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Public Health Communication theories – models – strategies Dan Reist Assistant Director (Knowledge Exchange)
Public Health Communication
theories – models – strategies
Dan ReistAssistant Director (Knowledge Exchange)
Participants will have a better understanding of the role of communication in promoting public health
Learning objective
Communication Theory
Health communication is the study and use of methods to inform and influence individual and community decisions that enhance health.Freimuth, VS & Quinn, SC (2004)
Public health communication is the development, dissemination and evaluation of relevant, accurate, accessible and understandable health information communicated to and from intended audiences to advance the health of the public.Bernhardt, JM (2004)
Biopsychosocial
Biopsychosocial
Biopsychosocial
Social Ecosystem
Adapted from Bauer et al., 2003
Key ecological concepts
Reciprocal determinism Multiple levels of influence
Individuals – awareness, knowledge, attitudes, self-efficacy, skills, commitment to change
Organizations – carry messages, support action, make policy changes
Communities – community norms, structural changes, public policy
Society – social norms and values; physical, economic, cultural environments
Communication to enhance health?
Some Communication Methods of Influence
Media literacy – increase audience capacity to deconstruct media messages
Media advocacy – change social and political environment by influencing media’s selection of topics and shaping the debate
Education entertainment – embed health promoting messages into entertainment and news
Direct instruction to intended audienceNB: Multiple methods/channels increase impact
Effective Health Communication
Social Ecosystem
Adapted from Bauer et al., 2003
