Program Overview

Program Details

The program details are as follows:

Unit Description

• Unit Code: PUBH303
• Year: 2022
• Credit Points: 10
• Campus Offering: No unit offerings are currently available for this unit.
• Prerequisites: PUBH100 Foundations of Public Health OR PUBH102 Foundations of Health Promotion

Unit Rationale, Description, and Aim

Effective public health practice requires a broad range of skills in translating complex health concepts into messages that can be communicated to specific target groups within communities and populations. This unit equips students with advanced communication skills required to achieve this. Students will gain an in-depth understanding of effective interpersonal, group, and public communication; effective written and oral communication; and media strategies, and successful communication with cultural and minority groups.

Learning Outcomes

On successful completion of this unit, students should be able to:

• LO1: Appraise strengths and weaknesses of communications in public health from diverse sources including government, non-government organisations, and commercial businesses according to target group, accuracy, impact, and acceptability.
• LO2: Engage recipients of public health messages effectively with new communication tools and techniques.
• LO3: Work collaboratively in contexts of cross-cultural communication including indigenous health messages.
• LO4: Communicate effectively in diverse circumstances for public health practice.

Graduate Attributes

• GA5: Demonstrate values, knowledge, skills, and attitudes appropriate to the discipline and/or profession.
• GA7: Work both autonomously and collaboratively.
• GA9: Demonstrate effective communication in oral and written English language and visual media.
• GA10: Utilise information and communication and other relevant technologies effectively.

Content

Topics will include:

• Introduction to communication in public health
• Understanding and reporting scientific evidence
• Public health communication
• Public health Informatics
• Public health communication planning
• Communicating with persuasion
• Communicating to the public
• Communication strategies to address structural determinants of health
• Public health communication with cultural populations
• Communicating according to local cultural protocols with Aboriginal and Torres Strait Islander communities
• Communication methods in public health
• Communicating for policy and advocacy
• Evaluation of public health communication programs
• Risk and emergency communication
• Media and mass media public health communication
• Ethics in public health communication

Learning and Teaching Strategy and Rationale

This unit involves Cooperative Learning and Inquiry-based learning. Cooperative Learning involves structuring classes around small groups that work together in such a way that each group member's success is dependent on the group's success. Inquiry-based learning on the other hand actively involves students in the exploration of the content, issues, and questions surrounding a curricular area or concept.

Assessment Strategy and Rationale

The assessments in this unit are designed for students to develop theoretical and practical knowledge and skills for public health communication in different contexts. In order to achieve the learning outcomes and Graduate Attributes, students are expected to demonstrate knowledge on planning a public health communication intervention and obtaining support for a specific public health issue.

Overview of Assessments

• Assignment 1: Public Health Communication Plan (A): Enable and assess students on their ability to apply a strategic approach to communicating a public health issue. (30%)
• Assignment 2: Advocacy and Persuasion (B): Enable and assess students to develop compelling communication towards enhancing public health. (25%)
• End of Semester Examination: Enable and assess students to articulate knowledge and application of communication principles to public health practice. (45%)

Representative Texts and References

• Baum (2016) The new public health. Melbourne, Australia, Oxford University Press.
• DeVito J.A. (2017). Essentials of Human Communication (9th ed). Pearson Education: Boston.
• Parvanta, C., Nelson, D.E., Parvanta, S.A., Harner, R.N. (2011). Essentials of Public Health Communication. Jones & Bartlett Learning LIC.
• Schiavo, R. (2013). Health Communication: From Theory to Practice (2nd ed). Jossey-Bass: San Francisco.