In Part Two of my conversation with Sandra Crouse Quinn, we talk about COVID and trust, plus future challenges when it comes to increasing health equity. Dr. Quinn and her colleague Stephen Thomas were two of the first researchers to shine a light on the impact the Tuskegee syphilis experiment had on trust in the African-American community — and by extension, on other communities of color. Together, we look ahead at the work that remains to be done to rebuild trust in public health.

Resources:

The article that made people sit up and take notice:
Thomas, S. B., & Quinn, S. C. (1991). The Tuskegee Syphilis Study, 1932 to 1972: Implications for HIV education and AIDS risk education programs in the Black community. American Journal of Public Health, 81(11), 1498–1505. https://doi.org/10.2105/AJPH.81.11.1498

Historic background on the topics mentioned:

• Public Health Service Study of Untreated Syphilis at Tuskegee and Macon County, AL - Timeline - CDC - OS
• 30 Years of HIV in African American Communities: A Timeline (cdc.gov)
• Why Black AIDS History Matters - AAIHS
• The Anthrax Mail Attack | National Postal Museum (si.edu)

Sandra Crouse Quinn’s bio

Communivax Coalition

Maryland Center for Health Equity (where Dr. Quinn has just retired but Dr. Stephen Thomas continues to conduct research and outreach).

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For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2024 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
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For most people in public health today, the role that trust — or more accurately, distrust — often plays in racial health disparities may seem obvious. When both lived experience and research confirm that implicit and intentional bias in the system have resulted in real harm, it’s a rational response to be wary or distrustful. However, for years after the Tuskegee experiment, public health was actually quick to blame other cultural, educational, or individual factors for low levels of trust in public health and medicine. That is, until my guest in this episode came along.

Sandra Quinn and her co-author Stephen Thomas were the first two researchers to connect Tuskegee’s impact on trust to beliefs and behaviors in the African-American community during the emergence of HIV/AIDS. Since then, Dr. Quinn and her colleagues have gone on to lead some of the most important research on trust and racial health inequities (and I’m proud to have been involved in a small part of that research with such a fantastic mentor!)

The first of my two-part interview is a must-listen for anyone interested in health equity: You’ll hear some history you’ve never heard before about the ripple effect of Tuskegee, from the AIDS crisis to the anthrax attacks. (In Part 2 we’ll talk about COVID, plus future challenges when it comes to building trust).

Resources:

The article that made people sit up and take notice:

Thomas, S. B., & Quinn, S. C. (1991). The Tuskegee Syphilis Study, 1932 to 1972: Implications for HIV education and AIDS risk education programs in the Black community. American Journal of Public Health, 81(11), 1498–1505. https://doi.org/10.2105/AJPH.81.11.1498

Historic background on the topics mentioned:

• Public Health Service Study of Untreated Syphilis at Tuskegee and Macon County, AL - Timeline - CDC - OS
• 30 Years of HIV in African American Communities: A Timeline (cdc.gov)
• Why Black AIDS History Matters - AAIHS
• The Anthrax Mail Attack | National Postal Museum (si.edu)

Sandra Crouse Quinn’s bio

Communivax Coalition

Maryland Center for Health Equity (where Dr. Quinn has just retired but Dr. Stephen Thomas continues to conduct research and outreach).

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2024 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

While effective teachers and professors consider adult learning theory one of the go-to frameworks for curriculum development, you may not realize how useful it can be, and how well-researched it is, in the world of health promotion and health communication. This episode takes a look at six of the basic principles of adult learning theory that every health communicator needs to consider when developing materials, resources, and interventions.

Resources:

• 10 Simple Principles of Adult Learning (wgu.edu)
• Adult Learning Theories in Context: A Quick Guide for Healthcare Professional Educators   Mukhalalati BA, Taylor A. Adult Learning Theories in Context: A Quick Guide for Healthcare Professional Educators. J Med Educ Curric Dev. 2019 Apr 10;6:2382120519840332. doi: 10.1177/2382120519840332. PMID: 31008257; PMCID: PMC6458658.
• Applying adult learning theories for effective patient education | WebMD Ignite

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2024 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

So often when we consider health disparities in a population, we focus on what is wrong or deficient — the barriers to good health. But what if instead we gathered wisdom from people and communities who are exceptions to the rule, then tried to replicate the conditions that enable them to be successful? This is what the “positive deviance” framework does: it reframes our thinking to consider that often communities themselves already have the solutions to problems, if only we focus on their strengths rather than deficits.

