Community and public health education methods : a practical guide / [edited by] Robert J. Bensley, Jodi Brookins-Fisher.

Format:

Book

Contributor:

Bensley, Robert J., editor.

Brookins-Fisher, Jodi, editor.

ProQuest ebook central.

Clarence J. Marshall Memorial Library Fund.

Language:

English

Subjects (All):

Health education--Handbooks, manuals, etc.

Health education.

Community health services--Handbooks, manuals, etc.

Community health services.

Health Education--methods.

Community Health Services--methods.

Health Promotion--methods.

Medical Subjects:

Health Education--methods.

Community Health Services--methods.

Health Promotion--methods.

Genre:

Handbooks and manuals.

Physical Description:

1 online resource (xxiv, 298 pages.)

Edition:

Fourth edition.

Place of Publication:

Burlington, MA : Jones & Barlett Learning, [2019]

System Details:

text file

Summary:

Updated and expanded to keep pace with changes in the field, the fourth edition of Community and Public Health Education Methods: A Practical Guide teaches students to effectively communicate health education messages and positively influence the norms and behaviors of both individuals and communities. Written by and for health education specialists, this text explores the methods used by health educators, including didactic techniques designed to guide others toward the pursuit of a healthy lifestyle. The text is divided into three important sections: Section 1: Building the Foundation for Selecting and Applying Community and Public Health Education Methods and Strategies focuses on theories and models, becoming a professional, promoting multicultural diversity, social marketing concepts, and health communication strategies. Section 2: Acquiring the Tools for Applying Community and Public Health Education Methods and Strategies focuses on presentation and training skills, utilizing social media, developing resources, and working with the media. Section 3: Applying Community and Public Health Education Methods and Strategies at the Community and Policy Level pulls everything together and focuses on facilitating groups, building and sustaining coalitions, advocating for health policy, and using media advocacy to influence policy. New & Key Features of the Fourth Edition, New - Provides a strong emphasis on social media, including a new Chapter 8, which focuses on social media tools including Facebook, Twitter, Instagram, Pinterest, Snapchat, texting, blogging, video vines, and more. New - Incorporates the new CHES competencies throughout the text, helping students understand what to expect in terms of CHES within each chapter. Student Favorite - Contains student-friendly, practical elements designed to help readers understand key concepts, including key terms, interesting "Did You Know?" facts, and a series of Community Connections vignettes. Additional Resources, Testbank and essay questions for each chapter, Lecture presentations in PowerPoint™ format, Instructor's Manual containing chapter objectives, Lecture Outlines, and additional Classroom Activities Book jacket.

Contents:

Section 1 Building the Foundation for Selecting and Applying Community and Public Health Education Methods and Strategies 1

Chapter 1 Foundations for Selecting Community and Public Health Education Strategies / Loren B. Bensley, Jr., EdD, CHES Jr., Loren B. Bensley, Jr., EdD,, Robert J. Bensley, PhD, MCHES MCHES, Robert J. Bensley, PhD,, Jodi Brookins-Fisher, PhD, MCHES MCHES, Jodi Brookins-Fisher, PhD, 3

Author Comments 3

Introduction 4

Health Education Theories 6

Intrapersonal Theories 6

Interpersonal and Community Theories 10

Conclusion 13

Chapter 2 Becoming a Health Education Professional / M. Elaine Auld, MPH, MCHES MCHES, M. Elaine Auld, MPH,, Kathleen J. Young, PhD, MPH PhD, Kathleen J. Young, MPH, Mike Perko, PhD, MCHES MCHES, Mike Perko, PhD, 15

Author Comments 15

Introduction 16

Defining Professionalism 16

A Historical Look at Professionalism in Health Education 17

Ethics in Health Education Professionalism 18

Health Equity in Health Education Professionalism 20

Steps for Building Professional Skills 20

Develop a Health Education Philosophy and Portfolio 21

Participate in the Mentoring Process 22

Participate in a Health Education Membership Association 23

Become a Certified Health Education Specialist 25

Advocate Health Education 26

Share Health Education Research and Practice 27

Volunteer and Participate in Service Learning 28

Conclusion 28

Chapter 3 Promoting Health Education in a Multicultural Society / Jodi Brookins-Fisher, PhD, MCHES MCHES, Jodi Brookins-Fisher, PhD,, Liliana Rojas-Guyler, PhD, CHES PhD, Liliana Rojas-Guyler, CHES 33

