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COMMUNICATION CHANNELS AND ACTIVITIES: PROS AND CONS CONTINUED... Type of Channel Activities Pros Cons Radio continued... • Paid ads or specific programming can reach intended audience when they are most receptive • Paid ads can be relatively inexpensive • Ad production costs are low relative to TV • Ads allow message and its execution to be controlled STAGE 1 Television Internet • Ads (paid or public service placement) • News • Public affairs/talk shows • Dramatic programming (entertainment education) • Web sites • E-mail mailing lists • Chat rooms • Newsgroups • Ads (paid or public service placement) • Reaches potentially the largest and widest range of intended audiences • Visual combined with audio good for emotional appeals and demonstrating behaviors • Can reach low income intended audiences • Paid ads or specific programming can reach intended audience when most receptive • Ads allow message and its execution to be controlled • Opportunity for direct intended audience involvement (through call-in shows) • Can reach large numbers of people rapidly • Can instantaneously update and disseminate information • Can control information provided • Can tailor information specifically for intended audiences • Can be interactive • Can provide health information in a graphically appealing way • Can combine the audio/visual benefits of TV or radio with the self-paced benefits of print media • Can use banner ads to direct intended audience to your program’s Web site • Ads are expensive to produce • Paid advertising is expensive • PSAs run infrequently and at low viewing times • Message may be obscured by commercial clutter • Some stations reach very small intended audiences • Promotion can result in huge demand • Can be difficult for intended audiences to retain or pass on material • Can be expensive • Many intended audiences do not have access to Internet • Intended audience must be proactive—must search or sign up for information • Newsgroups and chat rooms may require monitoring • Can require maintenance over time Making Health Communication Programs Work 33
• Create and display advertisements • Survey and gather information from computer users • Engage intended audiences in personalized, interactive activities • Exchange ideas with peers and partners Using interactive digital media is not without challenges. If you choose to do so, consider credibility and access issues. Credibility. Anyone can put information on the Internet, and it may or may not be accurate. Thus it is important to demonstrate the credibility of your organization when you use this channel to disseminate health information. This will help ensure that users trust the information they receive. To improve the quality of health information on the Internet, Healthy People 2010 includes an objective to increase the proportion of health-related Web sites that disclose information that can be used to assess the site’s quality (objective 11-4). To improve quality, health Web sites should disclose the following information: • The identity of the developers and sponsors of the site, how to contact them, and information about any potential conflicts of interest or biases • The explicit purpose of the site, including any commercial purposes and advertising • The original sources of the content on the site • How the privacy and confidentiality of any personal information collected from users is protected • How the site is evaluated • How content is updated Access. The average computer user is affluent and well educated. Although access to this medium is increasing, it is definitely not universal; television and radio are better choices to reach a larger intended audience. The U.S. Department of Commerce issues reports on the “digital divide,” the gap between those with access to computers and the Internet and those without. Healthy People 2010 includes an objective to increase from 26 to 80 the percentage of households with access to the Internet so that individuals will be able to get the information and services they need to address their health concerns (objective 11-1). Weigh Pros and Cons As illustrated in the table Communication Channels and Activities: Pros and Cons, each type of channel—and activity used within that channel—has benefits and drawbacks. Weigh the pros and cons by considering the following factors: • Intended audiences you want to reach: — Will the channel and activity reach and influence the intended audiences (e.g., individuals, informal social groups, organizations, society) — Are the channel and activity acceptable to and trusted by the intended audiences, and can they influence attitudes • Your message: — Is the channel appropriate for conveying information at the desired level of simplicity or complexity — If skills need to be modeled, can the channel model and demonstrate specific behaviors • Channel reach: — How many people will be exposed to the message 34 Planning and Strategy Development
Page 1 and 2: uideAPlanner’sGuideAPlanner’sGu
Page 5 and 6: Acknowledgments Many health communi
Page 7 and 8: Table of Contents Why Should You Us
Page 13 and 14: The Role of Health Communication in
Page 15 and 16: • Organizations—Organizations a
Page 17 and 18: THEORIES GUIDE ACTION TO INCREASE M
Page 19 and 20: a systematic, continuous process th
Page 23 and 24: Use this book to produce and implem
Page 27 and 28: Why Planning Is Important The plann
Page 29 and 30: served to date, messages and materi
Page 31 and 32: occur and potential solutions for e
Page 33 and 34: • Creating a supportive environme
Page 35 and 36: GOALS AND OBJECTIVES: HEALTHY PEOPL
Page 37 and 38: the intended audiences (e.g., those
Page 39 and 40: train, at a community event, in the
Page 41 and 42: Organizational and Community Channe
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Page 47 and 48: • Expanded support for your organ
Page 49: 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
Page 80 and 81: (do it for them); or ego-driven (su
Page 82 and 83: health care coverage, it is particu
Page 84 and 85: TAILORED COMMUNICATIONS: HEALTHY BI
Page 86 and 87: “universal” symbols, such as a
Page 88 and 89: Google or Yahoo about the site as w
Page 90 and 91: • Never skip technical review by
Page 92: 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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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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