role of communication to protect people from diabetes sample
TRANSCRIPT
MSC IN HEALTH AND SOCIAL CARE MANAGEMENT
2010/2011
PROJECT REPORT PRESENTED BY
MASUD AHMED CHOWDHURY
NAME: MASUD AHMED CHOWDHURY
WORD COUNTS: 15,000
THIS WORK IS COPYRIGHT OF THE AUTHOR .
THIS WORK IS CONFIDENTIAL – YES
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TITLE OF THE DISSERTATION
AN INVESTIGATION OF THE ROLE OF COMMUNICATION TO
PROVIDE EFFECTIVE INFORMATION TO PROTECT THE LOCAL
COMMUNITY FROM DIABETES
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TABLE OF CONTENTS
Acknowledgement………………………………………………………….………….………..i
Abstract...………………………...………………………………………………..……………..ii
List of Tables and Figures…………………………………………………………….……….iii
CHAPTER 1: INTRODUCTION 1.1 INTRODUCTION……………………………...………………………………..……………..01
1.2 BACKGROUND OF THE PROJECT……………………………………………………………02
1.3 PROJECT AIM……………………………….………………………………………………03
1.4 PROJECT OBJECTIVES……………………………………...………………………………03
1.5 RATIONALE OF THE PROJECT………………………………………………………………03
1.6 OUTLINE OF THE PROBLEM IN TOWER HAMLETS……………………………………...……04
1.7 OPPORTUNITIES OF THE PROJECT………………………………………………………....04
1.8 SIGNIFICANCE OF THE STUDY…………………………………………………………...…06
1.9 SCOPE AND LIMITATION OF THE PROJECT : LAYOUT OF THE PROJECT
1.9.1. LIMITATION OF THE PROJECT …………..……………………………………………..08
1.9.2. LAYOUT OF THE PROJECT…………………………………………………………….08
CHAPTER 2: LITERATURE REVIEW
2.1 INTRODUCTION…………………………………..………………………………………….10
2.2 MEANING AND TYPES OF COMMUNICATION…………………………………………....….10
2.3 INTRODUCTION AND ELEMENTS OF COMMUNICATION MIX………………………….……..11
2.4 FACTORS OF GOOD COMMUNICATION AND THEIR IMPACT………………………………...12
2.5 COMMUNICATION: AIDA MODEL………………...……………………………………....…12
2.6 ROLE OF COMMUNICATION IN CONTROLLING DIABETES………….…………………….…13
2.7 EVALUATION OF EXISTING COMMUNICATION LEVEL………………...………………..……14
2.8 FACTORS HELPFUL IN IMPROVING COMMUNICATION WITH STAKEHOLDERS…………..….15
2.9 EXISTING ISSUES IN COMMUNICATION FLOW…………..…………….…..………………...16
2.10 MANAGEMENT RELATED ISSUES…………..………………..……….………..…………..17
2.11 IMPORTANCE OF COMMUNICATION PROCESS IN CONTROLLING DIABETES ….………..…19
2.12 HEALTH PROMOTION AND MASS COMMUNICATION…………..…………..………………20
2.13 MODELS OF COMMUNICATION IN HEALTH PROMOTION…………..…………..……….…21
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2.14 ROLE OF COMMUNICATION IN THE SUCCESS OF A PROJECT…………..…………………21
2.15 IMPLEMENTATION OF COMMUNICATION PROCESS………..………….…..…………….…23
2.16 CONCLUSIONS…………..…………..………………..……………..……………….……24
CHAPTER 3: RESEARCH METHODOLOG
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3.1. RESEARCH METHODOLOGY……..……………..……………..……........................……26
3.2 RESEARCH APPROACH…………..…………..………………..……………..……….……26
3.3 RESEARCH METHODS…………..…………..………………..………………..……...……27
3.4 LIMITATIONS OF RESEARCH METHODS…………..…………..…….…………..………..…29
3.5 DATA COLLECTION APPROACH…………..…………..………………..…………….……..29
3.6 DATA ANALYSIS APPROACH…………..…………..………………..…………….…..…….30
3.7 SURVEY QUESTIONNAIRE…………..……………..………………..…………….…..…….31
CHAPTER 4: FINDINGS AND DATA ANALYSIS
4.1 INTRODUCTION…………..………………...…………..………...…..………………..…....32
4.2 KEY RESULTS AND FINDINGS…………..………………..………………..………………..32
CHAPTER 5: DISCUSSION AND ANALYSIS OF THE FINDINGS
5.1 INTRODUCTION…………..………………..………………..………………..……………...39
5.2 DISCUSSION…………..………………..………………..………………..……………..39
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS
6.1 CONCLUSION…………………..………………..………………..………………..…….…43
6.2 RECOMMENDATIONS………….…………..………………..………………..……………44
REFLECTIVE STATEMENT …………..………………..………………..…………..………..…47
REFERENCES…………..………………..………………..………………..………………..…49
APPENDIX: QUESTIONNAIRE…………..………………..………………..…………………..52
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ACKNOWLEDGMENT
I would like to acknowledge the support of people who has provided me support and
help at the various stages of writing this project paper. First of all, I would like to
acknowledge the help of my supervisor Mr. Tahair Jabed who guided me at different
stages while writing this project paper. He provided me proper guidance about format,
structure, and content of the report. In addition to this, I also acknowledge the support of
participants in survey questionnaire. Their opinion and views have been extremely
helpful for me in relevant data collection. I also express my heartfelt gratitude to my
mother, family members and friends who helped and encouraged me to write this
management project.
