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.
Table of Contents
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
