COMMUNICATING YOUR MESSAGE
Dr. Joseph Costa, DHSc., PA-C
Health Policy and Management
MPH 525
Senge Ngalame
April 13, 2014
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Table of Contents
Chapter
Page
1. Introduction………………………………………………………… 3
Background and Significance………………………………………..3-4
Nature of the Problem…………………………………………………..4
2. Communicating the Message……………………………………. …….5
Getting the Message out/Examples……………………………………..5
Tailoring communication strategies………………………………….5-6
Assuring the message is delivered……………………………………..7
3. Understanding the message…………………………………………….8
Assuring the message is heard and understood………………………..8
Measuring compliance and understanding…………………………….8
Sources used to get the message out…………………………………8-9
4. Getting the message out………………………………………………9
Communication for Persuasion Theory…………………………….9-10
Cultivation Theory of Mass Media…………………………………10
Mass Communication Theory………………………………………11
5. Discussion and Summary…………………………………….......12-13
Discussion…………………………………………………………..12
Summary……………………………………………………………..13
6. Recommendations……………………………………………………14
References………………………………………………………….15-16
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Chapter 1
Introduction
Background and Significance
Botulinum Toxin is a very dangerous substance. The Nigam’s (2010) stated
“Botulinum toxin, also called “miracle poison,” is one of the most poisonous biological
substances known” (p.1). Botulinum Toxin originates from a bacteria known as Clostridium
botulinum. The San Francisco Department of Public Health (2008), defines Clostridium
botulinum as “A gram-positive, strictly anaerobic, spore-forming bacillus naturally found in soil
and aquatic sediments” (p.1). Clostridium botulinum is described by the Nigam’s (2010) as:
C. botulinum elaborates eight antigenically distinguishable exotoxins (A, B, C1, C2, D,
E, F and G). Type A is the most potent toxin, followed by types B and F toxin. Types A, B and E
are commonly associated with systemic botulism in humans. All botulinum neurotoxins are
produced as relatively inactive, single polypeptide chains with a molecular mass of about 150
kDa with a high degree of amino acid sequence homology among the toxin types. The
polypeptide chain consists of a heavy (H) chain and a light (L) chain of roughly 100 and 50 kDa
respectively, linked by a disulfide bond. The botulinum toxin neurotoxin complex is also
associated with various other nontoxic proteins, which may also have hemagglutinating
properties. (Nigam and Nigam, 2010 p.2)
The San Francisco Department of Public Health (2008) stated:
In response to unfavorable environmental conditions (changes in pH, temperature, and
water or nutrient availability), C. botulinum bacteria sporulate C. botulinum spores are hardy,
resistant to desiccation, heat, ultraviolet (UV) light, and alcohols, and can survive boiling for up
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to 4 hours; however, they are readily killed by chlorine-based disinfectants. Once spores
encounter more favorable conditions, such as are found in contact with human tissues, they
germinate, thereby producing growing cells that are capable of reproducing and elaborating
toxin. (San Francisco Department of Public Health, 2008, p.1)
According to Arnon et al. (2001) ”Botulinum Toxin poses a major bioweapon threat
because of its extreme potency and lethality, its ease of production, transport, and misuse; and
the need for prolonged intensive care among affected persons”(p.1059). Thompson and Grey
(2003) state:
Botulinum Toxin in particular has been produced in large quantities as a weapon, and if,
as been reported widely in the press; thousands of liters are unaccounted for in Iraq, its presence
in quantity one or two litters around the world in the hands of terrorists could represent a
significant potential hazard in water supply. (Thompson and Grey, 2003, pp.101-102)
Nature of the Problem
To have Botulinum Toxin in a community water source is extremely dangerous
for the residents in the area. Water is very essential for people to use for survival and by it being
contaminated by Botulinum Toxin is causing the city to be in extreme danger. According the
Public Health Agency of Canada (2010), “C. botulinum (botulinum toxin) is defined as a bio
threat level A organism by the Centers for Disease Control and Prevention. Category A
organisms are considered to pose the greatest threat to national security.”(Public Health Agency
of Canada, 2010, Section 1) With this being stated, getting the message out about the
contamination of Botulinum Toxin in the water source is important.
