  
     be	
  to	
  lessen	
  the	
  frequency	
  of	
  problems	
  at	
  each	
  
     stage	
  of	
  the	
  communication	
  process.	
  

•    This	
  is	
  only	
  possible	
  with	
  clear,	
  concise,	
  accurate,	
  
     and	
  well-­‐planned	
  communications.	
  	
  
STEP	
  II	
  

THE	
  COMMUNICATION	
  PROCESS	
  
•    Problems	
  with	
  communication	
  can	
  pop-­‐up	
  at	
  every	
  stage	
  of	
  
     the	
  communication	
  process	
  which	
  consists	
  of:	
  
              •  Sender	
  
              •  Message	
  
              •  Encoding	
  
              •  Channel	
  
              •  Decoding	
  
              •  Receiver	
  
              •  Feedback	
  	
  
              •  The	
  context	
  	
  
•    At	
  each	
  stage,	
  there	
  is	
  the	
  potential	
  for	
  misunderstanding	
  
     and	
  confusion.	
  
MESSAGE	
           CONTEXT	
  



SENDER	
     ENCODING	
         CHANNEL	
          DECODING	
     RECEIVER	
  




                                FEEDBACK	
  
 As	
  the	
  source	
  of	
  the	
  message,	
  you	
  need	
  to	
  be	
  clear	
  about	
  
    why	
  you're	
  communicating,	
  and	
  what	
  you	
  want	
  to	
  
    communicate.	
  

 •  Communications	
  is	
  a	
  two-­‐way	
  process	
  that	
  starts	
  with	
  the	
  sender.	
  	
  	
  

 •  The	
  sender	
  should	
  be	
  conveying	
  information	
  necessary	
  for	
  
    mission	
  accomplishment.	
  	
  	
  

 •  The	
  sender	
  must	
  be	
  proactive	
  in	
  making	
  the	
  receiver	
  understand	
  
    the	
  message.	
  	
  	
  

 •  Too	
  often,	
  what	
  is	
  said	
  is	
  not	
  always	
  what	
  is	
  heard.	
  	
  
  State	
  one	
  idea	
  at	
  a	
  time.	
  

                 State	
  ideas	
  simply	
  and	
  clearly.	
  

                 Explain	
  when	
  appropriate.	
  

                 Repeat	
  if	
  appropriate.	
  

                 Encourage	
  feedback.	
  

                 Read	
  between	
  the	
  lines.	
  

	
  Did	
  your	
  choice	
  of	
  words,	
  tone	
  of	
  voice,	
  body	
  language,	
  intentional	
  gestures	
  
    or	
  subconscious	
  movements-­‐	
  convey	
  the	
  same	
  meaning?	
  	
  
  The	
  message	
  is	
  the	
  information	
  that	
  you	
  
   want	
  to	
  communicate.	
  

  The	
  message	
  is	
  the	
  information	
  the	
  sender	
  
   wants	
  to	
  communicate	
  to	
  the	
  receiver.	
  

  The	
  message	
  is	
  usually	
  verbal,	
  but	
  it	
  can	
  also	
  
   be	
  non-­‐verbal.	
  	
  	
  
  Speak	
  clearly.	
  	
  

  Use	
  correct	
  terminology.	
  	
  


  Use	
  appropriate	
  vocal	
  tone	
  and	
  volume.	
  	
  	
  


  Time	
  the	
  message	
  to	
  be	
  sent	
  when	
  the	
  
   receiver	
  is	
  able	
  to	
  listen.	
  	
  	
  
•    Be	
  relevant	
  to	
  the	
  receiver,	
  not	
  a	
  distraction.	
  	
  The	
  
     message	
  needs	
  to	
  be	
  inclusive	
  and	
  informative.	
  
               	
   	
  	
  
•    Inclusive	
  means	
  that	
  it	
  contains	
  everything	
  
     necessary	
  for	
  the	
  receiver	
  to	
  understand	
  the	
  
     sender’s	
  point.	
  	
  	
  

•    Informational	
  means	
  it	
  is	
  something	
  that	
  the	
  
     receiver	
  needs	
  to	
  know.	
  	
  
•    This	
  is	
  the	
  process	
  of	
  transferring	
  the	
  information	
  you	
  want	
  to	
  
     communicate	
  into	
  a	
  form	
  that	
  can	
  be	
  sent	
  and	
  correctly	
  decoded	
  at	
  
     the	
  other	
  end.	
  

•    Your	
  success	
  in	
  encoding	
  depends	
  partly	
  on	
  your	
  ability	
  to	
  convey	
  
     information	
  clearly	
  and	
  simply.	
  

•    Your	
  ability	
  to	
  anticipate	
  and	
  eliminate	
  sources	
  of	
  confusion:	
  
     Cultural	
  issues,	
  mistaken	
  assumptions,	
  and	
  missing	
  information.	
  

•        A	
  key	
  part	
  of	
  this	
  is	
  knowing	
  your	
  audience:	
  	
  
     	
  Failure	
  to	
  understand	
  who	
  you	
  are	
  communicating	
  with	
  will	
  result	
  in	
  
         delivering	
  messages	
  that	
  are	
  misunderstood.	
  
 	
  	
  	
  	
  	
  	
  Messages	
  are	
  conveyed	
  through	
  different	
  channels:	
  
                    Verbal	
  channels:	
  	
  
                       Face-­‐to-­‐face	
  meetings	
  
                       Seminars	
  
                       Lectures	
  
                       Telephone	
  	
  
                       Videoconferencing	
  

                    Written	
  channels:	
  
                       Letters	
  
                       Emails	
  	
  
                       Memos	
  	
  
                       Reports	
  
 Different	
  channels	
  have	
  different	
  strengths	
  
    and	
  weaknesses:	
  

•  It	
  is	
  not	
  effective	
  to	
  give	
  a	
  long	
  list	
  of	
  directions	
  
   verbally.	
  

•  You	
  may	
  cause	
  problems	
  if	
  you	
  give	
  someone	
  
   negative	
  feedback	
  using	
  email.	
  
•    Just	
  as	
  successful	
  encoding	
  is	
  a	
  skill,	
  so	
  is	
  
     successful	
  decoding.	
  
•    For	
  example,	
  taking	
  the	
  time	
  to	
  read	
  a	
  message	
  
     carefully,	
  or	
  listen	
  actively	
  to	
  it.	
  
•    Just	
  as	
  confusion	
  can	
  arise	
  from	
  errors	
  in	
  
     encoding,	
  it	
  can	
  also	
  arise	
  from	
  decoding	
  errors.	
  
•    This	
  is	
  particularly	
  the	
  case	
  if	
  the	
  decoder	
  
     doesn't	
  have	
  enough	
  knowledge	
  to	
  understand	
  
     the	
  message.	
  
•    Your	
  message	
  is	
  delivered	
  to	
  individual	
  members	
  of	
  
     your	
  audience.	
  
•    No	
  doubt,	
  you	
  have	
  in	
  mind	
  the	
  actions	
  or	
  reactions	
  
     you	
  hope	
  your	
  message	
  will	
  get	
  from	
  this	
  audience.	
  
•    Each	
  individual	
  enters	
  into	
  the	
  communication	
  
     process	
  with	
  ideas	
  and	
  feelings	
  that	
  will	
  influence	
  
     their	
  understanding	
  of	
  your	
  message,	
  and	
  their	
  
     response.	
  
•    To	
  be	
  a	
  successful	
  communicator,	
  you	
  should	
  consider	
  
     these	
  feelings	
  and	
  ideas	
  before	
  delivering	
  your	
  
     message,	
  and	
  act	
  appropriately.	
  
•    Your	
  audience	
  will	
  provide	
  you	
  with	
  feedback,	
  as	
  
     verbal	
  and	
  non-­‐verbal	
  reactions	
  to	
  your	
  
     communicated	
  message.	
  

•    Pay	
  close	
  attention	
  to	
  this	
  feedback,	
  as	
  it	
  is	
  the	
  only	
  
     thing	
  that	
  can	
  give	
  you	
  confidence	
  that	
  your	
  audience	
  
     has	
  understood	
  your	
  message.	
  

•    If	
  you	
  find	
  that	
  there	
  has	
  been	
  a	
  misunderstanding,	
  
     you	
  still	
  have	
  the	
  opportunity	
  to	
  send	
  the	
  message	
  
     again	
  
  The	
  situation	
  in	
  which	
  your	
  message	
  is	
  
   delivered	
  is	
  the	
  context.	
  

  This	
  may	
  include	
  the	
  surrounding	
  
   environment	
  or	
  broader	
  culture.	
  

  Context	
  can	
  also	
  include	
  corporate	
  culture	
  
   or	
  international	
  cultures.	
  
