The Health
Communication
Process Summaries

A fundamental premise of this guide is that, to be viable, health communication programs must be based on an understanding of the needs and perceptions of their target audiences. The diagram below illustrates an approach to health communication that incorporates assessments of target audience needs and perceptions at critical points in program development and implementation. The six stages constitute a circular process, in which the last stage feeds back to the first in a continuous process of planning and improvement.

Each of the six stages is summarized in this section to provide you with an overview of this approach, then in more detail in the following sections. The steps outlined below constitute an ideal process, one that may require more time and money than many agencies can afford. All of the steps may not be feasible, or in some cases even essential. However, carefully following the steps in each stage of the process can make the next program phase more productive. In general, however, you must apply your professional judgment to decide which steps are appropriate for your particular program.

Stage 1
Planning and Strategy

The planning stage of a program provides the foundation for the entire health communication process. Faulty decision making at this point can lead to the development of a program that is "off the mark." Careful assessment of a problem in the beginning can reduce the need for costly mid course corrections.


Key Issues

• What is already known about the health problem? (analyze existing data)
  
  
• What new information will be needed before planning the program? (generate new data if needed)
  
  
• Who is/are the target audiences? What is known about it/them?
  
  
• Overall, what change is planned to solve or lessen the problem? (goals)
  
  
• What measurable objectives can be established to define success?
  
  
• How can progress be measured? (plan evaluation strategies)
  
  
• What should the target audience be told? (draft communication strategies)

Stage 2
Selecting Channels and Materials

The decisions you make in Stage 1 will guide you in selecting the appropriate communication channel(s) and producing effective materials. Without clear objectives and a knowledge of your target audience, you risk producing materials that are inappropriate for the target audience or the issue being addressed.


Key Issues

• Are there any existing materials that could be adapted for the program?
  
  
• Which channels are most appropriate for reaching the target audience (e.g., worksite, mass media, face-to-face)?
  
  
• What formats will best suit the channels and the messages (e.g., booklets, videotapes, curricula)?
  
  

Stage 3
Developing Materials and Pretesting

In Stages 1 and 2, most program planning is completed, providing the basis for developing messages and materials. Often, several different concepts will be developed and tested with target audiences. Feedback from the intended audience is critical in Stage 3.


Key Issues

• What are the different ways that the message can be presented?
  
  
• How does the target audience react to the message concept(s)?
  
  
• Does the audience:
  
  

understand the message?



recall it?



accept its importance?



agree with the value of the solution?




• How does the audience respond to the message format?
  
  
• Based on responses from the target audience, do changes need to be made in the message or its format?
  
  
• How could the message be promoted, the materials distributed, and progress tracked?

Stage 4
Implementation

The fully developed program is introduced to the target audience; promotion and distribution begin through all channels. Program components are periodically reviewed and revised if necessary. Audience exposure and reaction are tracked to permit alterations if needed.


Key Issues

• Is the message making it through the intended channels of communication?
  
  
• Is the target audience paying attention, and reacting?
  
  
• Do any existing channels need to be replaced, or new channels added?
  
  
• Which aspects of the program are having the strongest effect?
  
  
• Do changes need to be made to improve program effect?

Stage 5
Assessing Effectiveness

The program should be assessed by analyzing the results of measurements planned in Stage 1 and used throughout the program's lifespan.


Key Issues

• Were the program objectives met?
  
  
• Were the changes that took place the result of the program, other factors, both?
  
  
• How well was each stage of program planning, implementation, and assessment handled?

Stage 6
Feedback to Refine Program

At each stage useful information was gathered about the audience, the message, the channels of communication, and the program's intended effect. All of this information helps prepare for a new cycle of program development. The more information that can be reviewed at the end of the first program phase, the more likely it is that these questions can be answered:


Key Issues

• Why did the program work, or not work?
  
  
• Should program changes or improvements be made to increase the likelihood of success or to address change in the audience or problem situations?
  
  

• Were lessons learned that could help make future programs more successful?
  
  
  
  Home | Stage 1