Strategic Communication in Health and Development: Concepts, Applications and Programming

Deepak Gupta · Narain Jai P

44 citations0/0 files storedJournal of Health Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Public Relations and Crisis Communication Public Health Policies and Education Media Influence and Health

Abstract

Significance of communication in health and development is well recognised. Strategic communication informs, educates and influences. In addressing varied health and development issues, including the challenges involving diseases control, more targeted communication strategies are designed to make optimum use of available resources to achieve the planned results in a given context. Based on research, that is, the community-based study of risk factors and the operational research, communication theories evolved and so did the strategies and practices for result-driven health and development communication. In this article, some approaches have been examined to better understand the role of strategic communication in development and health, including disease control. Information dissemination through ‘extension approach’, first for agriculture development and later for family planning, adapted and boosted through advertising and marketing frameworks led to wide awareness about the methods and techniques of family planning but not the adoption at the same levels. Experience and research studies demonstrated that mere ‘awareness’ was not adequate for fostering adoption of ‘new’ practices; instead, it required sustained investments in communication for social and behavioural change processes. For this, bottom-up communication design, participatory communication with community involvement, evidence-based advocacy and preparedness for risk communication are required for effective communication and health and development. As HIV/AIDS posed an initial challenge for communication scholars earlier in the 1980s, so is the COVID-19 pandemic throwing a major communication challenge today. The article attempts to analyse the approaches and shed light on the role of communication in health and development, especially in the context of health crisis.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 44 citations exist upstream.

References

2009Health Communication: from theory to practice 2000Communicating the Threat of Emerging Infections to the Public 2012Challenges to changing health behaviours in developing countries: A critical overview 2010Theory-Based Approaches to Understanding Public Emergency Preparedness: Implications for Effective Health and Risk Communication 2014Systematic Review of the Effectiveness of Mass Media Interventions for Child Survival in Low- and Middle-Income Countries

Cited by

2024Ethics and strategy in vaccination: A review of public health policies and practices

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.