A Field Guide to Designing a Health Communication Strategy

O’Sullivan, G.A., Yonkler, J.A., Morgan, W., and Merritt, A.P. A Field Guide to Designing a Health Communication Strategy, Baltimore , MD : Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs, March 2003.

Cover and Table of Contents (2.1 MB)

Introduction (2.4 MB)

Chapter 1: Analysis of the Situation (3.5 MB)

Step 1: Identifying and Understanding the Problem
Step 2: Determining Potential Audiences
Step 3: Identifying Potential Communication Resources
Step 4: Assessing the Environment
Step 5: Summarizing Strengths, Weaknesses, Opportunities, and Threats

Chapter 2: Audience Segmentation (2.7 MB)

Step 1: Determining Audience Segments
Step 2: Prioritizing Audience Segments Within the Strategy
Step 3: Identifying Influencing Audiences
Step 4: Painting a Portrait of the Primary Audience

Chapter 3: Behavior Change Objectives (1.8 MB)

Step 1: Stating the Behavior Change That Will Meet the Audience’s Health Needs
Step 2: Stating How Much the Behavior Will Change
Step 3: Deciding the Timeframe Within Which the Expected Change Will Occur
Step 4: Linking Behavior Change Objectives to Program Objectives
Step 5: Identifying Indicators to Track Progress

Chapter 4: Strategic Approach (2.8 MB)

Step 1: Reviewing the Key Issue or Problem, Audience Segments, and Objectives
Step 2: Determining Long-Term Identity and Positioning Strategy of the Behavior
Step 3: Exploring Strategic Alternatives
Step 4: Determining Strategic Approach and Rationale

Chapter 5: The Message Brief (1.7 MB)

Step 1: Identifying the Key Fact
Step 2: Identifying the Promise
Step 3: Defining the Support
Step 4: Describing the Competition for the Message
Step 5: Developing the Statement of the Ultimate and Lasting Impression That the Audience Will Have After Hearing or Seeing the Message
Step 6: Describing the Desired User Profile
Step 7: Identifying the Key Message Points

Chapter 6: Channels and Tools (3.1 MB)

Step 1: Choosing the Channels That Are the Most Likely To Reach the Intended Audience
Step 2: Determining Tools
Step 3: Integrating Messages, Channels, and Tools

Chapter 7: Management Plan (2.7 MB)

Step 1: Identifying the Lead Organization and Collaborating Partners
Step 2: Defining the Roles and Responsibilities of Each Partner
Step 3: Outlining How the Partners Will Work Together
Step 4: Developing a Timeline for Implementing the Strategy
Step 5: Developing a Budget
Step 6: Planning To Monitor Activities

Chapter 8. Evaluation Plan (1.6 MB)

Step 1: Identifying the Scope and Type of Evaluation
Step 2: Planning for Monitoring and Impact Assessment
Step 3: Identifying the Evaluation Design and Sources of Data
Step 4: Tailoring the Evaluation to the Specific Situation
Step 5: Deciding Who Will Conduct the Evaluation
Step 6: Planning To Document and Disseminate Evaluation Results

Chapter 9. Summary (1.3 MB)

Staying on Strategy; The Strategy Test; Why Ask “Why?”; Strategy Summary Outline; Strategy Review