pink-book

Myth: If we work with partner
organizations that represent the intended
audience, we’ll have access to all the
channels we need.
Fact: Channels you access through a
partner organization may be very useful, but
they may miss intended audience segments
the organization does not represent, and
they may not be the most credible or
effective way to influence the intended
audience. Using additional channels will
help reinforce your program’s messages
and enhance the likelihood that the intended
audience will recall them.
Myth: If we use only one channel, we
should use mass media.
Fact: In the past, many programs may have
concentrated on mass media, particularly
public service announcements. Today,
however, many other effective channels
exist and relying on mass media alone may
not achieve some communication program
goals. Although it may take time, effort, and
possibly outside expertise to learn about
and use new channels, the potential rewards
make this a good investment in your
program’s future and in your organization’s
long-term skill/knowledge base.
STAGE 1
Myth: It’s best to use the channels we’re
comfortable with and have used before.
Fact: Selecting the right channels is as
important to success as developing effective
materials or having a sound strategy. If the
intended audience never sees/hears the
message, doesn’t believe it because it
comes from an unrespected source, or
doesn’t attend to it because it comes from
a noninfluential source, the time and money
your program spends developing the
message will be wasted. While you may
well make good use of channels where you
have previous contacts, determine whether
these channels alone will reach and
influence intended audiences before relying
solely on them.
Myth: Using interactive digital media
requires major technical capabilities we
don’t have, and we can’t keep up.
Fact: Using interactive digital media
effectively does require professional
expertise in product design—just as
professional expertise is needed to create
other types of communication vehicles and
develop effective evaluations. Consultants
from other branches of your organization,
universities, a volunteer pool, or commercial
firms can help. Some advertising/creative
firms are beginning to develop expertise in
these media, or you can use experts to
advise you on the electronic end while you
take care of the communication aspects.
These media are changing rapidly, just as
the computer field as a whole. However, if
you determine that interactive digital
channels will be very effective in reaching
the intended audience, networking with
peers, and conducting program research,
the investment may pay off.
Making Health Communication Programs Work 49