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CAD $108.00

Health Communication: From Theory to Practice, 2nd Edition

Renata Schiavo

ISBN: 978-1-118-12219-8 October 2013 Jossey-Bass 656 Pages

Description

"This new edition superbly blends the practical with the theoretical in a well-structured, updated text on health communication. The author has further elaborated on a particularly critical aspect of strategic communication planning: participatory research, emphasizing a key mantra of health communication: Listen to the people."
—Everold Hosein, PhD, senior communication advisor/consultant to WHO and UNICEF; adjunct professor/ coordinator, WHO and New York University Summer Institute on IMC/Communication for Behavioral Impact (COMBI); adjunct professor/codirector, Global Health Communication Center, Indiana University

"This timely, topical, and relevant update captures the breadth and depth of experiences, interventions, and theories. It serves to provision the novice communicator as well as seasoned academics and executives."
—Mario R. Nacinovich, Jr., MSC, managing partner, AXON; adjunct faculty member, Boston University; former editor-in-chief, Journal of Communication in Healthcare

"This useful book on the theory and practice of health communication has proved itself in the public health literature. Health communication is integral to public health practice and advocacy and Dr. Schiavo's book is both clearly written and comprehensive."
—Sally Guttmacher, PhD, professor, Public Health, New York University

"Reflecting the rapid changes in health care, including patient-centered care delivery, and with case studies from the United States and international sites, this edition will be an essential resource for health communicators at all levels of scholarship and practice."
—Marian Huhman, PhD, Department of Communication, University of Illinois, Urbana-Champaign

"Dr. Schiavo has authored a book that captures new trends and emerging challenges in health communication and development. An essential reading for anyone involved in domestic or global public health initiatives."
—Rafael Obregon, PhD, chief, Communication for Development Section, UNICEF, New York

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Tables, Figures, Exhibits, and Numbered Boxes ix

Preface xv

Acknowledgments xvii

The Author xxi

Introduction xxiii

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 for Technology-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 in Clinical Education 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

Chapter 11 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

Chapter 12 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

Chapter 13 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

Chapter 14 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

Evaluating New Media–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

Chapter 15 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

Chapter 16 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