Health promotion: a practical guide to effective communication
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cambridge, United Kingdom ; New York, NY, USA
Cambridge University Press
2021
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | xiv, 270 Seiten Illustrationen, Diagramme |
| ISBN: | 9781108816045 1108816045 |
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| adam_text | Contents List of case study boxes x About the authors xi Acknowledgements Part 1 Health promotion fundamentals Chapter 1 Influences on health xiv 1 3 Merryn McKinnon Introduction 4 What Is health? 4 Determinants of health Social determinants within Australia Guiding frameworks of health promotion Ottawa Charter Sustainable Development Goals Communication and health promotion 8 12 17 17 18 20 Summary 23 Revision questions 24 Further reading 24 References 24 Chapter 2 Health promotion theories and models 28 Merryn McKinnon Introduction 29 Theories and models in health promotion 29 Individual level - intrapersonal 30 Interpersonal level 33 Community level 36 Multidimensional models 37 Putting theories and models into practice 45 Step 1 : Conduct a needs assessment 46 Step 2: Set your goal and objectives 47 Step 3: Plan your program 47 Step 4: Implement your program 48 Step 5: Evaluate your program 48 Summary 48 Revision questions 49
vi Contents Further reading 49 References 49 Chapter 3 Communication in health settings 51 Linda Murray and Merryn McKinnon Introduction 52 The settings approach to health promotion 52 Health promotion across the life span Audiences and their settings Infants and small children 52 53 54 Pre-teens and teenagers 54 Young adults 55 Adults 31-49 years old 56 Adults 50-69 years old 56 Older adults 57 Intersectionality in populations 57 Common settings for health promotion 60 Health promotion in community based settings 61 Institutional settings 64 Healthcare settings 66 Non-traditional settings and approaches 68 Different approaches 68 The power of social media 70 Unexpected partnerships 71 Summary 73 Revision questions 73 Further reading 73 References 74 Part 2 Effective communication Chapter 4 Ethics, risk and health promotion 79 81 Rod Lamberts Introduction 82 Basic ethical principles 82 Key concepts: Morals, ethics and the law 82 How risky is risky? Making sense of the numbers 84 Defining hazard, risk and uncertainty 84 Relative versus absolute risks 85 Examining risk perception 86 Ethical decision-making and obligations in health promotion 91 Ethics, risk and health promotion: Weaving it together 100 Summary 102 Revision questions 102
Contents Further reading 102 References 102 Chapter 5 Influencing factors and empowering decision-making 106 Will J. Grant introduction 107 Understanding perceptions 107 Public health - hero, nanny or not thought of at all? 107 Framing 110 Why facts do not work 112 Personal values and beliefs 112 Confirmation bias 113 The backfire effect 114 Overcoming resistance 114 Using empathy in communication 114 Identifying common ground 115 How and where knowledge can be translated for people to use 119 Knowledge translation and Its purpose 119 Where knowledge can be used 120 Summary 122 Revision questions 122 Further reading 123 References 123 Chapter 6 Components of effective communication 126 Lindy A. Orthia Introduction 127 Identifying a communication need 127 Conducting an environmental scan 127 Using information, and gaps, to plan an initiative 129 Knowing your audience 132 Moving beyond the public as an audience 132 Managing audience barriers, motivators and drivers 135 Culturally competent communication 136 Knowing your aim 137 What do you want your audience to know/think/do? 137 Developing a key message 138 Making your communication clear 141 Starting where your audiences are 141 Simplifying complex ideas through metaphor and analogy 142 Summary 144 Revision questions 144 Further reading 145 References 145 vii
viii Contents Chapter 7 Understanding and using media in health promotion 147 Merryn McKinnon Introduction 148 The relationship between media and public perceptions of health 148 What do we mean when we talk about media ? 148 Information sources and credibility 149 Communication strategies and plans 156 Purposes of communication strategies 157 Core parts of communication plans 159 Strengths and weaknesses of different media 161 Mainstream media 161 Magazines 164 Social media 164 Other, non-media communication channels 165 What makes news? 166 News values 167 Writing for the media 168 Summary 171 Revision questions 172 Further reading 172 References 172 Chapter 8 Evaluation - how to measure what works 175 Merryn McKinnon Introduction Evaluation and health promotion Gathering evidence Different types of evaluation Context matters When to evaluate 176 176 177 178 182 183 Stages of research and evaluation 183 Informed consent 184 Considering your participants needs 185 Choosing an evaluation method 186 Quantitative methods 186 Qualitative methods 194 Mixed methods 198 Communicating your evaluation results 199 Summary 200 Revision questions 201 Further reading 201 References 201
