Beruflich Dokumente
Kultur Dokumente
Topics to Consider
Questions to answer:
What specific health problems are we addressing?
What approach or combination of approaches can best influence
the problem?
What measurable, reasonable objectives will we use to define
success?
Who is our intended audience? How will we learn about them?
What actions should we encourage our intended audience to
take?
What settings, channels, and activities are most appropriate for
reaching the intended goals of our communication objectives?
How will we measure progress? What baseline info. will we use
to conduct our evaluation?
Tasks:
Understand the health issue we’re addressing
Identify the approaches necessary to bring about or support the
desired changes
Establish a logical program development process
Set priorities
Assign responsibilities
Planning Steps
Making Health Communication Programs Work—National Cancer Institute
1. Asses the health issues or problems of focus and identify all components of
possible solutions
A. The problems or issues and their prevalence
B. Who is affected (the potential intended audience) including sex, age,
ethnicity, economic conditions, educational or reading level, place of
work and residence
C. The effects of the health problems on individuals and communities
D. Possible causes and preventive measures
E. Possible solutions, treatments, or remedies (including communication,
policy change, etc.)
F. Identify existing activities and gaps (what other organizations are doing
to address the problems and what change is still needed)
4. Explore settings, channels, and activities best suited to reach intended audiences
A. Settings:
Places where the program can reach the intended audience
Times when intended audience members may be most attentive
and open to the program
Places they can act upon the message
Places or situations in which they will find the message most
credible
B. Channels:
Interpersonal (friends, family members, counselors, etc.)
Group (lunches, classroom activities, club meetings, etc.)
Mass Media (radio, network TV, magazines, direct mail,
newsletters, newspapers, etc.)
Interactive Digital Media (Internet, bulletin boards, newsgroups,
chat rooms, etc.)
C. Activities:
Hotline counseling, patient counseling, instruction, informal
discussion
Meetings, conferences, special events, workplace campaigns
Ads, news, feature stories, inserted sections on a health topic,
letters to editors
Talk shows, web sites, chat rooms, public affairs