impact 101: communicating public health jeff niederdeppe, ph.d. associate professor department of...
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Impact 101: Communicating Public Health
Jeff Niederdeppe, Ph.D.Associate Professor
Department of CommunicationCornell University
Join the Conversation: #healthcomm
Steps in Planning a Campaign
1. Define (and refine) the problem– Problem statement, situational analysis,
relationship with broader mission– Collect data, revise situational analysis
2. Planning and programming– Design the campaign’s execution and channels
based on theory and research
3. Implement the program
4. Evaluate the program
Key Ingredients of the Campaign Recipe
• Problem Statement– Summarizes key elements of the issue or
opportunity, and how it relates to the organization’s ability to fulfill its mission
– What, where, when, how, for whom, why
Problem Statement
Key Ingredients of the Campaign Recipe
• Situational Analysis– What are our organization’s strengths and
weaknesses related to this problem?– What opportunities and threats exist outside of our
organization related to this problem?
Situational Analysis
• SWOT– Internal
• Strengths• Weaknesses
– External• Opportunities• Threats (Challenges)
Steps in the Campaign Planning Process
Problem Statement
Situational Analysis
ID Research Needs (Goals, Objectives, Strategies, Tactics)
Research Plan/Collect/Analyze Data
Revise Situational Analysis
Specify Campaign Goals, Objectives, Strategies and Tactics
Additional Elements of the Campaign Recipe
• Goals• Objectives• Strategies• Tactics
Goals
• A set of statements that negate the problem• “to”• Active verb• Conceptual, quantifiable statement of desired
outcome• Identification of a relevant target public• “To increase interest among New York students
in visiting, applying to and enrolling at Cornell.”
Objectives
• “to”, active verb, relevant target public• Measurable destination• Amount of change expected• Target date• “To increase the percentage of New York high
school sophomores in the top 10% of their class who intend to apply to Cornell from 15% to 30% by 2012.”
Strategies
• Counterparts to goals– Available data– Communication theory and research
• “Develop relationships with guidance counselors in each NY high school”
• “Develop a print media campaign to promote the unique Cornell student experience”
Tactics
• Counterparts to objectives– Tasks to be completed
• “Make introductory phonecalls to each guidance counselor by July 1st, 2010”
• “Send Cornell University brochures and introduction letters to each student scoring 1350 or higher on her/his PSAT by December 1st, 2010”
A Logic Model
What Can Theory Do for YOU?
1. Help identify goals and objectives• Theories of Audience• Theories of Behavior Prediction
2. Help identify strategies and tactics• Theories of Behavior Prediction• Theories of Message Effects
Situational Theory of Publics
1. Active – I know about this issue and I care about it
2. Aware– I know about this issue but am not invested
3. Latent– Could become active and aware, not there
4. Apathetic
Theory of Reasoned Action, Revised
Source: Fishbein & Ajzen, 1975; updated in 2010
Behavioral Beliefs and Outcome Evaluations
Attitude
Behavior
Normative Beliefs and Motivation to Comply
IntentionPerceived NormDemographic Characteristics
Control Beliefs and their Perceived Power
Perceived Behavioral Control
Which beliefs should we target with the campaign?
Source: Fishbein & Ajzen, 1975; updated in 2010
Behavioral Beliefs and Outcome Evaluations
Attitude
Behavior
Normative Beliefs and Motivation to Comply
IntentionPerceived NormDemographic Characteristics
Control Beliefs and their Perceived Power
Perceived Behavioral Control
For which demographic groups are these beliefs salient?
Source: Fishbein & Ajzen, 1975; updated in 2010
Behavioral Beliefs and Outcome Evaluations
Attitude
Behavior
Normative Beliefs and Motivation to Comply
IntentionPerceived NormDemographic Characteristics
Control Beliefs and their Perceived Power
Perceived Behavioral Control
The Extended Parallel Process Model
Source: Witte , Meyer & Martell, 2001
Perceived Self Efficacy
FAVORABLE Behavior
Persuasive Message Intended to Evoke Fear
Perceived Response Efficacy
PerceivedThreatSusceptibility
Perceived Threat Severity
EFFICACY OUTWEIGHS THREAT
THREAT OUTWEIGHS EFFICACY
DANGER CONTROL:Protection Motivation
UNFAVORABLEBehavior
FEAR CONTROL:DefensiveMotivation
