2. NURSING MANAGEMENT
• PRESENTED BY
• MRS HEENA MEHTA
• S.Y.M.SC NURSING
* IVALUATED BY *
MRS VASUDHAMADAM
I/C PRINCIPAL
J G NURSING COLLEGE

3. INTRODUCTION
• The word communication is derived from the latin
word communi, meaning “common”,”shared”. It is
belongs to the family of words that includes
communion,communism and community. Nurse
Managers are required to be aware of the
techniques that can help them ensure effective
management of educational/service unit.
Communication is one of the most important
activities in the nursing management. It is the
foundation upon which the manager achieves
organizational objectives.

4. MEANING
• Communication is a process
of change. In order to achieve
the desired result, the
communication necessarily is
effective and purposive.

5. DEFINITION
• A processing messages,ideas,facts,opinions,
attitudes, information and understanding, from
one person to another.
• Communication is the process of expressing
ideas and feelings or giving information to
people.
• As a sending receiving process for channeling
messages between individuals in person-to –
person relationships.

6. IMPORTANT
• Promotes motivation:
• Source of information:
• Altering individual‟s attitudes
• Helps in socializing:
• Controlling process:

7. ELEMENTS
• There are seven elements of communication:
• Source idea
• Message
• Encoding
• Channel
• Receiver
• Decoding AND
• Feedback

8. CHARACTERISTICS OF
COMMUNICATION:
• Clarity:
• Aim or Goal:
• Precision:
• Avoid Repeatability, unless required so.
• Linkage :
• Globalization and Localization:
• Style of Expressing:
• Know and Analyze the audiences.
• Do a good Homewor
• Dress properly:

9. Process of Communication
Msg Msg Msg Msg
Source Encoding Channel Decoding Receiver
Feedback
Context

10. PRINCIPLES OF COMMUNICATION:
• Communication should be conviction.
• Communication should be appropriate to situation.
• Communication should have objective and purposes.
• Communication should promote total achievement of
purposes.
• Communication should represent the personality and
individuality of the communication.
• Communication involves special preparation.
• Communication should be oriented to the interest and needs
of the receiver.
• Communication through personal contact.
• Communication should seek attention.
• Communication should be familiar.
•

11. TECHNIQUES TO IMPROVE THE
COMMUNICATION:
• Listening
• Broad openings
• Restating
• Clarification
• Reflection
• Focusing
• Sharing perceptions
• Silence
• Humor
• Informing
• Suggesting

12. Most Common Ways to Communicate
Speaking
Writing
Visual
Image
Body
Language
Deepti Singh

13. Types of Communication
 On the basis of organization relationship
 Formal
 Informal
 On the basis of Flow
 Vertical
 Crosswise/Diagonal
 Horizontal
 On the basis of Expression
 Oral
 Written
 Gesture
Deepti Singh

14. TYPES
Communication
On the basis of relationship on the basis of flow on the basis of expression
Formal informal vertical horizontal verbal non verbal
Downward upward oral written.

15. ONE-WAY V/S TWO WAY
COMMUNICATION:
• One-way communication:
• The flow of communication is one way from the communicator to
the audience. Example receive method.
• Drawbacks are:
• Knowledge is imposed.
• Learning is authoritative.
• Little audience participation.
• No feedback.
• Does not influence human behavior.
• Two way communication:
• In this both the communicators and the audience take place. The
process of communication is active and democratic. It is more
likely to influence behavior than one way communication.
•

16. Communication Languages
Communication
Languages
Non verbal language Verbal language

17. Verbal Language
• Like: Arabic, English, French,…ect
• Verbal Language Skills:
1. Listening.
2. Speaking.
2. Reading.
3. Writing.

18. NON-VERBAL COMMUNICATION
Nonverbal Communication in
Organizations

19. Major areas of nonverbal behaviors are:
• Eye contact
• Facial expressions
• Gestures

20. • Posture and body orientation
• Proximity
• Para linguistics

21. EYE CONTACT
• Direct eye-contact conveys interest,
warmth, credibility and concern.
• Shifty eyes suggest dishonesty.
• Downward gaze may be a sign of
submissiveness or inferiority.

