Health Communication

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.

• Tables, Figures, Exhibits, and Numbered Boxes ixPreface xvAcknowledgments xviiThe Author xxiIntroduction xxiiiPart One: Introduction to Health Communication 1Chapter 1 What Is Health Communication? 3In This Chapter 3Defining Health Communication 4Health Communication in the Twenty-First Century: Key Characteristics and Defining Features 9The Health Communication Environment 22Health Communication in Public Health, Health Care, and Community Development 23The Role of Health Communication in the Marketing Mix 25Overview of Key Communication Areas 26The Health Communication Cycle 28What Health Communication Can and Cannot Do 29Key Concepts 31For Discussion and Practice 32Key Terms 32Chapter 2 Current Health Communication Theories and Issues 33In This Chapter 33Use of Communication Models and Theories: A Premise 34Key Theoretical Influences in Health Communication 35Select Models for Strategic Behavior and Social Change Communication 57Other Theoretical Influences and Planning Frameworks 62Current Issues and Topics in Public Health and Health Care: Implications for Health Communication 64Key Concepts 81For Discussion and Practice 82Key Terms 82Chapter 3 Culture and Other Influences on Conceptions of Health and Illness 83In This Chapter 83What Is Culture? 84Approaches in Defining Health and Illness 85Understanding Health in Different Contexts: A Comparative Overview 88Gender Influences on Health Behaviors and Conceptions of Health and Illness 91Health Beliefs Versus Desires: Implications for Health Communication 94Cultural Competence and Implications for Health Communication 97Key Concepts 99For Discussion and Practice 99Key Terms 100Part Two: Health Communication Approaches and Action Areas 101Chapter 4 Interpersonal Communication 103In This Chapter 103The Dynamics of Interpersonal Behavior 104Social and Cognitive Processes of Interpersonal Communication 106Community Dialogue as an Example of Interpersonal Communication at Scale 111The Power of Personal Selling and Counseling 112Communication as a Core Clinical Competency 116Implications of Interpersonal Communication for Technology-Mediated Communications 128Key Concepts 129For Discussion and Practice 131Key Terms 132Chapter 5 Mass Media and New Media Communication, and Public Relations 133In This Chapter 133Health Communication in the New Media Age: What has Changed and What Should Not Change 134The Media of Mass Communication and Public Relations 138Public Relations Defined: Theory and Practice 139Mass Media, Health-Related Decisions, and Public Health 149New Media and Health 157Reaching the Underserved with Integrated New Media Communication 170Mass Media– and New Media–Specific Evaluation Parameters 171Key Concepts 174For Discussion and Practice 176Key Terms 177Chapter 6 Community Mobilization and Citizen Engagement 179In This Chapter 179Community Mobilization and Citizen Engagement: A Bottom-Up Approach 180Community Mobilization as a Social Process 182Engaging Citizens in Policy Debates and Political Processes 188Implications of Different Theoretical and Practical Perspectives for Community Mobilization and Citizen Engagement Programs 190Impact of Community Mobilization on Health-Related Knowledge and Practices 194Key Steps of Community Mobilization Programs 203The Case for Community Mobilization and Citizen Engagement in Risk and Emergency Communication 212Key Concepts 216For Discussion and Practice 217Key Terms 218Chapter 7 Professional Medical Communications 219In This Chapter 219Communicating with Health Care Providers: A Peer-to-Peer Approach 220Theoretical Assumptions in Professional Medical (Clinical) Communications 224How to Influence Health Care Provider Behavior: A Theoretical Overview 226Key Elements of Professional Medical Communications Programs 228Overview of Key Communication Channels and Activities 235Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap 237Prioritizing Health Disparities in Clinical Education to Improve Care: The Role of Cross-Cultural Health Communication 239Key Concepts 240For Discussion and Practice 242Key Terms 242Chapter 8 Constituency Relations and Strategic Partnerships in Health Communication 243In This Chapter 243Constituency Relations: A Practice-Based Definition 244Recognizing the Legitimacy of All Constituency Groups 246Constituency Relations: A Structured Approach 247Strategies to Develop Successful Multisectoral Partnerships 251Key Concepts 260For Discussion and Practice 261Key Terms 262Chapter 9 Policy Communication and Public Advocacy 263In This Chapter 263Policy Communication and Public Advocacy as Integrated Communication Areas 264Communicating with Policymakers and Other Key Stakeholders 267The Media of Public Advocacy and Public Relations 271Influencing Public Policy in the New Media Age 274Key Concepts 277For Discussion and Practice 278Key Terms 278Part Three: Planning, Implementing, and Evaluating a Health Communication Intervention 279Chapter10 Overview of the Health Communication Planning Process 281In This Chapter 281Why Planning Is Important 283Approaches to Health Communication Planning 285The Health Communication Cycle and Strategic Planning Process 287Key Steps of Health Communication Planning 289Elements of an Effective Health Communication Program 295Establishing the Overall Program Goal: A Practical Perspective 299Outcome Objectives: Behavioral, Social, and Organizational 300Key Concepts 303For Discussion and Practice 305Key Terms 306Chapter 11 Situation and Audience Analysis 307In This Chapter 307How to Develop a Comprehensive Situation and Audience Analysis 308Organizing, Sharing, and Reporting on Research Findings 333Common Research Methodologies: An Overview 335Key Concepts 353For Discussion and Practice 354Key Terms 354Chapter 12 Identifying Communication Objectives and Strategies 355In This Chapter 355How to Develop and Validate Communication Objectives 356Outlining a Communication Strategy 364Key Concepts 372For Discussion and Practice 372Key Terms 373Chapter 13 Designing and Implementing an Action Plan 375In This Chapter 375Definition of an Action (Tactical) Plan 376Key Elements of an Action (Tactical) Plan 379Integrating Partnership and Action Plans 398Planning for a Successful Program Implementation 400Key Concepts 404For Discussion and Practice 405Key Terms 405Chapter 14 Evaluating Outcomes of Health Communication Interventions 407In This Chapter 407Evaluation as a Key Element of Health Communication Planning 408Overview of Key Evaluation Trends and Strategies: Why, What, and How We Measure 409Integrating Evaluation Parameters That Are Inclusive of Vulnerable and Underserved Populations 425Evaluating New Media–Based Interventions: Emerging Trends and Models 426Monitoring: An Essential Element of Program Evaluation 430Linking Outcomes to a Specific Health Communication Intervention 432Evaluation Report 434Key Concepts 437For Discussion and Practice 439Key Terms 440Part Four: Case Studies and Lessons from the Field 441Chapter 15 Health Communication in the United States: Case Studies and Lessons from the Field 443In This Chapter 443From Theory to Practice: Select Case Studies from the United States 444Emerging Trends and Lessons 464Key Concepts 465For Discussion and Practice 466Key Term 466Chapter 16 Global Health Communication: Case Studies and Lessons from the Field 467In This Chapter 467From Theory to Practice: Select Case Studies on Global Health Communication 468Emerging Trends and Lessons 490Key Concepts 492For Discussion and Practice 493Key Terms 493Appendix A Examples of Worksheets and Resources on Health Communication Planning 495Appendix B Sample Online Resources on Health Communication 509Glossary 523References 539Name Index 593Subject Index 601