The individual’s ability to perform the action on a regular basis.

Performance

a critical component of all other areas of health communication as well as a communication

area of its own.
Constituency relations

is a term increasingly used to include different communication approaches and action areas,
such as interpersonal communications, social and community mobilization, and advocacy
(Haider, 2005; Waisbord and Larson, 2005).
Global Health Communication

(COMBI) is an integrated communication approach developed and implemented by the

World Health Organization (2003) in collaboration with many partners around the world.
Communication for behavioral impact

People’s internal impulse and intention to perform the action.

Motivation

has been defined as “the application of commercial marketing technologies to the analysis,
planning, execution, and evaluation of programs designed to influence the voluntary
behavior of target audiences in order to improve their personal welfare and that of their
society” (Andreasen, 1995, p. 7).
Social marketing

It is a concept that health communication borrows from commercial and social marketing.
Cost-Effectiveness

The individual’s perception on whether he or she is at risk for contracting a specific illness or
health problem.
Perceived susceptibility

which uses interpersonal channels (for example, one-on-one or group meetings) and is
based on active listening, social and behavioral theories, and the ability to relate to and
identify with the audience’s needs and cultural preferences and efficiently addressing them.
Interpersonal communications

The individual’s confidence in his or her ability to perform and sustain the action with little
or no help from others, which plays a major role in actual performance.
Self-efficacy
 is a relationship business.
Business relations

Health communication is about improving health outcomes by encouraging behavior

modification and social change.

True

The overall approach that is used to accomplish the communication objectives.

Communication strategies

People’s awareness of the action being modeled and observed.

Attention

People’s ability to remember the action being modeled and observed.

Retention

A sense of mutual understanding and sympathy.

Rapport

 (CFSC) is a participatory model for communication planning, implementation, and

evaluation.
Communication for social change

is a significant attribute of communicators since it allows them to consider multiple options,

formats, and channels to reach target audiences.
Creativity

Gender also affects women’s access to health information, financial resources for treatment
interventions, and ways to respond to disease in comparison with men (Vlassoff and
Manderson, 1998).

True

Under the health is strictly defined as the lack of disease (Balog, 1978; Boruchovitch and
Mednick, 2002) and, more specifically, the absence of physical symptoms and signs
associated with illness.
medical model

Beliefs didn't affect how people rate the desirability of a certain outcome.
False
Signs and symbols often assume the same meanings in different cultures.
True

is also widely used for nonprofit causes and to spread the word about recommended new
health behaviors and practices
Personal selling

Several studies have shown that people tend to feel “ Answer ” when they are happy,
energetic, and feel invulnerable to disease (Andersen and Lobel, 1995; Campbell, 1975).
Healthy

In health communication, it is enough to define a recommended behavior as “healthy” or

“life-saving.”
False

Differences in power and social status also affect the dynamics of interpersonal behavior
and the potential intimacy or level of formality of relationships (Hwa-Froelich and Vigil,
2004; Hofstede, 1984, 2001).
True

are the result of social conventions and agreement.

Symbols

are defined as voluntary acts, such as using verbal expressions to describe one’s feelings
(Krauss and Fussell, 1996).
Symbols

is a state of complete physical, mental and social well-being and not merely the absence of
disease and infirmity.
Health

is influenced by several cultural factors.

Interpersonal behavior

Conceptions of health and illness are not influenced by cultural beliefs, race, ethnicity, age,
gender, socioeconomic conditions, and geographical boundaries, among other factors.
False

Gender influences not only ideas of health and illness but also access to health information,
financial resources for treatment interventions, and ways to respond to disease.
True

Cultural competence has been defined as “the capacity to function effectively as an

individual and an organization within the context of the cultural beliefs, behaviors and
needs presented by consumers and their communities” (U.S. Department of Health and
Human Services, 2006b).
True

The process of socialization that begins within the family and aims at preparing children for
their adult role is influenced by social norms and of a given population or group (Moment
and Zaleznik, 1964).
cultural factors

Knowledge and attitude change are also influenced by the way information is presented.

true

Rubin, Perse, and Barbato (1988) developed the Scale (ICM) to explain the dynamics and
motivation of interpersonal communication.
Interpersonal Communication Motives Scale

which is defined as the practice of dividing large groups and populations in smaller groups
(segments) that have homogeneous characteristics
Audience segmentation

Age is another contributing factor in defining health and healthy behaviors.