22. FACIAL EXPRESSIONS

23. GESTURES
•Recognizing attitudes conveyed through Body Language
•Right postures to adopt at the Work Place and postures to avoid
•Pick up non-verbal signals from a customers body language
•Facial expressions can enhance or detract verbal communication
•Setting standards of Body Language to drive Customer Delight at the
Public Office

24. Avoid these hand gestures

25. Use these hand gestures

26. POSTURE AND
BODY ORIENTATION

27. PROXIMITY
Proximity is the distance people maintain
between themselves while talking.

28. PARALINGUISTICS
Components of Para linguistics are:
• Rate of speed- When a speaker speaks too
fast, he is seen as more competent.
• Pitch-Pitch should be changed in
accordance with the context of spoken
words.

29. PARALINGUISTICS
• Volume- It refers to loudly we speak.Loud
people are perceived as aggressive or over-
bearing. Soft-spoken voices are perceived
as timid or polite.
• Fillers- Words like “umhh” “ah””aaa” are
used to gather thoughts.

30. FORMAL V/S INFORMAL
COMMUNICATION:
• Formal communication
It is officially
organized channels of
communication and it
is delayed
communication. It is
generally used for all
practices purposes

31. • Informal network:
• Gossip circles such as friends internet group, like
minded people and casual groups. Communication
is very faster here. The informal channels may be
more active. It follows grapewine route.

32. MECHANICAL COMMUNICATION
• By using
mechanical
devices the
communicatio
n will be sent.
For e.g.
internet,
radio, T.V. etc.

33. ADVANTAGES OF COMMUNICATION:
• Oral communication:
• It is face to face system and hence can be clarified.
• There is an opportunity to ask questions, exchange
ideas and clarify meaning.
• It can develop a friendly and co-operative spirit.
• It is easy and quick.
• It is flexible and hence effective.
• Written communication:
• It has permanent record for future reference.
• It is less likely to be misunderstood.
• It will have adequate coverage and accuracy.
• Suitable for communicating lengthy messages.
• It is an authoritative communication

34. DISADVANTAGES OF
COMMUNICATION
• Oral communication:
• The spoken words may be misunderstood.
• The facial expression and tone of voice of the communicator may
misled the receiver.
• Not suitable for lengthy communication.
• It requires the art of effective specificity
• It has no record for future reference.
• Written communication:
• It requires skill and education for understanding.
• It is also one way communication and hence may not be effective.
• There is no opportunity for the subordinates to ask questions and
exchange ideas.
• It may not communicate all aspects.

35. STRATEGIES OF COMMUNICATION
• Think before you speak:
• Listening:
• Questioning:
• Using Discretion:
• Directing

36. Interpersonal
Communication

37. Skills and Best Practices: Advice to Improve
Nonverbal Communication Skills
Positive Nonverbal Actions Include:
• Maintain eye contact.
• Nod your head to convey that you are listening or that
you agree.
• Smile and show interest.
• Lean forward to show the speaker you are interested.
• Use a tone of voice that matches your message

38. Advice to Improve Nonverbal Communication
Skills (cont)
Negative Nonverbal Actions Include:
• Avoiding eye contact and looking away from the
speaker.
• Closing your eyes or tensing your facial muscles.
• Excessive yawning.
• Using body language that conveys indecisiveness or lack
of confidence (e.g., slumped shoulders, head down, flat
tones, inaudible voice)
• Speaking too fast or too slow.

39. CHANNELS OF MANAGERIAL
COMMUNICATION
• There are four levels of managerial
communication:
• Downward communication.
• Upward communication.
• Lateral communication.
• Diagonal communication.

40. Barriers that Affect
Co-Worker Communication
Sender Receiver
Message

41. Types of Barriers
• Semantic Barriers
• Emotional or Psychological Barriers
• Physical Barriers
• Organizational Barriers
• Personal Barriers
• Socio Psychological Barriers

44. Physical barriers.
• Noise
• Improper time
• Distance

45. Organizational barriers
• Organizational policy
• Organizational rules and
regulations
• Status relationship in
organization
• Structure of the
organization
• Lack of organizational
facilities
• Wrong choice of channel

46. Personal barriers
• Barriers in superiors
• Attitude of superiors
• Fear of challenge to
authority
• Underestimation of
their subordinates
• Ignoring the junior
• Insistence on following
proper channel

47. • Barriers regarding
subordinates
• Unwillingness to
communicate
• Lack of proper incentive
• Poor listening.
• Egotism
• Emotions
• Selective perception

