Health Communication : From Theory to Practice.
Schiavo, Renata.
Health Communication : From Theory to Practice. - 1st ed. - 1 online resource (658 pages) - New York Academy of Sciences Series ; v.217 . - New York Academy of Sciences Series .
Cover -- Title Page -- Copyright -- Contents -- Tables, Figures, Exhibits, and Numbered Boxes -- Preface -- Acknowledgments -- The Author -- Introduction -- Part One Introduction to Health Communication -- Chapter 1 What Is Health Communication? -- In This Chapter -- Defining Health Communication -- Health Communication in the Twenty-First Century: Key Characteristics and Defining Features -- The Health Communication Environment -- Health Communication in Public Health, Health Care, and Community Development -- The Role of Health Communication in the Marketing Mix -- Overview of Key Communication Areas -- The Health Communication Cycle -- What Health Communication Can and Cannot Do -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 2 Current Health Communication Theories and Issues -- In This Chapter -- Use of Communication Models and Theories: A Premise -- Key Theoretical Influences in Health Communication -- Select Models for Strategic Behavior and Social Change Communication -- Other Theoretical Influences and Planning Frameworks -- Current Issues and Topics in Public Health and Health Care: Implications for Health Communication -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 3 Culture and Other Influences on Conceptions of Health and Illness -- In This Chapter -- What Is Culture? -- Approaches in Defining Health and Illness -- Understanding Health in Different Contexts: A Comparative Overview -- Gender Influences on Health Behaviors and Conceptions of Health and Illness -- Health Beliefs Versus Desires: Implications for Health Communication -- Cultural Competence and Implications for Health Communication -- Key Concepts -- For Discussion and Practice -- Key Terms -- Part Two Health Communication Approaches and Action Areas -- Chapter 4 Interpersonal Communication -- In This Chapter. The Dynamics of Interpersonal Behavior -- Social and Cognitive Processes of Interpersonal Communication -- Community Dialogue as an Example of Interpersonal Communication at Scale -- The Power of Personal Selling and Counseling -- Communication as a Core Clinical Competency -- Implications of Interpersonal Communication for Technology-Mediated Communications -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 5 Mass Media and New Media Communication, and Public Relations -- In This Chapter -- Health Communication in the New Media Age: What Has Changed and What Should Not Change -- The Media of Mass Communication and Public Relations -- Public Relations Defined: Theory and Practice -- Mass Media, Health-Related Decisions, and Public Health -- New Media and Health -- Reaching the Underserved with Integrated New Media Communication -- Mass Media-and New Media-Specific Evaluation Parameters -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 6 Community Mobilization and Citizen Engagement -- In This Chapter -- Community Mobilization and Citizen Engagement: A Bottom-Up Approach -- Community Mobilization as a Social Process -- Engaging Citizens in Policy Debates and Political Processes -- Implications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs -- Impact of Community Mobilization on Health-Related Knowledge and Practices -- Key Steps of Community Mobilization Programs -- The Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 7 Professional Medical Communications -- In This Chapter -- Communicating with Health Care Providers: A Peer-to-Peer Approach -- Theoretical Assumptions in Professional Medical (Clinical) Communications. How to Influence Health Care Provider Behavior: A Theoretical Overview -- Key Elements of Professional Medical Communications Programs -- Overview of Key Communication Channels and Activities -- Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap -- Prioritizing Health Disparities in Clinical Education to Improve Care: The Role of Cross-Cultural Health Communication -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 8 Constituency Relations and Strategic Partnerships in Health Communication -- In This Chapter -- Constituency Relations: A Practice-Based Definition -- Recognizing the Legitimacy of All Constituency Groups -- Constituency Relations: A Structured Approach -- Strategies to Develop Successful Multisectoral Partnerships -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 9 Policy Communication and Public Advocacy -- In This Chapter -- Policy Communication and Public Advocacy as Integrated Communication Areas -- Communicating with Policymakers and Other Key Stakeholders -- The Media of Public Advocacy and Public Relations -- Influencing Public Policy in the New Media Age -- Key Concepts -- For Discussion and Practice -- Key Terms -- Part Three Planning, Implementing, and Evaluating a Health Communication Intervention -- Chapter 10 Overview of the Health Communication Planning Process -- In This Chapter -- Why Planning Is Important -- Approaches to Health Communication Planning -- The Health Communication Cycle and Strategic Planning Process -- Key Steps of Health Communication Planning -- Elements of an Effective Health Communication Program -- Establishing the Overall Program Goal: A Practical Perspective -- Outcome Objectives: Behavioral, Social, and Organizational -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 11 Situation and Audience Analysis. In This Chapter -- How to Develop a Comprehensive