“A European network on cervical cancer surveillance and

control in the new Member States - AURORA”

2nd Module: Communication Skills for Advocacy Leaders

 Partner
www.aurora-project.eu

This publication arises from the project «AURORA» which has received funding from
the European Union in the Framework of the Health Programme.
Index:
1. What is communication?
2. Elements of the communication process
3. Communication barriers
4. The key elements of a good communication
5. Communication style
6. Types of communication:
6.1.Verbal and non-verbal communication
6.2.Formal/informal communication
6.3.Intrapersonal /interpersonal communication
6.4.Public communication
6.4.1.Communication campaign
6.4.2.Writing a petition
 1. What is communication?

Communication is the sharing of ideas and information.

A communication process involves a sender, a receiver and the
message to be sent.
Effective Communication is a process where a message is
received and understood by the receiver in the manner that the
sender intended it to be.
A common mistake people make is to focus only on the delivery of
message, rather than how it is received. Communication has to be
two-way!
2. Elements of the communication process
Sender- formulate (encode) an idea or message - through communication channel
deliver the message to receiver, who receives or acts on the message (decode).
Receiver responds by formulating his own message and communicates to sender
(feedback) .

Communication is a two way

process, that is, the ability to
receive iI as important as the
ability to send. For successful
communication, feedback is
important- it tells how the
message is being interpreted.
 3. Communication barriers
External
• Noise
• Time
• Environment
Internal
• Physical (time, environment, comfort, needs etc.)
• Cultural (ethnic, religious, cultural and social differences)
• Perceptional ( perceptional differences)
• Motivational (lack of motivation)
• Experiential (lack of similar experience)
• Emotional (personal feelings at the moment)
• Linguistic (different languages or vocabulary)
• Non-verbal (non-word messages)
• Context (situation of the sector, the public space, attention -high / low)
• Mode (differences in way a message is sent).
 How to minimize communication barriers?
• Source (expertise and clarity about topic , information should be useful and accurate)
• Message (precise , based to receiver needs and understanding)
• Encoding (to prepare message to take consideration potential sources of confusion, for
example, cultural issues, mistaken assumptions, and missing information)
• Channel (to choose right channel for message communication- verbal including face-to-face
meetings, telephone and videoconferencing; and written including letters, emails, memos
and reports)
• Decoding Just as successful encoding is a skill, so is successful decoding (involving, for
example, taking the time to read a message carefully, or listen actively to it.)
• Receiver (each individual member of audience enters into the communication process with
ideas and feelings that will influence their understanding of particular message, and their
response)
• Feedback ( audience will provide verbal and nonverbal reactions to communicated
message. It is the only thing that allows to be confident
that audience has understood/misunderstood message)
• Context ( it may include the surrounding environment or
broader culture, i.e. corporate culture, international cultures, etc.)
4. The key elements of good communication

WHO Your audience To whom talking

Know the needs of your audience
Different audience, different message

WHAT Your message What you want to say

What is the purpose
How to know how to formulate ideas

HOW Your style Style, attitude

Verbal text & non-verbal communication
5. Communication style

Passive-Assertive-Agressive
Passive-The passive personality type places others before
himself and feels that he is inferior. The passive personality looks
down or away and has feelings of inferiority and self-anger.

Assertive- The assertive personality believes that equality is

the key to communication. Assertive personalities make direct eye
contact, speak with firm voices and have high self-esteem while
having self-respect and the respect from others.

Agressive-The aggressive personality feels superior, uses a

loud voice and stands up for self-rights while violating the rights of
others. The aggressive personality is feared, is disrespected and has
guilt and a low self-esteem.
6.1. How to communicate- verbal and
non-verbal communication
Elements in Conveying a Message: The Mehrabian Study
 Verbal communication
• Words are used as tools of interaction between two
or more individuals
• It can be oral or written
Researchers have found that, on an average, a person spends 10 to 11 hours
everyday in verbal communication i.e. speaking, listening, reading or writing.

• Some common forms of verbal

communication are conversations,
speeches, letters, newspapers,
magazines, audio and video,
telephonic conversation etc.
 Non-Verbal communication

Communication can also occur without words.

Human senses- ears, eyes, touch and smell work
as codes of communication.
 Nonverbal communication cues can play
several roles
• Repetition: they can repeat the message the person is making
verbally
• Contradiction: they can contradict a message the individual is trying to
convey
• Substitution: they can substitute for a verbal message
• Complementing: they may add to or complement a
verbal message
• Accenting: they may accent or underline a verbal
message

Source: The Importance of Effective Communication, Edward G. Wertheim, Ph.D.

 Non verbal communication
Facial expressions (The human face is extremely expressive, able to express countless
emotions without saying a word).
Body movements and posture (This type of nonverbal communication includes your
posture, bearing, stance, and subtle movements).
Gestures (The meaning of gestures can be very different across cultures and regions,
so it’s important to be careful to avoid misinterpretation).
Eye contact (The way you look at someone can communicate many things, including
interest, affection, hostility, or attraction).
Touch (The messages given by the following: a firm handshake, a timid tap on the
shoulder, a warm bear hug, a reassuring pat on the back, a patronizing pat on the
head, or a controlling grip on your arm).
Space (You can use physical space to communicate many different nonverbal
messages, including signals of intimacy, aggression, dominance, or affection).
Voice (It’s not just what you say, it’s how you say it, the tone of voice can indicate
sarcasm, anger, affection, or confidence).
 6.2. Formal/informal communication
Based on style and purpose, there are two main categories of
communication and they both bear their own characteristics.
Communication types based on style and purpose are:

• Formal Communication: occurs in formal and official style.

