Communicating health: strategies for health promotion

Abstract

• Define the term 'communication' and identify components of the com-munication process in a health promotion context. • Explore communication theory in relation to health promotion practice. • Apply theoretical models of health promotion to the health promotion and health education setting. Communication has an essential role in any action that aims to improve health. It is difficult to imagine how a message could be delivered to promote healthy choices if we could not communicate. The communication process is a multi-dimensional transaction influenced by a variety of factors. In health promotion work the successful exchange of information between the practitioner and target audience is an area that has received mixed attention. Most commonly the emphasis on theory is clear, but the application of theory to practice is limited. This chapter introduces five theoretical models that can be applied to health promotion work. This chapter will seek to bridge the theory-practice gap using a range of examples enabling the practitioner to link theoretical models to practice. 1 Theories and models in communicating health messages N o v a C o r c o r a n Corcoran-3522-Ch-01.qxd 1/18/2007 6:49 PM Page 5 COMMUNICATION DEFINED Communication is a transactional process and in a health context it is an important part of health promotion work. Communication according to Minardi and Reily (1997) is an essential, instrumental and purposeful process. The communication transaction is one of sharing information using a set of common rules (Northouse and Northouse 1998). In health promotion communication is a planned process (Kiger 2004). The effectiveness of this planned process comes to fruition when the audience has achieved, acted on or responded to a message.