STEP	
  III	
  

BARRIERS	
  TO	
  COMMUNICATION	
  
•    Barriers	
  are	
  influencing	
  factors	
  which	
  impede	
  
     or	
  breakdown	
  the	
  continuous	
  communications	
  
     loop.	
  	
  	
  

•    They	
  block,	
  distort,	
  or	
  alter	
  	
  information.	
  	
  	
  

•    By	
  identifying	
  barriers	
  and	
  applying	
  counter-­‐
     measures,	
  speakers	
  can	
  effectively	
  
     communicate.	
  	
  	
  
 Preoccupation	
  	
  	
  
 Anger	
  or	
  frustration	
  	
  
 Personal	
  bias	
  	
  
 Team	
  diversity	
  	
  
 Lack	
  of	
  confidence	
  	
  
 Inappropriate	
  priorities	
  	
  
 Organizational	
  structure	
  	
  
 Distractions	
  	
  
 Tunnel	
  vision	
  	
  
 Interruptions	
  	
  
    To	
  deliver	
  your	
  messages	
  effectively,	
  you	
  must	
  commit	
  
     to	
  breaking	
  down	
  the	
  barriers	
  that	
  exist	
  within	
  each	
  of	
  
     the	
  stages	
  of	
  the	
  communication	
  process.	
  

    If	
  your	
  message	
  is	
  too	
  lengthy,	
  disorganized,	
  or	
  contains	
  
     errors,	
  you	
  can	
  expect	
  the	
  message	
  to	
  be	
  misunderstood	
  
     and	
  misinterpreted.	
  

    Use	
  of	
  poor	
  verbal	
  and	
  body	
  language	
  can	
  also	
  confuse	
  	
  
     or	
  distort	
  the	
  message.	
  
•    Barriers	
  in	
  context	
  tend	
  to	
  stem	
  from	
  senders	
  offering	
  too	
  
     much	
  information	
  too	
  quickly.	
  

•    When	
  in	
  doubt,	
  less	
  is	
  oftentimes	
  more.	
  It	
  is	
  best	
  to	
  be	
  
     mindful	
  of	
  the	
  demands	
  on	
  other	
  peoples’	
  time	
  in	
  today’s	
  
     ultra-­‐busy	
  society.	
  

•    You	
  need	
  to	
  understand	
  your	
  audience’s	
  culture,	
  making	
  
     sure	
  you	
  can	
  converse	
  and	
  deliver	
  your	
  message	
  to	
  people	
  
     of	
  different	
  backgrounds	
  and	
  cultures.	
  
STEP	
  IV	
  

ACTIVE	
  LISTENING	
  	
  
•    Active	
  listening	
  is	
  a	
  process	
  used	
  by	
  the	
  receiver	
  to	
  facilitate	
  
     communication	
  and	
  enhance	
  performance.	
  	
  	
  
•    It	
  requires	
  the	
  receiver	
  to	
  be	
  active	
  in	
  the	
  communications	
  process.	
  
•    Listening	
  is	
  one	
  of	
  the	
  most	
  important	
  skills	
  you	
  can	
  have.	
  
•    How	
  well	
  you	
  listen	
  has	
  a	
  major	
  impact	
  on	
  your	
  job	
  effectiveness,	
  
     and	
  on	
  the	
  quality	
  of	
  your	
  relationships	
  with	
  others.	
  
       ▪  Listen	
  more	
  than	
  talk	
  
       ▪  Listen	
  to	
  obtain	
  information	
  
       ▪  Listen	
  to	
  understand	
  
       ▪  Listen	
  for	
  enjoyment	
  
       ▪  Listen	
  to	
  learn	
  
    Focus	
  attention	
  on	
  the	
  message.	
  

    Look	
  at	
  the	
  sender.	
  

    Listen	
  and	
  look	
  for	
  the	
  nonverbal	
  message.	
  

    Observing	
  non-­‐verbal	
  messages	
  provides	
  information	
  
     regarding	
  what	
  the	
  sender	
  wants	
  to	
  convey.	
  
•    Your	
  perception	
  of	
  the	
  message	
  and	
  the	
  sender’s	
  
     message	
  may	
  be	
  different.	
  
•    Word	
  choice,	
  tone	
  of	
  voice,	
  body	
  position,	
  gestures	
  
     and	
  eye	
  contact	
  reflect	
  the	
  feelings	
  behind	
  the	
  spoken	
  
     word.	
  
•    Keep	
  an	
  open	
  mind	
  and	
  suspend	
  judgment.	
  
•    Verify	
  what	
  was	
  heard.	
  
•    Provide	
  the	
  sender	
  feedback	
  
•    According	
  to	
  the	
  results	
  of	
  research,	
  we	
  remember	
  
     only	
  25-­‐50%	
  of	
  what	
  we	
  hear.	
  
•    That	
  means	
  that	
  when	
  you	
  talk	
  to	
  your	
  boss,	
  
     colleagues,	
  customers	
  or	
  spouse	
  for	
  10	
  minutes,	
  they	
  
     only	
  really	
  hear	
  2½-­‐5	
  minutes	
  of	
  the	
  conversation.	
  
•    Research	
  also	
  reveals	
  that	
  when	
  you	
  are	
  receiving	
  
     directions	
  or	
  being	
  presented	
  with	
  information,	
  you	
  
     are	
  not	
  hearing	
  the	
  whole	
  message	
  either.	
  	
  
•    You	
  hope	
  the	
  important	
  parts	
  are	
  captured	
  in	
  your	
  25-­‐	
  
     50%,	
  but	
  what	
  if	
  they	
  are	
  not?	
  
•    Clearly,	
  listening	
  is	
  a	
  skill	
  that	
  we	
  can	
  all	
  benefit	
  from	
  
     improving.	
  	
  

•    By	
  becoming	
  a	
  better	
  listener,	
  you	
  will	
  improve	
  your	
  
     productivity,	
  as	
  well	
  as	
  your	
  ability	
  to	
  influence,	
  persuade,	
  
     and	
  negotiate.	
  

•    What’s	
  more,	
  you’ll	
  avoid	
  conflict	
  and	
  misunderstandings	
  
     –	
  all	
  necessary	
  for	
  workplace	
  success.	
  	
  
•    The	
  way	
  to	
  become	
  a	
  better	
  listener	
  is	
  to	
  practice	
  
     “active	
  listening.”	
  

•    Make	
  a	
  conscious	
  effort	
  to	
  hear	
  not	
  only	
  the	
  words	
  
     that	
  another	
  person	
  is	
  saying	
  but,	
  try	
  to	
  
     understand	
  the	
  total	
  message	
  being	
  sent.	
  

•    In	
  order	
  to	
  do	
  this	
  you	
  must	
  pay	
  attention	
  to	
  the	
  
     other	
  person	
  very	
  carefully.	
  
•    Don’t	
  become	
  distracted	
  by	
  the	
  things	
  going	
  on	
  
     around	
  you,	
  or	
  by	
  forming	
  counter	
  arguments	
  that	
  
     you’ll	
  make	
  when	
  the	
  speaker	
  stops	
  speaking.	
  

•    Nor	
  can	
  you	
  allow	
  yourself	
  to	
  lose	
  focus	
  on	
  what	
  
     the	
  other	
  person	
  is	
  saying.	
  	
  

•    All	
  of	
  these	
  barriers	
  contribute	
  to	
  a	
  lack	
  of	
  listening	
  
     and	
  understanding.	
  
 If	
  you're	
  	
  
                                   	
  finding	
  it	
  difficult	
  	
  
                                	
  to	
  concentrate	
  on	
  	
  
                         	
  what	
  someone	
  is	
  saying,	
  	
  
             	
  try	
  repeating	
  their	
  words	
  mentally	
  	
  
	
  as	
  they	
  say	
  it	
  –	
  this	
  will	
  reinforce	
  their	
  message	
  	
  
             and	
  help	
  you	
  control	
  a	
  mind	
  drift.	
  
•    As	
  a	
  listener	
  you	
  need	
  to	
  let	
  the	
  speaker	
  know	
  that	
  you	
  are	
  
     listening	
  to	
  what	
  he	
  or	
  she	
  is	
  saying.	
  

•    Acknowledgement	
  can	
  be	
  something	
  as	
  simple	
  as	
  a	
  nod	
  of	
  
     the	
  head	
  or	
  a	
  simple	
  “uh	
  huh.”	
  	
  

•    You	
  aren’t	
  necessarily	
  agreeing	
  with	
  the	
  person,	
  you	
  are	
  
     simply	
  indicating	
  that	
  you	
  are	
  listening.	
  