Situation and Audience Analysis -- Organizing, Sharing, and Reporting on Research Findings -- Common Research Methodologies: An Overview -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 12 Identifying Communication Objectives and Strategies -- In This Chapter -- How to Develop and Validate Communication Objectives -- Outlining a Communication Strategy -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 13 Designing and Implementing an Action Plan -- In This Chapter -- Definition of an Action (Tactical) Plan -- Key Elements of an Action (Tactical) Plan -- Integrating Partnership and Action Plans -- Planning for a Successful Program Implementation -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 14 Evaluating Outcomes of Health Communication Interventions -- In This Chapter -- Evaluation as a Key Element of Health Communication Planning -- Overview of Key Evaluation Trends and Strategies: Why, What, and How We Measure -- Integrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations -- Evaluating New Media-Based Interventions: Emerging Trends and Models -- Monitoring: An Essential Element of Program Evaluation -- Linking Outcomes to a Specific Health Communication Intervention -- Evaluation Report -- Key Concepts -- For Discussion and Practice -- Key Terms -- Part Four Case Studies and Lessons from the Field -- Chapter 15 Health Communication in the United States: Case Studies and Lessons from the Field -- In This Chapter -- From Theory to Practice: Select Case Studies from the United States -- Emerging Trends and Lessons -- Key Concepts -- For Discussion and Practice -- Key Term -- Chapter 16 Global Health Communication: Case Studies and Lessons from the Field -- In This Chapter. From Theory to Practice: Select Case Studies on Global Health Communication -- Emerging Trends and Lessons -- Key Concepts -- For Discussion and Practice -- Key Terms -- Appendix A Examples of Worksheets and Resources on Health Communication Planning -- A1: Situation and Audience Analysis Worksheet: Sample Questions and Topics -- A2: Ranking and Selecting Communication Strategies: Sample Criteria -- A3: Sample Communication Channels and Venues and Examples of Related Vehicles (Tactics) -- A4: Pretesting Messages, Materials, and Activities: Sample Questions -- A5: Program Time Line: Sample Forms -- A6: Budget Sample Form -- A7: Process and Progress Evaluation: Establishing Mutually Agreed-on Parameters -- A8: Evaluation of New Media-Based Interventions: A Proposed (and Evolving) Logic Model -- Online Resources -- Appendix B Sample Online Resources on Health Communication -- Glossary -- References -- Name Index -- Subject Index.
9781118419120
Communication in medicine-United States.
Health planning-United States.
Health promotion-United States.
Electronic books.
R118 .S33 2014
610.1/4
Health Communication : From Theory to Practice. - 1st ed. - 1 online resource (658 pages) - New York Academy of Sciences Series ; v.217 . - New York Academy of Sciences Series .
Cover -- Title Page -- Copyright -- Contents -- Tables, Figures, Exhibits, and Numbered Boxes -- Preface -- Acknowledgments -- The Author -- Introduction -- Part One Introduction to Health Communication -- Chapter 1 What Is Health Communication? -- In This Chapter -- Defining Health Communication -- Health Communication in the Twenty-First Century: Key Characteristics and Defining Features -- The Health Communication Environment -- Health Communication in Public Health, Health Care, and Community Development -- The Role of Health Communication in the Marketing Mix -- Overview of Key Communication Areas -- The Health Communication Cycle -- What Health Communication Can and Cannot Do -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 2 Current Health Communication Theories and Issues -- In This Chapter -- Use of Communication Models and Theories: A Premise -- Key Theoretical Influences in Health Communication -- Select Models for Strategic Behavior and Social Change Communication -- Other Theoretical Influences and Planning Frameworks -- Current Issues and Topics in Public Health and Health Care: Implications for Health Communication -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 3 Culture and Other Influences on Conceptions of Health and Illness -- In This Chapter -- What Is Culture? -- Approaches in Defining Health and Illness -- Understanding Health in Different Contexts: A Comparative Overview -- Gender Influences on Health Behaviors and Conceptions of Health and Illness -- Health Beliefs Versus Desires: Implications for Health Communication -- Cultural Competence and Implications for Health Communication -- Key Concepts -- For Discussion and Practice -- Key Terms -- Part Two Health Communication Approaches and Action Areas -- Chapter 4 Interpersonal Communication -- In This Chapter. The Dynamics of Interpersonal Behavior -- Social and Cognitive Processes of Interpersonal Communication -- Community Dialogue as an Example of Interpersonal Communication at Scale -- The Power of Personal Selling and Counseling -- Communication as a Core Clinical Competency -- Implications of Interpersonal Communication for Technology-Mediated Communications -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 5 Mass Media and New Media Communication, and Public Relations -- In This Chapter -- Health Communication in the New Media Age: What Has Changed and What Should Not Change -- The Media of Mass Communication and Public Relations -- Public Relations Defined: Theory and Practice -- Mass Media, Health-Related Decisions, and Public Health -- New Media