Community Health Promotion Ideas That Work / Edition 2

by Marshall W. Kreuter, Nicole A. Lezin, Matthew W. Kreuter, Lawrence W. Green

Overview

Community Health Promotion Ideas That Work, Second Edition aims to narrow the gap between what is currently being implemented in health education and promotion and what actually works. Updated with new chapters and chapter content, this edition shares the latest knowledge and experience gained by researchers and practitioners to help others plan and apply successful community health promotion programs.

Product Details

ISBN-13:	9780763700591
Publisher:	Jones & Bartlett Learning
Publication date:	03/14/2003
Edition description:	2E
Pages:	212
Product dimensions:	6.29(w) x 9.43(h) x 0.45(d)

About the Author

St. Louis University


University of British Columbia, British Columbia, Canada

Table of Contents

	List of Figures	ix
	List of Tables	xi
	Preface	xiii
	About the Authors	xix
Chapter 1	Finding True North	1
	Case Story: Why Do We Do What We Do?	1
	Case Analysis	5
	Why Did Linda Undertake the Stress Management Project?	5
	What Do Dr. Jameson's Actions Tell Us?	6
	How Would You Assess the Approach Linda Took in Implementing Her Stress Management Project?	12
	Realistically, Can a Staff Person Have Any Influence on Setting Program Priorities?	14
	Summary	15
	Endnotes	16
Chapter 2	Using Diverse Sources of Data	17
	Case Story: Let's Take a "Comprehensive" Approach	17
	Prologue	17
	The Staff Meeting	18
	Thinking It Through	22
	Input from the Epidemiologist	25
	The First Draft	28
	The Draft	32
	Four Months Later	32
	Case Analysis	34
	Types and Sources of Public Health Data	35
	Helpful Resources and Models	35
Step 1	Prepare for the Community	37
Step 2	Collect Data for the Core Indicators	37
Step 3	Identify Locally Appropriate Indicators and Collect Data	37
Step 4	Organize and Analyze Data, Compile the Findings, and Disseminate the Information	37
Step 5	Establish a System to Monitor Indicators over Time	38
Step 6	Identify Challenges and Opportunities Related to Health Status	38
	Finding Data	38
	People: Experience, Perception, and Wisdom	41
	A Cautionary Note	41
	Using Local Data to Stimulate Local Action	42
	Local Use of Data	43
	Summary	48
	Endnotes	48
Chapter 3	Promoting Participation for Health	51
	Case Story: The Court of Public Opinion	51
	Case Analysis	59
	Participation	59
	Why Is Participation Important?	60
	Building Political and Public Support	67
	Heightening Public Awareness: Strategic Thinking	73
	Summary	75
	Endnotes	76
Chapter 4	What's the Plan? Is It Working?	79
	Case Story: What Causes the Causes?	79
	Case Analysis	87
	Assumptions	88
	The Targets for Change	88
Step 1	List Risk Factors	88
Step 2	Differentiate Between Behavioral and Environmental Factors	89
Step 3	Shorten the List	89
Step 4	Determine Factor Importance	90
Step 5	Determine Changeability	90
Step 6	Create a Matrix	93
Step 7	Set Objectives	95
	Identifying the Causes	96
	Generating Predisposing, Reinforcing, and Enabling Factors	98
	G'Day: Australia's Diagnostic Approach	99
	Evaluation: Staying on Course	104
	Finding Evaluation Evidence: An Example	109
	Summary	112
	Endnotes	113
Chapter 5	Theory Applied	115
	Case Story: The Old Horse	115
	Case Analysis	122
	Theory: A Primer	123
	Is the Theory Relevant to My Problem?	125
	How Does the Theory Help Me Understand Targets for Change?	125
	How Does the Theory Help in the Selection or Development of an Intervention Method or Tactic?	125
	Theory Summaries	126
	Health Belief Model	126
	Self-Efficacy	128
	Theory of Reasoned Action	131
	Diffusion of Innovations Theory	133
	Community Capacity, Coalition-Building, and Social Capital Theories	138
	Summary	143
	Endnotes	144
Chapter 6	Tactics	147
	Case Story: Checkmate	147
	Case Analysis	152
	Six Principles	152
Principle 1	Use Objectives to Stay Focused	152
Principle 2	Make Informed Decisions	153
Principle 3	Don't Reinvent the Wheel	153
Principle 4	There Is No Such Thing as a Free Lunch	153
Principle 5	To Maximize Effectiveness, Strategically Combine Multiple Tactics to Influence Complex Problems	154
Principle 6	Be Creative	154
	Health Communication: Follow the Signposts	155
Signpost 1	What Can Health Communication Do for You?	155
Signpost 2	With Whom Are You Trying to Communicate?	156
Signpost 3	What Does It Cost Your Audience to Hear Your Message?	157
Signpost 4	What Do You Want to Say?	158
Signpost 5	How Will the Message Get to Your Audience?	159
	Media Advocacy: Addressing the "Manufacturers of Illness"	161
	Enter Media Advocacy and Politics	162
	Some Practical First Steps	163
	If You Don't "Frame It" Correctly, They Aren't Likely to Get It!	165
	The Key: Anticipation	166
	Scenario	166
	Policy, Regulatory, and Environmental Actions	168
	Policy and Regulatory Actions	168
	Environmental Interventions	174
	Reminders or "Prompts"	175
	Be Ready to Use "Evidence"	176
	Tailoring: Combining Technology with Theory	177
	What Is Tailoring?	177
	Tailoring Works!	178
	How Are Tailored Materials Created?	179
	Coordinate Multiple Tactics	184
	Summary	186
	Endnotes	186
Chapter 7	Steering Versus Rowing	191
	Case Story: Jameson	191
	Case Analysis	197
	Management and Organizations	198
	Essential Services	199
	Strategic Planning	199
	Benchmarking	202
	Private- and Public-Sector Enterprises	202
	Budgeting	204
	Management and Individuals	205
	Information Flow	205
	The Supervisory Relationship	206
	Professional Development	207
	Professional Identity	207
	Summary	208
	Endnotes	208
	Index	209

