AOR 6: Communication Flashcards
communication goal
the overall health improvement an organization or agency strives to produce, and a communication program should be designed to support and contribute to achieving the specific desired improvement
communication objective
the communication outcomes aimed to support the overall communication goal
communication strategies
the overall approaches taken in the program to achieve communication outcomes to impact health and contribute ti, achieving defined goals and objectives
cultural sensitivity
is understanding, valuing, and respecting the similarities and differences between culturally-based attitudes, beliefs, and behaviors
eHealth literacy
the ability to locate, understand, exchange, and evaluate online health information in the presence of dynamic contextual factors and apply the knowledge gained to maintain or improve health
health communication
the exchange of information used to inform and influence practices, behaviors, or policies to improve individual or community health
-the study and use of communication strategies to inform and influence decisions and behaviors to improve health
health literacy
the degree to which an individual has the capacity to obtain, communicate, process, and understand basic health information and services to make appropriate health decisions
health marketing
the creation and delivery of health promotion programs using multidisciplinary, evidence-based strategies to motivate the public toward positive health practices
persuasive communication
targeted or tailored health-related messages to meet audience members needs and persuade them to adopt healthy attitudes and behaviors
policies
sets of rules and objectives to guide activities
segmentation
the process of categorizing diverse populations into subgroups, which have similar backgrounds, demographic and psychological characteristics, as well as experiences, among other differences
social marketing
method of using marketing principles in planning, implementation, and evaluation of health education programs designed to bring about social change
social media
area activities and behaviors among people who are online to share information, knowledge, and opinions using social media
segmentation
defining specific subgroups of a larger population
numeracy
the ability to access, use, interpret, and communicate numeric information in a wide range of situations in life
individual level communication
communication is determined by information needs as well as the channels and sources of health information that are preferred or to which are subscribed
relational level
communication can be motivated in a multitude of ways, including the method which the message is delivered and the relationship among communicators who are delivered and received the message
environmental or system-level communication
factors exist that affect communication, specifically from the perspective of accessibility
consumer info process model
views the use of info as an intellectual process, with individual motivation driving how much info is sought out and used
1. individuals are limited by the amount of information they can process
2. individuals divide information into useable “chunks” to use info in a faster/easier way
diffusion of innovations theory
provide an understanding of how new ideas, products, behaviors and social practices spread throughout communities
-laggards are the hardest to reach
social norms theory
behavior is influenced by individuals’ incorrect perceptions of how other members in their social group behave and if thoughts on these beliefs are correct
extended parallel process model
how rational considerations and emotional reactions combine to show how people determine behavioral decisions
prospect theory
individuals are risk-seeking when losses are made salient and risk-averse when potential gains are made evident
emotional appeals
commonly used to enhance the persuasive capacity of a health message
adapting (targeting)
making changes to health messages more suitable for a population of interest or an organization
tailoring
a precise method of a message customization, or the design of messages, to the characteristics of an individual, rather than a subgroup of a population
social media analytics
concerned with developing and evaluating informatics tools and frameworks to collect, monitor, analyze, summarize, and visualize social media data, usually driven by specific requirements from a population of interest
key performance indicators
unique metrics for assessing the engagement and influence of the social media campaign with the targeted audience
BEHAVE framework
the audience, behavior change, motivation, and mechanism of change are described
interpersonal
health care professionals, family, friends
social group
neighborhood associations, work sites, social clubs
communal group
meetings, conferences
mass media
radio, tv, newspapers
social media
blogs, webinars, e-mails, texts, social networking sites
Elaboration Likelihood model
how much an audience cares about an issue will help health educators craft effective messages
information processing theory
-include no more than 2-3 main messages
-break info into small chunks that are simple and easy to understand
CRAAP test
to test the credibility of media sources
C: Currency
R: relevance
A: Authority
A: accuracy
P: purpose
outcome evaluation of a comm campaign assesses
the degree to which the comm objectives are achieved
Organic traffic
Any traffic that comes to your website from a search engine and is naturally earned
Direct traffic
Any traffic that does not come from a referring site
Sustainability assessment of materials
Rate health information materials on factors that affect readability and comprehension
SMOG
Readability tests to evaluate the reading grade level of a text
