Identify
and/or develop, pretest, and select materials needed to support
your channel-specific communication activities.
Materials:
tangible items that support the communication message or activities.
Select
Materials from among many options that support communication messages,
settings, message channels, and activities:
- Pamphlets
- Press
kits
- Billboards
- Leaflets
- Movies
- Letters
to the editor
- Web
pages
- Posters
- Newsletters
- Magazine
articles or advertisements
- Thank-you
notes
- Payroll
inserts
- Bookmarks (PDF 124K)
- Comic
books
- Opinion-related
(Op-ed) articles
- Fact
sheets
- SOHCOs
(Single, Overriding Health Communication Objectives)
- Audio/video
news releases (ANR/VNR)
- Talking
points for public appearances or media personalities
- Print
materials that use pictures and entertaining story lines
- Displays
- Kiosks
Identify
and /or develop materials
Identifying
appropriate materials should depend on the channel activity you selected
in the previous step.
For example,
if you plan to use an individual channel activity like HIV counseling,
you may need to develop a brochure or select an existing one
to give to the client as a reminder of the issues you have discussed.
On the other hand, if you plan to use a societal-level channel
like television, you may need to develop a public service announcement
or select an existing one to convey your message.
Using
Pre-existing Materials
Before
developing new materials, you may want to search for existing materials
that already present a message that fits your program's objectives.
Using pre-existing materials can save time and resources. However,
ask some important questions as you consider using materials already
in existence:
- Do the
messages presented fit your communication concept and objectives?
- Do the
materials offer accurate, complete, and relevant information?
- Are
the materials appropriate for your target audience in format,
style, and readability level?
- Can
the materials be modified to become appropriate?
To help
decide if existing materials are appropriate for your communication
concepts, you should explore the following issues:
- How
the messages were developed
- Were
the materials tested
- How
the materials have been used
- Have
the materials been effective
- What
changes the producer would recommend based on lessons learned
when the materials were used
- Can
you receive permission to modify or use parts of the materials
(especially important if the materials are copyrighted)
Developing
New Materials
If existing
messages and materials are inadequate, develop new messages and materials
to test with your target audience. Base them on the concepts you have
already pre-tested. As you develop messages to test, consider the following
issues:
- All
messages in all activities should reinforce each other and fit
your communication concept and objectives.
- Illustrations
should gain attention and aid to understanding and recall and
therefore, reinforce your message.
- Prepare
materials tailored to the target audience in content, layout,
use of visuals, and readability, including appropriate language.
- Pay
attention to the special needs of your target audience, including
literacy level, language, cultural appropriateness, vision/hearing
needs, and other physical disabilities.
Tips
for Common Communication Activities
Listed
below are some development tips for the most common communication activities:
Print
Materials
- Write
in the active voice.
- Clarify
with examples.
- Use
graphics that are immediately identifiable and relevant.
- Use
graphics that reinforce the text, not compete with it.
- Avoid
right-justified margins.
- Avoid
small type (less than 10-point) and large blocks of print.
- Use
short sentences or short paragraphs.
- Break
up text with visuals and bullets to emphasize important points.
- Explain,
if necessary, with a glossary.
-
Avoid jargon and technical terms.
- Avoid
abbreviations and acronyms.
-
Avoid unprofessional drawings
and technical diagrams.
- Summarize
at the end for review.
Video
and/or Audio Public Service Announcements
- Keep
messages short and simple, focusing on one or two main points.
- Be sure
that every word counts in conveying your message.
- Repeat
the main message as often as possible.
-
Identify the main issue
in the first ten seconds.
- Summarize
or repeat the main message at the end.
- Recommend
a specific action.
- Provide
new, accurate, straightforward information.
- Use
a memorable slogan, theme, music, or sound effects.
- Be
sure that the presenter is seen as a credible source of information
(as an authority, target audience representative, or celebrity associated
with the topic).
- Use
positive rather than negative appeals.
- Emphasize
the results of behavior modification, not just the problem.
- Use
appeal, language, and style relevant to the target audience.
Oral
presentations - Talking Points/Tips
- Introduce
the topic and state the purpose at the outset.
- Repeat
the main message throughout the presentation.
- Use
audiovisual materials to reinforce the main points.
- Clarify
with examples.
- Demonstrate
the health problem behavior or skills, if relevant.
- Present
the facts in a straightforward manner.
- Use
an appropriate tone (for example: a humorous or straightforward
tone).
- Use
language and style appropriate to the target audience.
- Allow
time for personal interaction with the audience (such as: questions
and answers).
- Distribute
supporting materials that participants can take with them as
reminders of the message.
Pre-test
materials
As in the
previous steps, for pre-testing, you will need to assemble a representative
group of your target audience and test the effectiveness of your
materials. Some possible questions to find the answers to are:
- How
does your test audience feel about or respond to the materials
presented?
- Are
the materials aimed at your intended message channel?
- Are
the materials conveying your intended message?
- Are
there competing and therefore, unwanted, messages conveyed?
Select
materials
Selection
of communication materials should be based on the results of your pre-testing
and should reflect the message channel previously identified.
When
you have completed this step, you should have the materials for
your intervention developed, pre-tested, and selected.