True

Engaging and training community leaders in defining the key elements and initial steps of
the intervention is critical and should be part of the initial community engagement process.
true

 (PR) is defined as “the art and science of establishing and promoting a favorable
relationship with the public” (American Heritage Dictionary of the English Language, 2004).
Public relations

Noncommercial advertising for distribution to radio, broadcast, or print media that includes
information and a call to action for the public good.
Public service announcement

Once the community has identified its key priorities and actions, can be held to define and
start establishing collaborations among community members, agencies, and organizations
that have participated so far in the process or to introduce them to potential new partners
and organizations.
partnership meetings

The term Answer

can indicate a variety of social, ethnic, cultural, or geographical associations, and it can refer
to a school, workplace, city, neighborhood, or organized patient or professional group, or
association of peer leaders, to name a few.
community

A written announcement of an event, program, or other newsworthy items for distribution

to the media.
press release

is designed to “influence the behavior of target audiences to improve their personal welfare
and that of the society of which they are part” (Fishbein and others, 1997, p. 294; Andreasen,
1995, p. 7).
Social Marketing

 is a long-term process that relies on a variety of sequential yet interdependent steps and
activities.
Community Mobilization

Communicating ideas about health and behavior as well as social issues related to health
outcomes is a long and difficult process.
True

A video segment designed in the style of a news report and distributed to local and national
television and cable networks for free and unrestricted use.
Video News Release

A one-page announcement including information on the what, when, where, and who of a
specific event and the telephone number and e-mail address of a media contact.
Media alert

Partnership meeting is complemented by or relies on many different communication

approaches and tools, such as theater, traditional media, brochures, home visits, workshops,
and rallies.
False
Short-term and process-oriented measurements, such as the number of stories published
by the media, the number of times a specific spokesperson is quoted, the tone and content
of the media coverage, and the number of Internet hits received by an online article.
PR outputs

 involve larger segments of the community in addition to the original members who have
been recruited for the participatory research phase.
Community group meetings

A ready-to-use feature story, usually including a photograph or some artwork, for

distribution to community newspapers and other local and smaller publications for free and
unrestricted use.
Mat release

The radio version of the press release, sent to radio stations for free use, and lasting forty-
five to sixty seconds.
Radio news release

A series of video shots on a specific topic, packaged in the format of unedited material
(footage) and distributed to local and national televisions and cable networks.
B-roll

A signed article expressing a personal opinion and the viewpoint of a specific group or
organization.
Op-ed article

The impact of community mobilization is lesser when different communities interact with
each other and create a social force for change.
false

In most democratic societies, constituency relations is a structured approach that

policymakers and elected government officials use “to consult, interact and exchange views
and information with the public, so that citizens can express their preferences and provide
their support for decisions that affects their lives and livelihood” (United Nations
Development Programme, 2006).

True

Organizations and health communication teams need to develop a long-term vision about
key as well as their key issues and priorities.
constituency groups

Most drawbacks can be successfully addressed if all partners have established and agreed
on well-defined objectives for the specific partnership, standard procedures, shared
workload, and common goals.
True

One of the most important elements of professional communication programs is their

multidisciplinary and multifaceted nature.
True

Communication messages should be consistent throughout the stages of the professional

communications intervention.

True

Building strategic partnerships requires hard work in both the exploratory and the
maintenance phases.
True

As in all other areas of health communication, professional communications efforts should

be tailored to specific medical specialties and health care providers.
Audience specific

Scientific exchange was recognized as both a need and an opportunity in the early history of
medicine and other health care fields such as psychology and nursing.
True

As always in health communication, behavioral outcomes should be clear at the onset of

program planning.
Behavior Centered

range from the body of voters who elect a specific policymaker or a political party or the
board member of a professional organization to “groups of supporters or patrons” of
different causes or groups “served by an organization or institution” (American Heritage
Dictionary of the English Language, 2004).
Constituents

Recognizing the legitimacy of all constituents, including groups that may have an opposite
point of view, is an integral component of the practice of constituency relations (Burson-
Marsteller, 2006).
True

In professional communications, the concept of peer describes professionals with similar

education, training, and overall capacity.
True

In health communication, media  relations can be defined as the process of convening,

exchanging information, and establishing and maintaining strategic relationships with key
stakeholders and organizations with the intent of identifying common goals that can
contribute to the outcomes of a specific communication program or health-related mission.
False

As with other areas of health communication, constituency relations is both an art and a
science.
True

often grow out of partnerships and require a more formal structure, including written
memoranda of communication agreements, by-laws, a dedicated management team, and
common tools, as well as a long-term commitment to the coalition’s cause.
Coalitions

In health communication, Answer can be defined as the process of convening, exchanging

information, and establishing and maintaining strategic relationships with key stakeholders
and organizations with the intent of identifying common goals that can contribute to the
outcomes of a specific communication program or health-related mission.
constituency relations