•    Using	
  body	
  language	
  and	
  other	
  signs	
  to	
  acknowledge	
  you	
  
     are	
  listening	
  also	
  reminds	
  you	
  to	
  pay	
  attention	
  and	
  not	
  let	
  
     your	
  mind	
  wander.	
  
•    You	
  should	
  try	
  to	
  respond	
  to	
  the	
  speaker	
  in	
  a	
  way	
  that	
  will	
  
     both	
  encourage	
  him/her	
  to	
  continue	
  speaking,	
  so	
  that	
  you	
  
     can	
  get	
  the	
  information	
  if	
  you	
  need.	
  	
  

•    While	
  nodding	
  and	
  saying	
  “uh	
  huh”	
  if	
  you	
  are	
  interested,	
  
     an	
  occasional	
  question	
  or	
  comment	
  to	
  recap	
  what	
  has	
  
     been	
  said	
  communicates	
  that	
  you	
  understand	
  the	
  
     message	
  as	
  well.	
  
•    There	
  are	
  five	
  key	
  elements	
  of	
  active	
  listening.	
  

•    They	
  all	
  help	
  you	
  ensure	
  that	
  you	
  hear	
  the	
  other	
  person,	
  and	
  
     that	
  the	
  other	
  person	
  knows	
  you	
  are	
  hearing	
  what	
  they	
  are	
  
     saying.	
  

     1.  Pay	
  attention	
  
     2.  Show	
  that	
  you	
  are	
  listening	
  
     3.  Provide	
  feedback	
  
     4.  Defer	
  judgment	
  
     5.  Respond	
  appropriately	
  	
  
Give	
  the	
  speaker	
  your	
  undivided	
  attention	
  and	
  acknowledge	
  the	
  message.	
  	
  

  	
   Recognize	
  that	
  what	
  is	
  not	
  said	
  also	
  speaks	
  loudly.	
  

  	
   Look	
  at	
  the	
  speaker	
  directly.	
  

  	
   Put	
  aside	
  distracting	
  thoughts.	
  

  	
   Don’t	
  mentally	
  prepare	
  a	
  rebuttal!	
  

  	
   Avoid	
  being	
  distracted	
  by	
  environmental	
  factors.	
  

  	
   “Listen”	
  to	
  the	
  speaker’s	
  body	
  language.	
  

  	
   Refrain	
  from	
  side	
  conversations	
  when	
  listening	
  in	
  a	
  group	
  setting.	
  
 Use	
  your	
  own	
  body	
  language	
  and	
  gestures	
  to	
  convey	
  your	
  
     attention.	
  

•    Nod	
  occasionally.	
  

•    Smile	
  and	
  use	
  other	
  facial	
  expressions.	
  

•    Note	
  your	
  posture	
  and	
  make	
  sure	
  it	
  is	
  open	
  and	
  inviting.	
  

•    Encourage	
  the	
  speaker	
  to	
  continue	
  with	
  small	
  verbal	
  
     comments	
  like	
  yes,	
  and	
  uh	
  huh.	
  
 Our	
  assumptions,	
  judgments,	
  and	
  beliefs	
  can	
  distort	
  what	
  we	
  hear.	
  	
  As	
  a	
  
listener,	
  your	
  role	
  is	
  to	
  understand	
  what	
  is	
  being	
  said	
  and	
  provide	
  
feedback.	
  

•  This	
  may	
  require	
  you	
  to	
  reflect	
  what	
  is	
  being	
  said	
  and	
  ask	
  questions.	
  

•  Reflect	
  what	
  has	
  been	
  said	
  by	
  paraphrasing:	
  
   	
  “What	
  I’m	
  hearing	
  is…”	
  	
  	
  
   	
  “Sounds	
  like	
  you	
  are	
  saying…”	
  	
  

•  Ask	
  questions	
  to	
  clarify	
  certain	
  points:	
  	
  
   	
  “What	
  do	
  you	
  mean	
  when	
  you	
  say…”	
  	
  
   	
  “Is	
  this	
  what	
  you	
  mean?”	
  

•  Summarize	
  the	
  speaker’s	
  comments	
  periodically.	
  
Don’t	
  interrupt	
  the	
  speaker.	
  Interrupting	
  is	
  a	
  	
  	
  
waste	
  of	
  time.	
  	
  

•  It	
  frustrates	
  the	
  speaker	
  and	
  limits	
  full	
  
   understanding	
  of	
  the	
  message.	
  

•  Allow	
  the	
  speaker	
  to	
  finish.	
  

•  Don’t	
  interrupt	
  with	
  counter-­‐arguments.	
  	
  
 Active	
  listening	
  is	
  a	
  model	
  for	
  respect	
  and	
  understanding.	
  	
  

 •  You	
  are	
  gaining	
  information	
  and	
  perspective.	
  	
  

 •  You	
  add	
  nothing	
  by	
  attacking	
  the	
  speaker	
  or	
  otherwise	
  
    putting	
  him	
  or	
  her	
  down.	
  

 •  Be	
  candid,	
  open,	
  and	
  honest	
  in	
  your	
  response.	
  

 •  Assert	
  your	
  opinions	
  respectfully.	
  

 •  Treat	
  the	
  other	
  person	
  as	
  he	
  or	
  she	
  would	
  want	
  to	
  be	
  
    treated.	
  	
  
•    It	
  takes	
  a	
  lot	
  of	
  concentration	
  and	
  determination	
  to	
  be	
  an	
  
     active	
  listener.	
  

•    	
  Old	
  habits	
  are	
  hard	
  to	
  break,	
  and	
  if	
  your	
  listening	
  habits	
  are	
  as	
  
      bad	
  as	
  many	
  people’s	
  are,	
  then	
  there’s	
  a	
  lot	
  of	
  habit-­‐breaking	
  
      to	
  do!	
  

•    Be	
  deliberate	
  with	
  your	
  listening	
  and	
  remind	
  yourself	
  
     constantly	
  that	
  your	
  goal	
  is	
  to	
  truly	
  hear	
  what	
  the	
  other	
  
     person	
  is	
  saying.	
  
•    Set	
  aside	
  all	
  other	
  thoughts	
  and	
  behaviors	
  and	
  
     concentrate	
  on	
  the	
  message.	
  

•    Ask	
  question,	
  reflect,	
  and	
  paraphrase	
  to	
  ensure	
  you	
  
     understand	
  the	
  message.	
  

•    Start	
  using	
  active	
  listening	
  today	
  to	
  become	
  a	
  
     better	
  communicator	
  and	
  improve	
  your	
  workplace	
  
     productivity	
  and	
  relationships.	
  
 In	
  many	
  parts	
  of	
  the	
  world,	
  children	
  play	
  games	
  that	
  involve	
  passing	
  messages	
  from	
  one	
  
         child	
  to	
  the	
  next.	
  Wherever	
  these	
  games	
  are	
  played	
  and	
  whatever	
  they	
  are	
  called,	
  they	
  
         serve	
  as	
  simple	
  yet	
  profound	
  reminders	
  of	
  the	
  difficulties	
  associated	
  with	
  human	
  
         communication.	
  	
  

    Try	
  playing	
  this	
  game	
  with	
  stakeholders	
  as	
  an	
  'ice-­‐breaker'	
  activity	
  before	
  
     brainstorming	
  an	
  awareness-­‐raising	
  campaign.	
  The	
  rules	
  are	
  quite	
  simple.	
  	
  

    	
  Participants	
  space	
  themselves	
  out	
  so	
  they	
  can	
  whisper	
  to	
  their	
  immediate	
  
      neighbors	
  to	
  the	
  right,	
  left,	
  in	
  front	
  and	
  behind	
  but	
  not	
  hear	
  anyone	
  seated	
  further	
  
      away.	
  	
  

    The	
  facilitator	
  writes	
  a	
  short	
  message	
  -­‐	
  no	
  more	
  than	
  one	
  sentence	
  -­‐	
  on	
  a	
  small	
  
     piece	
  of	
  paper	
  and	
  shows	
  it	
  to	
  the	
  first	
  participant	
  at	
  the	
  front	
  of	
  the	
  room.	
  	
  The	
  
     facilitator	
  keeps	
  the	
  paper.	
  	
  
•    As	
  the	
  "Pass-­‐it-­‐On"	
  game	
  demonstrates,	
  communication	
  is	
  
     not	
  an	
  easy	
  process.	
  

•    The	
  idea	
  of	
  this	
  game	
  is	
  simply	
  to	
  pass	
  or	
  transmit	
  a	
  basic	
  
     message,	
  from	
  one	
  player	
  to	
  another.	
  

•    The	
  fun	
  of	
  the	
  game	
  lies	
  in	
  the	
  subtle	
  alteration	
  of	
  the	
  
     message	
  as	
  it	
  is	
  passes	
  from	
  the	
  first	
  player	
  to	
  the	
  last.	
  

