Communicating health information with the public or segments of the public requires clarity, an understanding of the target audiences and a variety of modes of dissemination. Health communication campaigns must also be receptive to evaluation to understand the campaign’s successes and limitations. Communicating health information requires a wide skill set and an awareness of theories in various disciplines. Here is a brief introduction to the field of Health Communication and how it informs the public of health information and emerging crises.
Health communication is “an area of study that examines how the use of different communication strategies can keep people informed about their health and influence their behavior so they can live healthier lives.” (Tulane University, 2020) This field is based on “many theories and disciplines, including social cognitive and communication theories, marketing, and public relations.” (Tulane University, 2020)
Communicating health information provides people with information based on research in an accessible format. Successful health communication campaigns reach a wide audience and mitigate the harmful effects of misinformation or disinformation. Campaigns also “promote behaviors and choices that can positively impact people’s general well-being and everyday lives.” (Tulane University, 2020)
There are different types of health communication. Factors such as target audience, time, location and format may determine the type of communication you use to share health information.
Health Education: This form of communication educates people about a specific health topic. Examples of health education include explaining the harmful effects of smoking or excess alcohol consumption, ways to manage blood pressure or anti-bully campaigns.
Health Advocacy: This “promotes health by working to ensure people can access health care, advocating for effective healthcare policies and reforms, and developing ways to make it easier to navigate the healthcare system.” (Tulane University, 2020)
Risk Communication: Risk communication aims to educate people about the risks associated with certain health behaviors. This includes drunk driving campaigns or “Click it or Ticket” signage.
Crisis and Outbreak Communication: This type of communication is associated with emerging health crises. A recent example includes communication about the COVID-19 pandemic.
There are practical and theoretical factors to consider when sharing health information. Rimal and Lapinski write that “...communication interventions do not fall into a social vacuum. Rather, information is received and processed through individual and social prisms that not only determine what people encounter (through processes of selective exposure), but also the meaning they derive from the communication (known as selective perception), depending upon factors at both the individual (prior experience, efficacy beliefs, knowledge, etc.) and the macro-social (interpersonal relationships, cultural patterns, social norms) levels.” (Rimal and Lapinski, 2009, pg. 247)
They also state “...it is reasonable to expect discrepancies between message disseminated and received” and “...communication is a dynamic process in which sources and receivers of information continuously interchange their roles.” (Rimal and Lapinski, 2009, pg. 247)
Health communication may appear challenging, but there are resources to assist with the planning and implementation of a campaign. Himmelfarb Library’s Correcting Misinformation with Patients research guide provides useful techniques for engaging with patients or a larger population. The Center for Disease Control and Prevention’s Health Communication Gateway also contains useful information and resources. The CDC’s Health Communication Playbook shares practical resources to clearly and effectively share health information in different settings. Last, Tulane University’s School of Public Health and Tropical Medicine shared 10 Strategies for Effective Health Communication that goes into depth about health communication, the theories behind it and communication tips.
People are inundated with information from different sources. Successfully employing health communication strategies and theories ensures that the public is connected with trusted health professionals and capable of making informed health decisions.
References:
- Cho, H., & Salmon, C. T. (2007). Unintended Effects of Health Communication Campaigns. Journal of Communication, 57(2), 293–317. https://doi.org/10.1111/j.1460-2466.2007.00344.x
- Rimal, R. N., & Lapinski, M. K. (2009). Why health communication is important in public health. Bulletin of the World Health Organization, 87(4), 247–247. https://doi.org/10.2471/BLT.08.056713
- Tulane University. (2020, September 25). 10 Strategies for Effective Health Communication. Tulane University School of Public Health and Tropical Medicine. https://publichealth.tulane.edu/blog/health-communication-effective-strategies/
