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Communication Program Plan Overview Name of Program: Sponsoring Agency: Contact Person: Issue or Problem to Be Addressed: Evidence of Need (why the program is being developed): Program Objective(s): Communication Objective(s): Primary intended audiences (in priority order; include pertinent characteristics and rationale): Secondary intended audiences (in priority order with rationale): Market Research Market Research Plans (include pretesting): Activities (list for each intended audience): Continued on next page... 171 APPENDIX A
Messages (list for each defined market): Materials to Be Developed/Adapted: Materials Distribution and Program Promotion Promotion/Materials Distribution Plan (see sample provided): Key Tasks, Timeline, and Resources Needed (list person responsible; address fixed deadlines and required approvals): Partnerships Potential Partner Organizations (describe their roles): Partnership Plan (see separate form provided): Evaluation Plan (see separate form provided): 172
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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
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Develop a Communication Strategy St
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SAMPLE STRATEGY STATEMENT CONTINUED
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statement can also help all players
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against your program’s goal. For
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Myth: If we work with partner organ
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Glanz, K., Lewis, F. M., & Rimer, B
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Developing and Pretesting Concepts,
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• Are the materials likely to mee
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or on a contract basis. In either c
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• Acknowledge culture as a predom
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importance when planners and design
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which messages work best with inten
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HEALTH COMMUNICATION MATERIALS OPTI
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PRESENTATION OPTIONS FOR ADVERTISIN
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(do it for them); or ego-driven (su
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health care coverage, it is particu
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TAILORED COMMUNICATIONS: HEALTHY BI
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“universal” symbols, such as a
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Google or Yahoo about the site as w
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• Never skip technical review by
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BENEFITS AND LIMITATIONS OF PRETEST
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name of the one currently speaking)
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new solutions will be effective wit
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Center for Substance Abuse Preventi
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Preparing to Implement Your Program
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patients, physicians, and family me
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1. Make a list of key media contact
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Working With the Media During a Cri
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• Ask callers what prompted their
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through calls, meetings, or letters
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Center for Substance Abuse Preventi
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Assessing Effectiveness and Making
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• How long will the program last
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2. Define the Data You Need to Coll
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OUTCOME EVALUATION DESIGNS APPROPRI
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EXAMPLES OF OUTCOME EVALUATION FOR
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ensure that you include the right m
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• 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
Page 140 and 141: TYPES OF RESEARCH AND EVALUATION CO
Page 142 and 143: WORKING WITH MARKET RESEARCH PROFES
Page 144 and 145: • Providing insights into the res
Page 146 and 147: PROS AND CONS OF DIFFERENT FORMATS
Page 148 and 149: internal resources, you may choose
Page 150 and 151: WORKING WITH COMMUNITY ORGANIZATION
Page 152 and 153: Avoid counting or quantifying types
Page 154 and 155: USING SOFTWARE TO ANALYZE QUALITATI
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Page 158 and 159: Participant Recruitment If you or s
Page 160 and 161: • The locations where the pretest
Page 162 and 163: COMPONENTS USED IN MOST QUESTIONNAI
Page 164 and 165: 10. Thank participants for their co
Page 166 and 167: day, 1 hour per day). Share drafts
Page 168 and 169: Analyzing quantitative responses. T
Page 170 and 171: PROS AND CONS OF VARIOUS SURVEY FOR
Page 172 and 173: Follow these steps to conduct a sur
Page 174 and 175: Do this by finding the nearest perf
Page 176 and 177: EXAMPLE USING THE SMOG READABILITY
Page 178 and 179: causing discomfort to those whose r
Page 180 and 181: Communication Planning Forms and Sa
Page 184 and 185: Sample Promotion Plan Promotion Pla
Page 186 and 187: Evaluation: OC will evaluate its pr
Page 188 and 189: Negotiated Partners/Roles of Each:
Page 190 and 191: Strategy Statement/Creative Brief T
Page 192 and 193: Sample Focus Group Screener Form NC
Page 194 and 195: Yes No a. Heart disease (CONTINUE)
Page 196 and 197: Sample Focus Group Moderator’s Gu
Page 198 and 199: 7. What are your thoughts about peo
Page 200 and 201: Sample Intercept Questionnaire Cent
Page 202 and 203: 9. How well does each of the follow
Page 204 and 205: 193 APPENDIX A
Page 206 and 207: Breast Cancer Materials User Survey
Page 208 and 209: Breast Cancer Risk Assessment Tool
Page 210 and 211: Producing Rough-Cut Video for Prete
Page 212 and 213: 3. Make sure your script and produc
Page 214 and 215: 1. a. b. c. 2. a. b. c. 3. a. b. c.
Page 216 and 217: Part IV [Following are sample quest
Page 218 and 219: Presentation of New Information 1.
Page 220 and 221: Part V [Listed below are sample que
Page 222 and 223: Sample Script for Hosting a Theater
Page 224 and 225: Average Ratings for Commercial Ads
Page 226 and 227: 215 APPENDIX A
Page 228 and 229: Selected Planning Frameworks, Socia
Page 230 and 231: 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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