•    The	
  critical	
  lesson	
  for	
  observers	
  is	
  just	
  how	
  easily	
  information	
  
     can	
  be	
  altered	
  through	
  repetitive	
  and	
  careless	
  
     communication.	
  
  Once	
  something	
  is	
  said	
  or	
  published	
  it	
  cannot	
  be	
  
   taken	
  back	
  or	
  undone.	
  

  The	
  challenge	
  is	
  to	
  avoid	
  or	
  minimize	
  opportunities	
  
   for	
  misunderstanding	
  and	
  misinterpretation.	
  	
  
  Communication	
  is	
  complicated	
  and	
  the	
  
  degree	
  of	
  complexity	
  is	
  most	
  often	
  
  determined	
  by	
  factors	
  or	
  variables	
  that	
  we	
  
  can	
  anticipate	
  and	
  to	
  some	
  extent	
  control.	
  

  The	
  challenge	
  is	
  to	
  manage	
  these	
  variables	
  
  through	
  effective	
  planning,	
  implementation	
  
  and	
  monitoring.	
  	
  
    External	
  distractions	
  can	
  cause	
  the	
  message	
  to	
  be	
  missed	
  or	
  
     misunderstood.	
  	
  

    For	
  example,	
  the	
  physical	
  space	
  in	
  which	
  the	
  communication	
  is	
  
     occurring	
  may	
  have	
  negative	
  effects.	
  	
  

    Is	
  the	
  meeting	
  room	
  sufficiently	
  large	
  to	
  accommodate	
  
     everyone	
  in	
  relative	
  comfort?	
  

    The	
  effectiveness	
  of	
  communication	
  may	
  be	
  diminished	
  if	
  
     people	
  feel	
  crowded,	
  they	
  cannot	
  hear	
  the	
  speaker	
  properly,	
  or	
  
     if	
  the	
  room	
  is	
  too	
  hot	
  or	
  too	
  cold.	
  
    The	
  credibility	
  of	
  the	
  communicator	
  -­‐	
  can	
  I	
  believe	
  this	
  
     person?	
  

    The	
  listener	
  or	
  reader's	
  level	
  of	
  education	
  and	
  background	
  
     knowledge	
  of	
  the	
  topic.	
  

    The	
  design	
  of	
  the	
  message	
  -­‐	
  is	
  it	
  appropriate	
  to	
  the	
  
     audience?	
  	
  
•    Cultural	
  differences:	
  The	
  bigger	
  and	
  more	
  diverse	
  
     your	
  audience,	
  the	
  more	
  likely	
  it	
  is	
  that	
  someone	
  will	
  
     misunderstand	
  your	
  message.	
  

•    Personal	
  differences:	
  Even	
  outwardly	
  homogenous	
  
     societies	
  or	
  communities	
  are	
  comprised	
  of	
  individuals	
  
     with	
  different	
  life	
  experiences	
  and	
  opinions.	
  

•    Language	
  differences:	
  The	
  language	
  of	
  the	
  Internet	
  
     for	
  example	
  is	
  English-­‐often	
  idiomatic	
  English	
  that	
  is	
  
     poorly	
  written	
  and	
  heavily	
  abbreviated.	
  
  	
  	
  

                   PART	
  V	
  

          COMMUNICATION	
  &	
  
       PUBLIC	
  AWARENESS	
  RAISING	
  
A	
  well-­‐planned	
  and	
  	
  
               thoughtfully	
  presented	
  	
  
            awareness-­‐raising	
  campaign	
  	
  
   is	
  arguably	
  one	
  of	
  the	
  most	
  efficient	
  and	
  
effective	
  means	
  of	
  communicating	
  information	
  
     about	
  a	
  particular	
  issue	
  to	
  a	
  large	
  and	
  	
  
    geographically	
  dispersed	
  body	
  of	
  people.	
  
•    To	
  raise	
  awareness	
  is	
  to	
  inform	
  and	
  educate	
  
     people	
  about	
  a	
  topic	
  or	
  issue	
  with	
  the	
  intention	
  
     of	
  influencing	
  their	
  attitudes,	
  behaviors	
  and	
  
     beliefs	
  towards	
  the	
  achievement	
  of	
  a	
  defined	
  
     purpose	
  or	
  goal.	
  

•    Generally,	
  awareness-­‐raising	
  is	
  understood	
  to	
  be	
  
     a	
  constructive	
  and	
  potentially	
  catalytic	
  force	
  
     that	
  ultimately	
  leads	
  to	
  a	
  positive	
  change	
  in	
  
     actions	
  and	
  behaviors.	
  	
  
 A	
  successful	
  public	
  awareness	
  campaign	
  will	
  
    typically	
  involve	
  four	
  key	
  actions:	
  

1. 	
  Researching	
  the	
  issue	
  

2. 	
  Mobilizing	
  support	
  and	
  supporters	
  

3. 	
  Informing	
  the	
  public	
  

4. 	
  Lobbying	
  decision-­‐makers	
  
•    To	
  raise	
  public	
  awareness	
  of	
  a	
  topic	
  or	
  issue	
  is	
  to	
  
     attempt	
  to	
  inform	
  to	
  influence	
  a	
  community's	
  
     attitudes,	
  behaviors	
  and	
  beliefs.	
  

•    There	
  is	
  a	
  method	
  of	
  influencing	
  behaviors	
  and	
  
     beliefs	
  positively	
  for	
  the	
  achievement	
  of	
  a	
  defined	
  
     purpose.	
  

•    For	
  example,	
  improving	
  public	
  health	
  or	
  promoting	
  
     information	
  literacy	
  is	
  a	
  defined	
  purpose.	
  
•    Effective	
  communication	
  forms	
  the	
  basis	
  of	
  all	
  
     social	
  marketing	
  and	
  public	
  awareness	
  raising.	
  
•    Social	
  marketing	
  refers	
  to	
  the	
  practice	
  of	
  
     communicating	
  or	
  selling	
  “an	
  idea”	
  with	
  the	
  
     stated	
  object	
  of	
  changing	
  community	
  attitudes	
  
     and	
  actions	
  
•    For	
  example:	
  	
  
     –  Information	
  literacy	
  	
  
     –  Public	
  health	
  and	
  education	
  
     –  Environmental	
  concerns	
  
1. 	
  Know	
  your	
  purpose	
  
2. 	
  Let	
  your	
  purpose	
  guide	
  and	
  inform	
  your	
  message	
  
3. 	
  Know	
  your	
  audience:	
  	
  
   	
  Be	
  mindful	
  of	
  	
  social,	
  cultural	
  and	
  educational	
  backgrounds	
  
4. 	
  Anticipate	
  problems	
  and	
  find	
  solutions-­‐or	
  manage	
  the	
  risk	
  
5. 	
  Ensure	
  credibility	
  with	
  your	
  audience:	
  trust	
  is	
  vital	
  
6. 	
  Present	
  information	
  using	
  a	
  variety	
  of	
  approaches	
  and	
  techniques	
  
       but	
  ensure	
  each	
  is	
  appropriate	
  to	
  your	
  purpose,	
  message	
  and	
  
       audience	
  
7.	
   	
  	
  Look	
  for	
  practical	
  ways	
  to	
  get	
  useful	
  feedback	
  from	
  your	
  
           audience	
  	
  
PART	
  VI	
  

PHASES	
  OF	
  BEHAVIOR	
  CHANGE	
  
Five	
  distinct	
  phases	
  of	
  behavioral	
  change:	
  	
  

   1.    Pre-­‐contemplation	
  

   2.  Contemplation	
  	
  


   3.    Preparation	
  	
  

   4.  Action	
  	
  


   5.  Maintenance	
  
5.	
  MAINTENANCE	
  
                                                      4.	
  ACTION	
  	
  
                          3.	
  PREPARATION	
  	
  

             2.	
  
             CONTEMPLATION	
  

1.	
  PRE-­‐
CONTEMPLATION	
  
1.      Pre-­‐contemplation:	
  Knowledge	
  
      	
  Demonstrating	
  awareness	
  of	
  the	
  desired	
  behavior	
  

2.      Contemplation:	
  Approval	
  
      	
  Voicing	
  endorsement	
  and	
  support	
  for	
  the	
  behavior	
  

3.      Preparation:	
  Intention	
  
      	
  Making	
  the	
  decision	
  to	
  adopt	
  the	
  behavior	
  

4.      Action:	
  Practice	
  
      	
  Committing	
  to	
  the	
  behavior	
  change	
  in	
  a	
  consistent	
  and	
  sustainable	
  way	
  

5.      Maintenance:	
  Advocacy	
  
      	
  Encouraging	
  others	
  to	
  adopt	
  the	
  behavior	
  	
  with	
  intention	
  and	
  practice	
  	
  
•    To	
  achieve	
  lasting	
  behavioral	
  change,	
  people	
  must	
  be	
  
     encouraged	
  to	
  move	
  through	
  each	
  successive	
  phase	
  in	
  
     order	
  to	
  reach	
  a	
  point	
  where	
  new	
  behaviors	
  can	
  be	
  
     maintained.	
  

