Role of Communication to Protect People from Diabetes Sample

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



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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Role of Communication to Protect People from Diabetes Sample

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