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Chapter 2
Communicating the Message
Getting the Message Out/Examples
In a dangerous situation such as this, communicating the message to the people
properly is the best way to ensure safety to all people. The first thing that I would do to inform
the people of the city is to have a meeting in the community. In the meeting, I would begin to
introduce myself and explain my purpose of the meeting. I will then explain how the water
supply will soon be contaminated with Botulinum Toxin. Next, I will make sure to provide
pamphlets about Botulinum Toxin and tips on protecting themselves. I picked to have a
community meeting because by gathering all the residents of the town in one location at a certain
time would be much easier in passing the message out, in addition it will give a chance for
questions to be asked. Another example would be to contact the local news and radio stations. I
would provide information to both the local news and radio stations to inform residents about
what is going to occur, provide phone numbers and websites to assist those who may have
additional questions or may need assistance of having access to clean water. By contacting the
local news and radio stations, both can assist by relaying the message out to the viewers of their
programming ensuring that they are taking the proper precautions needed to remain safe.
Tailoring Communication Strategies
When it comes to telling individuals on what can possibly affect their lives,
the most important thing to do is to understand your audience. For this situation, the audience
involves a variety of people, adults, children, teenagers, etc. each group interprets information
completely different from the other. What I would most definitely ensure is to make sure when
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I’m providing the information to deliver it in a way that is understanding and helpful for them to
spread the word to others who may be at risk. For example, teenagers and young adults
communicate via social media with websites such as YouTube, Facebook, Twitter, Instagram,
and blogs. According to the CDC (2008):
The openness, accessibility, and transparency of the Internet will allow consumers to
weigh conflicts of interest in risk communication, question authority, and build networks of trust
among affinity groups that may or may not be concordant with the perspectives of
technical decision analysts. The Internet has given average citizens access to professional
journals and government reports, increased power to question authority, the ability to
witness debates regarding various issues through blogs, and the opportunity to
participate in chat room discussions where they exchange ideas with people with similar
interests but whose ideas may not necessarily be the same as those of subject matter
experts. (Centers of Disease Control, 2008, p. 5)
By placing information online, it can be spread to others by the click of a button. The reason why
I choose to discuss the message in that manner is because people have their own way of
interpreting information.
For example, a person could hear the words contamination, hazardous, or even toxin and
start to panic about what could possibly happen to them meaning they will ignore the
information that could possibly help them to remain safe, then run off and relay the wrong
information to other people. This will cause confusion and frustration, which is something that is
not good for the community. By relaying the message properly can prevent the situation from
expanding to something more severe. It is also important that those of different nationalities are
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able to understand as well. For example, having someone of Hispanic decent explaining the
information about the water contamination and passing out pamphlets that are written in Spanish.
Assuring the message is delivered
The first thing that I would do as I prepare to deliver the message is to
contact the local health departments and the Centers for Disease Control to assist with providing
additional information concerning Botulinum Toxin. By having the backup of both the health
departments and Centers of Disease Control, the message is sure to get out. I would also contact
the Department of Health and Human Services to provide information to the President and other
elected officials of what is occurring to make sure the information is given to neighboring states
or states in general so they would know how to prepare for what is going to occur. I would then
contact different organizations (churches, clubs, etc.) in the communities that could assist along
with their members to spread the word to others. I plan to also contact the American Red Cross
to provide assistance and tips to help people in having access to fresh, clean water.
Chapter 3
Understanding the Message
Assuring the message is heard and understood
What is important about delivering a message is making sure that it is not only
heard, but understood completely. What I would do to make sure that the message is understood
completely is to have a follow up meeting. I would have the residents provide me with any
additional questions or concerns that they probably felt weren’t being answered during the first
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meeting. Next, I would create surveys that can be completed either by hand or online to get the
opinion of the people. Finally, I would contact the Centers of Disease Control to coincide by
providing additional material to insure each person understands what an impact that Botulinum
Toxin will have on the water supply.
Measuring compliance and understanding
In order to measure compliance and understanding of providing the
message about Botulinum Toxin is that the community is aware of what is at stake, which is their
water supply. The size of the community is a factor because it will determine how much
assistance would be needed to be sent to help those who will need access to fresh clean water.
Reliability is important as well because having the additional helplines that can assist those who
are not able to travel far and could find another location of where to get help is also important.
The governor and elected officials of the state should also be speaking to government officials
making sure all the proper steps to ensure they will have all the funds and assistance needed to
help those in the community.