Contents Part 3 Global health into the future Chapter 9 Health promotion needs and challenges 205 207 Merryn McKinnon Introduction 208 Healthy ecosystems 208 One Health 209 Zoonotic diseases and human health 209 A holistic view of health and health promotion 212 Challenges for health and communication What the present can tell us about the future Meeting the needs of a diverse society 217 217 220 Inequalities in health 220 How effective communication can foster inclusion 223 Summary 226 Revision questions 227 Further reading 227 References 227 Chapter 10 Global case studies 232 Merryn McKinnon Introduction 233 Tobacco control 234 1. Anti-tobacco health promotion: Beijing s initiative (by Biaowen Huang) 234 2. Information and sociocultural determinants of health behaviour: A case study from India (by Josyula K. Lakshmi) 239 Communities as partners 242 4. Using mobile technology for health promotion through Lady Health Workers in Pakistan (byTehzeeb Zulfiqar) 245 5. Using a youth health brand to promote better sexual and reproductive health among young people in Uganda (by Patrick Segawa, Chloe Simpson, Dennis Ernest Ssesanga and Lillibet Namakula) 248 6. Urban development and health (by Albert Lee) 251 Communication as an enabler Index 242 3. Delivering a health promotion intervention through community health volunteers, to vulnerable and marginalised communities in Mongolia (by Sudhir RajThout) 256 7. The Fukushima disaster: Со-creating knowledge with stakeholders (by Miklhito Tanaka) 256 8. The National Depression Initiative s website (by Andy Towers and Christina
Severinsen) 258 Summary 260 Further reading 261 References 262 266 ¡X
Health Promotions Practical Guide to Effective Communication introduces students to the fundamental principles and practices of health promotion in the Australian and international public health contexts. Combining the core principles and theories of health promotion with those of effective communication, the text guides readers through the practical steps of planning, implementing and evaluating programs that empower health consumers and facilitate improved and equitable health outcomes for individuals and communities. The chapters consolidate and extend readers understanding of key topics through case-study scenarios addressing the complexity of health promotion in practice, problem-based learning activities, revision questions and recommendations for further reading. The Elsewhere in the World sections link the text to health promotion programs globally.The final chapter brings together key concepts and highlights initiatives in action through a selection of eight extended international case studies. With contributions from academics and specialists across the public health, health promotion and science communication disciplines, this essential resource will equip students with the knowledge and tools to prepare them for practice across a range of health and policy settings. Merryn McKinnon is a senior lecturer in the Centre for the Public Awareness of Science at the Australian National University.
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| adam_txt |
Contents List of case study boxes x About the authors xi Acknowledgements Part 1 Health promotion fundamentals Chapter 1 Influences on health xiv 1 3 Merryn McKinnon Introduction 4 What Is health? 4 Determinants of health Social determinants within Australia Guiding frameworks of health promotion Ottawa Charter Sustainable Development Goals Communication and health promotion 8 12 17 17 18 20 Summary 23 Revision questions 24 Further reading 24 References 24 Chapter 2 Health promotion theories and models 28 Merryn McKinnon Introduction 29 Theories and models in health promotion 29 Individual level - intrapersonal 30 Interpersonal level 33 Community level 36 Multidimensional models 37 Putting theories and models into practice 45 Step 1 : Conduct a needs assessment 46 Step 2: Set your goal and objectives 47 Step 3: Plan your program 47 Step 4: Implement your program 48 Step 5: Evaluate your program 48 Summary 48 Revision questions 49
vi Contents Further reading 49 References 49 Chapter 3 Communication in health settings 51 Linda Murray and Merryn McKinnon Introduction 52 The settings approach to health promotion 52 Health promotion across the life span Audiences and their settings Infants and small children 52 53 54 Pre-teens and teenagers 54 Young adults 55 Adults 31-49 years old 56 Adults 50-69 years old 56 Older adults 57 Intersectionality in populations 57 Common settings for health promotion 60 Health promotion in community based settings 61 Institutional settings 64 Healthcare settings 66 Non-traditional settings and approaches 68 Different approaches 68 The power of social media 70 Unexpected partnerships 71 Summary 73 Revision questions 73 Further reading 73 References 74 Part 2 Effective communication Chapter 4 Ethics, risk and health promotion 79 81 Rod Lamberts Introduction 82 Basic ethical principles 82 Key concepts: Morals, ethics and the law 82 How risky is risky? Making sense of the numbers 84 Defining hazard, risk and uncertainty 84 Relative versus absolute risks 85 Examining risk perception 86 Ethical decision-making and obligations in health promotion 91 Ethics, risk and health promotion: Weaving it together 100 Summary 102 Revision questions 102
