Health Communication: From Theory to Practice by Renata Schiavo (English) Paperb

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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.

FORMATPaperback LANGUAGEEnglish CONDITIONBrand New Publisher Description

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 equityUrban healthNew mediaEmergency and risk communicationStrategic partnerships in health communicationPolicy communication and public advocacyCultural competenceHealth literacyThe evaluation of health communication interventions To access a companion website with instructor resources (PowerPoint presentations for all chapters, sample assignments, and other resources), please This title is also available as a mobile App from MedHand Mobile Libraries. Buy it now from iTunes, Google Play or the MedHand Store.

Back Cover

"This new edition superbly blends the practical with the theoretical in a well-structured, updated text on health communication. The author has further elaborated on a particularly critical aspect of strategic communication planning: participatory research, emphasizing a key mantra of health communication: Listen to the people." --Everold Hosein, PhD, senior communication advisor/consultant to WHO and UNICEF; adjunct professor/ coordinator, WHO and New York University Summer Institute on IMC/Communication for Behavioral Impact (COMBI); adjunct professor/codirector, Global Health Communication Center, Indiana University "This timely, topical, and relevant update captures the breadth and depth of experiences, interventions, and theories. It serves to provision the novice communicator as well as seasoned academics and executives." --Mario R. Nacinovich, Jr., MSC, managing partner, AXON; adjunct faculty member, Boston University; former editor-in-chief, Journal of Communication in Healthcare "This useful book on the theory and practice of health communication has proved itself in the public health literature. Health communication is integral to public health practice and advocacy and Dr. Schiavo's book is both clearly written and comprehensive." --Sally Guttmacher, PhD, professor, Public Health, New York University "Reflecting the rapid changes in health care, including patient-centered care delivery, and with case studies from the United States and international sites, this edition will be an essential resource for health communicators at all levels of scholarship and practice." --Marian Huhman, PhD, Department of Communication, University of Illinois, Urbana-Champaign "Dr. Schiavo has authored a book that captures new trends and emerging challenges in health communication and development. An essential reading for anyone involved in domestic or global public health initiatives." --Rafael Obregon, PhD, chief, Communication for Development Section, UNICEF, New York

Flap

"This new edition superbly blends the practical with the theoretical in a well-structured, updated text on health communication. The author has further elaborated on a particularly critical aspect of strategic communication planning: participatory research, emphasizing a key mantra of health communication: Listen to the people." --Everold Hosein, PhD, senior communication advisor/consultant to WHO and UNICEF; adjunct professor/ coordinator, WHO and New York University Summer Institute on IMC/Communication for Behavioral Impact (COMBI); adjunct professor/codirector, Global Health Communication Center, Indiana University "This timely, topical, and relevant update captures the breadth and depth of experiences, interventions, and theories. It serves to provision the novice communicator as well as seasoned academics and executives." --Mario R. Nacinovich, Jr., MSC, managing partner, AXON; adjunct faculty member, Boston University; former editor-in-chief, Journal of Communication in Healthcare "This useful book on the theory and practice of health communication has proved itself in the public health literature. Health communication is integral to public health practice and advocacy and Dr. Schiavo's book is both clearly written and comprehensive." --Sally Guttmacher, PhD, professor, Public Health, New York University "Reflecting the rapid changes in health care, including patient-centered care delivery, and with case studies from the United States and international sites, this edition will be an essential resource for health communicators at all levels of scholarship and practice." --Marian Huhman, PhD, Department of Communication, University of Illinois, Urbana-Champaign "Dr. Schiavo has authored a book that captures new trends and emerging challenges in health communication and development. An essential reading for anyone involved in domestic or global public health initiatives." --Rafael Obregon, PhD, chief, Communication for Development Section, UNICEF, New York

Author Biography

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.

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

Long Description

"This new edition superbly blends the practical with the theoretical in a well-structured, updated text on health communication. The author has further elaborated on a particularly critical aspect of strategic communication planning: participatory research, emphasizing a key mantra of health communication: Listen to the people." --Everold Hosein, PhD, senior communication advisor/consultant to WHO and UNICEF; adjunct professor/ coordinator, WHO and New York University Summer Institute on IMC/Communication for Behavioral Impact (COMBI); adjunct professor/codirector, Global Health Communication Center, Indiana University "This timely, topical, and relevant update captures the breadth and depth of experiences, interventions, and theories. It serves to provision the novice communicator as well as seasoned academics and executives." --Mario R. Nacinovich, Jr., MSC, managing partner, AXON; adjunct faculty member, Boston University; former editor-in-chief, Journal of Communication in Healthcare "This useful book on the theory and practice of health communication has proved itself in the public health literature. Health communication is integral to public health practice and advocacy and Dr. Schiavos book is both clearly written and comprehensive." --Sally Guttmacher, PhD, professor, Public Health, New York University "Reflecting the rapid changes in health care, including patient-centered care delivery, and with case studies from the United States and international sites, this edition will be an essential resource for health communicators at all levels of scholarship and practice." --Marian Huhman, PhD, Department of Communication, University of Illinois, Urbana-Champaign "Dr. Schiavo has authored a book that captures new trends and emerging challenges in health communication and development. An essential reading for anyone involved in domestic or global public health initiatives." --Rafael Obregon, PhD, chief, Communication for Development Section, UNICEF, New York

Details ISBN1118122194 Author Renata Schiavo Short Title HEALTH COMMUNICATION 2/E Language English Edition 2nd ISBN-10 1118122194 ISBN-13 9781118122198 Media Book Format Paperback Series Jossey-Bass Public Health Year 2013 Place of Publication New York Country of Publication United States DEWEY 362.1014 Illustrations illustrations Subtitle From Theory to Practice Series Number 217 UK Release Date 2013-12-24 NZ Release Date 2013-11-04 Pages 656 Publisher John Wiley & Sons Inc Edition Description 2nd edition Publication Date 2013-12-24 Imprint Jossey-Bass Inc.,U.S. Replaces 9780787982058 Audience Professional & Vocational US Release Date 2013-12-24 AU Release Date 2013-10-24 We've got this

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