•    To	
  ensure	
  a	
  successful	
  	
  campaign	
  to	
  raise	
  awareness,	
  it	
  is	
  
     necessary	
  therefore	
  to	
  know	
  which	
  phase	
  the	
  majority	
  of	
  
     the	
  target	
  population	
  is	
  in,	
  and	
  develop	
  an	
  appropriate	
  
     message	
  and	
  communication	
  strategy.	
  	
  
1.    Knowledge:	
  Knowing	
  there	
  is	
  a	
  problem	
  	
  
2.    Desire:	
  Imagining	
  a	
  different	
  future	
  	
  
3.    Skills:	
  Knowing	
  what	
  to	
  do	
  to	
  achieve	
  that	
  future	
  	
  
4.    Optimism:	
  Confidence	
  or	
  belief	
  in	
  success	
  	
  
5.    Facilitation:	
  Resources	
  and	
  support	
  infrastructure	
  
6.    Stimulation:	
  A	
  compelling	
  stimulus	
  that	
  promotes	
  action	
  	
  
7.    Reinforcement:	
  Regular	
  communications	
  that	
  reinforce	
  	
  
      original	
  message	
  	
  
7.	
  
                  REINFORCEMENT	
                1.	
  KNOWLEDGE	
  	
  
                    THAT	
  WAS	
  A	
                       I	
  KNOW	
  	
  
                      SUCCESS	
  
                                                        I	
  SHOULD	
  



6.	
  STIMULATION	
                                                     2.	
  DESIRE	
  	
  
I	
  AM	
  JOINING	
  IN	
                                             I	
  WANT	
  TO	
  




                  5.	
  
                                                                 3.	
  SKILLS	
  
        FACILITATION	
  
                                                                    I	
  CAN	
  
          IT	
  IS	
  EASY	
  

                                  4.	
  OPTIMISM	
  


                                  IT	
  IS	
  WORTH	
  
                                              IT	
  
    Robinson	
  goes	
  on	
  to	
  identify	
  each	
  step	
  as	
  an	
  obstacle	
  
     that	
  has	
  to	
  be	
  overcome	
  using	
  appropriate	
  
     communication	
  and	
  education	
  strategies.	
  

    He	
  visualizes	
  each	
  step	
  or	
  obstacle	
  as	
  a	
  door	
  that	
  
     must	
  be	
  opened	
  in	
  the	
  context	
  of	
  raising	
  awareness	
  
     in	
  order	
  to	
  achieve	
  lasting	
  social	
  change.	
  	
  
 	
  	
  	
  An	
  awareness-­‐raising	
  campaign	
  will	
  typically	
  
                communicate	
  either:	
  	
  

  	
  1.	
  One	
  central	
  message,	
  OR	
  	
  

  	
  2.	
  Closely	
  related	
  subsidiary	
  messages	
  that	
  are	
  
      linked	
  by	
  a	
  common	
  theme	
  
 There	
  are	
  four	
  key	
  components	
  of	
  an	
  
    effective	
  awareness	
  raising	
  campaign:	
  	
  

            1.	
  Message	
  	
  
            2.	
  Audience	
  	
  
            3.	
  Strategy	
  	
  
            4.	
  Timing	
  	
  
1.    Personal	
  communication	
  with	
  community	
  members	
  through	
  public	
  
      meetings,	
  presentations,	
  workshops	
  and	
  informal	
  social	
  events	
  

2.    Structured	
  education	
  and	
  training	
  programs	
  in	
  schools,	
  colleges,	
  
      universities,	
  adult	
  learning	
  centers	
  and	
  libraries	
  

3.    Printed	
  materials:	
  Brochures,	
  billboards,	
  cartoons,	
  comics,	
  
      pamphlets,	
  posters	
  

4.    Audiovisual	
  resources:	
  	
  Pre-­‐recorded	
  cassettes,	
  videos,	
  CDs	
  and	
  
      DVDs	
  

5.    Websites,	
  email	
  discussion	
  lists	
  and	
  Web	
  Logs	
  (blogs)	
  	
  
6.     Mass	
  media	
  interviews	
  and	
  articles	
  in	
  newspapers,	
  magazines,	
  and	
  
       electronic	
  publications	
  accessible	
  via	
  the	
  Internet	
  	
  

7.     Mass	
  media	
  interviews/	
  news	
  items	
  on	
  radio	
  and	
  television	
  

8.     Celebrity	
  spokespeople	
  

9.     Performances	
  of	
  specially	
  composed	
  stories,	
  songs,	
  plays	
  and	
  
       poems	
  

10.    Strategic	
  partnerships	
  and	
  alliances	
  with	
  other	
  organizations:	
  local	
  
       libraries,	
  schools	
  and	
  civic	
  society	
  

11.    Public	
  Relations	
  (PR)	
  	
  

12.    Political	
  advocacy	
  and	
  lobbying	
  	
  	
  
 An	
  effective	
  awareness-­‐raising	
  campaign	
  
    strategy	
  will	
  employ	
  a	
  variety	
  of	
  different	
  
    communication	
  approaches	
  and	
  techniques	
  
    to	
  ensure	
  that	
  the	
  central	
  message	
  is	
  received	
  
    and	
  understood	
  by	
  a	
  diverse	
  audience.	
  
 Consider	
  five	
  challenging	
  issues	
  that	
  require	
  a	
  	
  
                 	
  	
  	
  	
  	
  Public	
  Awareness	
  Campaign	
  in	
  your	
  community:	
  

	
  1.	
  
	
  2.	
  
	
  3.	
  	
  
	
  4.	
  	
  
	
  5.	
  
•    In	
  groups	
  of	
  three,	
  have	
  participants	
  
     analyze	
  the	
  communication	
  process.	
  

•    One	
  person	
  should	
  serve	
  as	
  the	
  speaker	
  

•    One	
  person	
  should	
  serve	
  as	
  the	
  listener	
  

•    One	
  person	
  should	
  serve	
  as	
  the	
  observer	
  
•    As	
  the	
  speaker	
  and	
  the	
  listener	
  communicate,	
  the	
  observer	
  should	
  
     note	
  the	
  qualities	
  of	
  their	
  communication,	
  then	
  provide	
  feedback	
  to	
  
     both	
  participants.	
  

•    Observers	
  should	
  consider	
  the	
  following	
  questions:	
  
     1.  Was	
  the	
  message	
  clear?	
  
     2.  Was	
  the	
  speaker	
  effective	
  
     3.  What	
  kind	
  of	
  communication	
  style	
  did	
  he/she	
  use?	
  
     4.  Did	
  the	
  listener	
  use	
  active	
  listening	
  skills?	
  
     5.  Were	
  there	
  characteristics	
  of	
  effective	
  communication	
  
Communication And Awareness Raising

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Communication And Awareness Raising