Author Comments 33

Introduction 34

Increasing Diversity in the United States: The Need for Multicultural Awareness in Health Education 34

Social Determinants of Health 35

The Language of Diversity 36

Being Multiculturally Competent In Health Education 37

Heighten Personal Awareness 38

Transfer Personal Knowledge into Professional Settings 39

Create an Inclusive Environment 40

Tips and Techniques for Incorporating Cultural Competence into Professional Practice 42

Take Small Steps toward Change 42

Infuse Cultural Issues into Facilitation 42

Know Your Limits 43

Overcoming Challenges to Becoming Multiculturally Competent 43

Reduce Personal Barriers 43

Lessen Professional Barriers 45

Plan for and Dissipate Community Resistance 46

Expected Outcomes 46

Conclusion 47

Chapter 4 Exploring Social Marketing Concepts / Mike Newton-Ward, MSW, MPH MSW, Mike Newton-Ward, MPH, Karen Denard Goldman, PhD, MCHES MCHES, Karen Denard Goldman, PhD, 53

Author Comments 53

Introduction 54

The Social Marketing Process 55

Marketing Concepts 57

Consumer Orientation 57

Exchange 57

Market Segmentation 58

Formative Research 59

Demand 59

Competition 59

The Marketing Mix 60

Positioning 62

Consumer Satisfaction 62

Overcoming Challenges to Social Marketing 63

Dispel the Belief that Social Marketing is Cost and Labor Intensive 63

Differentiate Social Marketing from Social Media 63

Differentiate Social Marketing from Advertisements and PSAs 64

Address Agency Decision-Makers' Concerns 64

Address Concerns About the Ethics of Social Marketing 64

Keep Abreast of Emerging Influences and Tools 65

Expected Outcomes 65

Conclusion 66

Chapter 5 Building a Health Communication Framework / Gary L. Kreps, PhD PhD, Gary L. Kreps,, Rosemary Thackeray, PhD, MPH PhD, Rosemary Thackeray, MPH, Michael D. Barnes, PhD, MCHES MCHES, Michael D. Barnes, PhD, 69

Author Comments 69

Introduction 70

Health Communication as a Process 71

Health Communication Campaigns 72

The Strategic Health Communication Campaign Model 73

Stage 1 Planning 74

Stage 2 Theory 75

Stage 3 Communication Analysis 76

Stage 4 Implementation 80

Stage 5 Evaluation and Reorientation 83

Practical Application of the Health Communication Process 85

Health Communication as a Primary Strategy 85

One and Only One 85

Great American Smokeout 85

Health Communication Supporting Other Strategies 86

The Bully Project 86

Prescription Drug Disposal 87

Overcoming Challenges to Effective Health Communication 87

Conclusion 88

Section 2 Acquiring the Tools for Applying Community and Public Health Education Methods and Strategies 93

Chapter 6 Developing Effective Presentation and Training Skills / Heather M. Wagenschutz, MBA, MA MBA, Heather M. Wagenschutz, MA, Keely S. Rees, PhD, MCHES MCHES, Keely S. Rees, PhD, 95

Author Comments 95

Introduction 96

Steps for Conducting Effective Presentations and Trainings 96

Know the Audience 97

Identify Goals and Objectives 97

Gather and Organize Materials and Resources 98

Identify and Select Appropriate Methods 99

Implement the Presentation or Training 103

Prepare for Questions and Answers 105

Gather Feedback 107

Tips and Techniques for Effective Presentations and Trainings 107

Know the Purpose and Material 107

Focus on Presentation Design 108

Prepare a Discussion Guide 110

Rehearse the Presentation 110

Develop Engaging Openers 110

Use Distilling to Keep on Point 111

Overcoming Challenges to Effective Presentations and Trainings 112

Build Trust 112

Be Flexible 112

Reduce Presentation Anxiety 113

Reduce Distracting Mannerisms 113

Do Not Fret Over Technology Malfunctions 114

Anticipate Difficult Audience Members 114

Expected Outcomes 115

Conclusion 116

Chapter 7 Developing and Selecting Resource Materials / Katherine Delavan Plomer, MPH Plomer, Katherine Delavan, MPH, Robert J. Bensley, PhD, MCHES MCHES, Robert J. Bensley, PhD, 119