Usually professional settings, corporate meetings,
conferences undergoes in formal pattern.
• Informal Communication: a casual talk. It happens among
friends and family.
 Formal communication
• Official letters
• Petitions
• Public speeches

Don’t use slang, jargon, foul language!

 Informal communication
• Informal communication helps in building relationships.

6.3. Intrapersonal 6.3. Interpersonal communication

communication The process by which people
You must be able to exchange information, feelings, and
communicate with meaning through verbal and non-
yourself before you verbal messages- it is face-to-face
can communicate communication.
with others.

Slang, jargon words, foul language is not restricted.

 Public communication
6.4.Public communication involves the sending and receiving of
messages on a large scale to and from the general public. Public
communication includes: mass media; public relations; public
speaking

It can include any form of sending a message to a large group of

people.
6.4.1a Public communication - communication campaign
1.Define the communication campaign goal effectively (Identify the larger goal,
determine which part of the larger goal could be met by a communication campaign,
describe the specific objectives of the campaign; integrate these into a plan)
2. Define the intended audience effectively (Identify the group to whom you want to
communicate your message, consider identifying subgroups to whom you could tailor
your message , learn as much as possible about the intended audience; add
information about beliefs, current actions, and social and physical environment to
demographic information)
3. Create messages effectively (Brainstorm messages that fit with the communication
campaign goal and the intended audience(s), identify channels and sources that are
considered credible and influential by the intended audience(s), consider the best
times to reach the audience(s) and prepare messages accordingly, select a few
messages and plan to pretest them)
6.4.1b Public communication - communication campaign
4. Pre-test and revise messages and materials effectively (Select
pre-testing methods that fit the campaign’s budget and timeline,
pre-test messages and materials with people who share the
attributes of the intended audience(s), take the time to revise
messages and materials based upon pre-testing findings)
5. Implement the campaign effectively (Follow the plans you
developed at the beginning of the campaign, communicate with
partners and the media as necessary to ensure the campaign
runs smoothly, begin evaluating the campaign plan and
processes as soon as the campaign is implemented)
 Preparing an effective presentation
Preparation
• Researching the audience
• Structuring the presentation
• Organizing presentation aids
• Checking the venue if appropriate
• Rehearse
• Ready yourself
Purpose
• Presentation must have aims and objectives, for example: gain
attention, explain who you are, establish credibility etc.
Persuasion
• Analyzing and using persuasive skills
Passion
• Being effective and interested into the topics
Personality
• Bringing the whole of yourself into the presentation
 Communication Tools
• Media relations (press conferences, briefings, press releases, radio
call-in shows, topical supplements to newspapers and specialist
magazines, topical television shows).
• Special publications, leaflets, posters, postcards and calendars.
• Direct communication (open telephone, websites, round-table
discussions, conferences, lectures, training events, business
conferences for the specialist public, visits to trade fairs and other
similar public events, commercial centres, hospitals, schools,
military barracks...).
• Publicity, promotional materials.
 6.4.2. Writing a petition

For great campaign results you need to take

into account a number of issues:
• identify your target,
• proper research,
• clear communication and
• how you will promote your petition.

Pen and paper petitions; e.g. on the street...

e-petitions; online
 Identify your target

The first task of effective petition writing is to properly identify

your target. Some popular targets:
• Governments, parliaments, politicians: local, state, federal,
national, EU, UN;
• Political parties, presidents, prime ministers, senators,
ambassadors;
• Educational institutions;
• Media organizations; TV stations;
• Non governmental institutions and bodies;
• Etc.
 Identify your target
The increasing acceptance of internet petitions by governments
and parliaments worldwide.
Many examples of well written petitions to a variety of local,
state and national governments and parliaments and also to
the United Nations (UN).
www.GoPetition.com

The status of e-signatures

The status of electronic signatures (e-signatures) is undergoing
major change and development in many Western
jurisdictions. The law of electronic signatures is in its infancy.
www.ipetitions.com
 e-petition
One of the most powerful activism tools ever invented.
Online petitions are special because they allow everyone
to have a voice.
Petitions differ in another way, too. Some are successful,
gathering tens or even hundreds of thousands of
signatures, and national media attention. Some
disappear almost without a trace, maybe getting a few
signatures from the sponsor's immediate circle of friends
and family, but never really catching on.
It's difficult to say exactly what makes a petition
successful. Some of it is just luck.
Some of it is timing.
Still, it's possible to come up with a few general
principles or guidelines for writing a successful petition.
In our experience, these ten are particularly important.
 10 general guidelines for a petition
1. Write Clearly and Concisely
2. Spell Check and Proofread
3. Use the Power of Email
4. Foster an Online Community
5. Publicize your Petition Online
6. Get Media Coverage
7. Supplement with Offline Efforts
8. Be Polite and Reasonable
9. Be Practical
10. Think Big - You Can Do It!
 CONCLUSION

"Never doubt that a small group of

Thoughtful, committed citizens

can change the world; indeed,
it's the only thing that ever has.“
Margaret Mead
 REFERENCES

Communication
www.mindtools.com/pages/article/newTMM_98.htm

Petition
www.GoPetition.com
www.ipetitions.com