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• Title Page
• Copyright
• Contents
• Tables, Figures, Exhibits, and Numbered Boxes
• Preface
• Acknowledgments
• The Author
• Introduction
• Part One Introduction to Health Communication
• Chapter 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, Health Care, and Community Development
• The Role of Health Communication in the Marketing Mix
• Overview of Key Communication Areas
• The Health Communication Cycle
• What Health Communication Can and Cannot Do
• Key Concepts
• For Discussion and Practice
• Key Terms
• Chapter 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 Strategic 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
• Chapter 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
• Chapter 4 Interpersonal Communication
• In This Chapter
• The Dynamics of Interpersonal Behavior
• Social and Cognitive Processes of Interpersonal Communication
• 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
• Chapter 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
• Chapter 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 Citi
• 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
• Chapter 7 Professional Medical Communications
• 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 Medical 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 He
• Key Concepts
• For Discussion and Practice
• Key Terms
• Chapter 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 Multisectoral Partnerships
• Key Concepts
• For Discussion and Practice
• Key Terms
• Chapter 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
• Chapter 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
• Key Terms
• Chapter 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
• Chapter 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
• Chapter 13 Designing and Implementing an Action Plan
• In This Chapter
• Definition of an 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
• Chapter 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
• Chapter 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
• Emerging Trends and Lessons
• Key Concepts
• For Discussion and Practice
• Key Term
• Chapter 16 Global Health Communication: Case Studies and Lessons from the Field
• In This Chapter
• From Theory to Practice: Select Case Studies on Global 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
• A1: Situation and Audience Analysis Worksheet: Sample Questions and Topics
• A2: Ranking and Selecting Communication Strategies: Sample Criteria
• A3: Sample Communication Channels and Venues and Examples of Related Vehicles (Tactics)
• A4: Pretesting Messages, Materials, and Activities: Sample Questions
• A5: Program Time Line: Sample Forms
• A6: Budget Sample Form
• A7: Process and Progress Evaluation: Establishing Mutually Agreed-on Parameters
• A8: Evaluation of New Media–Based Interventions: A Proposed (and Evolving) Logic Model
• Online Resources
• Appendix B Sample Online Resources on Health Communication
• Glossary
• References
• Name Index
• Subject Index