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ABSTRACT
CHAPTER 1: In this section a brief introduction about the project topic will be given.
Background and significance of the study will be discussed in this section. In addition to
this project aims and questions will also be defined in this section of the project paper.
CHAPTER 2: In this section, information will be gathered by using secondary sources of
information like books, journals, past researches, and case studies. The opinion and
views of different scholars will be evaluated in this section.
CHAPTER 3: The project approach and project methods used to collect data will be
analyzed in this section. Additionally, this section also focuses on data collection and
data analysis approach.
CHAPTER 4: The results and findings from primary project method will be discussed in
this section. The views and opinions given by participants will be critically evaluated in
this section of the project paper.
CHAPTER 5: This section will include the interpretation of the results of collected data.
The responses obtained by using questionnaire method will be analyzed in this section.
CHAPTER 6: The whole project paper will be concluded in this section.
Recommendations will be given to Tower Hamlets to further improve their
communication process.
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LIST OF ABBREVIATIONS
GP General Practitioner AIDA Attention-Interest-Desire-Action NHS National Health Service NRF Neighbourhood Renewal Fund PCT Primary Care Trusts
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LIST OF FIGURES AND TABLES
List of tables and figures:
1.9. Layout of the project…………..………………………………………………………….13
2.10.Comparison of diabetes patients between Tower Hamlets and other
regions……………………………..……………………………………………………………14
4.1. Key results and findings…………………………….……………………………………38
4.2. Importance of communication………………………………………………………….37
4.3. Communication Barrier………………………………………………………………….39
4.4. Management Problem…………………………………………………………………..40
4.5. Major problem to control diabetes……………………………………………………..41
4.6. Effective advertising medium……………………………………………………………42
4.7. Significance of mass communication…………..……………………………………..43
4.8. Strategy to control diabetes…………………………………………………………….44
4.9. Efficiency of current strategies…………………………………………………………45
4.10. Role of communication……………………………………………………………….46
Figure. 1. Importance of communication……...…………………………………………….39
Figure. 2. Barrier in communication process…………………………...…………………..40
Figure. 3. Management problem………………..………………………..…………….……41
Figure. 4. Problem in controlling diabetes………………………………………………….42
Figure .5. Effective adverting medium……………………………………………….………43
Figure .6. Significance of mass communication…………………………………………..44
Figure. 7. Strategy to control diabetes………..……………………………………….…….45
Figure. 8. Effectiveness of strategies………………………………………..…….……….46
Figure. 9. Role of communication…………………………………………...………………46
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CHAPTER 1
INTRODUCTION
1.0 INTRODUCTION
This project is extremely helpful for author to analyze the importance of
communication process in the success of any project. It is evident from the project
that without proper flow of communication it is not possible to achieve desired goals
and objectives. With the help of this project, it is quite clear that communication
process can be extremely effective in resolving management related issues in
organizations. The various measures that can be implemented to establish
communication among people with different cultural and religious background is
Diabetes can be controlled in the region with the help of various methods of
communication explained in the project. The Tower Hamlets council members
would be able to increase the awareness of residents of the region by maintaining
continuous flow of information. Apart from this existing problem, the communication
process will be helpful in solving other existing health issues in the region.