48. Socio psychological barriers.
• Attitude and opinions
• Closed mind
• Status- consciousness

49. BERRIERS RELATEDD TO THE
ELEMENTS OF COMMUNICATION
• SENDER-
•
• ECORDING MESSAGE
•
• TRANSMISSION
•
• RECEPTION AND DECODING
•
• RECEIVER
•

50. •
THEORIES OF COMMUNICATION:
Related to management:
• The decibal theory
• The sell theory
• The minimet theory
• The decibal theory:
• It argues that the best way to get the message across is to state one‘s point loudly and frequently. its
effectiveness over a period of time is nil, but many of us still need to be reminded that shouting only makes
poor communication louder.
•
• The sell theory:
• It lays down that the total burden of communication is on the communicator while the receiver is passive and
pliable. One of the problem created by this approach is that it tends to increase the barriers between the
individuals and thus reduces the chances of hearing each other.
• The minimet theory:
• It assumes that the receiver probably is not much interested in what is being communicated. By telling an
individual what he needs to know, he will have little to object and little to question.

51. PUBLIC RELATION

52. INTRODUCTION:
• Public relation is an essential and integrated
component of public policy or service. The
professional public relation activity will ensure the
benefit to the citizens, for whom the policies or
services are meant for. An effective public relations
can create and build up the image of an individual
or an organization or a nation. At the time of
adverse publicity or when the organization is under
crisis an effective public relations can remove the
"misunderstanding" and can create mutual
understanding between the organization and the
public.

53. OBJECTIVES:
• On completion of the seminar the participant will be
able to:
• Explain public relation concept and its importance
• Explain the importance of organizational image.
• Develop public relation programmes in the hospital.
• Explain about the methods of maintaining public
relation in the community.
• Tell about the public relation in an educational
institution.
• Understand the role of dean in public relation.

54. TERMINOLOGIES:
• (1) Fortitude: Happening by chance.
• (2) Composite: Made up of different part or
material.
• (3) Humility: Quality of being humble
• (4) Persuasive: Able to give good reason for
doing something.

55. DEFINITION OF PUBLIC RELATION
• ―Public relation are knowing what the public
expects and explaining how administration is
meeting these desires….‖.
- John Millet
• ―Public relation in Government is the composit
of all the primary and secondary contacts
between the bureaucracy and citizens and all the
interactions of influences and attitudes
established in these contracts‖.
- J.L MeCamy,

56. • ―Public relation means the development of
cordial, equitable and therefore mutually
profitable relations between a business industry
organization and the public it serves‖.
- W.T. Parry‘
• ―Public relations are the process whereby an
organization analyses the needs and desires of all
interested parties in order to conduct itself more
responsively towards them‖.
- Rex Harlow,

57. NEED OF PUBLIC RELATION:
• There is normally four distinct reasons for ever
increasing necessity of public relations:
• (1) Increased governmental activities.
• (2) Population explosion creating communication
problems.
• (3) Increased educational standards resulting in rise
in expectations.
• (4) Progress in communication techniques.

58. • Well-executed public relations will
• Increase visibility for the hospital, employees,
programs and services.
• Position the hospital as a health care leader and
authority within the community or region.
• Expand awareness of the hospital‘s entire range of
programs and services.
• Enhance the hospital‘s image.
• Aid in recruitment and retention of employees.
• Support efforts to raise funds for new programs
and services or assist with the passage of levies and
bonds.
• Act as a foundation when negative news about the
hospital occurs.
• Boost employee morale.

59. Functions of public relation:
• Public Relation is establishing the relationship
among the two groups
• (organization and public).
• Art or Science of developing reciprocal
understanding and goodwill.
• It analyses the public perception & attitude,
identifies the organization policy with public
interest and then executes the programmes for
communication with the public.

60. ELEMENTS OF PUBLIC RELATIONS:
• A planned effort or management function.
• The relationship between an organization and its publics.
Evaluation of public attitudes and opinions.
• An organization‘s policies, procedures and actions as they
relate to said organization‘s
• publics.
• Steps taken to ensure that said policies, procedures and
actions are in the public interest and socially responsible.
• Execution of an action and or communication programme.
• Development of rapport, goodwill, understanding and
acceptance as the chief end result sought by public relations
activities.
•

61. Public Relations (PR)
• PR - marketing and corporateMarketing Public
Relations (MPR) programmes create impact in many
ways:
• Generate Excitement in Market Before
Advertising Campaign
• Introducing a New Product
• Advertising Itself Becomes the News
• Influence the Opinion Leaders
• Defend Adverse Product Consequences and
Convince Consumers
• Build the Company Image and Create Favorable
Brand Opinion