My guest in today’s episode is one of my former graduate students, Tyra Toston Gross, who is the one who first introduced me to this framework when she used it in her dissertation to examine breastfeeding in the African-American community—focusing on women who despite having no more resources or knowledge than their peers were managing to breastfeed successfully. Now a successful educator and researcher at Xavier University of Louisiana, Dr. Gross joins me to talk about positive deviance and other strengths-based and community-participatory approaches.

Resources:

• A basic overview of Positive Deviance from Wikipedia
• About Tyra Toston Gross: https://www.xula.edu/directory//people/tgross.html
• Gross TT, Davis M, Anderson AK, Hall J, Hilyard K. Long-Term Breastfeeding in African American Mothers. J Hum Lact. 2017 Feb;33(1):128-139. doi: 10.1177/0890334416680180. Epub 2017 Jan 6. PMID: 28061039. 
• Other researchers using the framework: The Positive Deviance Collaborative

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2024 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Wrapping up our series on media, today we look at four more media relations essentials that can help you earn media coverage: Op-eds, letters to the editor; becoming a go-to resource for journalists; and convening an editorial board meeting. Along with the earlier parts of our series on media, these are tools you probably didn’t learn about in your MPH program or even a general health communication course. But they should be an essential part of your professional toolkit.

Resources:

• Credibility of Earned Media (summary – actual study is hidden behind a paywall): Is Earned Media More Credible than Advertising? | Institute for Public Relations (instituteforpr.org) 
• Op-Ed Writing: Tips and Tricks — The OpEd Project
• Harvard Kennedy School How to Write an Op-Ed (harvard.ed u)
• Tips for writing effective letters to the editor - Public Health Institute (phi.org)
• Microsoft Word - Influencing Editorials - An editoral board meeting primer.– (georgetown.edu)
• 6 Steps to Ensure a Successful Editorial-Board Meeting (philanthropy.com)

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2024 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Every day, television and radio shows across the country have thousands of interview slots to fill during live programming and they are hungry for people who can fill those slots. If you’re not taking advantage of these guest interviews as a chance to get your message out, you’re missing an excellent source of earned media coverage.

In the third episode of our series on what you need to know about media relations and media coverage, we will talk today about how to earn one of these coveted media interview invitations. Our guest is Wendy Guarisco, whose public relations firm The Guarisco Group has been helping subject matter experts land media interviews and talk show invitations—and training them how to shine in the spotlight—for nearly two decades.

A former news producer herself for CNN, Wendy will help us uncover how to use guest interviews to get your message out, and the best practices that can help you become the go-to guest on a particular topic. And although large institutions or major book authors often hire publicists like Wendy, landing a guest interview is entirely within your reach, especially if you start small and work with local media outlets.

Resources:

• How to pitch a successful TV interview - PR Daily
• The TV Interview: A Step-by-Step Guide to Success (prnewsonline.com)
• TV and Radio Media Tips | American Association for the Advancement of Science (AAAS)

Contact today’s guest, Wendy Guarisco: Media Experts for Perfect Marketing - Guarisco Group LLC

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2024 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

This is the second in our short series unlocking the secrets of media relations and earning media coverage. Today’s episode is all about the timeless power of the press release. Is it old school? Absolutely. Is it still effective? Without a doubt. .

If you are not regularly creating and sending out press releases, you may be missing a huge opportunity to capture earned media. We’ll unpack the art of crafting compelling press releases that captivate journalists and engage their audiences. Learn the essentials, from structure to content, and grab our exclusive press release template as a bonus download. Uncover the keys to newsworthiness, audience relevance, and journalist engagement.

Don't miss out on adding this skill to your health communication toolkit: the media landscape is waiting for your story!

Resources:

• The bonus press release template: https://healthcommcentral.com/pressreleasetemplate/

Important note: The download is a PDF that will show you exactly what the format should look like.  However, ON that document there will also be a link to a downloadable Word document. Save a copy of the Word doc and then literally just type over to create your own reusable template.

