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

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

Preface

Acknowledgments

About the Author

Introduction

PART ONE: INTRODUCTION TO HEALTH COMMUNICATION

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, Healthcare, and Community Development

The Role of Health Communication in the Marketing Mix

Overview of Key Communication Areas

What Health Communication Can and Cannot Do

Key Concepts

For Discussion and Practice

Key Terms

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 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

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

4 Interpersonal Communications

In This Chapter

The Dynamics of Interpersonal Behavior

Social and Cognitive Processes of Interpersonal Communications

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

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

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

7 Professional Medical Communication

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 Clinical 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 Communication

Key Concepts

For Discussion and Practice

Key Terms

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 Multi-Sectoral Partnerships

Key Concepts

For Discussion and Practice

Key Terms

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

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

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

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

13 Designing and Implementing an Action Plan

In This Chapter

Definition of 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

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

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

Overview

Mental Health

Obesity and Chronic Diseases

Social Determinants of Health and Health Equity

Sustainable Food, Nutrition, and the Environment

Urban Health and Related Social Determinants

Emerging Trends and Lessons

Key Concepts

For Discussion and Practice

Key Terms

16 Global Health Communication: Case Studies and Lessons from the Field

In This Chapter

From Theory to Practice: Select Case Studies on Global Health

Overview

Epidemics and Emerging Diseases

Infectious Diseases

Maternal and Child Health

Role of Health Sciences Librarians in 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

Appendix B: Sample Online Resources on Health Communication

Glossary

References