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Acknowledgments Many health communi
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Table of Contents Why Should You Us
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uideAPlanner’sGuideAPlanner’sGu
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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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uideAPlanner’sGuideAPlanner’sGu
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Use this book to produce and implem
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uideAPlanner’sGuideAPlanner’sGu
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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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uideAPlanner’sGuideAPlanner’sGu
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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
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Refining Your Health Communication
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Myth: If our program is working, we
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Communication Research Methods In T
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In this section, you will learn whe
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TYPES OF RESEARCH AND EVALUATION CO
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WORKING WITH MARKET RESEARCH PROFES
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• Providing insights into the res
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PROS AND CONS OF DIFFERENT FORMATS
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internal resources, you may choose
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WORKING WITH COMMUNITY ORGANIZATION
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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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- Page 176 and 177: EXAMPLE USING THE SMOG READABILITY
- Page 178 and 179: causing discomfort to those whose r
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- Page 184 and 185: Sample Promotion Plan Promotion Pla
- Page 186 and 187: Evaluation: OC will evaluate its pr
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- Page 192 and 193: Sample Focus Group Screener Form NC
- Page 194 and 195: Yes No a. Heart disease (CONTINUE)
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- Page 198 and 199: 7. What are your thoughts about peo
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- Page 202 and 203: 9. How well does each of the follow
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- Page 228 and 229: Selected Planning Frameworks, Socia
- Page 230 and 231: Kotler, P., & Roberto, E. L. (1989)
- Page 232 and 233: To communicate the message successf
- Page 234 and 235: combine bits of information into
- Page 236 and 237: For Further Reading Beyer, J. M., &
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- Page 240 and 241: Information Sources APPENDIX C
- Page 242 and 243: National Center for Chronic Disease
- Page 244 and 245: Journal of Health Communication Dep
- Page 246 and 247: Selected Readings and Resources APP
- Page 248 and 249: Campbell, M. K., DeVellis, B. M., S
- Page 250 and 251: Glanz, K., Lewis, F. M., & Rimer, B
- Page 252 and 253: National Cancer Institute. (1998).
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- Page 256 and 257: Glossary APPENDIX E
- Page 258 and 259: Comprehension. A pretesting measure
- Page 260 and 261: Message concepts. Brief statements,
- Page 262: Social cognitive theory. A theory o