(MTBI), a condition that in the United States affects 1.1 million people
mild traumatic brain injury

A approach has been proven to be more effective than single and sporadic activities.
multifaceted

A multinational approach has been proven to be more effective than single and sporadic
activities as one of the key characteristics of professional communications programs.
false
highlight the policy or social change that the program is seeking to achieve
social change objectives

The Answer focuses only on the audience’s characteristics, demographics, needs, values,

attitudes, lifestyle, and behavior.
audience profile

Typically Answer describe changes in knowledge, attitudes, and skills that, in support of the
overall program’s goal, can lead to behavioral, social, or organizational change.
communication objectives

It is used as a planning term and describes the analysis of all individual, community, social,
political, and behavior related factors that can affect attitudes, behaviors, social norms, and
policies about a health issue and its potential solutions.
situation analysis

Once the Answer has been defined and potential audiences identified, the next step is to
understand the external factors that influence the current situation or may represent a
challenge or opportunity for change.
health problem

Morbidity or mortality of other conditions associated with the primary health condition or
issue—for example, “Serious head injuries as a result of falls among Alzheimer’s patients is a
common disease complication and occurs in X percent of patients.”

True

The number of people who present with severe symptoms of a disease and are either
temporarily or permanently disabled as a result.
Morbidity

Outcome objectives (behavioral, social, and organizational) complement the program goal
and should be initially established after the preliminary research or briefing on the health
issue.

True

The total number of people who died of a health condition during a specific time frame.
Mortality

provides a detailed description of all communication messages, materials, activities, and

channels, as well as the methods that will be used to pretest them with key audiences.
tactical plan

The total number of cases of disease in a given population at a specific time, often
expressed as a percentage of the population.
Prevalence

The number of new cases of a health condition that are occurring or are expected to occur
in a given population within a specific time frame.
Incidence

The plan includes a detailed description of the behavioral, social, or organizational

indicators, as well as other evaluation parameters, to be used to assess program outcomes.

Evaluation plan

refer to the change that should occur within an organization in terms of its focus, priorities,
or structure in relation to the specific health issue.
organizational objectives

Cost of the health condition to individuals, health organizations, communities, groups, or

the society as a whole—for example, “In 2005, depression accounted for X number of lost
workdays, which resulted in X dollars in lost earnings among people suffering from
depression.”

True

Strategies are tactical.

Select one:
True

is described as one of the key sections of the situation analysis.

Audience profile

Creating and identifying multiple and audience-specific vehicles and messages are among
the keys to the success of well-planned health communication programs.

True

Outcome objectives should not be measurable and realistic.

False

Provide tools to parents to speak with teenagers about health risks associated with smoking.

True
Stakeholders are all individuals and groups who have an interest or share responsibilities in
a given health issue.

True

Communication channels that print and broadcast media, the Internet, and other new
media.
Mass media channels

such as preferred pastimes, risk behaviors, work versus family balance, cultural values, ideas
about health and illness, religious beliefs, media habits, and preferred media channels
Lifestyle and Cultural characteristics

Use  teenage role models to raise awareness of the health risks of smoking.

False

A common criterion in selecting communication channels is the number of people a channel

can reach.
Audience reach

They can be achieved within a specific time frame.

Time bound

 such as location, rural versus urban environment, size of city or county, climate, and means
of transportation

Geographical factors

After prioritizing and selecting communication objectives, program planners should analyze
potential barriers that may delay or jeopardize the attainment of these objectives.

True

is a statement describing the overall approach used to accomplish the communication

objectives.

communication strategy
This step entails identifying the primary and secondary audiences of the health
communication intervention.

Identify key audiences

such as income level, education, and professional status

Socioeconomic factors

such as counseling, one-on-one meetings, provider-patient encounters, peer education,

stakeholder-led meetings, or other interactive channels.

Interpersonal channels

Developing the audience profile and segmentation in groups with similar characteristics and
behavioral stages is one of the most significant steps of the situation analysis.

True

(HPV), which is a sexually transmitted infection and can present with almost no symptoms
(Weinstock, Berman, and Cates, 2004).

Human papillomavirus

Percentage of people who received or had access to adequate preventive or treatment

options—for example, “In 2006, X percent of Canadian children received all the
immunizations in the recommended childhood immunization schedule.”

True\

is probably the most important mantra of health communication.

Know your audience

They are defined by quantitative parameters.

Measurable
Once the health problem has been defined and potential audiences identified, the next step
is to understand the external factors that influence the current situation or may represent a
challenge or opportunity for change.

true