Course Description
The role of advertising and public relations in the context of the burgeoning "health industry." Topics discussed include: health communication research practice, the role of advertising and public relations in health care delivery, health promotion and disease prevention, risk communication, and personal as well as psychological well-being.
Athena Title
ADPR Health
Prerequisite
(ADPR 3100 or ADPR 3100H or ADPR 3850 or ADPR 3850H) and permission of department
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Course Objectives
• Understand advertising and public relations approaches, roles, theories and best practices related to communicating about health and disease prevention • Examine the ways advertising and public relations can be used to positively or negatively affect health beliefs and behaviors • Identify and gain experience using and applying key advertising, public relations, and health communication theories, principles and practices, including those involving news and new media • Assess the roles and contributions that advertising and public relations can make with respect to different health issues • Identify and understand the different perspectives that exist when it comes to the use of advertising and public relations to impact individual or public health • Incorporate audience and stakeholder/partner needs, perspectives, and characteristics into strategic communication plans and message design (including, for example, literacy levels, language, culture, channel access, and/or cognitive and perceptual abilities)
Topical Outline
• Core Concepts: public health vs. individual perspective, marketing/social marketing, advertising and public relations • Planning frameworks and communication models • Persuasive Communication Theories • Communication-related research: identifying/understanding populations and target audiences • Developing Strategic Health Communication Plans: media and media strategies, risk and emergency communication • Digital: social media, new media, mobile media • Developing Health Communication Implementation Plans • Patient-provider communication • Evaluation: how to assess if your communication worked • Public policy and advocacy
Syllabus
Public CV