Introduction

Health is the concern of everyone for everyone. Health communication is therefore an important area of communication. The term “health communication” is often used synonymously with health education, which itself suggests “outward and downward” communication of knowledge. Health education is the foundation of a preventive health care system.

Functions of health communication Health communication has to cater to the following needs:

1. Information

2. Education

3. Motivation

4. Persuasion

5. Counselling

6. Raising morals

7. Health development

8. Organization

1. Introduction: The primary function of health communication is to provide scientific knowledge or information to people about health problems and how to maintain and promote health. People rarely seek such information although they have a right to know the facts about health and disease.

Information should be easily accessible to the people exposure to the right kind of health information can

a. eliminate social and psychological barriers of ignorance, prejudice and misconceptions people may have about health matters.

b. increase awareness of the people to the point that they are able to perceive their health needs, and

c. Influence people to the extent that unfelt needs become. Felt needs, and felt needs become demands

The government, the media and health providers have an important social responsibility to provide factual and balanced health and health related information to the people and awaken their interest on the basis of which they can make informed decisions. But, the assumption that the acquisition of information will mean a change in an individual’s behaviour and attitudes is fallacious Most people. Make important decisions regarding their health only after much thought perhaps over a period of time and after serval educational contacts. The cultural values, beliefs and norms of the people influence their acceptance of health information, correct information is a basic part of health education.

2. Education: Education of the general public is an integral part of a prevention oriented approach to health and disease problems; and, the basis of all education is communication. Education can help to increase knowledge. It is often assumed edge that knowledge determines attitudes and attitudes determine behaviour.

Health education can bring about changes in life styles and risk factors of disease. Most of the world’s major health problems and premature deaths are preventable through changes in human behaviour at low cost, but education alone is insufficient to achieve optimum health The target population must have access to proven preventive measures or procedures.

3. Motivation: It is the power that drives a person from within to act. One of the goals of health communication is to motivate individuals to translate health information into personal behaviour and life style for their own health. Motivation includes the stages of interest, evaluation and decision making. Health communication assists the individual in passing from the state of awareness and interest to the final stage of decision making and adoption of the new idea or programme. Motivation may not be long lasting, it may diminish with lapse of time. The best channels of success involve programmes directed at individuals who already have some strong motivation, in patients with chronic illness or a disability, those facing acute crisis such as surgery or childbirth. This suggests that probably the quickest pay off will come in the area of patient education.

4. Persuasion: Persuasion is the art of winning friends and influencing people. It is an art that does not employ force or deliberate manipulation. The sole purpose of communication is to influence. Persuasion is “a conscious attempt by one individual to change or influence the general beliefs, understanding, values and behaviour of another individual or group of individuals in some desired way. Persuasive communication is more effective than coercion authoritative communication. Persuasion can change life style and modify the risk factors of disease. When persuasive communication is deliberately employed, manipulate feelings, attitudes and beliefs, it becomes propaganda” or “brain washing. 

 5. Counselling: Counselling is a process that can help people understand better and deal with their problems and communicate better with those with whom they are emotionally involved. It can improve and reinforce motivation to change behaviour. It can provide support at times of crisis. It helps them face up to their problems and to reduce or solve them. Counselling is different from advising. It implies choice, not force. Advising amounts to directing people and cautioning them to some do’s and don’t.

In different circumstances different people can undertake counselling. A counsellor should be able:

a. To communicate information

b. To gain the trust of the people

c. To listen sympathetically to people who are anxious, distressed and possibly hostile.

d. To understand other person’s feelings and to respond to them in such a way that the other person can feel free to express his feelings.

e. To help people reduce or resolve their problems.

Thus counselling relies heavily on communication and relationship skills. Counselling is an important part of treatment, disease prevention and health promotion. It helps people to avoid illness and to improve their lives through their own efforts. Counselling develops positive attitudes. Is an integral part of all health care programmes.

6. Raising Morale: Morale is “the capacity of a group of people (or team) to pull together persistently or consistently. Communication vertical and horizontal, internal and external is the first step in any attempt to raise morale of the health team or a group of people.

7. Health development: Communication can play a powerful role in health development by helping to diffuse knowledge in respect of the goals of development and preparing the people for the roles expected of them. But its own role is essentially, supportive. Judicial use of communication media can contribute to health development.

8. Health organization: Communication is the life and blood of an organization. There are two major directions in which communications within an organization flow. These are vertical and horizontal communications. Vertical communication can be downward or upward. Horizontal or cross communication takes place usually between equals at any level. The downward communication extends from top administrator down through the hierarchy of professionals and non-professionals to the beneficiaries or employees. The direction in which communication flows in an organization suggests the degree of freedom in the internal communication network. Communication is an important dimension of health organization. It is an important means of intra- and inter sectoral coordination.