Syllabus and Assignments - Public Health Training ...



Health Communications Syllabus

I. Instructors

Sharon Bogan, MPH

Associate Professor, Dept. of Health Services

School of Public Health & Community Medicine

University of Washington

206-205-4038

sharon.bogan@

Randal D. Beaton, PhD, EMT

Research Adjunct Professor in the Department of Health Services

School of Public Health & Community Medicine

Psychosocial & Community Health

University of Washington

randyb@u.washington.edu

Nicole Sadow-Hasenberg

Public Information Officer

Public Health-Seattle & King County

206-263-8699

Nicole.Sadow-Hasenberg@

Dr. Michael McCarthy

Editor- Local Health Guide

206-706-7461

E: mxmc@

W:

Sandi Doughton

Science Reporter

Seattle Times

206 464-2491

Timothy E. Doyle,

Program Manager

Public Education, Recovery & Emergency Worker

King County Office of Emergency Management

timothy.doyle@

206.205.4071

II. Course Description

Health Communications familiarizes public health professionals from a variety of disciplines, including health education, program management, emergency preparedness and others, with concepts and skills for developing and evaluating health communications campaigns. Participants will utilize current public health activities to explore techniques for formative evaluation, audience segmentation, message development and evaluation. Participants will analyze effective strategies and potential challenges to community preparedness promotion. Pitching health stories to decision makers and the media will also be covered. Specific emphasis in this course will focus on approaches to reaching under-served populations.

Overall Course Objectives

Participants completing the course will be able to:

1. Identify strategies for planning, implementing, and evaluating health communication campaigns.

2. Demonstrate capacity to develop health communication approaches for traditionally underserved populations.

3. Develop skills in risk communication.

4. Examine and analyze health communications and other activities that promote community preparedness (for the general public, healthcare providers, disaster response personnel and vulnerable populations).

5. Become familiar with new technologies used to reach communities with health messages.

The Course objectives are accomplished in the following ways:

• Sharing lessons learned and expertise from program participants

• Critically analyzing health communication campaigns

• Utilizing case studies

• Developing Creative Strategy Briefs

III. Course Format

There are eleven sessions in this course:

Session 1: Overview and Elements of Effective Communication Campaigns

Session 2: Health Behavior Theory and Applications

Session 3: Risk Communication

Session 4: Initial Planning – Formative work and audience segmentation

Session 5: Message Development

Session 6: Local Health Guide and Pitching Health Stories to the Media

Session 7: Placement Strategy

Session 8: Community Preparedness

Session 9: Evaluating and Assessing Effectiveness

Session 10: Pitching Your Health Stories to the Media

Session 11: New Media and Social Marketing

Session 12: Applying what you learned to work at home

Resources and Reading List

(download or print from ):

US Department of Health and Human Services. National Cancer Institute. Pink Book: Making Health Communication Programs Work. Bethesda, MD: Office of Cancer Communications, 2002.

DeJong, W. and Winsten, J. (1998). The Media and the Message: Lessons Learned from Past Public Service Campaigns. Washington DC: The National Campaign to Prevent Teen Pregnancy. (On Reserve at Health Sciences Library)

Maibach, E., & Holtgrave, D. (1995). Advances in health communication. Annual Review of Public Health, 16, 219-238.

Backer, T. & Rogers, E. (1993) Organizational Aspects of Health Communication Campaigns: What Works? Thousand Oaks: Sage.

Glanz, K. & B. Rimer (1997) Theory at a Glance: A Guide for Health Promotion Practice. National Cancer Institute.

Goodman, A. (2002) Why Bad Ads Happen to Good Causes.

Rice, R. & Atkin, C. (2000) Public Communication Campaigns. Thousand Oaks: Sage.

Rice, R. & Katz, J. (2000) The Internet and Health Communication: Experiences and Expectations. Thousand Oaks: Sage.

Severin, W. J. & J.W. Tankard. (2001) Communication Theories: Origins, Methods, and Uses in the Mass Media. Longman Press.

Siegel, Michael (2006). Marketing Public Health: Strategies to Promote Social Change. Jones and Bartlett Publishers (1st edition also available)

Website: Seattle Local Health Guide

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Health Communications Syllabus

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