Winner of the Distinguished Book Award by the Applied Communication Division of the National Communication Association, 2001 Effective Health Risk Messages provides step-by-step instructions for developing theoretically based campaigns that work. Students and readers will learn about message development theories, formative and summative evaluation, and even basic research designs for evaluating your campaign. Worksheets are provided at the end of each chapter to provide readers with hands-on, practical experiences in developing effective health risk messages. This book is suitable for practitioners, researchers, and students alike, and can act as a stand-alone text or supplementary text for persuasion, public health, advertising, and marketing classes.
Chapter 10: Getting the Message Out
Finally, you're ready to disseminate your campaign to the public. To this point, you have probably devoted a great deal of thought to (a) who your target audience is, (b) which topics are most important to your target audience (e.g., perceived susceptibility, perceived severity, self-efficacy, response efficacy), (c) which messages are most effective, (d) the length of your campaign, (e) methods of data collection and analysis, and perhaps (f) specific methods and channels for disseminating your message. This chapter focuses on how to get your message out so it has the desired impact.
There are numerous ways to get the message out to the target audience. Often campaigns incorporate a variety of activities disseminated through both interpersonal and mediated ...