Discussion: Health Communication Practice
Discussion: Health Communication Practice
Second Edition
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Renata Schiavo
Cover design: JPuda Cover image :C Pixman/Imagezoo/Getty
CopyrightC 2014 by Renata Schiavo. All rights reserved.
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Library of Congress Cataloging-in-Publication Data Schiavo, Renata, author. Health communication : from theory to practice / Renata Schiavo.—Second edition.
pages cm.—(Jossey-Bass public health ; 217) Includes bibliographical references and index. ISBN 978-1-118-12219-8 (pbk.)—ISBN 978-1-118-41912-0 (pdf)—
ISBN 978-1-118-41639-6 (epub) 1. Communication in medicine—United States. 2. Health promotion—United States. 3. Health planning—United States. I. Title R118.S33 2014 610.1′4—dc23
2013025596
Printed in the United States of America SECOND EDITION HB Printing 10 9 8 7 6 5 4 3 2 1
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
iv CONTENTS
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 Com- munication at Scale • • • • • • • • • • • • • • • • 111
The Power of Personal Selling and Counseling • • • • • • • 112 Communication as a Core Clinical Competency • • • • • • • 116 Implicationsof InterpersonalCommunication forTechnology- 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
CONTENTS v
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 CommunityMobilizationandCitizenEngagement:ABottom- 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 Perspec- tives for Community Mobilization and Citizen Engagement Programs • • • • • • • • • • • • • • • • • • • • 190
ImpactofCommunityMobilizationonHealth-RelatedKnowl- edge and Practices • • • • • • • • • • • • • • • • • 194
Key Steps of Community Mobilization Programs • • • • • • 203 The Case for Community Mobilization and Citizen Engage- ment 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 Theo- retical Overview • • • • • • • • • • • • • • • • • 226
Key Elements of Professional Medical Communications Programs • • • • • • • • • • • • • • • • • • • • 228
Overview of Key Communication Channels and Activities • • • 235
vi CONTENTS
Using IT Innovation to Address Emerging Needs and Global Health Workforce Gap • • • • • • • • • • • • • • • 237
PrioritizingHealthDisparities inClinicalEducation 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
CONTENTS vii
Outcome Objectives: Behavioral, Social, and Organizational • • • 300 Key Concepts • • • • • • • • • • • • • • • • • • • 303 For Discussion and Practice • • • • • • • • • • • • • • 305 Key Terms • • • • • • • • • • • • • • • • • • • • 306
Chapter11 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
Chapter12 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
Chapter13 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
Chapter14 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 HowWeMeasure • • • • • • • • • • • • • 409
Integrating Evaluation Parameters That Are Inclusive of Vul- nerable and Underserved Populations • • • • • • • • • • 425
viii CONTENTS
EvaluatingNewMedia–Based Interventions: EmergingTrends 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
Chapter15 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
Chapter16 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 ExamplesofWorksheetsandResourcesonHealth Communication Planning • • • • • • • • • • • 495
Appendix B Sample Online Resources on Health Communication • 509
Glossary 523
References 539
Name Index 593
Subject Index 601