• A couple of professional articles on best practices for press releases:
  Are Press Releases Still Relevant? (forbes.com)
  The Press Release is Not Dead, But It Has Evolved | Burrelles
  
  
• To help brainstorm ways you could use a press release:
  40 Newsworthy Reasons to Write a Press Release | Cision
  50 Reasons to Send Out a Media Release - mediainalberta.ca
  
  
• Recent scholarship on effective press releases:
  Predicting News Coverage of Scientific Articles (northeastern.edu)
  Reconsidering churnalism: How news factors in corporate press releases influence how journalists treat these press releases after initial selection (degruyter.com)

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2024 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

The value of the PESO for your health communication work may be far greater than you think… if you’re talking about the PESO Model created by public relations professional by Gini Dietrich. In this episode, we unpack the four types of media in the acronym PESO—paid,  earned, shared, and owned—and the role each one plays in an effective communication strategy. We’ll also talk about why the rationale behind your media choices should include more than just cost, especially if you need to build audience trust. This is the first episode in a brief series on media relations in public health communication.  Over the next few episodes, we will focus on practical steps to gain earned media, which is sometimes the forgotten stepchild of media use in public health, but could be one of the most important and effective pieces of your communication toolkit.

Resources:

Free download for this episode: Strengths & Limits of Each Media Type

Remember that the PESO model is not specific to health communication, so you may need to do a little translation between its corporate-focused terminology and what we do:

• PESO Model official diagram: https://drive.google.com/file/d/1TSVrg1MiEqkfRzw4JpBSVc4Sx2xIsM9G/view
• PESO Model for Marketing: https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

Spotlight on earned media for tobacco control: https://www.vitalstrategies.org/vital-stories-how-earned-media-coverage-helps-gain-trust-in-tobacco-control-advocacy/

Lots more to come as we round out this series!

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

What can we learn from an old guy in a toga about communication? Centuries worth of what makes an effective message, it turns out — if that old guy is Aristotle.
This episode unpacks the three appeals that the Greek philosopher Aristotle identified in 330 BCE as the three fundamental elements of persuasive communication: ethos, pathos, and logos – AKA credibility, emotion, and reasoning. We look at how these three appeals can be applied in messages and campaigns and just how frequently they appear in speeches, storytelling, and advertising.

Be sure to check the episode notes for journal articles spotlighting research on use of the three components in health communication.

Resources:

Ethos, Pathos, and Logos: A Practical Guide for Health Communicators by Thomas A. Reinschmidt, Health Communication, Volume 23, Issue 2, 2008, Pages 126-130.

Ethos, Pathos, and Logos in Health Communication: Persuasive Appeals in Public Health Messages by Michael S. Paluszek, John L. Rice, and Thomas A. Reinschmidt, Journal of Health Education and Behavior, Volume 56, Issue 3, 2012, Pages 431-434.

Using Ethos, Pathos, and Logos to Promote Healthy Behaviors by Karen Glanz, Barbara K. Ostrow, and Edward A. Marcus, Journal of Health Communication, Volume 9, Issue 2, 2004, Pages 107-115.

Aristotle's Rhetoric by Stanford Encyclopedia of Philosophy

Ethos, Pathos, Logos: The Fundamental Appeals by The Writing Center at the University of North Carolina at Chapel Hill

Ethos, Pathos, Logos: Understanding the Elements of Persuasive Communication by Purdue University Online Writing Lab

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Key informant interviews (often called KIIs and also known as in-depth interviews or IDIs) can provide insights about your audiences, your messages, and your campaigns. KIIs can be one of the easiest and lowest-cost types of data-gathering available. Although working with an experienced researcher and facilitator is best if it’s possible, research interviews can truly be done by any agency or non-profit looking to improve their communication strategy and planning. But too many health communicators do not use KIIs or IDIs as frequently as they should. This quick overview talks about how to use interviews at three different stages of the communication process and what you need to get started developing questions and organizing logistics.

Be sure to download the KII checklist here: healthcommcentral.com/KIIchecklist

Additional resources:

• UCLA Health Policy Center Guide to Key Informant Interviews: https://healthpolicy.ucla.edu/sites/default/files/2023-08/tw_cba23.pdf
• Harvard Chan School of Public Health Key Informant Interview Guide: https://www.hsph.harvard.edu/wp-content/uploads/sites/2413/2014/10/RapidAssessmentModule10_CDC_tool_2005.pdf
• Sample Interview Guide from NIH: https://www.ncbi.nlm.nih.gov/books/NBK62566/

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!

For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:

LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central