Health Communication: From Theory to Practice » (1st Edition)

Renata Schiavo, Ph.D., M.A. is a senior health care communications consultant. She is also an adjunct assistant professor of Public Health at New York University, Steinhardt School of Education, Department of Nutrition, Food Studies, and Public Health.

Health Communications: From Theory to Practice is a much-needed resource for the fast-growing field of health communication. It combines a comprehensive introduction to current issues, theories, and special topics in health communication with a hands-on guide to program development and implementation. While the book is designed for students, professionals, and organizations with no significant field experience, it also includes advanced topics for health communication practitioners, public health experts, researchers, and health care providers with an interest in this field.

Praise for Health Communication: From Theory to Practice

"Dr. Schiavo superbly blends the practical with the theoretical in an elegantly and simply structured text on health communication. Her strategic use of case studies mixed with her own substantial field experience in the complexities of health communication in action effectively draws attention to the fundamental theme: health communication is a multifaceted and multidisciplinary field. And there are no magic bullets."

— Everold Hosein, Ph.D., communication advisor, World Health Organization Mediterranean Center for Vulnerability Reduction, Tunis, Tunisia and co-director, Indiana University Global Health Communication Research and Resources Project, Indianapolis

"Essential reading for health communication students, professionals, or individuals who are new to the field. The abundance of practical advice, professional tips, key concepts, case studies, and illustrative examples facilitates the application of the theory and the use of the tools presented in this book. I have not found a more comprehensive and systematic guide into the art and science of this multidisciplinary field."

—Walter Saba, M.H.S., senior program officer, JHPIEGO—an affiliate of Johns Hopkins University

"Health communication is integral to public health practice and advocacy. This book on its theory and practice fills a gap in the public health literature in a way that is accessible, useful, and comprehensive."

—Sally Guttmacher, Ph.D., professor, director MPH Program, Steinhardt School, New York University

Figures, Tables, Exhibits, and Numbered Boxes.

Preface.

Acknowledgments.

About the Author.

Introduction.

PART ONE. INTRODUCTION TO HEALTH COMMUNICATION.

1. What Is Health Communication?

2. Current Health Communication Theories and Issues.

3. Cultural, Gender, Ethnic, Religious, and Geographical Influences on Conceptions of Health and Illness.

PART TWO. HEALTH COMMUNICATION APPROACHES AND ACTION AREAS.

4. Interpersonal Communications.

5. Public Relations and Public Advocacy.

6. Community Mobilization.

7. Professional Medical Communications.

8. Constituency Relations in Health Communication.

PART THREE. PLANNING, IMPLEMENTING, AND EVALUATING A HEALTH COMMUNICATION PROGRAM.

9. Overview of the Health Communication Planning Process.

10. Situation Analysis and Audience Profile.

11. Identifying Program Objectives and Strategies.

12. Developing Tactical and Evaluation Plans.

13. Implementing, Monitoring, and Evaluating a Health Communication Program.

Appendix A: Examples of Worksheets and Resources on Health Communication Planning.

Appendix B: Selected Online Resources on Health Communication.

Glossary.

References.

Index.