Strategic Health & Risk Communication

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.

Students in this course will work in teams to conduct research, planning, and preparation of a health and risk communication campaign designed to solve problems for outside clients. Outside clients can include governmental entities, nonprofit organizations, hospitals, and other related agencies or businesses. Student teams will make a formal presentation to the client.

Note: ADPR 5742/7742 Health and Risk Communication Campaigns (capstone course) must be taken in the final semester when students complete the certificate requirement.

Factors affecting the level of wellness of the individual are considered. Topics include mental health, nutrition, diet and weight control, physical fitness, smoking, human sexuality, consumer health, alcohol and other drugs, disease, environmental health, and injury prevention.

Practical introduction to public health communication from the individual to the societal level. Covers foundational communication concepts that impact health behavior, including media effects, persuasion, message development, media relations, entertainment education, health literacy, risk and crisis communication, social media, social marketing, organizational communication, and patient-practitioner communication.

Students learn the basics of ad design and strategic messaging from tweets to magazine ads, to viral-video scripts, to TV spots.

Students develop crisis analysis, planning, and communication skills through class discussion, analysis of theories, case studies, and development of a crisis communication plan.