pink-book

Myth: If our program is working, we should
see results very soon.
Fact: Results will vary depending on the
program, the issue, and the intended
audience. Don’t expect instant results;
creating and sustaining change in attitudes
and particularly in behavior or behavioral
intentions often takes time and commitment.
Your program may show shorter term,
activity-related results when you conduct
your process evaluation; these changes in
knowledge, information seeking, and skills
may occur sooner than more complex
behavioral changes.
Selected Readings
Academy for Educational Development.
(1995). A tool box for building health
communication capacity. Washington, DC.
Agency for Toxic Substances and Disease
Registry. (1994). Guidelines for planning and
evaluating environmental health education
programs. Atlanta.
Center for Substance Abuse Prevention.
(1998). Evaluating the results of
communication programs [Technical
Assistance Bulletin]. Washington, DC: U.S.
Government Printing Office.
Flay, B. R., & Cook, T. D. (1989). Three
models for evaluating prevention campaigns
with a mass media component. In R. E. Rice
& C. K. Atkin (Eds.), Public communication
campaigns (2nd ed.). Thousand Oaks,
CA: Sage.
Flay, B. R., Kessler, R. C., & Utts, J. M.
(1991). Evaluating media campaigns. In
S. L. Coyle, R. F. Boruch, & C. F. Turner
(Eds.), Evaluating AIDS prevention
programs. Washington, DC: National
Academy Press.
Morra, M. E. (Ed.). (1998). The impact and
value of the Cancer Information Service: A
model for health communication. Journal of
Health Communication, 3(3) Suppl.
Muraskin, L. D. (1993). Understanding
evaluation: The way to better prevention
programs. Washington, DC: U.S.
Department of Education.
Rice, R. E., & Atkin, C. K. (2000). Public
communication campaigns (3rd ed.).
Thousand Oaks, CA: Sage.
Rossi, P. H., Freeman, H. E., & Lipsey,
M. W. (1998). Evaluation: A systematic
approach (6th ed.). Thousand Oaks,
CA: Sage.
Siegel, M., & Doner, L. (1998). Marketing
public health: Strategies to promote social
change. Gaithersburg, MD: Aspen.
Windsor, R. W., Baranowski, T. B., Clark,
N. C., & Cutter, G. C. (1994). Evaluation of
health promotion, health education and
disease prevention programs (2nd ed.).
Mountain View, CA: Mayfield.
STAGE 4
Making Health Communication Programs Work 123