Author Comments 119

Introduction 120

Steps for Selecting or Developing Materials 121

Before Selection or Development Begins 121

Develop or Select the Material 122

Tips and Techniques for Developing and Selecting Resource Materials 126

Determine Appropriate Content 126

Adjust for Health Literacy and Reading Level 126

Focus on Layout and Design 129

Follow Typestyle Guidelines 130

Select Appropriate Graphics and Images 131

Visualize Data and Information 132

Use a Variety of Internet Resources 133

Consider Special Populations 136

Overcoming Challenges In Developing and Selecting Resource Materials 137

Manage Time 137

Find Pretesters 137

Build Capacity in Graphics and Design 138

Expected Outcomes 138

Materials that Fit a Need 138

Clear and Understandable Materials 138

Audience-Centered and Culturally Appropriate Materials 139

Conclusion 139

Chapter 8 Using Social Media / Robert J. Bensley, PhD, MCHES MCHES, Robert J.

Bensley, PhD,, Rosemary Thackeray, PhD, MPH PhD, Rosemary Thackeray, MPH, Michael Stellefson, PhD PhD, Michael Stellefson, 143

Author Comments 143

Introduction 145

The Rise of Social Media 145

Social Media Framework 146

Social Media Prevalence 147

Steps for Using Social Media in Health Education Interventions 149

Step 1 Understand How the Priority Population Uses Technology and Social Media 150

Step 2 Identify Intervention Strategies 151

Step 3 Select an Appropriate Social Media Strategy 151

Step 4 Determine What Social Media Apps to Use 152

Tips and Techniques for Effectively Applying Social Media 153

Keep Abreast of New Social Media Avenues 153

Adopt a Social Media Policy 154

Keep Social Media Activity Lively and Relevant 154

Evaluate Social Media Campaign Implementation 157

Overcoming Challenges with Social Media 159

Manage Misinformation 159

Reduce Agency Barriers to Using Social Media 160

Measure Reach and impact 160

Keep Up with Social Media Trends and Technologies 161

Expected Outcomes 161

Rapid Dissemination of Messages 161

Breadth of Exposure at a Low Cost 162

Being "In Tune" with the Population 162

Conclusion 162

Chapter 9 Working with Media Outlets / David Fouse, BA Fouse, David, BA 169

Author Comments 169

Introduction 170

Steps for Utilizing Media Channels 170

Work with Print and Online Media 170

Work with Radio and Television 175

Conduct Interviews 178

Conduct a News Conference 179

Tips and Techniques for Effectively Working with the Media 179

Create a Media List 179

Build Relationships with Reporters 179

Pitch Story Ideas 180

Increase Chances of a PSA Being Aired 180

Increase Chances of a News Release Being Used 181

Enhance Interviewing Skills 181

Follow up After an Interview 181

Develop a Press Kit 183

Use Media Fact Sheets 184

Use Online Channels for Rapid Dissemination of information 185

Overcoming Challenges in Working with Media Outlets 185

Ensure Media Coverage 185

Limit Statements Taken Out of Context 185

Make Time for Fostering Media Contacts 186

Expected Outcomes 186

Conclusion 186

Section 3 Applying Community and Public Health Education Methods and Strategies at the Community and Policy Level 189

Chapter 10 Facilitating Groups / Kathleen M. Roe, DrPH, MPH DrPH, Kathleen M. Roe, MPH, Kevin Roe, MPH Roe, Kevin, MPH, Frank V. Strona, MPH Strona, Frank V., MPH 191

Author Comments 191

Introduction 192

Types of Groups 193

Communication and Decision-Making Groups 193

Task-Specific Groups 194

Oversight, Planning, and Advisory Groups 195

Steps for Effective Group Facilitation 197

Plan Effective Meetings 198

Develop Productive Agendas 198

Decide on Meeting Procedures and Arrange for Minutes 199

Attend to the Details 201

Establish a Climate of Inclusion 202

Keen Group Discussions on Task and on Time 203

Evaluate the Meeting 203

Considerations When Participants Are Not in the Same Physical Space 204

Tips and Techniques for Effective Group Facilitation 204

Have a Genuine Belief in the Power of Groups 205

Have a Genuine Interest in Others and an Attitude of Inquiry 205

Exhibit an Open and Respectful Interaction Style 205

Maintain a Commitment to Capacity Development 206

Have a Sense of Humor 206

Overcoming Challenges to Group Facilitation 207

Encourage Participation 208

Maintain Attendance 209

Minimize Technology Disruptions 209

Resolve Conflict 210

Avoid Burnout 210

Expected Outcomes 213

Conclusion 214

Chapter 11 Building and Sustaining Coalitions / Frances D. Butterfoss, PhD, MSEd MSEd, Frances D. Butterfoss, PhD, 217

