Discussion one and two

Communicating with Your Staff

As a leader, you will also have a responsibility to communicate effectively with staff assigned to you. This is especially true when developing communication outreach initiatives or campaigns.

Consider the following scenario.

You are a manager in a large family care clinic. There has been a recent measles outbreak in your community, and ten patients so far have developed measles. A representative from your local public health department has asked your organization to reach out to the families in your practice to increase vaccinations and educate parents on measles and vaccinations.

A review of your practice’s medical records and patient satisfaction surveys reveals that 21% of your patients have expressed concerns or hesitance about vaccinations. You know that your region’s demographics include a large Mennonite community and that these families make up a proportion of those with vaccine hesitance. There is also a very poor community in an adjacent suburb that regularly attends your children’s health events held in their community on a quarterly basis. These families comprise diverse ethnic groups, some of whom are distrusting of health professionals.

Your charge is to work with your staff on what messages will be most effective to increase the vaccination rates and how to effectively communicate with patients’ families. In order to accomplish this, it is also important to have your staff in alignment with the goal of vaccinations.

Before we dig into this weeks’ assigned materials, let’s consider how this initiative might be met by your staff. Reflect together on the following question based on what you have learned so far this term.

1-You sense that some staff are apprehensive or resistant to delivering messages about vaccine acceptance. In particular, you are aware that the data analyst in your clinic has a son with autism and believes there is a good chance that his condition was caused by childhood vaccinations. As a leader, how would you encourage staff to express their concerns and participate in the communication initiative in general, and how you might address specific concerns that arise, such as the data analyst’s?

Now applying your readings (required) and any external research you wish to bring in, discuss the following question.

1-Now that you have read the readings, especially the text, would you address these concerns and/or resistance any differently?

2-Now, together use the 5-step communication planning process as described in your textbook come up with a process plan for this communication initiative. As you progress in your plan, consider whether you might address concerns and/or resistance any differently now that you have completed the assigned course materials and weave this into the plan.

Do not try to do it all yourself. Work together as a team and build substantively upon what others have written already. As you come up with your plan together, share your recommendations for how your staff can individually tailor their messages to different family experiences, e.g. culture, religion, socioeconomic status, etc.?

Post your primary response. Read any postings already provided by your instructor or fellow students. Read and respond to the conclusions drawn by at least two of your classmates. Remember to read the feedback to your own major postings and reply to it throughout the module.

The Communication Planning Process

As your textbook explains, the communication planning process is commonly referred to as a 5-step process. Here is a very brief snapshot. For full information, please read your textbook.

1-Discovery: research, analysis of the situation and environment.

2-Measurable objectives for the communication effort.

3-Strategy: consideration of the four Ms of communication message, messenger, media, and moment and the four Ps of marketing product, price, place, and promotion.

4-Creative development: development of messages and materials – see text for examples 5-of creative materials and messaging.

Measurement of outcomes: communication effectiveness assessed.