Description
Book SynopsisThe COVID-19 pandemic has emphasized the need for health professionals to communicate more clearly about what public health is and why it matters. Public health in the United States has been underfunded, undervalued, and misunderstood largely because of the unclear and inconsistent way health leaders talk about it.Talking Health is intended to help public health and allied professionals communicate about public health more effectively - whether they need to reach policymakers, community partners, the media, or the public. Many people who are trained in medicine or public health have never had to sell ideas or policies to uninformed or skeptical partners, but the insights, tools, and resources included in this book can provide a first step toward better communications and stronger partnerships.This book is based on original research and insights by social scientists and seasoned communications professionals at the FrameWorks Institute and Hattaway Communications. It provides practical t
Trade ReviewIn public health, when we do our best work, nothing happens. However, it's difficult to tell the story about a health risk avoided or mitigated, and because of that, many people don't value public health's work to protect and improve their heath. The authors of Talking Health have provided proven strategies that, when used as intended, will help public health practitioners tell their story more effectively. It's a must-read for anyone who needs to communicate public health's value to both individuals and communities to get results. * Georges C. Benjamin, MD, Executive Director, American Public Health Association *
The global COVID-19 pandemic has demonstrated, once again, that health communication is at the core of effective public health. When health communication is done right, science has impact and lives are saved. When done wrong, the opposite occurs. This practical book describes the right way to do health communication - through audience research, strategic messaging and framing, and persuasive storytelling - to reach target audiences with key messages that promote and protect their health. * Jay M. Bernhardt, PhD, MPH, Dean, Moody College of Communication, University of Texas at Austin, and former Director, National Center for Health Marketing, Centers for Disease Control and Prevention *
Talking Health should be required reading for all public health professionals and health communicators. The way public health data are communicated is just as important as the science behind the message. This book gives practical methods and tools for how to communicate effectively. * Judy Monroe, MD, President and CEO, CDC Foundation *
This timely, practical, and relevant book includes essential resources to communicate about the value of public health and to promote cross-sectoral partnerships. It's a critical tool not only for public health professionals but also for community partners and leaders from other sectors to develop a shared understanding of 'public health,' see the connection with their work, and communicate about it. * Renata Schiavo, PhD, MA, CCL, Senior Lecturer, Columbia University Mailman School of Public Health; Editor-In-Chief, Journal of Communication in Healthcare: Strategies, Media, and Engagement in Global Health; Founder and Board President, Health Equity Initiative; and Principal, Strategies for Equity and Communication Impact *
Table of ContentsAcknowledgements About the Authors Contributors Introduction: Good Health Depends on Better Communication and Stronger Partnerships, Ruth Katz, Maureen Byrnes, and Brian C. Castrucci I. WHY PUBLIC HEALTH NEEDS TO DO BETTER Chapter 1: Perceptions of Public Health: The Gaps Between Insiders and Other Leaders, Moriah Gendelman Chapter 2: Communicating for Change: How We Deliver Our Ideas Matters, Nat Kendall-Taylor Chapter 3: Winning Words and Strategic Stories: Building Public Support for Public Health, Doug Hattaway and Eric Zimmermann II. TOOLS AND PERSPECTIVES Chapter 4: Tools: Effective Messaging and Storytelling for Public Health, Mark Miller and Rachel Locke III. BRINGING PUBLIC HEALTH TO LIFE Chapter 5: How to Tell Impactful Stories, Soledad O'Brien and Rose Arce Chapter 6: Think Like a Marketer: Find Your Hook, Make It Beautiful, and Humanize the Numbers, Sarah Martin, with contributions by Anna Duin Conclusion-- Communication in Public Health: Where We Go from Here, Karen De Salvo Resources Index
