Public Health Communication

Prepare, evaluate and administer communication strategies to inform and influence individual and community decisions that affect public health outcomes



Competency Area

Health Research Practice


Understands the importance of public health communication

Understands the importance of communication of health research findings to the public and stakeholders as an integral part of the research process

Gathers high-quality studies for syntheses and summarization in the form of systematic reviews

Comprehends public health research study designs, methodology, data analysis techniques, etc.

Recognises past MoHFW communication strategies for crisis/emergency/disaster management situation

Differentiates health communication from generic techniques

Conveys the pros and cons of various communication strategies based on the elements of conceptualisation (types of audience, key message, customised outputs, uptake strategies, etc.)

Identifies why generic communication techniques fail in “health communication”

Categorises the public health research based on three characteristics, study, participant and outcome characteristics

Modifies traditional communication strategies (using social influence or endorsements from experts, establishing customised media cells (National Media Rapid Response Cell for COVID-19), community mobilisers, etc.)

Analyses public health research evidence

Updates tools and techniques required to conceptualise the health research communication process (tailored, targeted communication, narratives, message framing, etc.)

Formulates comparative effectiveness research (CER) compares the benefits, harms, and outcomes of health interventions for improvements of health care delivery

Reviews and grades the strength of evidence from health research, incorporating four key domains (risk of bias, consistency, directness, and precision of the evidence)

Incorporates key media advocacy for crisis management at the national, state and district level

Develops health communication strategies

Justifies the intent of health research communication to focus on engagement and learning rather than dissemination and transfer

Develops health research communication strategies (multi-component approach, active/passive dissemination, literature search etc.) and focus on making evidence interpretable, persuasive, and actionable

Prioritises impact assessments of public health research communication strategy using various toolkits by IAMEC, ESRC, NCCPE, etc.

Encourages capacity building of key stakeholders within the government (public and interpersonal communications training, social media briefing, etc.)

Administers impact of communication strategies

Compares the epistemological and ethical implications of the quality of research design, methodology, health outcomes and its communication for stakeholders and public

Clarifies the inherent uncertainties in the research evidence ( strength of evidence, net benefit, and applicability) to communicate accurate information to stakeholders

Promotes collaboration between healthcare professionals and communication experts monitoring the health systems

Strengthens mass media, social media, by engaging international media, social mobilization and community engagement in crisis situations