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There are certain reasons which derived author to work on this specific project. This
project not only helps to understand various forms of communication but it is also
serves social causes also. Tower Hamlets has high density of people. It results into
various diseases in the region. Apart from this, it is observed that Tower hamlets
council members are not able to control the situation because of cultural and
language barriers. With the help of this project, author would be able to suggest
some methods which can help Tower Hamlets community members to overcome
from their existing issues. This project is also helpful for Tower Hamlets as it can
help in improving communication process in the organization. Moreover, the project
also reveals various forms of communication and their application in real life which
is extremely important. All these factors derived author to develop this project.
1.1 BACKGROUND OF THE PROJECT
This paper emphasize on the investigation of role of communication process in
handling diabetes in the Tower Hamlets region of eastern London. It is not possible
to control the diabetes in the local region without continuous flow of communication
process in the organization. A brief investigation of communication process in
Tower Hamlets region will be done in this paper. In addition to this it will also be
focused that how effective communication in Tower hamlet council could help
controlling diabetes in the region. It is observed recently that Tower hamlets are
facing issues related to both communication and management in the organization.
The vision of the Tower Hamlet council is to improve the quality of life of all people
living and working in Tower Hamlets. The Tower Hamlet council is focused on to
address the various issues and concerns of people living in the region. The
members of Tower Hamlet council are also concerned about the healthcare of
residents of the region. In recent times diabetes has come out the critical healthcare
concern for people living in Tower Hamlet region. The Tower Hamlet management
is not able to control the diabetes in the region due to some management related
issues. The most critical management related concern is that lack of communication
between members is not proper in Tower Hamlet council (Hawke 1996).
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The project paper will be focused on analyzing and evaluation the role of
communication process in handling diabetes in the region. The focus will be given
on the existing communication process in Tower Hamlets region. It will help in
analyzing that how effective communication process can help in addressing the
diabetes in the region. Apart from this, the management related issues in Tower
Hamlets will also be identified in this project paper. The management of Tower
Hamlets has organized various programmers, so that diabetes can be controlled in
Tower Hamlets region. A review of all programmed organized by the management
To critical analysis the role of communication to protect from the diabetes in
local community of the borough of tower Hamlet.
To identify the factors and its impacts can improve communication among
stakeholders for the protection from the diabetes in local community of the
borough of Tower Hamlet.
To analysis how proper flow of communication can help in addressing
problem of diabetes in the local community in the borough of Tower Hamlets.
1.4 RATIONALE OF THE PROJECT
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The various studies reveal that major communication barrier in Tower Hamlets
region is the existence of people from different cultural and religious background.
People from different nations ethical backgrounds lives in Tower Hamlets region. In
this condition, it becomes difficult for council members to interact with all community
residents. These communities speak different languages. Apart from this a large
number of residents are not able to speak and write in English. Thus, the inability of
residents to speak and write in English has created challenges for management of
Tower Hamlets to have proper communication with them (Wemyss 2009). In
addition to this, the project paper will also focus on some measures that can help
Tower Hamlets council in establishing proper flow of communication with local
residents and important stakeholders for the organization. The members of Tower
Hamlets council have prepared communication strategy to set up proper flow of
communication by the year 2012 in the local region. In this project paper, the
methods adopted by Tower Hamlets to communicate its aims and objective for the
future and strengthening bonds with important stakeholders of organization will be
discussed in detail. Apart from this, project papers also identify the strategies which
should be implemented by Tower hamlets council to ensure effective participation
of all Stakeholders and close associates in all organizational activities. Additionally
the project paper will also identify some management related issues in the region.
Tower Hamlets is an extremely overcrowded region. A large number of people in
the region stay in shared accommodations. It is a well known fact that when an
accommodation is shared by more number of people then there are high chances
on critical disease and physical infections. It results into the spread of diseases in
the region. Thus, it has resulted into the management problem for Tower Hamlets
council members to arrange proper and healthy housing facilities for all people.
Moreover, the management is also facing in controlling diabetes because of large
density of people in the region. The project paper will focus on all existing issues
related to communication and management related problems in the region.
Additionally attempts would be made to provide solution to control diabetes in the
region.
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1.5 OUTLINE OF THE PROBLEM IN TOWER HAMLETS
Community health care centers and local GP’s have so far passed information on to
the general public that raises concerns on the growing problem in diabetes in Tower
Hamlets. It is not believed that the health centers and GP’s have not passed on
enough knowledge neither given any guidelines on how to avoid and how to detect
early stages of the illness. Author, feel this is an issue more in Asian community in
the borough and the illness is growing and the growing people awareness not been
spread. Therefore this project will be able to identify the factors which may be able
to spread the awareness of the diabetes. Leaflets and information have not
addressed parents and growing people in the borough to have had a positive
response (Hicks 2008).
