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Implementing the Program In This Section: • Preparing to launch and implement your program • Holding a press conference • Maintaining media relations after launch • Working with the media during a crisis • Managing implementation: monitoring and problem solving • Maintaining partnerships • Common myths and misconceptions about implementation Questions to Ask and Answer: • How should we launch the program • Should we use a kickoff event • How should we develop and sustain media coverage Partner involvement Audience interest • How should we manage a press conference • How should we work with the media during a crisis • How can we ensure that our program operates according to plan • How can we use process evaluation • How can we find out whether we are reaching the intended audience with our information • How can we find out whether they are responding favorably to our message and materials • Are we maintaining good relationships with our partners STAGE 3
Preparing to Implement Your Program Before you launch the program, plan for distribution, promotion, and process evaluation. Make sure you also develop a launch plan, produce sufficient quantities of materials, and prepare your staff for the work ahead. Program Launch You may choose to launch your program quietly, starting activities on a limited basis in one geographic area or with just one partner to test the program. Using a limited approach will permit you to make adjustments before you fully commit your resources. This can be particularly useful for a large-scale program or for programs using a new technique or involving a new intended audience. Or, you may choose to launch with a kickoff event. Kickoff Event A kickoff event can create broader awareness of the program and promote community involvement. Kickoff events are an excellent way to develop relationships with people who may be willing to get involved in the program. Scheduling an event also creates a deadline, which will help your program avoid unnecessary lag time or protracted preparations. To begin with a kickoff event, you might: • Plan an event to celebrate the start of the program. • Tie the kickoff to newsworthy happenings, such as the Great American Smokeout, Talk About Prescriptions Month, or the announcement of the results of a major study. • Tie into community events, such as sporting events, church activities, shopping mall promotions, or holiday happenings. • Work with partner organizations to fund events that the intended audience already participates in and that have broad media interest. To enhance media coverage of your kickoff event: • Create a news “hook” or angle that makes the event newsworthy • Use a checklist to track preevent, event, and postevent activities. These may include room arrangements, speakers, expenditures, media kits, refreshments, transportation, equipment, and follow-up actions. • Inform the media of your event in a timely way. Ask about their schedules, if possible, to avoid holding an event that conflicts with other media activities. Conflicts might prevent you from getting media coverage. • Don’t forget to include specialized media, such as community newspapers, cable TV stations, radio, health-related publications (the trade press), foreign-language publications or broadcast media, Internet “zines” and Web sites, and organization publications. These media may have a greater incentive to use your story than general newspapers or regular TV stations, and they can ensure an audience at a press conference if the mainstream media don’t show up. • Launch activities in multiple locales on the same date to make them more newsworthy. • Create media kits to facilitate accurate reporting of the issue. • Invite spokespeople who support your program and who may attract media interest. 92 Implementing the Program
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uideAPlanner’sGuideAPlanner’sGu
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Acknowledgments Many health communi
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Table of Contents Why Should You Us
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The Role of Health Communication in
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• Organizations—Organizations a
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THEORIES GUIDE ACTION TO INCREASE M
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a systematic, continuous process th
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Use this book to produce and implem
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Why Planning Is Important The plann
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served to date, messages and materi
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occur and potential solutions for e
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• Creating a supportive environme
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GOALS AND OBJECTIVES: HEALTHY PEOPL
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the intended audiences (e.g., those
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train, at a community event, in the
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Organizational and Community Channe
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COMMUNICATION CHANNELS AND ACTIVITI
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• Create and display advertisemen
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• Expanded support for your organ
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STEPS FOR INVOLVING PARTNERS IN THE
Page 52 and 53: Develop a Communication Strategy St
Page 54 and 55: SAMPLE STRATEGY STATEMENT CONTINUED
Page 56 and 57: statement can also help all players
Page 58 and 59: against your program’s goal. For
Page 60 and 61: Myth: If we work with partner organ
Page 62 and 63: Glanz, K., Lewis, F. M., & Rimer, B
Page 64 and 65: Developing and Pretesting Concepts,
Page 66 and 67: • Are the materials likely to mee
Page 68 and 69: or on a contract basis. In either c
Page 70 and 71: • Acknowledge culture as a predom
Page 72 and 73: importance when planners and design
Page 74 and 75: which messages work best with inten
Page 76 and 77: HEALTH COMMUNICATION MATERIALS OPTI
