Health Communication. from Theory to Practice

Description

Now in its second edition, Health Communication: From Theory to Practice provides a comprehensive introduction to theory, intervention design, current issues, and special topics in health communication. The book also represents a hands-on guide to program development, implementation, and evaluation. This second edition further emphasizes the importance of a people-centered and participatory approach to health communication interventions, which takes into account key social determinants of health as well as the interconnection of various health and social fields. While maintaining a strong focus on the importance of behavioral, social, and organizational results as key outcomes of health communication interventions, this second edition also includes new or updated information, theoretical models, resources, and case studies on:

· Health equity
· Urban health
· New media
· Emergency and risk communication
· Strategic partnerships in health communication
· Policy communication and public advocacy
· Cultural competence
· Health literacy
· The evaluation of health communication interventions

Table of Contents

Tables, Figures, Exhibits, and Numbered Boxes
Preface
Acknowledgments
The Author
Introduction

Part One: Introduction to Health Communication 1

Chapter 1 What Is Health Communication? 3

• In This Chapter 3
• Defining Health Communication 4
• Health Communication in the Twenty-First Century: Key Characteristics and Defining Features 9
• The Health Communication Environment 22
• Health Communication in Public Health, Health Care, and Community Development 23
• The Role of Health Communication in the Marketing Mix 25
• Overview of Key Communication Areas 26
• The Health Communication Cycle 28
• What Health Communication Can and Cannot Do 29
• Key Concepts 31
• For Discussion and Practice 32
• Key Terms 32

Chapter 2 Current Health Communication Theories and Issues 33

• In This Chapter 33
• Use of Communication Models and Theories: A Premise 34
• Key Theoretical Influences in Health Communication 35
• Select Models for Strategic Behavior and Social Change Communication 57
• Other Theoretical Influences and Planning Frameworks 62
• Current Issues and Topics in Public Health and Health Care: Implications for Health Communication 64
• Key Concepts 81
• For Discussion and Practice 82
• Key Terms 82

Chapter 3 Culture and Other Influences on Conceptions of Health and Illness 83

• In This Chapter 83
• What Is Culture? 84
• Approaches in Defining Health and Illness 85
• Understanding Health in Different Contexts: A Comparative Overview 88
• Gender Influences on Health Behaviors and Conceptions of Health and Illness 91
• Health Beliefs Versus Desires: Implications for Health Communication 94
• Cultural Competence and Implications for Health Communication 97
• Key Concepts 99
• For Discussion and Practice 99
• Key Terms 100

Part Two: Health Communication Approaches and Action Areas 101

Chapter 4 Interpersonal Communication 103

• In This Chapter 103
• The Dynamics of Interpersonal Behavior 104
• Social and Cognitive Processes of Interpersonal Communication 106
• Community Dialogue as an Example of Interpersonal Communication at Scale 111
• The Power of Personal Selling and Counseling 112
• Communication as a Core Clinical Competency 116
• Implications of Interpersonal Communication forTechnology- Mediated Communications 128
• Key Concepts 129
• For Discussion and Practice 131
• Key Terms 132

Chapter 5 Mass Media and New Media Communication, and Public Relations 133

• In This Chapter 133
• Health Communication in the New Media Age: What Has Changed and What Should Not Change 134
• The Media of Mass Communication and Public Relations 138
• Public Relations Defined: Theory and Practice 139
• Mass Media, Health-Related Decisions, and Public Health 149
• New Media and Health 157
• Reaching the Underserved with Integrated New Media Communication 170
• Mass Media– and New Media–Specific Evaluation Parameters 171
• Key Concepts 174
• For Discussion and Practice 176
• Key Terms 177

Chapter 6 Community Mobilization and Citizen Engagement 179

• In This Chapter 179
• Community Mobilization and Citizen Engagement: A Bottom- Up Approach 180
• Community Mobilization as a Social Process 182
• Engaging Citizens in Policy Debates and Political Processes 188
• Implications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs 190
• Impact of Community Mobilization on Health-Related Knowledge and Practices 194
• Key Steps of Community Mobilization Programs 203
• The Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication 212
• Key Concepts 216
• For Discussion and Practice 217
• Key Terms 218