Contents Further reading 102 References 102 Chapter 5 Influencing factors and empowering decision-making 106 Will J. Grant introduction 107 Understanding perceptions 107 Public health - hero, nanny or not thought of at all? 107 Framing 110 Why facts do not work 112 Personal values and beliefs 112 Confirmation bias 113 The backfire effect 114 Overcoming resistance 114 Using empathy in communication 114 Identifying common ground 115 How and where knowledge can be translated for people to use 119 Knowledge translation and Its purpose 119 Where knowledge can be used 120 Summary 122 Revision questions 122 Further reading 123 References 123 Chapter 6 Components of effective communication 126 Lindy A. Orthia Introduction 127 Identifying a communication need 127 Conducting an environmental scan 127 Using information, and gaps, to plan an initiative 129 Knowing your audience 132 Moving beyond 'the public' as an audience 132 Managing audience barriers, motivators and drivers 135 Culturally competent communication 136 Knowing your aim 137 What do you want your audience to know/think/do? 137 Developing a key message 138 Making your communication clear 141 Starting where your audiences are 141 Simplifying complex ideas through metaphor and analogy 142 Summary 144 Revision questions 144 Further reading 145 References 145 vii
viii Contents Chapter 7 Understanding and using media in health promotion 147 Merryn McKinnon Introduction 148 The relationship between media and public perceptions of health 148 What do we mean when we talk about 'media'? 148 Information sources and credibility 149 Communication strategies and plans 156 Purposes of communication strategies 157 Core parts of communication plans 159 Strengths and weaknesses of different media 161 Mainstream media 161 Magazines 164 Social media 164 Other, non-media communication channels 165 What makes news? 166 News values 167 Writing for the media 168 Summary 171 Revision questions 172 Further reading 172 References 172 Chapter 8 Evaluation - how to measure what works 175 Merryn McKinnon Introduction Evaluation and health promotion Gathering evidence Different types of evaluation Context matters When to evaluate 176 176 177 178 182 183 Stages of research and evaluation 183 Informed consent 184 Considering your participants' needs 185 Choosing an evaluation method 186 Quantitative methods 186 Qualitative methods 194 Mixed methods 198 Communicating your evaluation results 199 Summary 200 Revision questions 201 Further reading 201 References 201
Contents Part 3 Global health into the future Chapter 9 Health promotion needs and challenges 205 207 Merryn McKinnon Introduction 208 Healthy ecosystems 208 One Health 209 Zoonotic diseases and human health 209 A holistic view of health and health promotion 212 Challenges for health and communication What the present can tell us about the future Meeting the needs of a diverse society 217 217 220 Inequalities in health 220 How effective communication can foster inclusion 223 Summary 226 Revision questions 227 Further reading 227 References 227 Chapter 10 Global case studies 232 Merryn McKinnon Introduction 233 Tobacco control 234 1. Anti-tobacco health promotion: Beijing's initiative (by Biaowen Huang) 234 2. Information and sociocultural determinants of health behaviour: A case study from India (by Josyula K. Lakshmi) 239 Communities as partners 242 4. Using mobile technology for health promotion through Lady Health Workers in Pakistan (byTehzeeb Zulfiqar) 245 5. Using a youth health brand to promote better sexual and reproductive health among young people in Uganda (by Patrick Segawa, Chloe Simpson, Dennis Ernest Ssesanga and Lillibet Namakula) 248 6. Urban development and health (by Albert Lee) 251 Communication as an enabler Index 242 3. Delivering a health promotion intervention through community health volunteers, to vulnerable and marginalised communities in Mongolia (by Sudhir RajThout) 256 7. The Fukushima disaster: Со-creating knowledge with stakeholders (by Miklhito Tanaka) 256 8. The National Depression Initiative's website (by Andy Towers and Christina
Severinsen) 258 Summary 260 Further reading 261 References 262 266 ¡X
Health Promotions Practical Guide to Effective Communication introduces students to the fundamental principles and practices of health promotion in the Australian and international public health contexts. Combining the core principles and theories of health promotion with those of effective communication, the text guides readers through the practical steps of planning, implementing and evaluating programs that empower health consumers and facilitate improved and equitable health outcomes for individuals and communities. The chapters consolidate and extend readers' understanding of key topics through case-study scenarios addressing the complexity of health promotion in practice, problem-based learning activities, revision questions and recommendations for further reading. The'Elsewhere in the World'sections link the text to health promotion programs globally.The final chapter brings together key concepts and highlights initiatives in action through a selection of eight extended international case studies. With contributions from academics and specialists across the public health, health promotion and science communication disciplines, this essential resource will equip students with the knowledge and tools to prepare them for practice across a range of health and policy settings. Merryn McKinnon is a senior lecturer in the Centre for the Public Awareness of Science at the Australian National University. |
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