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BEST CHOICE: USING MULTIPLE CHANNELS TO REACH INTENDED AUDIENCES
Using several different channels increases the likelihood of reaching more of the intended
audiences. It also can increase repetition of the message, improving the chance that
intended audiences will be exposed to it often enough to absorb and act upon it. For these
reasons, a combination of channels has been found most effective in producing desired
results, including behavior change.
For example, Center for Substance Abuse Prevention (CSAP) communication grantees have
combined channels in unique ways that reflect their communities. One grantee used
posters in community facilities, placed radio spots, and distributed brochures through
community sites and requests by radio listeners. Another used a satellite network to show
videos, made small group presentations through organizations, and worked with schools
to promote at-home activities. Yet another promoted its message through a music and
visual arts training program that resulted in a live performance and television broadcast of
the program’s art and musical creations.
STAGE 1
Note. Center for Substance Abuse Prevention Communications Cooperative Agreements. (1996).
Bridging the Gap for People with Disabilities. Rockville, MD: U.S. Department of Health and Human
Services. In the public domain.
— Can the channel meet intended
audience interaction needs
— Can the channel allow the intended
audience to control the pace of
information delivery
• Cost and accessibility:
— Does your program have the resources
to use the channel and the activity
• Activities and materials:
— Is the channel appropriate for the
activity or material you plan to
produce (Decisions about activities
and channels are interrelated and
should be made in tandem. See Stage
2 for a list of possible materials for
health programs and a discussion of
decision factors.)
— Will the channel and activity reinforce
messages and activities you plan
through other routes to increase
overall exposure among the
intended audiences
5. Identify Potential Partners
Working with other organizations can be a
cost-effective way to enhance the credibility
and reach of your program’s messages. Many
public health institutions seek out partner
organizations to reach particular intended
audiences.
The benefits to your program of forming
partnerships can include:
• Access to an intended audience
• More credibility for your message or
program because the intended audiences
consider the potential partner to be a
trusted source
• An increase in the number of messages
your program will be able to share with
intended audiences
• Additional resources, either tangible or
intangible (e.g., volunteers)
• Added expertise (e.g., training capabilities)
Making Health Communication Programs Work 35