Chapter 7 Professional Medical Communications 219

• In This Chapter 219
• Communicating with Health Care Providers: A Peer-to-Peer Approach 220
• Theoretical Assumptions in Professional Medical (Clinical) Communications 224
• How to Influence Health Care Provider Behavior: A Theoretical Overview 226
• Key Elements of Professional Medical Communications
• Programs 228
• Overview of Key Communication Channels and Activities 235
• Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap 237
• Prioritizing Health Disparities inClinicalEducation to Improve Care: The Role of Cross-Cultural Health Communication 239
• Key Concepts 240
• For Discussion and Practice 242
• Key Terms 242

Chapter 8 Constituency Relations and Strategic Partnerships in Health Communication 243

• In This Chapter 243
• Constituency Relations: A Practice-Based Definition 244
• Recognizing the Legitimacy of All Constituency Groups 246
• Constituency Relations: A Structured Approach 247
• Strategies to Develop Successful Multisectoral Partnerships 251
• Key Concepts 260
• For Discussion and Practice 261
• Key Terms 262

Chapter 9 Policy Communication and Public Advocacy 263

• In This Chapter 263
• Policy Communication and Public Advocacy as Integrated Communication Areas 264
• Communicating with Policymakers and Other Key Stakeholders 267
• The Media of Public Advocacy and Public Relations 271
• Influencing Public Policy in the New Media Age 274
• Key Concepts 277
• For Discussion and Practice 278
• Key Terms 278

Part Three: Planning, Implementing, and Evaluating a Health Communication Intervention 279

Chapter10 Overview of the Health Communication Planning Process 281

• In This Chapter 281
• Why Planning Is Important 283
• Approaches to Health Communication Planning 285
• The Health Communication Cycle and Strategic Planning Process 287
• Key Steps of Health Communication Planning 289
• Elements of an Effective Health Communication Program 295
• Establishing the Overall Program Goal: A Practical Perspective 299
• Outcome Objectives: Behavioral, Social, and Organizational 300
• Key Concepts 303
• For Discussion and Practice 305
• Key Terms 306

Chapter11 Situation and Audience Analysis 307

• In This Chapter 307
• How to Develop a Comprehensive Situation and Audience
• Analysis 308
• Organizing, Sharing, and Reporting on Research Findings 333
• Common Research Methodologies: An Overview 335
• Key Concepts 353
• For Discussion and Practice 354
• Key Terms 354

Chapter12 Identifying Communication Objectives and Strategies 355

• In This Chapter 355
• How to Develop and Validate Communication Objectives 356
• Outlining a Communication Strategy 364
• Key Concepts 372
• For Discussion and Practice 372
• Key Terms 373

Chapter13 Designing and Implementing an Action Plan 375

• In This Chapter 375
• Definition of an Action (Tactical) Plan 376
• Key Elements of an Action (Tactical) Plan 379
• Integrating Partnership and Action Plans 398
• Planning for a Successful Program Implementation 400
• Key Concepts 404
• For Discussion and Practice 405
• Key Terms 405

Chapter14 Evaluating Outcomes of Health Communication

• Interventions 407
• In This Chapter 407
• Evaluation as a Key Element of Health Communication Planning 408
• Overview of Key Evaluation Trends and Strategies: Why,
• What, and How We Measure 409
• Integrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations 425
• EvaluatingNewMedia–Based Interventions: Emerging Trends and Models 426
• Monitoring: An Essential Element of Program Evaluation 430
• Linking Outcomes to a Specific Health Communication
• Intervention 432
• Evaluation Report 434
• Key Concepts 437
• For Discussion and Practice 439
• Key Terms 440

Part Four: Case Studies and Lessons from the Field 441

Chapter15 Health Communication in the United States: Case Studies and Lessons from the Field 443

• In This Chapter 443
• From Theory to Practice: Select Case Studies from the United States 444
• Emerging Trends and Lessons 464
• Key Concepts 465
• For Discussion and Practice 466
• Key Term 466

Chapter16 Global Health Communication: Case Studies and Lessons from the Field 467

• In This Chapter 467
• From Theory to Practice: Select Case Studies on Global Health Communication 468
• Emerging Trends and Lessons 490
• Key Concepts 492
• For Discussion and Practice 493
• Key Terms 493

Appendix A Examples of Worksheets and Resources on Health
Communication Planning 495
Appendix B Sample Online Resources on Health Communication 509
Glossary 523
References 539
Name Index 593
Subject Index 601

Author Information

Renata Schiavo, PhD, MA, is a health communication, public health, and global health specialist. She is the founding president and CEO of Health Equity Initiative, a nonprofit organization. She is also a Senior Lecturer at Columbia University Mailman School of Public Health, Department of Sociomedical Sciences.