Abstract/Details

Health promotion strategies among practitioners in three settings: The role of directionality and balance


2010 2010

Other formats: Order a copy

Abstract (summary)

Twelve in-depth interviews were conducted with health promotion practitioners in northern Colorado to examine their reliance on two-way versus one-way communication (direction) and symmetrical versus asymmetrical communication (balance) to develop public information/public relations campaigns. The study contrasted strategies used by communicators working for nonprofit, hospital, and government organizations, including their perspectives about how other practitioners strategize.

Contrary to expectations, the interviews revealed that practitioners in all three venues heavily relied on two-way symmetrical strategies, although they were all users of one-way communication. When discussing their perceptions, interviewees said colleagues working for organizations like theirs shared commonalities such as barriers to choosing campaign strategies; they said practitioners in other types of organizations have different barriers but more resources.

The study revealed four key implications for practitioners. First, they can use creative methods, rather than depend on funding, to implement two-way strategies. Second, they should utilize audience members to spread messages to peers. Third, they can make small changes to add more symmetrical communication. Fourth, they should consider entering into more partnerships.

These findings suggest that when practitioners learn what their colleagues are doing, they can create more effective campaigns, which ultimately lead to healthier communities.

Indexing (details)


Subject
Communication;
Technical Communication;
Mass communications
Classification
0459: Communication
0643: Technical Communication
0708: Mass communications
Identifier / keyword
Communication and the arts; Health campaigns; Health communication; Health promotion; Public relations; Symmetrical communication; Two-way communication
Title
Health promotion strategies among practitioners in three settings: The role of directionality and balance
Author
Strongin, Dana
Number of pages
112
Publication year
2010
Degree date
2010
School code
0053
Source
MAI 49/03M, Masters Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
ISBN
9781124397429
Advisor
Hallahan, Kirk
Committee member
Broadfoot, Kirsten; Long, Marilee
University/institution
Colorado State University
Department
Journalism & Technical Communication
University location
United States -- Colorado
Degree
M.S.
Source type
Dissertations & Theses
Language
English
Document type
Dissertation/Thesis
Dissertation/thesis number
1483959
ProQuest document ID
845237648
Copyright
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
http://search.proquest.com/docview/845237648
Access the complete full text

You can get the full text of this document if it is part of your institution's ProQuest subscription.

Try one of the following:

  • Connect to ProQuest through your library network and search for the document from there.
  • Request the document from your library.
  • Go to the ProQuest login page and enter a ProQuest or My Research username / password.