It is the responsibility of the council to create awareness among people about
various healthcare issues. In addition to this, council members are also supposed to
assist local residents in proper treatment for diseases. Tower Hamlets council
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members are supposed to make good co-ordination between all healthcares
provides like doctors, GP’s, Community, and Primary Care Trusts. In recent times it
is observed that Diabetes is continuously spreading in Tower Hamlets region. A
number of people in Tower Hamlets region are suffering from this disease
(Doughlas 2002). Tower Hamlets council members are concerned about this fast
spreading diabetes in the region. In order to protect people from diabetes Tower
Hamlets council members have taken a number of preventive measures. The
council members have developed and monitored local strategies effective in
controlling diabetes in the region. However, the council members are not able to
control diabetes in the region. It is a fact that proper communication process is an
important factor .It is believed that Tower Hamlets council members are not able to
control diabetes in the region because of lack of communication level. The
communication level among council members and with local residents is not proper.
Apart from this, it is also observed that there are some management problems in
the Tower Hamlets council (Mandelstam 2008). As a result of lack of
communication process, Tower hamlets council is not able to reduce the diabetes in
the region. The lack of communication has resulted into several problems for
council members in controlling diabetes in the region. Without proper flow of
communication it becomes difficult for the organization to give clear message to
residents of the region. It is not possible to build trust and confidence without proper
communication with the residents of the region. In this condition it becomes
necessary to have clear and transparent communication with them. The proper flow
of communication will help in establishing emotional attachment with people of all
ethics in the region. It is well known fact that the best and most precious asset for
an organization is its employees. In this scenario, the staff members of Tower
Hamlets are required to understand the mission, value, and beliefs of the council.
Staff members are responsible to communication the vision and mission of the
organization (Felix 1997). Hence it becomes extremely important for the
organization to completely understand the vision statement of the organization. It
will help the council staff members in further communicating same to local residents
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of the region. In recent time a few communication gapes are observed in Tower
Hamlets council. Tower Hamlets is working on the areas which can help it in
improving the communication process both within and outside the organization.
With the help of effective communication process within organization, staff
members will be able to understand the core values of origination. It will also help in
increasing employees understanding that what all steps are taken and proposed by
Tower Hamlets to control diabetes in Tower Hamlets region. In order to keep
employees well informed about organizational changes, a number of steps are
taken by the management of the company. Tower Hamlets council has started the
circulation of weekly newsletter to the staff members. The newsletters contain
information about current happening in organization. The purpose of newsletters is
to keep employees informed about recent happenings in the organization.
council also needs to ensure that all employees, stakeholders, and close associates
remain aware and updates with organizational objectives. It will help them all in
working in tandem with each other for welfare of people in the region. The
management of Tower Hamlets council should focus on strategies that can help
employees to understand and recognize the importance of communication process
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in the organization. In order to make employees understand the importance of
communication process, management of Tower Hamlets should include importance
of communication process as an introductory part for new employee in the
organization (Rattansi, 2010).
1.7 SIGNIFICANCE OF THE STUDY
The proper flow of communication and information about diabetes in Tower
Hamlets region could enable to reduce the number of patient from this disease.
Management could address the various existing health issues in the region
successfully. With the help of advanced communication strategies management of
Tower Hamlets can communicate effectively with people from all religions and
ethics in the region. Moreover, it will also create awareness about the diabetes in
the region. People in the region would come to know the various symptoms that
occur before diabetes. In addition to this various precautions that should be taken to
avoid diabetes will also be communicated effectively to residents of Tower Hamlets
council. This information could be highly helpful for all residents in the region to take
care of their health. The more important part is that with the help of advance
communication, Tower Hamlets council cannot only control diabetes in the region
but it will also help in resolving certain other existing issues in the region. It may
also ensure proper co-ordination between members of Tower Hamlets and its
stakeholders. It could enable to work them in tandem for the success of
organizational goals and objectives.
1.8 SCOPE AND LIMITATION OF THE PROJECT:
This project will determine the role of communication in controlling diabetes in
Tower hamlets region. The implementation of various communication processes
which can be helpful in controlling disease in the region will be analyses and
evaluated in detail. The relevant information about the lack of communication
process in the region will be gathered with the help of data collection methods. This
information will be helpful in analyzing the problem and providing effective solution
to the residents of Tower Hamlets.
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