  • 2. I.  WHAT  IS  EFFECTIVE  COMMUNICATION?   II.  THE  COMMUNICATION  PROCESS   III.  COMMUNICATION  BARRIERS   IV.  ACTIVE  LISTENING   V.  COMMUNICATION  &  RAISING  PUBLIC  AWARENESS     VI.  PHASES  OF  BEHAVIOR  CHANGE  
  • 3. PART  I   WHAT  IS  EFFECTIVE   COMMUNICATION?  
  • 4. In  a  recent  survey  of  recruiters  from  companies     with  more  than  50,000  employees,    communication  skills  were  cited     as  the  single  most  important     decisive  factor  in  choosing     managers.  
  • 5. The  survey,  conducted  by  the     University  of  Pittsburgh’s  Business  School,     points  out  that  communication  skills  (including   written  and  oral  presentations)  and  the  ability  to   work  with  others,  are  the  main  factor   contributing  to  job  success.  
  • 6.  People  who  possess  exceptional  communications  skills   maintain  a  competitive  advantage  in  securing  the  best  jobs:   •  Communication/Interpersonal  skills    89.0%   •  Ability  to  work  well  within  a  team    86.9%   •  Personal  ethics  and  integrity      86.2%   •  Analytical  and  problem  solving  skills    84.3%   •  Work  ethic            82.9%   •  Fit  the  corporate  culture        74.5%   •  Success  with  past  hires        74.0%   •  Leadership  potential        72.5%   •  Strategic  thinking          67.1%  
  • 7. In  spite  of      increasing  importance     placed  on  communications  skills,     many  individuals  continue  to  struggle,        unable  to  communicate  their  thoughts  effectively,     whether  in  verbal  or  written  format.    This  inability  makes  it  nearly  impossible  for  them     to  compete  effectively  in  the  workplace,      and  stands  in  the  way  of      career  progression.  
  • 8. •  Effective  communication  is  all  about  conveying   your  messages  to  other  people  clearly.   •  It  is  also  about  receiving  information  that  others   are  sending  to  you,  with  as  little  distortion  as   possible.   •  Communication  is  only  successful  when  both  the   sender  and  the  receiver  understand  the  same   information  as  a  result  of  the  communication.  
  • 9. EFFECTIVE COMMUNICATION •  By  successfully  getting  your  message  across,  you   convey  your  thoughts  and  ideas  effectively.   •  When  communication  is  unsuccessful,  the   thoughts  and  ideas  that  you  send  do  not   necessarily  reflect  what  you  mean.   •  This  will  cause  a  communication  breakdown  and   create  roadblocks.    
  • 10.  Tell  me,  and  I  will  forget.      Show  me,  and  I  may  remember.      Involve  me,  and  I  will  understand.              Confucius,  circa  450  B.C.    
  • 11.                          We  learn:        1%    through  taste          1.5%  through  touch          3.5%  through  smell          11%  through  hearing          83%  through  seeing    
  • 12.    10%  of  what  we  read      20%  of  what  we  hear        30%  of  what  we  see      50%  of  what  we  see  and  hear      80%  of  what  we  say        90%  of  what  we  say  and  do  
  • 13. •  Effective  communicators  get  their  point  across   without  misunderstanding  and  confusion.   •  The  goal  of  the  effective  communicator  should   be  to  lessen  the  frequency  of  problems  at  each   stage  of  the  communication  process.   •  This  is  only  possible  with  clear,  concise,  accurate,   and  well-­‐planned  communications.    
  • 14. STEP  II   THE  COMMUNICATION  PROCESS  
  • 15. •  Problems  with  communication  can  pop-­‐up  at  every  stage  of   the  communication  process  which  consists  of:   •  Sender   •  Message   •  Encoding   •  Channel   •  Decoding   •  Receiver   •  Feedback     •  The  context     •  At  each  stage,  there  is  the  potential  for  misunderstanding   and  confusion.  
  • 16. MESSAGE   CONTEXT   SENDER   ENCODING   CHANNEL   DECODING   RECEIVER   FEEDBACK  
  • 17.  As  the  source  of  the  message,  you  need  to  be  clear  about   why  you're  communicating,  and  what  you  want  to   communicate.   •  Communications  is  a  two-­‐way  process  that  starts  with  the  sender.       •  The  sender  should  be  conveying  information  necessary  for   mission  accomplishment.       •  The  sender  must  be  proactive  in  making  the  receiver  understand   the  message.       •  Too  often,  what  is  said  is  not  always  what  is  heard.    
  • 18.   State  one  idea  at  a  time.     State  ideas  simply  and  clearly.     Explain  when  appropriate.     Repeat  if  appropriate.     Encourage  feedback.     Read  between  the  lines.    Did  your  choice  of  words,  tone  of  voice,  body  language,  intentional  gestures   or  subconscious  movements-­‐  convey  the  same  meaning?    
  • 19.   The  message  is  the  information  that  you   want  to  communicate.     The  message  is  the  information  the  sender   wants  to  communicate  to  the  receiver.     The  message  is  usually  verbal,  but  it  can  also   be  non-­‐verbal.      
  • 20.   Speak  clearly.       Use  correct  terminology.       Use  appropriate  vocal  tone  and  volume.         Time  the  message  to  be  sent  when  the   receiver  is  able  to  listen.      
  • 21. •  Be  relevant  to  the  receiver,  not  a  distraction.    The   message  needs  to  be  inclusive  and  informative.         •  Inclusive  means  that  it  contains  everything   necessary  for  the  receiver  to  understand  the   sender’s  point.       •  Informational  means  it  is  something  that  the   receiver  needs  to  know.    
  • 22. •  This  is  the  process  of  transferring  the  information  you  want  to   communicate  into  a  form  that  can  be  sent  and  correctly  decoded  at   the  other  end.   •  Your  success  in  encoding  depends  partly  on  your  ability  to  convey   information  clearly  and  simply.   •  Your  ability  to  anticipate  and  eliminate  sources  of  confusion:   Cultural  issues,  mistaken  assumptions,  and  missing  information.   •  A  key  part  of  this  is  knowing  your  audience:      Failure  to  understand  who  you  are  communicating  with  will  result  in   delivering  messages  that  are  misunderstood.  
  • 23.              Messages  are  conveyed  through  different  channels:     Verbal  channels:       Face-­‐to-­‐face  meetings     Seminars     Lectures     Telephone       Videoconferencing     Written  channels:     Letters     Emails       Memos       Reports  
  • 24.  Different  channels  have  different  strengths   and  weaknesses:   •  It  is  not  effective  to  give  a  long  list  of  directions   verbally.   •  You  may  cause  problems  if  you  give  someone   negative  feedback  using  email.  
  • 25. •  Just  as  successful  encoding  is  a  skill,  so  is   successful  decoding.   •  For  example,  taking  the  time  to  read  a  message   carefully,  or  listen  actively  to  it.   •  Just  as  confusion  can  arise  from  errors  in   encoding,  it  can  also  arise  from  decoding  errors.   •  This  is  particularly  the  case  if  the  decoder   doesn't  have  enough  knowledge  to  understand   the  message.  
  • 26. •  Your  message  is  delivered  to  individual  members  of   your  audience.   •  No  doubt,  you  have  in  mind  the  actions  or  reactions   you  hope  your  message  will  get  from  this  audience.   •  Each  individual  enters  into  the  communication   process  with  ideas  and  feelings  that  will  influence   their  understanding  of  your  message,  and  their   response.   •  To  be  a  successful  communicator,  you  should  consider   these  feelings  and  ideas  before  delivering  your   message,  and  act  appropriately.  
  • 27. •  Your  audience  will  provide  you  with  feedback,  as   verbal  and  non-­‐verbal  reactions  to  your   communicated  message.   •  Pay  close  attention  to  this  feedback,  as  it  is  the  only   thing  that  can  give  you  confidence  that  your  audience   has  understood  your  message.   •  If  you  find  that  there  has  been  a  misunderstanding,   you  still  have  the  opportunity  to  send  the  message   again  
  • 28.   The  situation  in  which  your  message  is   delivered  is  the  context.     This  may  include  the  surrounding   environment  or  broader  culture.     Context  can  also  include  corporate  culture   or  international  cultures.  
  • 29. STEP  III   BARRIERS  TO  COMMUNICATION  
  • 30. •  Barriers  are  influencing  factors  which  impede   or  breakdown  the  continuous  communications   loop.       •  They  block,  distort,  or  alter    information.       •  By  identifying  barriers  and  applying  counter-­‐ measures,  speakers  can  effectively   communicate.      
  • 31.  Preoccupation        Anger  or  frustration      Personal  bias      Team  diversity      Lack  of  confidence      Inappropriate  priorities      Organizational  structure      Distractions      Tunnel  vision      Interruptions    
  • 32.   To  deliver  your  messages  effectively,  you  must  commit   to  breaking  down  the  barriers  that  exist  within  each  of   the  stages  of  the  communication  process.     If  your  message  is  too  lengthy,  disorganized,  or  contains   errors,  you  can  expect  the  message  to  be  misunderstood   and  misinterpreted.     Use  of  poor  verbal  and  body  language  can  also  confuse     or  distort  the  message.  
