List of Figures
List of Tables
Preface to the Second Edition
Chapter 1 Finding True North
Case Story: Why Do We Do What We Do?
Case Analysis
Why Did Linda Undertake the Stress Management Project?
What Do Dr. Jameson’s Actions Tell Us?
How Would You Assess the Approach Linda took in Implementing her Stress Management Project?
Realistically, Can A Staff Person Have Any Influence on Setting Program Priorities?
Summary
Endnotes
Chapter 2 Using Different Sources of Data
Case Story: Let’s Take a “Comprehensive” Approach
Prologue
The Staff Meeting
Thinking it Through
Input From the Epidemiologist
The First Draft
The Draft
Four Months Later
Case Analysis
Types and Sources of Public Health Data
Helpful Resources and Models
Finding Data
People: Experience, Perception, and Wisdom
Using Local Data to Stimulate Local Action
Local Use of Data
Summary
Endnotes
Chapter 3 Promoting Participation for Health
Case Story: The Court of Public Opinion
Case Analysis
Participation
Why Is Participation Important?
Building Political and Public Support
Heightening Public Awareness: Strategic Thinking
Summary
Endnotes
Chapter 4 What’s the Plan? Is it Working?
Case Story: What Causes the Causes?
Case Analysis
Assumptions
The Targets for Change
Step 1: The Risk Factors
Step 2: Differentiate Between Behavioral And Environmental Factors
Step 3: Shorten the List
Step 4: Determine Importance
Step 5: Determine Changeability
Step 6: Create a Matrix
Step 7: Set Objectives
Identifying the Causes
Generating Predisposing, Reinforcing, and Enabling Factors
G’Day: Australia’s Diagnostic Approach
Evaluation: Staying on Course
Finding Evaluation Evidence: An Example
Summary
Endnotes
Chapter 5 Theory Applied
Case Story: The Old Horse
Case Analysis
Theory: A Primer
Is the Theory Relevant to My Problem?
How Does the Theory Help Me Understand Targets for Change?
How Does the Theory Help in the Selection or Development of an Intervention Method or Tactic?
Theory Summaries
The Health Belief Model
Self-Efficacy
The Theory of Reasoned Action
Diffusion of Innovations Theory
Community Capacity, Coalition-Building, and Social Capital Theories
Summary
Endnotes
Chapter 6 Tactics
Case Story: Checkmate
Case Analysis
Six Principles
Principle 1: Use Objectives to Stay Focused
Principle 2: Make Informed Decisions
Principle 3: Don’t Reinvent the Wheel
Principle 4: There Is No Such Thing as a Free Lunch
Principle 5: To Maximize Effectiveness, Strategically Combine Multiple Tactics to Influence Complex Problems
Principle 6: Be Creative
Health Communication: Follow the Signposts
Signpost 1: What Can Health Communication Do for You?
Signpost 2: With Whom Are You Trying to Communicate?
Signpost 3: What Does It Cost your Audience to Hear Your Message?
Signpost 4: What Do You Want to Say?
Signpost 5: How Will the Message Get to Your Audience?
Media Advocacy: Addressing the “Manufacturers of Illness”
Enter Media Advocacy and Politics
Some Practical First Steps
If You Don’t “Frame It” Correctly, They Aren’t Likely to Get It!
The Key: Anticipation
Policy, Regulatory, and Environmental Actions
Policy and Regulatory Actions
Environmental Interventions
Tailoring: Combining Technology with Theory
What Is Tailoring?
Tailoring Works!
How Are Tailored Materials Created?
Coordinate Multiple Tactics
Summary
Endnotes
Chapter 7 Steering vs. Rowing
Case Story: Jameson
Case Analysis
Management and Organizations
Essential Services
Strategic Planning
Benchmarking
Budgeting
Management and Individuals
Information Flow
The Supervisory Relationship
Professional Development
Professional Identity
Summary
Endnotes
Index
