Health Communication : Strategies and Skills for a New Era

Designed for undergraduate instruction across a range of majors or concentrations in health science, health education, public health, and health administration, as well as clinical health disciplines including nursing, allied health, and health professions, this new first edition will introduce your students to the basics of health communication. Health Communication: Strategies and Skills for a New Era provides a practical process model for developing a health communication intervention. The book also explores exposure to media and how it shapes our conceptions of health and illness. Using a community-based health communication approach, the book covers a broad base of information from communication and health behavior theory, community-based program planning, and social marketing constructs to provide students with the keys to develop effective and culturally appropriate health communication. Key Features: - Explores media representations and consumption of health information and audiences defined by demographic and cultural factors - Offers examples and features that are geared to smaller scale projects, (e.g., school based, community based, and health center based projects) - Presents current, practical methods for the use of digital and interactive media in health communication interventions - Includes coverage of health disparities, women’s health, and health literacy - Covers worksite health, school health, and healthcare―representing key industries where health communication skills are in demand

Claudia Parvanta, PhD, is a Professor in the Department of Community and Family Health, College of Public Health, and Director of the Florida Prevention Research Center, at the University of South Florida, Tampa, since January 2017. Between July 2005 and December 2016, she led the Department of Behavioral and Social Sciences at the University of the Sciences in Philadelphia where her research emphasized health literacy and culturally competent health communication. From 2000 to 2005, Dr. Parvanta headed the Division of Health Communication at the Centers for Disease Control and Prevention (CDC). She was central to the agency’s communication response to the 9/11 attacks, anthrax, and SARS. Before government and academia, Dr. Parvanta worked at Porter Novelli, a global social issues communication company. Dr. Parvanta has designed, managed, or evaluated health and nutrition social marketing programs in more than 20 countries. She is the 2016 recipient of the Public Health Education and Health Promotion Division of APHA’s Distinguished Career Award.

Dr. Sarah Bauerle Bass'is Associate Professor in the College of Public Health at Temple University. She is also the director of the Risk Communication Laboratory at Temple. Her research focuses on health and risk communication and how public health messages are crafted for diverse audiences to enhance decision-making. She has advanced the field of health communication by applying commercial marketing techniques to the development and testing of messages or interventions. Using perceptual mapping and vector modeling methods, Dr. Bass has shown how 3-D imaging can enhance message development and tailor it for specific behavior or attitude barriers and applying findings to interventions using mHealth, the Internet and Web 2.0 applications. ' Dr. Bass is also utilizing psycho-marketing methods to assess emotional and physiological response to and processing of health messages through visual, graphic, Web or textual message elements using eye tracking,'pupilometer, EKG and skin conductance measures.' She is currently the co-Principal Investigator for a study on developing a tailored mobile application decision aid for African American cancer patients on clinical trial participation, and Principal Investigator for two grants on identifying barriers to HCV treatment initiation in active and recovering drug users.' Other research includes smallpox vaccination perceptions, HIV+ patient perceptions of clinical research, and HIV care providers’ perceptions of their patients, among others.' Dr. Bass has won the prestigious'Great Teacher'award (2012), the highest teaching honor at Temple University, as well as the'Lindback'award for excellence in teaching (2007), and the Excellence in Teaching'award (2006) from the College.