  • 33. •  Barriers  in  context  tend  to  stem  from  senders  offering  too   much  information  too  quickly.   •  When  in  doubt,  less  is  oftentimes  more.  It  is  best  to  be   mindful  of  the  demands  on  other  peoples’  time  in  today’s   ultra-­‐busy  society.   •  You  need  to  understand  your  audience’s  culture,  making   sure  you  can  converse  and  deliver  your  message  to  people   of  different  backgrounds  and  cultures.  
  • 34. STEP  IV   ACTIVE  LISTENING    
  • 35. •  Active  listening  is  a  process  used  by  the  receiver  to  facilitate   communication  and  enhance  performance.       •  It  requires  the  receiver  to  be  active  in  the  communications  process.   •  Listening  is  one  of  the  most  important  skills  you  can  have.   •  How  well  you  listen  has  a  major  impact  on  your  job  effectiveness,   and  on  the  quality  of  your  relationships  with  others.   ▪  Listen  more  than  talk   ▪  Listen  to  obtain  information   ▪  Listen  to  understand   ▪  Listen  for  enjoyment   ▪  Listen  to  learn  
  • 36.   Focus  attention  on  the  message.     Look  at  the  sender.     Listen  and  look  for  the  nonverbal  message.     Observing  non-­‐verbal  messages  provides  information   regarding  what  the  sender  wants  to  convey.  
  • 37. •  Your  perception  of  the  message  and  the  sender’s   message  may  be  different.   •  Word  choice,  tone  of  voice,  body  position,  gestures   and  eye  contact  reflect  the  feelings  behind  the  spoken   word.   •  Keep  an  open  mind  and  suspend  judgment.   •  Verify  what  was  heard.   •  Provide  the  sender  feedback  
  • 38. •  According  to  the  results  of  research,  we  remember   only  25-­‐50%  of  what  we  hear.   •  That  means  that  when  you  talk  to  your  boss,   colleagues,  customers  or  spouse  for  10  minutes,  they   only  really  hear  2½-­‐5  minutes  of  the  conversation.   •  Research  also  reveals  that  when  you  are  receiving   directions  or  being  presented  with  information,  you   are  not  hearing  the  whole  message  either.     •  You  hope  the  important  parts  are  captured  in  your  25-­‐   50%,  but  what  if  they  are  not?  
  • 39. •  Clearly,  listening  is  a  skill  that  we  can  all  benefit  from   improving.     •  By  becoming  a  better  listener,  you  will  improve  your   productivity,  as  well  as  your  ability  to  influence,  persuade,   and  negotiate.   •  What’s  more,  you’ll  avoid  conflict  and  misunderstandings   –  all  necessary  for  workplace  success.    
  • 40. •  The  way  to  become  a  better  listener  is  to  practice   “active  listening.”   •  Make  a  conscious  effort  to  hear  not  only  the  words   that  another  person  is  saying  but,  try  to   understand  the  total  message  being  sent.   •  In  order  to  do  this  you  must  pay  attention  to  the   other  person  very  carefully.  
  • 41. •  Don’t  become  distracted  by  the  things  going  on   around  you,  or  by  forming  counter  arguments  that   you’ll  make  when  the  speaker  stops  speaking.   •  Nor  can  you  allow  yourself  to  lose  focus  on  what   the  other  person  is  saying.     •  All  of  these  barriers  contribute  to  a  lack  of  listening   and  understanding.  
  • 42.  If  you're      finding  it  difficult      to  concentrate  on      what  someone  is  saying,      try  repeating  their  words  mentally      as  they  say  it  –  this  will  reinforce  their  message     and  help  you  control  a  mind  drift.  
  • 43. •  As  a  listener  you  need  to  let  the  speaker  know  that  you  are   listening  to  what  he  or  she  is  saying.   •  Acknowledgement  can  be  something  as  simple  as  a  nod  of   the  head  or  a  simple  “uh  huh.”     •  You  aren’t  necessarily  agreeing  with  the  person,  you  are   simply  indicating  that  you  are  listening.   •  Using  body  language  and  other  signs  to  acknowledge  you   are  listening  also  reminds  you  to  pay  attention  and  not  let   your  mind  wander.  
  • 44. •  You  should  try  to  respond  to  the  speaker  in  a  way  that  will   both  encourage  him/her  to  continue  speaking,  so  that  you   can  get  the  information  if  you  need.     •  While  nodding  and  saying  “uh  huh”  if  you  are  interested,   an  occasional  question  or  comment  to  recap  what  has   been  said  communicates  that  you  understand  the   message  as  well.  
  • 45. •  There  are  five  key  elements  of  active  listening.   •  They  all  help  you  ensure  that  you  hear  the  other  person,  and   that  the  other  person  knows  you  are  hearing  what  they  are   saying.   1.  Pay  attention   2.  Show  that  you  are  listening   3.  Provide  feedback   4.  Defer  judgment   5.  Respond  appropriately    
  • 46. Give  the  speaker  your  undivided  attention  and  acknowledge  the  message.         Recognize  that  what  is  not  said  also  speaks  loudly.       Look  at  the  speaker  directly.       Put  aside  distracting  thoughts.       Don’t  mentally  prepare  a  rebuttal!       Avoid  being  distracted  by  environmental  factors.       “Listen”  to  the  speaker’s  body  language.       Refrain  from  side  conversations  when  listening  in  a  group  setting.  
  • 47.  Use  your  own  body  language  and  gestures  to  convey  your   attention.   •  Nod  occasionally.   •  Smile  and  use  other  facial  expressions.   •  Note  your  posture  and  make  sure  it  is  open  and  inviting.   •  Encourage  the  speaker  to  continue  with  small  verbal   comments  like  yes,  and  uh  huh.  
  • 48.  Our  assumptions,  judgments,  and  beliefs  can  distort  what  we  hear.    As  a   listener,  your  role  is  to  understand  what  is  being  said  and  provide   feedback.   •  This  may  require  you  to  reflect  what  is  being  said  and  ask  questions.   •  Reflect  what  has  been  said  by  paraphrasing:    “What  I’m  hearing  is…”        “Sounds  like  you  are  saying…”     •  Ask  questions  to  clarify  certain  points:      “What  do  you  mean  when  you  say…”      “Is  this  what  you  mean?”   •  Summarize  the  speaker’s  comments  periodically.  
  • 49. Don’t  interrupt  the  speaker.  Interrupting  is  a       waste  of  time.     •  It  frustrates  the  speaker  and  limits  full   understanding  of  the  message.   •  Allow  the  speaker  to  finish.   •  Don’t  interrupt  with  counter-­‐arguments.    
  • 50.  Active  listening  is  a  model  for  respect  and  understanding.     •  You  are  gaining  information  and  perspective.     •  You  add  nothing  by  attacking  the  speaker  or  otherwise   putting  him  or  her  down.   •  Be  candid,  open,  and  honest  in  your  response.   •  Assert  your  opinions  respectfully.   •  Treat  the  other  person  as  he  or  she  would  want  to  be   treated.    
  • 51. •  It  takes  a  lot  of  concentration  and  determination  to  be  an   active  listener.   •   Old  habits  are  hard  to  break,  and  if  your  listening  habits  are  as   bad  as  many  people’s  are,  then  there’s  a  lot  of  habit-­‐breaking   to  do!   •  Be  deliberate  with  your  listening  and  remind  yourself   constantly  that  your  goal  is  to  truly  hear  what  the  other   person  is  saying.  
  • 52. •  Set  aside  all  other  thoughts  and  behaviors  and   concentrate  on  the  message.   •  Ask  question,  reflect,  and  paraphrase  to  ensure  you   understand  the  message.   •  Start  using  active  listening  today  to  become  a   better  communicator  and  improve  your  workplace   productivity  and  relationships.  
  • 53.  In  many  parts  of  the  world,  children  play  games  that  involve  passing  messages  from  one   child  to  the  next.  Wherever  these  games  are  played  and  whatever  they  are  called,  they   serve  as  simple  yet  profound  reminders  of  the  difficulties  associated  with  human   communication.       Try  playing  this  game  with  stakeholders  as  an  'ice-­‐breaker'  activity  before   brainstorming  an  awareness-­‐raising  campaign.  The  rules  are  quite  simple.        Participants  space  themselves  out  so  they  can  whisper  to  their  immediate   neighbors  to  the  right,  left,  in  front  and  behind  but  not  hear  anyone  seated  further   away.       The  facilitator  writes  a  short  message  -­‐  no  more  than  one  sentence  -­‐  on  a  small   piece  of  paper  and  shows  it  to  the  first  participant  at  the  front  of  the  room.    The   facilitator  keeps  the  paper.    
  • 54. •  As  the  "Pass-­‐it-­‐On"  game  demonstrates,  communication  is   not  an  easy  process.   •  The  idea  of  this  game  is  simply  to  pass  or  transmit  a  basic   message,  from  one  player  to  another.   •  The  fun  of  the  game  lies  in  the  subtle  alteration  of  the   message  as  it  is  passes  from  the  first  player  to  the  last.   •  The  critical  lesson  for  observers  is  just  how  easily  information   can  be  altered  through  repetitive  and  careless   communication.  