Page 78 and 79: PRESENTATION OPTIONS FOR ADVERTISIN
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Page 82 and 83: health care coverage, it is particu
Page 84 and 85: TAILORED COMMUNICATIONS: HEALTHY BI
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Page 90 and 91: • Never skip technical review by
Page 92: BENEFITS AND LIMITATIONS OF PRETEST
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Page 105 and 106: patients, physicians, and family me
Page 107 and 108: 1. Make a list of key media contact
Page 109: Working With the Media During a Cri
Page 112 and 113: • Ask callers what prompted their
Page 114 and 115: through calls, meetings, or letters
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Page 118 and 119: Assessing Effectiveness and Making
Page 120 and 121: • How long will the program last
Page 122 and 123: 2. Define the Data You Need to Coll
Page 124 and 125: OUTCOME EVALUATION DESIGNS APPROPRI
Page 126 and 127: EXAMPLES OF OUTCOME EVALUATION FOR
Page 128 and 129: ensure that you include the right m
Page 130 and 131: • You will be able to give eviden
Page 132 and 133: Refining Your Health Communication
Page 134 and 135: Myth: If our program is working, we
Page 136 and 137: Communication Research Methods In T
Page 138 and 139: In this section, you will learn whe
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Page 142 and 143: WORKING WITH MARKET RESEARCH PROFES
Page 144 and 145: • Providing insights into the res
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Avoid counting or quantifying types
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USING SOFTWARE TO ANALYZE QUALITATI
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145
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Participant Recruitment If you or s
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• The locations where the pretest
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COMPONENTS USED IN MOST QUESTIONNAI
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10. Thank participants for their co
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day, 1 hour per day). Share drafts
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Analyzing quantitative responses. T
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PROS AND CONS OF VARIOUS SURVEY FOR
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Follow these steps to conduct a sur
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Do this by finding the nearest perf
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EXAMPLE USING THE SMOG READABILITY
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causing discomfort to those whose r
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Communication Planning Forms and Sa
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Communication Program Plan Overview
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Sample Promotion Plan Promotion Pla
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Evaluation: OC will evaluate its pr
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Negotiated Partners/Roles of Each:
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Strategy Statement/Creative Brief T
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Sample Focus Group Screener Form NC
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Yes No a. Heart disease (CONTINUE)
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Sample Focus Group Moderator’s Gu
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7. What are your thoughts about peo
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Sample Intercept Questionnaire Cent
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9. How well does each of the follow
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193 APPENDIX A
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Breast Cancer Materials User Survey
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Breast Cancer Risk Assessment Tool
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Producing Rough-Cut Video for Prete
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3. Make sure your script and produc
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1. a. b. c. 2. a. b. c. 3. a. b. c.
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Part IV [Following are sample quest
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Presentation of New Information 1.
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Part V [Listed below are sample que
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Sample Script for Hosting a Theater
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Average Ratings for Commercial Ads
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215 APPENDIX A
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Selected Planning Frameworks, Socia
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Kotler, P., & Roberto, E. L. (1989)
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To communicate the message successf
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combine bits of information into
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For Further Reading Beyer, J. M., &
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227 APPENDIX B
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Information Sources APPENDIX C
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National Center for Chronic Disease
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Journal of Health Communication Dep
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Selected Readings and Resources APP
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Campbell, M. K., DeVellis, B. M., S
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Glanz, K., Lewis, F. M., & Rimer, B
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National Cancer Institute. (1998).
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243 APPENDIX D
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Glossary APPENDIX E
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Comprehension. A pretesting measure
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Message concepts. Brief statements,
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Social cognitive theory. A theory o
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