Author Comments 217

Introduction 218

Community Organizing and Involvement 219

Development of Coalitions 219

Steps for Building Effective Coalitions 220

Analyze the Issue 221

Develop a Rationale 221

Create Awareness of the Issue 222

Conduct Initial Coalition Planning and Recruitment 222

Develop Resources and Funding for the Coalition 223

Create Coalition Infrastructure 225

Elect Coalition Leadership 226

Create an Action Plan 227

Tips and Techniques for Managing and Sustaining Coalitions 227

Understand Coalition Stages of Development 228

Consider Cultural Competency 229

Create Criteria for Membership 229

Recruit Partners 229

Promote Internal and External Communication 231

Monitor Relationships with Partners and Stakeholders 232

Market the Coalition 232

Evaluate Coalition Success 233

Overcoming Challenges to Coalition Success 234

Recognize Member Efforts 234

Obtain Member Organizational Commitment 234

Link with Other Community Coalitions 235

Maintain Equal Member Representation 235

Address Expectations of Staff and Members 235

Delegate Tasks 235

Manage Conflict 236

Expected Outcomes 237

Conclusion 238

Chapter 12 Advocating for Health Policy / Cicily Hampton, PhD, MPA PhD, Cicily Hampton, MPA, Sue Lachenmayr, MPH, CHES MPH, Sue Lachenmayr, CHES 243

Author Comments 243

Introduction 244

Steps for Advocating Legislation 246

Identify the Issue and Develop a Support Fact Sheet 246

Understand the Steps Needed to Enact Legislation 247

Identify Potential Partners 249

Establish a Relationship with Policymakers 252

Build Grassroots Support 255

Introduce and Track Legislation 256

Tips and Techniques for Successful Legislative Advocacy 257

Develop Legislative Alerts 257

Initiate Letter-Writing, Emails, and Telephone Call Campaigns 257

Meet with Legislators 259

Testify at a Legislative Hearing 261

Use Media and Social Media for Legislative Advocacy 261

Overcoming Challenges in Advocating for Legislation 262

Prepare for Opposition 262

Mobilize Community Support 262

Prevent Volunteer Burnout 263

Deal with internal Politics 263

Expected Outcomes 263

Conclusion 264

Chapter 13 Using Media Advocacy to Influence Policy / Lori Dorfman, DrPH, MPH DrPH, Lori Dorfman, MPH, Michael Bakal, MPH, Med Med, Michael Bakal, MPH, 267

Author Comments 267

Introduction 268

Steps for Developing Effective Media Advocacy Campaigns 269

Develop an Overall Strategy 269

Develop a Media Strategy 272

Develop a Message Strategy 273

Develop an Access Strategy 277

Tips and Techniques for Successful Media Advocacy 281

Focus on Health Equity 281

Calculate Social Math 283

Localize Stories 284

Elevate Authentic Voices 284

"Reuse the News" 285

Overcoming Challenges in Media Advocacy 285

Avoid a Murky Strategy 285

Alter Perceived Institutional Constraints 286

Avoid Opposition Distraction 286

Stay on Message 286

Expected Outcomes 286

Increased Skills and Power 287

Better Relationships with Journalists 287

Increased Visibility and Influence 287

Conclusion 287.

Notes:

Revised edition of: Community health education methods : a practical guide. 3rd. ed. c2009.

Includes bibliographical references and index.

Electronic reproduction. Ann Arbor, MI Available via World Wide Web.

Description based on print version record.

Local Notes:

Acquired for the Penn Libraries with assistance from the Clarence J. Marshall Memorial Library Fund.

ISBN:

9781284156867

1284156869

Publisher Number:

99987384690

Access Restriction:

Restricted for use by site license.