Editorial Reviews

3 Stars from Doody

This is a field book for frontline health promotion workers that offers suggestions for planning and carrying out effective health promotion programs and seeks to stimulate thought and discussion about different approaches to health promotion. It is intended to be a user-friendly guide to the knowledge gained by researchers and practitioners about health promotion and to bring into sharper focus the central tasks of health promotion. The book has worthy objectives, and the authors have met these objectives. The book is intended for beginning health promotion workers with limited background preparation or experience in the complex tasks they are asked to perform. It might also be helpful for beginning students of public health, and sections of it are appropriate for other students of health promotion, such as primary care providers. The authors are credible authorities about the subject matter. The book may be somewhat under illustrated, but the pictures of the participants in each case study are an interesting addition. The references are current and pertinent, but the end notes are not comprehensive. The unique features of the book include the case studies in each chapter and the lists of public health resources for assessment of particular health problems. This is a very practical guide for the public health professional. It provides detailed resources, strategies, and examples of the health promotion activities for public health agencies. Chapters 2, 3, and 5 are particularly helpful in that they describe step-by-step approaches to changing health promotion from an abstract idea into action. The book is recommended for beginning public health professionals, students of public health,and as a reference for libraries.

Mary Ellen Wurzbach

Reviewer: Mary Ellen Wurzbach, RN, BSN, MSN, FNP, PhD (University of Wisconsin-Oshkosh)
Description: This is a field book for frontline health promotion workers that offers suggestions for planning and carrying out effective health promotion programs and seeks to stimulate thought and discussion about different approaches to health promotion.
Purpose: It is intended to be a user-friendly guide to the knowledge gained by researchers and practitioners about health promotion and to bring into sharper focus the central tasks of health promotion. The book has worthy objectives, and the authors have met these objectives.
Audience: The book is intended for beginning health promotion workers with limited background preparation or experience in the complex tasks they are asked to perform. It might also be helpful for beginning students of public health, and sections of it are appropriate for other students of health promotion, such as primary care providers. The authors are credible authorities about the subject matter.
Features: The book may be somewhat under illustrated, but the pictures of the participants in each case study are an interesting addition. The references are current and pertinent, but the end notes are not comprehensive. The unique features of the book include the case studies in each chapter and the lists of public health resources for assessment of particular health problems.
Assessment: This is a very practical guide for the public health professional. It provides detailed resources, strategies, and examples of the health promotion activities for public health agencies. Chapters 2, 3, and 5 are particularly helpful in that they describe step-by-step approaches to changing health promotion from an abstract idea into action. The book is recommended for beginning public health professionals, students of public health, and as a reference for libraries.

Doody's Review Service