  • 55.   Once  something  is  said  or  published  it  cannot  be   taken  back  or  undone.     The  challenge  is  to  avoid  or  minimize  opportunities   for  misunderstanding  and  misinterpretation.    
  • 56.   Communication  is  complicated  and  the   degree  of  complexity  is  most  often   determined  by  factors  or  variables  that  we   can  anticipate  and  to  some  extent  control.     The  challenge  is  to  manage  these  variables   through  effective  planning,  implementation   and  monitoring.    
  • 57.   External  distractions  can  cause  the  message  to  be  missed  or   misunderstood.       For  example,  the  physical  space  in  which  the  communication  is   occurring  may  have  negative  effects.       Is  the  meeting  room  sufficiently  large  to  accommodate   everyone  in  relative  comfort?     The  effectiveness  of  communication  may  be  diminished  if   people  feel  crowded,  they  cannot  hear  the  speaker  properly,  or   if  the  room  is  too  hot  or  too  cold.  
  • 58.   The  credibility  of  the  communicator  -­‐  can  I  believe  this   person?     The  listener  or  reader's  level  of  education  and  background   knowledge  of  the  topic.     The  design  of  the  message  -­‐  is  it  appropriate  to  the   audience?    
  • 59. •  Cultural  differences:  The  bigger  and  more  diverse   your  audience,  the  more  likely  it  is  that  someone  will   misunderstand  your  message.   •  Personal  differences:  Even  outwardly  homogenous   societies  or  communities  are  comprised  of  individuals   with  different  life  experiences  and  opinions.   •  Language  differences:  The  language  of  the  Internet   for  example  is  English-­‐often  idiomatic  English  that  is   poorly  written  and  heavily  abbreviated.  
  • 60.       PART  V   COMMUNICATION  &   PUBLIC  AWARENESS  RAISING  
  • 61. A  well-­‐planned  and     thoughtfully  presented     awareness-­‐raising  campaign     is  arguably  one  of  the  most  efficient  and   effective  means  of  communicating  information   about  a  particular  issue  to  a  large  and     geographically  dispersed  body  of  people.  
  • 62. •  To  raise  awareness  is  to  inform  and  educate   people  about  a  topic  or  issue  with  the  intention   of  influencing  their  attitudes,  behaviors  and   beliefs  towards  the  achievement  of  a  defined   purpose  or  goal.   •  Generally,  awareness-­‐raising  is  understood  to  be   a  constructive  and  potentially  catalytic  force   that  ultimately  leads  to  a  positive  change  in   actions  and  behaviors.    
  • 63.  A  successful  public  awareness  campaign  will   typically  involve  four  key  actions:   1.  Researching  the  issue   2.  Mobilizing  support  and  supporters   3.  Informing  the  public   4.  Lobbying  decision-­‐makers  
  • 64. •  To  raise  public  awareness  of  a  topic  or  issue  is  to   attempt  to  inform  to  influence  a  community's   attitudes,  behaviors  and  beliefs.   •  There  is  a  method  of  influencing  behaviors  and   beliefs  positively  for  the  achievement  of  a  defined   purpose.   •  For  example,  improving  public  health  or  promoting   information  literacy  is  a  defined  purpose.  
  • 65. •  Effective  communication  forms  the  basis  of  all   social  marketing  and  public  awareness  raising.   •  Social  marketing  refers  to  the  practice  of   communicating  or  selling  “an  idea”  with  the   stated  object  of  changing  community  attitudes   and  actions   •  For  example:     –  Information  literacy     –  Public  health  and  education   –  Environmental  concerns  
  • 66. 1.  Know  your  purpose   2.  Let  your  purpose  guide  and  inform  your  message   3.  Know  your  audience:      Be  mindful  of    social,  cultural  and  educational  backgrounds   4.  Anticipate  problems  and  find  solutions-­‐or  manage  the  risk   5.  Ensure  credibility  with  your  audience:  trust  is  vital   6.  Present  information  using  a  variety  of  approaches  and  techniques   but  ensure  each  is  appropriate  to  your  purpose,  message  and   audience   7.      Look  for  practical  ways  to  get  useful  feedback  from  your   audience    
  • 67. PART  VI   PHASES  OF  BEHAVIOR  CHANGE  
  • 68. Five  distinct  phases  of  behavioral  change:     1.  Pre-­‐contemplation   2.  Contemplation     3.  Preparation     4.  Action     5.  Maintenance  
  • 69. 5.  MAINTENANCE   4.  ACTION     3.  PREPARATION     2.   CONTEMPLATION   1.  PRE-­‐ CONTEMPLATION  
  • 70. 1.  Pre-­‐contemplation:  Knowledge    Demonstrating  awareness  of  the  desired  behavior   2.  Contemplation:  Approval    Voicing  endorsement  and  support  for  the  behavior   3.  Preparation:  Intention    Making  the  decision  to  adopt  the  behavior   4.  Action:  Practice    Committing  to  the  behavior  change  in  a  consistent  and  sustainable  way   5.  Maintenance:  Advocacy    Encouraging  others  to  adopt  the  behavior    with  intention  and  practice    
  • 71. •  To  achieve  lasting  behavioral  change,  people  must  be   encouraged  to  move  through  each  successive  phase  in   order  to  reach  a  point  where  new  behaviors  can  be   maintained.   •  To  ensure  a  successful    campaign  to  raise  awareness,  it  is   necessary  therefore  to  know  which  phase  the  majority  of   the  target  population  is  in,  and  develop  an  appropriate   message  and  communication  strategy.    
  • 72. 1.  Knowledge:  Knowing  there  is  a  problem     2.  Desire:  Imagining  a  different  future     3.  Skills:  Knowing  what  to  do  to  achieve  that  future     4.  Optimism:  Confidence  or  belief  in  success     5.  Facilitation:  Resources  and  support  infrastructure   6.  Stimulation:  A  compelling  stimulus  that  promotes  action     7.  Reinforcement:  Regular  communications  that  reinforce     original  message    
  • 73. 7.   REINFORCEMENT   1.  KNOWLEDGE     THAT  WAS  A   I  KNOW     SUCCESS   I  SHOULD   6.  STIMULATION   2.  DESIRE     I  AM  JOINING  IN   I  WANT  TO   5.   3.  SKILLS   FACILITATION   I  CAN   IT  IS  EASY   4.  OPTIMISM   IT  IS  WORTH   IT  
  • 74.   Robinson  goes  on  to  identify  each  step  as  an  obstacle   that  has  to  be  overcome  using  appropriate   communication  and  education  strategies.     He  visualizes  each  step  or  obstacle  as  a  door  that   must  be  opened  in  the  context  of  raising  awareness   in  order  to  achieve  lasting  social  change.    
  • 75.        An  awareness-­‐raising  campaign  will  typically   communicate  either:      1.  One  central  message,  OR      2.  Closely  related  subsidiary  messages  that  are   linked  by  a  common  theme  
  • 76.  There  are  four  key  components  of  an   effective  awareness  raising  campaign:     1.  Message     2.  Audience     3.  Strategy     4.  Timing    
  • 77. 1.  Personal  communication  with  community  members  through  public   meetings,  presentations,  workshops  and  informal  social  events   2.  Structured  education  and  training  programs  in  schools,  colleges,   universities,  adult  learning  centers  and  libraries   3.  Printed  materials:  Brochures,  billboards,  cartoons,  comics,   pamphlets,  posters   4.  Audiovisual  resources:    Pre-­‐recorded  cassettes,  videos,  CDs  and   DVDs   5.  Websites,  email  discussion  lists  and  Web  Logs  (blogs)    
  • 78. 6.  Mass  media  interviews  and  articles  in  newspapers,  magazines,  and   electronic  publications  accessible  via  the  Internet     7.  Mass  media  interviews/  news  items  on  radio  and  television   8.  Celebrity  spokespeople   9.  Performances  of  specially  composed  stories,  songs,  plays  and   poems   10.  Strategic  partnerships  and  alliances  with  other  organizations:  local   libraries,  schools  and  civic  society   11.  Public  Relations  (PR)     12.  Political  advocacy  and  lobbying      
  • 79.  An  effective  awareness-­‐raising  campaign   strategy  will  employ  a  variety  of  different   communication  approaches  and  techniques   to  ensure  that  the  central  message  is  received   and  understood  by  a  diverse  audience.  
  • 80.  Consider  five  challenging  issues  that  require  a              Public  Awareness  Campaign  in  your  community:    1.    2.    3.      4.      5.  
  • 81. •  In  groups  of  three,  have  participants   analyze  the  communication  process.   •  One  person  should  serve  as  the  speaker   •  One  person  should  serve  as  the  listener   •  One  person  should  serve  as  the  observer  
  • 82. •  As  the  speaker  and  the  listener  communicate,  the  observer  should   note  the  qualities  of  their  communication,  then  provide  feedback  to   both  participants.   •  Observers  should  consider  the  following  questions:   1.  Was  the  message  clear?   2.  Was  the  speaker  effective   3.  What  kind  of  communication  style  did  he/she  use?   4.  Did  the  listener  use  active  listening  skills?   5.  Were  there  characteristics  of  effective  communication