Sources to getting the message out
I would most definitely use the Centers of Disease Control and the Department
Health and Human Services in helping me in ensuring the message not only goes out to the
community, but other states to have just in case that their communities become at risk and will
know the proper steps that are needed to take precaution. Next, I would use the media such as
television, radio, and the internet. When it comes to the television, not only can the local news
departments be connected, but news departments that delver the news globally such as ABC
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News and CNN. In addition, a representative from a health department, CDC, etc. could be part
of the segment of relaying the message. The radio personalities can most definitely provide the
information to their viewers. The internet is a huge outlet of providing information, by creating a
video that can be accessed on a social media website such as YouTube that is viewed by
thousands of people and can easily pass the message onto others is a very quick and simple way
of making sure my voice is heard.
Chapter 4
Getting the Message Out
Communication for Persuasion Theory
According to the Spring Theory Workbook (2001) the communication for
persuasion theory is described as, “one person is attempting to induce change in the beliefs,
attitudes, or behavior of a group of people”. (Spring Theory Workbook, 2001) This applies to
myself addressing the message because of the threat that Botulinum Toxin in the water supply
will have on the community. The purpose of informing the community about Botulinum Toxin
being contaminated in their water will change how they will be able to use water and what steps
would be taken to make sure that their safety is ensured. How the community will react to the
message I have provided will show how much of an impact that it will have on their lives.
Cultivation Theory of Mass Media
According to the Spring Theory Workbook (2001) the Cultivation Theory of
Mass Media by George Gerbner states:
The cultivation theory is a scientific theory. Epistemologically speaking, Gerbner
believes in one truth. The theory does not believe television viewers have a choice in whether
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they are effected by media violence or not. Lastly, Gerbner allows some of his own values to
enter into the theory by deciding what to consider violence and by assigning a numerical value to
heavy television viewing. Gerber’s idea of the effects heavy television viewing is intriguing.
There is definitely support to show that those who watch great amounts of television do
experience the mean world syndrome, the definition of ‘heavy’ needs to be reexamined. Gerbner
defines heavy television viewing as watching four or more hours a day. The idea of setting a
numerical value to try to equate heavy influence to a mass populace is suspect. While the theory
does contain some holes it adequately opens the discussion dealing with effects of the media
upon viewers. (Spring Theory Workbook, 2001)
This relates to delivering the message about Botulinum Toxin because the information
provided to viewers on the television programs such as the local news, ABC News, CNN, etc.
can either be interpreted in a way that could influence the actions of residents of insuring that
they are able to get access to water or be terrified about what is going to happen to their water
supply.
Mass Communication Theory
According to the Spring Theory Workbook (2001) the Mass
Communication Theory by Harold Laswell and Charles Wright states:
The mass media serves many functions for our society. The five elements the theorists
put together describe the audience's use for the media. Surveillance means that the media
provides news and information. Correlation means that the media presents the information to us
after they select, interpret, and criticize it. The cultural transmission function means that the
media reflects our own beliefs, values, and norms. Media also entertains us in our free time and
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provides an escape from everyday life. Mobilization refers to the media function of promoting
society's interest especially in times of crisis. (Spring Theory Workbook, 2001)
By addressing the community and even nation about Botulinum Toxin is expressed
through the mass communication theory. Mass media is one key part of addressing a message to
the world. Having the accurate and detailed information about how Botulinum Toxin will affect
the water supply in the communities should be addressed in the media in a way that the viewers
are able to understand and interpret to others.
Chapter 5
Discussion and Summary
Discussion
The purpose of this paper is communicating the threat of Botulinum Toxin
in the water supply in the community. What is important is ensuring the community and possibly
the United States the threat of Botulinum Toxin affecting the water supply. As I stated
previously, Botulinum Toxin is a very dangerous substance. The Nigam’s (2010) stated
“Botulinum toxin, also called “miracle poison,” is one of the most poisonous biological
substances known” (p.1). With that being stated, trying to stress and influence others how
dangerous Botulinum Toxin can affect an entire community. Having the assistance of
government officials, the Centers of Disease Control, and Department of Health and Human
Services to provide the backup of getting the message out, ensuring and updating the information
provided about Botulinum Toxin.
