HSC 4302 FINAL EXAM
Consistent frames in journalism that may modify a story -
"the special case of new frames"
The 3 leaders in health communication define the process:
- National Cancer Institute- Making Health Communication Programs Work (The pink book) - CDC - CDCynergy - John Hopkins University - "The story behind the sleeve"
Sequence methods for creating:
-A safe environment for sensitive topics -Logical order that creates a supportive process to learning
A.P.I.E.
-Assessment of target population needs -Planning for intervention strategies -Implementation of interventions -Evaluation of success
3. Communications Analysis (the 3rd stage in the Strategic Health Communication Campaign Model) involves: (3)
-Audience analysis and segmentation -Formative research -Channel analysis and selection
Summarize challenges to selecting and utilizing presentation methods:
-Lack of trust from audience -Issues with time - over or underestimating the amount of time activities will take
The most common types of barriers in health communication: (3)
-Limited or no audience input -Lack of audience feedback and lack of pre-testing -Lack of time or resources
4. Implementation (the 4th stage in the Strategic Health Communication Campaign Model) involves: (4)
-Marketing mix -Process evaluation -Macro-social considerations -Long-term involvement and institutionalization
Print media would be used for: (3)
-News/Press Release -Letters to the Editor -Guest Editorials
Task Specific Groups include: (3)
-ad hoc committees -task forces -coalitions
The media's mission is to: (3)
-educate/inform -inspire to change -persuade with factual info
How are health education and health promotion similar? Both are...
-systematic and planned -population based
The purpose of newsletters include: (4)
1) communicate content info 2) raise awareness 3) promote services and programs 4) raise money
A. Set. D.I.E.
1. Access the needs of the priority population 2. Set goals and objectives 3. Develop an intervention 4. Implement the intervention 5. Evaluate the results
Identify effective support group facilitation: (4)
1. Active listening skills 2. Effective mediator - handle conflict or avoid tangents 3. Accountability - level of integrity 4. Friendly/approachable
7 steps for building a successful coalition as outlined in text and listed in Table 12.2
1. Analyze the issue or problem on which the coalition will focus 2. Create awareness of the issue 3. Conduct initial coalition planning and recruitment 4. Develop resources and funding for the coalition 5. Create coalition infrastructure 6. Elect coalition leadership 7. Create an action plan
4 main tips for successful media advocacy & overcoming challenges:
1. Avoid Having a Murky Strategy 2. Alter Perceived Institutional Constraints 3. Avoid Being Distracted by the Opposition 4. Stay on Message
When developing a message, Use direct language to convey 3 elements:
1. Clear statement of concern 2. Value dimension 3. Policy objective
13 characteristics of successful coalitions:
1. Continuity of coalition staff 2. Ownership of problem 3. Community leader support 4. Active volunteer involvement 5. High level of trust and reciprocity 6. Decisions made by consensus 7. Active involvement in developing goals, objectives & strategies 8. Productive meetings that don't drag on 9. Large problems broken down 10. Steering committee with elected leaders and guides 11. Effective task/work groups 12. Involved local media 13. Diverse, formal, flexible, efficient, collaborative
8 benefits of coalitions:
1. Demonstrating and developing community support or concern for issues 2. Maximizing the power of individuals and groups through collective action 3. Preventing duplication and reducing competition 4. Improving trust and communication among community agencies 5. Mobilizing talents, resources, and strategies 6. Building strength and cohesiveness by connecting individual activists 7. Remove social and environmental barriers 8. Increase environmental support and resources
Developing the message strategy involves four key points:
1. Identifies the message, the messenger and the targets 2. Components of a message 3. Levels of a message 4. Prepare compelling visuals, use social math, authentic voices, and evocative symbols
6 steps for legislative advocacy
1. Identify the issue and develop a fact sheet 2. Understand the steps needed to enact legislation 3. Identify potential partners and form/join coalitions to strengthen likelihood of success 4. Build grassroots support 5. Use the internet for advocacy 6. Work with policymakers
Antecedents to behavior change:
1. Knowledge about the behavior 2. Attitudes associated with the behavior 3. Skills necessary to enable behavioral adaptation
5 key steps in the social marketing process:
1. Plan - analyze problem & situation, segment target audience, develop a strategy 2. Develop a Preliminary Social Marketing Mix for a Particular Marketing Segment 3. Pretest the Marketing Mix 4. Implement the Marketing Mix 5. Evaluate
Identify the steps for effective group facilitation (text)
1. Plan the meeting 2. Develop an agenda 3. Arrange for minutes 4. Attend to the details 5. Consider meeting by conference call or via the internet
5 ways to overcome challenges:
1. Prepare for Opposition 2. Mobile Community Support 3. Prevent Volunteer Burnout 4. Deal with Internal Politics 5. Keep the Bill Moving through the Legislative Process
5 ways to get to know the audience better:
1. Social indicators in public records 2. Surveys/questionnaires 3. Key informants 4. Community forums 5. Facilitate focus groups
Understand steps for selecting and implementing presentation methods:
1. Understand the assets and needs of the focus population 2. Develop meaningful goals and objectives to guide selection of methods 3. Identify and select appropriate presentation methods 4. Gather resources to aid program implementation of methods 5. Evaluate effectiveness of methods
For developing print materials/before writing begins, consider 4 things:
1. Why is this material needed? 2. Is print the best way to reach the target population? 3. How will this material fit with the program's goals and services? 4. Are there existing material that could fill the need or do new materials need to be developed?
