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243 APPENDIX D
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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
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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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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
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)
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., &
Page 238 and 239: 227 APPENDIX B
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).
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
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