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The next thing to insure is to provide the platform of how the message would be
delivered. I first suggested that a community meeting can be done. A second suggestion is
communicating to the media such as television, radio, and internet. I mentioned how social
media has become the platform of addressing information to everyone. YouTube is an outlet that
can be used by healthcare officials or anyone to relay a public service announcement for those to
listen. Getting the message out is one thing, but having an understanding of the message is
important as well. No matter how much or way that a message can be delivered, if it can’t be
understood then the purpose of trying to address the audience is pointless. Yes, having a
complete and distinctive message that will impact the community in their way of life is essential,
but if you don’t understand what you are being told, than it is pointless.
Summary
It is important as a healthcare professional to ensure the health of others.
By addressing the community or nation about Botulinum Toxin affecting the water supply is
important. The first part of addressing the community is knowing your audience. The audience
is made up of children, teenagers, young adults, and adults. Creating a message that will be able
to be interpreted by a variety of an audience can be quite the challenge. Trying to ensure that
everyone understands and can pass the message onto others is important. If it is presented in an
appealing and helpful manner will ensure that the message is given out properly.
Next, having the support in providing the information. Having the assistance of the
Centers of Disease Control, Health and Human Services, and American Red Cross will provide
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the funding and additional needs that the community will need to prepare for the contamination
of Botulinum Toxin in the water. Finally, deciding on how to address the information to the
audience. Having a community meeting, providing information through the local news, radio
stations, or even social media. After establishing how to provide the information, it is important
to make sure before sending it out to be addressed that it can be understood by audience that it is
expected.
Chapter 6
Recommendations
As a public health professional, I would do my part to research everything
that I could possibly know about Botulinum Toxin. I want to understand what an impact that it
can make to not only the water supply, but anything that it can come in contact of. I would want
to research in a lab how the bacterium can have an impact on water by examining the bacterium
under the microscope. After seeing how the bacterium will affect the water, I would then develop
a plan of how to share this information with the community. By having a definite plan, it will
help those who are unfamiliar with Botulinum Toxin not be as paranoid when hearing about the
possible contamination. It is also important that the information that I develop in my plan is able
to be understood by the audience it is targeted for. To ensure that it is understood, I would
research the best way to deliver information to the audience I’m addressing and make sure to
provide it in a manner that can be relatable to them. If the targeted audience is not able to
interpret what is being said, than creating the plan is pointless.
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Once the plan has been created, I will work with the health department and local officials
to help me get the message out via pamphlets, media, or by word of mouth. Once the message is
out, it is up to the people to decide how to react to what is about to happen. It is very important
that they are able to understand what they are about to experience, but most importantly being
able to interpret what has been told to them. When telling a group a people something that can
impact their community, it is best to provide as much detailed information as possible, strategies,
and suggestions that can possibly help in the situation.
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References
Arnon, S., Ascher, M., Bartlett, J. Eitzen, E., Fine, A., Hauer, J., Henderson, D., Inglesby, T.,
Layton, M., Lillibridge, S., Osterholm, O’Toole, T., M., Parker, G., Perl, T., Russell, P.,
Schechter, R., Swerdlow, D., Tonat, K. (2001). Botulinum Toxin as a Biological Weapon
Medical and Public Health Management. American Medical Association. Retrieved from
http://www.bt.cdc.gov/agent/botulism/botulismconsensus.pdf
Centers for Disease Control. (2008). The Risk Communicator Emergency Risk Communication
Network: Issue 1. Retrieved from
http://emergency.cdc.gov/ercn/documents/RCNewsletterIssue1.pdf
Nigam, A. and Nigam P.K. (2010). Botulinum Toxin. Indian Journal of Dermatology, Jan-Mar;
55(1): 8–14. doi: 10.4103/0019-5154.60343
Public Health Agency of Canada. (2010). Clostridium Botulinum Pathogen Safety Data SheetInfectious Substances. Pathogen Regulation Directorate, Public Health Agency of Canada.
Retrieved from http://www.phac-aspc.gc.ca/lab-bio/res/psds-ftss/clostridium-eng.php
San Francisco Department of Public Health-Infectious Disease Emergencies. (2008). Botulism.
Retrieved from www.sfcdcp.org/document.html?id=312
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References (cont.)
Thompson, C. and Gray. J. (2004). Water Contamination Emergencies: Can We Cope?
Cambridge: The Royal Society of Chemistry.
University of Kentucky. (2001). Communication Capstone Spring 2001 Theory Workbook.
Mass Communication Context. Retrieved from http://www.uky.edu/~drlane/capstone/mass/