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The Concept
What is Communication
The word communication is derived from a latin word
“Communicare” means common, to give a share, to
reveal to have some thing in common.
The process of exchange of ideas, feelings, facts or
information between two persons or more than two
The is the process of transmitting verbal and non verbal
messages. Communication is effective when it
achieves the desired response from the receiver.
Communication Model
SMCR Model
Feed Back
Types of Communication
• Verbal Communication
• Non Verbal Communication
Means / Media / Channels of
Print Media
• News papers / Magazines
• Letters Memos
• Billboards / Posters / flyer
Electronic Media
• Radio
• TV
• Internet
• Telephone
• Interpersonal Communication ( IPC )
• Group Communication
• No person sees things exactly the same way
as another. Each has a unique set of
experiences , a unique perceptual filter,
through which he or she compares and
interprets messages., While communicating ,
receiver uses that filter to give meaning to or
make sense out of the experience.
We only see tip of an ice berg
Filters, mental
Values, believes,
We Communicate better when we
understand how people see
How people see shape what they know
What they know shape what they believe
What they believe shape how they act
Group Exercise
Communication for Development
Strategic Communication
Social Mobilization
Behavior Change communication
Behavior Change Communication
An Interactive process with specific audiences
/ beneficiaries to develop tailored messages
and approaches using a variety of
communication channels for developing
positive behaviors
Providing information that people need in a
wrapping that is acceptable to them
• Collection of actions exhibited by human beings and
influenced by:
• Culture – Attitude – Emotion – Authority -
Response ( Action or reaction ) of an individual /
group to a stimuli
Immunization behaviors are ingrained in:
• Tradition
• Culture
Target audiences
• Primary
• Directly involved with the woman/her child:
• Father
• Mother
• Grand father
• Grand mother
• Mother-in-law
• Husband
• Secondary
• Not directly involved but play important role in community/society
• Health care providers, LHWs
• TBAs
• Religious leaders
• Community leaders
Thank You