Health promotion strategies among practitioners in three settings : the role of directionality and balance
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Twelve in-depth interviews were conducted with health promotion practitioners in northern Colorado to examine their reliance on two-way versus one-way communication (direction) and symmetrical versus asymmetrical communication (balance) to develop public information/public relations campaigns. The study contrasted strategies used by communicators working for nonprofit, hospital, and government organizations, including their perspectives about how other practitioners strategize. Contrary to expectations, the interviews revealed that practitioners in all three venues heavily relied on two-way ...