Step 8: Develop the Message
Introduction
In Step 8, we define the message content and approach, based on all the careful research and decision-making undertaken in previous steps. This step involves identifying key information (the "What"), relevance to the audience (the "So What"), and a call to action (the "Now What"). In addition to these three elements, decisions need to be made about the tone, the appeal, the source and other dimensions (the approach).
Step 8 is also critical to the relationship between the program planners and the creative team. A well-briefed creative team already faces plenty of challenges crafting complex messages in short timeframes, with limited resources. We do not want the creative team to face additional hurdles if they must set direction or tone and frame the issue. This can lead to the "It Won a Prize" syndrome where a product may be wonderfully produced but not in line with the values and needs of your organization and/or the audience.
Message development is explored in detail in our message
development workshop. We also have related workshops on making
the case and strengthening
personal presentations.
THCU resources
You can also visit a map
of THCU's health communication resources on
this site, the introductory
page for our 12-step process, or the main
health communication page. The following resources are for step 8 only.
Making
the Case
Making
the Case at a Glance
This two-page handout summarizes key information from THCU's two-day workshop,
Making the Case.
Revised in the fall of 2006, the new model is organized
around a small number of key practical decisions such as "who" will make the
case, rather than a series of steps to follow.(legal size PDF 30kb) New January
11, 2007
Making
the Case Presentation
From THCU's workshop of
the same name, these slides review strategies and tactics
for “making
the case” for
health promoting initiatives such as community engagement,
access to services, affordable housing, and violence prevention
to decision-makers in government, foundations, private sector
funders, and within your own organization.(PDF, 66kb) Updated January
11, 2007
Strengthening Personal Presentations
Strengthening
Personal Presentations Workbook
This workbook focuses on five core skills for making an effective
presentation--one that provides the audience with the information
they seek in a stimulating manner. Updated January 25, 2008-- now includes the Personal Assessment Tool and Planning
Your Presentation worksheet
Strengthening
Personal Presentations Workshop Slides
This powerpoint presentation accompanies the workshop.
Added March
31, 2005
Strengthening
Personal Presentations Personal Assessment Tool
This assessment tool has 38 questions about presentation style. (PDF, 121kb,
January 2008)
Planning Your Presentation
A worksheet that accompanies our Strengthening Personal Presentations
workshop. (PDF, 109kb, March 2005) Added March
29, 2005
General
Health
Communication Message Review Criteria
This document lists the minimum criteria for developing a persuasive message,
including a message review tool. (PDF, 291kb, March 2003)
Fear
Appeals for Tobacco Control
This info pack discusses the return of fear appeals to health
communication, specifically for tobacco control, including
a description of recent tobacco
control efforts, an overview of The Extended Process Model, and a list of additional resources.
(PDF, 217kb, June 2000; also available in French,
PDF, 230kb)
Public
Service Announcements: How Can We Make Them Effective?
A summary of the 2001 workshop presented by Dr. Charles
Atkin, professor and chair of Michigan State University’s
(MSU) Department of Telecommunication, inluding setting
clear and realistic communication objectives, using appropriate
incentives and messengers, selecting appropriate channels
and vehicles, and appropriate levels of frequency. (PDF,
485kb, February 2001)
Ontario Health Promotion
E-mail Bulletin
The Ontario Health Promotion E-mail Bulletin (OHPE) is
a free weekly newsletter for people interested in health
promotion produced by the Ontario
Prevention Clearinghouse and THCU. We provide information on workshops,
conferences, job postings, projects, issues and resources. Learn how to search
for information in our archives here.
THCU
Literature Searches
When needed, we contract a wonderful librarian named Barbara Scott to do literature
searches on various topics that our clients ask us about. The requests from
the last couple of years are posted at the page above.
Journals
of interest
This list, updated in 2003, indicates where journal contents of
interest to health promotion and health communication practitioners are
indexed and describes their related websites.
Non-THCU Resources
TRACE Tip Sheets: Receiving and Giving Effective Feedback
This handout
on effective feedback is from the University of Waterloo's Teaching
Resources and Continuing Education site. Added March
31, 2005
Strategies to Succeed in Public Speaking
This online course from the School
for Champions includes
a list of resources. Added March
29, 2005
10
Tips for Successful Public Speaking
Toastmasters has
produced this list of ways to control nervousness and improve
your speeches. (Link opens PDF file, 34kb) Added March 29,
2005
Making
Reader Friendly Publications
This online publication by Les Robinson includes sections on
graphic design and dealing with printers. Added July
18, 2002 Public
Service Advertising Research Centre
This online library includes practical
tips on producing public service announcements, case studies,
FAQs, media profile, and a bibliography.
Allyn & Bacon
Public Speaking Website
This site has six modules
for learning about public speaking: Assess, Analyze, Research,
Organize, Deliver, and Discern.
Virtual Presentation Assistant
One of several online tutorials, thisis maintained
by the Department of Communicatoin Studies at the University
of
Kansas.
Public Speaking Information
A good-sized collection of
links of varying quality maintained by Selfgrowth.com, from
public service to commercial marketing sites.
Speeches.com
Here you will find tips,
free advice, a library of speeches, and best of all, the
Instant Speech Writer -- your complete speech generated
in an instant!
‹‹ Previous Step
| Next Step ››
Go
back to list of 12 steps to developing a health communication
campaign. |