and Health -- Reaching the Underserved with Integrated New Media Communication -- Mass Media-and New Media-Specific Evaluation Parameters -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 6 Community Mobilization and Citizen Engagement -- In This Chapter -- Community Mobilization and Citizen Engagement: A Bottom-Up Approach -- Community Mobilization as a Social Process -- Engaging Citizens in Policy Debates and Political Processes -- Implications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs -- Impact of Community Mobilization on Health-Related Knowledge and Practices -- Key Steps of Community Mobilization Programs -- The Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 7 Professional Medical Communications -- In This Chapter -- Communicating with Health Care Providers: A Peer-to-Peer Approach -- Theoretical Assumptions in Professional Medical (Clinical) Communications. How to Influence Health Care Provider Behavior: A Theoretical Overview -- Key Elements of Professional Medical Communications Programs -- Overview of Key Communication Channels and Activities -- Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap -- Prioritizing Health Disparities in Clinical Education to Improve Care: The Role of Cross-Cultural Health Communication -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 8 Constituency Relations and Strategic Partnerships in Health Communication -- In This Chapter -- Constituency Relations: A Practice-Based Definition -- Recognizing the Legitimacy of All Constituency Groups -- Constituency Relations: A Structured Approach -- Strategies to Develop Successful Multisectoral Partnerships -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 9 Policy Communication and Public Advocacy -- In This Chapter -- Policy Communication and Public Advocacy as Integrated Communication Areas -- Communicating with Policymakers and Other Key Stakeholders -- The Media of Public Advocacy and Public Relations -- Influencing Public Policy in the New Media Age -- Key Concepts -- For Discussion and Practice -- Key Terms -- Part Three Planning, Implementing, and Evaluating a Health Communication Intervention -- Chapter 10 Overview of the Health Communication Planning Process -- In This Chapter -- Why Planning Is Important -- Approaches to Health Communication Planning -- The Health Communication Cycle and Strategic Planning Process -- Key Steps of Health Communication Planning -- Elements of an Effective Health Communication Program -- Establishing the Overall Program Goal: A Practical Perspective -- Outcome Objectives: Behavioral, Social, and Organizational -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 11 Situation and Audience Analysis. In This Chapter -- How to Develop a Comprehensive Situation and Audience Analysis -- Organizing, Sharing, and Reporting on Research Findings -- Common Research Methodologies: An Overview -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 12 Identifying Communication Objectives and Strategies -- In This Chapter -- How to Develop and Validate Communication Objectives -- Outlining a Communication Strategy -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 13 Designing and Implementing an Action Plan -- In This Chapter -- Definition of an Action (Tactical) Plan -- Key Elements of an Action (Tactical) Plan -- Integrating Partnership and Action Plans -- Planning for a Successful Program Implementation -- Key Concepts -- For Discussion and Practice -- Key Terms -- Chapter 14 Evaluating Outcomes of Health Communication Interventions -- In This Chapter -- Evaluation as a Key Element of Health Communication Planning -- Overview of Key Evaluation Trends and Strategies: Why, What, and How We Measure -- Integrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations -- Evaluating New Media-Based Interventions: Emerging Trends and Models -- Monitoring: An Essential Element of Program Evaluation -- Linking Outcomes to a Specific Health Communication Intervention -- Evaluation Report -- Key Concepts -- For Discussion and Practice -- Key Terms -- Part Four Case Studies and Lessons from the Field -- Chapter 15 Health Communication in the United States: Case Studies and Lessons from the Field -- In This Chapter -- From Theory to Practice: Select Case Studies from the United States -- Emerging Trends and Lessons -- Key Concepts -- For Discussion and Practice -- Key Term -- Chapter 16 Global Health Communication: Case Studies and Lessons from the Field -- In This Chapter. From Theory to Practice: Select Case Studies on Global Health Communication -- Emerging Trends and Lessons -- Key Concepts -- For Discussion and Practice -- Key Terms -- Appendix A Examples of Worksheets and Resources on Health Communication Planning -- A1: Situation and Audience Analysis Worksheet: Sample Questions and Topics -- A2: Ranking and Selecting Communication Strategies: Sample Criteria -- A3: Sample Communication Channels and Venues and Examples of Related Vehicles (Tactics) -- A4: Pretesting Messages, Materials, and Activities: Sample Questions -- A5: Program Time Line: Sample Forms -- A6: Budget Sample Form -- A7: Process and Progress Evaluation: Establishing Mutually Agreed-on Parameters -- A8: Evaluation of New Media-Based Interventions: A Proposed (and Evolving) Logic Model -- Online Resources -- Appendix B Sample Online Resources on Health Communication -- Glossary -- References -- Name Index -- Subject Index.
9781118419120
Communication in medicine-United States.
Health planning-United States.
Health promotion-United States.
Electronic books.
R118 .S33 2014
610.1/4