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Kathleen Loughrey, M.S., R.D. Susan K. Maloney, M.H.S. Joy R. Mara, M.A. John McGrath Diane Miller, M.P.A. Ken Rabin, Ph.D. Scott C. Ratzan, M.D., M.P.A. Barbara K. Rimer, Dr.P.H. Victor J. Strecher, Ph.D., M.P.H. Tim L. Tinker, Dr.P.H., M.P.H. Health Communications Consultant Health Communications Consultant Joy R. Mara Communications National Institute of Child Health and Human Development National Institute on Alcohol Abuse and Alcoholism Ruder Finn Healthcare, Inc. Journal of Health Communication U.S. Agency for International Development Division of Cancer Control and Population Sciences National Cancer Institute University of Michigan Widmeyer Communications We would especially like to thank Elaine Bratic Arkin, author of the original <strong>book</strong>, whose knowledge of health communication program planning made this revision possible, as well as Lynne Doner, whose broad-based consumer research and evaluation expertise has enhanced the <strong>book</strong>’s content and quality. Both have provided hours of review and consultation, and we are grateful to them for their contributions. Thanks to the staff of the Office of Communications, particularly Nelvis Castro, Ellen Eisner, and Anne Lubenow. And thanks to Christine Theisen, who coordinated the revisions to the original text. This document was revised in coordination with the Centers for Disease Control and Prevention during development of CDCynergy—a program-planning tool on CD-ROM.
Table of Contents Why Should You Use This Book Introduction The Role of Health Communication in Disease Prevention and Control What Health Communication Can and Cannot Do Planning Frameworks, Theories, and Models of Change How Market Research and Evaluation Fit Into Communication Programs Selected Readings Overview: The Health Communication Process The Stages of the Health Communication Process Stage 1: Planning and Strategy Development Why Planning Is Important Planning Steps Common Myths and Misconceptions About Planning Selected Readings Stage 2: Developing and Pretesting Concepts, Messages, and Materials Why Developing and Pretesting Messages and Materials Are Important Steps in Developing and Pretesting Messages and Materials Planning for Production, Distribution, Promotion, and Process Evaluation Common Myths and Misconceptions About Materials Pretesting Selected Readings Stage 3: Implementing the Program Preparing to Implement Your Program Maintaining Media Relations After Launch Working With the Media During a Crisis Situation Managing Implementation: Monitoring and Problem Solving Maintaining Partnerships Common Myths and Misconceptions About Program Implementation Selected Readings i 1 2 3 7 8 9 11 11 15 16 16 48 50 53 54 54 86 86 87 91 92 95 98 98 102 103 104
Page 1 and 2: uideAPlanner’sGuideAPlanner’sGu
Page 5: Acknowledgments Many health communi
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
Page 43 and 44: COMMUNICATION CHANNELS AND ACTIVITI
Page 45 and 46: • Create and display advertisemen
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
Page 95 and 96:
name of the one currently speaking)
Page 97 and 98:
new solutions will be effective wit
Page 99 and 100:
Center for Substance Abuse Preventi
Page 101 and 102:
uideAPlanner’sGuideAPlanner’sGu
Page 103 and 104:
Preparing to Implement Your Program
Page 105 and 106:
patients, physicians, and family me
Page 107 and 108:
1. Make a list of key media contact
Page 109:
Working With the Media During a Cri
Page 112 and 113:
• Ask callers what prompted their
Page 114 and 115:
through calls, meetings, or letters
Page 116 and 117:
Center for Substance Abuse Preventi
Page 118 and 119:
Assessing Effectiveness and Making
Page 120 and 121:
• How long will the program last
Page 122 and 123:
2. Define the Data You Need to Coll
Page 124 and 125:
OUTCOME EVALUATION DESIGNS APPROPRI
Page 126 and 127:
EXAMPLES OF OUTCOME EVALUATION FOR
Page 128 and 129:
ensure that you include the right m
Page 130 and 131:
• 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
Page 156 and 157:
145
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 182 and 183:
Communication Program Plan Overview
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)
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 254 and 255:
243 APPENDIX D
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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