62. • Marketing PR:
• Long-term strategic image building, developing
credibility, raising the organisation’s profile, and
enhancing other marketing activities.
• Corporate PR:
• Long-term relationship building strategy with
various publics.
• Short-term tactical response to an unforeseen
crisisWell-planned public relations offer some major
advantages that include:

63. • Can be very effective in new product launch.
• It is a highly targeted way of reaching the
desired audience.
• It is far more cost effective than advertising.
• It gets endorsements from independent,
objective third party having no association
with the product or company.
• It is viewed as highly credible.
• It breaks through advertising clutter.
• It supports advertising campaigns.
• It bypasses consumer resistance to company
sales efforts.
• It helps image building.
• It can generate immediate inquiries about
new products.

64. • Publicity versus advertising
• Advantages of publicity over advertising:
• Credibility - advertising is paid for whilst publicity
is seen as free.
• Reach - PR can achieve an incredible level of
reach.
• Excitement - Publicity is about news and can
generate its own excitement.
• Disadvantage of publicity over advertising:
• Managing Public Relations
• Four steps for planning a public relations
programme:
– Identify and define public relations problem,
– Develop a plan and programme,
– Implement the programme, and
– Evaluate the programme effectiveness.

65. • The target audiences may be internal or external.
Internal Audiences External Audiences
Employees. Channel members.
Unions. Customers.
Shareholders. Media.
Financial Institutions.
Special-interest groups.
Government.
Local community.

66. • Setting Objectives
• Marketing Public Relations (MPR) can serve to accomplish a
variety of promotional objectives. Some of them are:
• Build Excitement Prior to Product Introduction.
• Build Strong Consumer Awareness and Launch Product.
• Influence Opinion Leaders.
• Build Company and Brand Image.
• Counter Negative Publicity.
• Programme Implementation
• After conducting research, identifying target audience, and
setting objectives, programmes are developed and delivered
to audiences to accomplish the objectives.
• Press release and press conferences
• Personal interviews
• Event sponsorship
• Community involvement
• Corporate advertising

67. • Public Relations Ideas for College/Schools or
• Educational Institute.
• Newsletters –often mailed to parents on college
expense
• News Tips Sheets –brief (who, what, when, where)
• Visit local newspaper offices – meet reporters
• Publicize teacher in-service – ex. School Diary,
Magazine, ect.
• Breakfast with parents
• Pre-registration counseling with students & parents
• Student recognition – award, bulletin boards,
newspapers, etc.
• Adopt a student
• Open House –have students and parents present

68. • Evening Meals –business and professional leaders
• Parent conferences
• Performing student groups
• Computerized assignment system
• Shadow a student
• Letters to parents –honor rolls
• Publish Honor Rolls in newspapers
• Good conduct awards
• Good news cards –hand out to parents at evening meeting
• Booster club meetings after in house games
• Grandparent’/Senior Citizens Day
• Flowers to mothers on mother’s day
• Awards assemblies
• Citizenship and Good Deeds day
• Announce student birthdays over morning intercom
• School/College picnic –invite parents in for special activities
• Students seen doing something good.
• Mini-college for parents –entire day follows the schedule of their son/daughter.
• Senior citizen Thanksgiving dinner.
• Positive phone calls from teachers

69. • Career day
• College page in local newspaper
• College web page
• Give out school email addresses to parents
• Web-based grading and homework sites.
• Parent-Advisory Committee
• Joining community organizations (Rotary club
etc.)
• Speaking at community meetings (Homeowner’s
Association meetings)
• College-based enterprises
• After-college day care
• Opening the building after hours for community
use (scout meetings, computer lab use, library
use)
•

70. • Effective PR & Marketing means building
relationships
• It is better to have many people involved in
your PR plan, understanding that efficiency
may suffer some, than to have one person do
everything perfectly
• If your PR & Marketing program isn’t tied to
your organization’s critical issues, you are
going about it the wrong way
• The best way to kill a bad ideas is to advertise
it

71. •HAVE ANY
QUESTION ABOUT
THIS TOPIC?

72. •SUMMARY
•CONCLUSION

73. BIBLIOGRAPHY

74. THANK YOU HAVE A NICE DAY