4 things to consider when selecting methods:
1. audience 2. demographic 3. content 4. context
6 components of selecting methods:
1. best fit your objectives and overall goal, 2. are age appropriate, 3. fit within time constraints, 4. are available with your budget, 5. correspond to the size of your group 6. and are appropriate for the setting (school/community)
social marketing in health education and promotion can do 3 main things:
1. increase health care/health education program use 2. improve client satisfaction 3. achieve social/individual health behavior change
5 phases in the Strategic Health Communication Campaign Model:
1. planning 2. use of theory 3. communications analysis 4. implementation 5. evaluation and reorientation
In developing the message strategy, the 4th key point involves 4 key elements:
1. preparing compelling visuals 2. using social math 3. authentic voices 4. evocative symbols
3 types of media channels:
1. print media 2. Television and radio 3. Press conference
3 things to consider when selecting methods:
1. resources 2. budget 3. setting
Communication and Decision-Making Groups: (4)
1. staff groups 2. standing committees 3. subcommittees 4. Committee-of-the-whole
When developing a message, Use inverse strategy and spend _____ of time discussing problem and _____ discussing solution.
20% 80%
= readability level to aim for
4th-6th grade
Key components of health education and the generic health educator
A.P.I.E. & A.Set.D.I.E.
SMART objectives include:
ABCDE
ABCDE stands for:
Audience, Behavior, Condition, Degree, Evidence
Commercial Marketing (CM) or Social Marketing (SM)? Focus: Focus on physical products or services.
CM
Commercial Marketing (CM) or Social Marketing (SM)? Marketing tools use for selling products.
CM
Commercial Marketing (CM) or Social Marketing (SM)? Primary goal: Primary goal in commercial marketing is to satisfy customer by selling products to them and fulfilling their needs and earn profit.
CM
Commercial Marketing (CM) or Social Marketing (SM)? Product: Selling of tangible goods and services
CM
Commercial Marketing (CM) or Social Marketing (SM)? Satisfying Needs: marketers satisfy individual needs
CM
1. Planning (the first stage in the Strategic Health Communication Campaign Model) involves:
Campaign objectives Consumer orientation
______ ______ and _______ : part of the 3rd stage in the Strategic Health Communication Campaign Model, involves small group, organizations, mass media, community channels, technology
Channel analysis and selection
"______ ______ and ________ ________ are empowered from their experiences" which is an outcome of coalitions.
Coalition members and community members
large group formed from other groups to share info, raise awareness, produce an event, advocate
Coalitions
advocacy is an essential component of the ________________________________ and a required _______.
Code of Ethics for the Health Education Profession; competency
3 domains of objectives:
Cognitive Affective Psychomotor
"any alternative to an offering or behavior"
Competition
"focusing on the needs and wants of the priority market"
Consumer Orientation
"giving people either what they expect or more than they expect"
Consumer Satisfaction
________ _______: part of the first stage in the Strategic Health Communication Campaign Model, is making sure the campaign reflects the target audience's specific concerns and cultural perspectives
Consumer orientation
5 ways to overcome challenges: __________ create ways to participate in the process besides advocating/lobbying
Deal with Internal Politics
To develop an accurate picture of the target population, two types of information should be obtained:
Demographics Statistics
"Communicating about specific legislation with a legislator, or communicating a specific position on that legislation"
Direct Lobbying
2. use of theory (the 2nd stage in the Strategic Health Communication Campaign Model) involves: (3)
Exchange Theory Behavioral Theory Readiness-to-change Theory
T or F Some public agencies/non-profits are prohibited from lobbying and there is nothing they can do and will stop short as a result due to these "constraints"
False
T or F health promotion falls under Health education
False
T or F? Coalitions are comprised of individuals, not groups.
False
T or F? It is bad to over-recruit for support groups.
False
T or F? Using a press kit does not necessarily eliminate the need for individual interview
False
T or F? health communication is merely the transmission of information and data
False
T or F? social marketing in health education and promotion: More money is spent on service or program promotion activities due to extensive research involved
False
T or F? A media fact sheet provides all details
False
T or F? Everyone has to be convinced that the proposal is worth supporting -- not only those who have decision-making power must be convinced
False
T or F? The Generic Health Educator puts more emphasis on the acquisition of health content than on skills?
False
T or F? Use the phrase "will be able to" in educational goals
False
When developing a message, You use direct language to convey 3 elements which should be in order: T or F?
False
"deepen understanding into determinants of healthy and unhealthy behavior"
Formative Research
tells a story using photographs and dialogue, much like a comic book; portray real life situations and sensitive/emotional subjects
Fotonovela
"shifts that individual's problem to a social issue (portrait to landscape)"
Framing for content
"appealing to the general public and asking them to take action to influence specific legislation"
Grassroots Lobbying
The biggest barrier to successful media strategy is:
Having a murky strategy
_______ ________/_______ _______ goals focus more on attaining the desired change versus just being aware/gaining knowledge about the subject
Health outcome/health behavior
___ and ___ are two of the most important aspects of a facilitator's reputation
Integrity and authenticity
5 ways to overcome challenges: ____________ track the bill, refer it to another committee, reintroduce it, add a bill onto another bill, refile the bill
Keep the Bill Moving through the Legislative Process
"takes a broader view; may involve people or events but connects them to larger social and economic forces"
Landscape frame
"The contact made with a policymaker or legislator to discuss a social problem on behalf of a particular group/population as long as no specific member is mentioned"
Legislative Advocacy
"___________ and _________ ___________ become aware of the coalition and its potential influence" which is an outcome of coalitions.
Legislators and local policymakers
THC or MA? Health is a social issue
MA
THC or MA? Long-term focus
MA
THC or MA? Mass media is used to influence public policy
MA
Traditional Health Communication or Media Advocacy? Problem defined at the policy level
MA
"subgroups united by a group of distinctive features, which become the focus of the marketing plan"
Market Segmentation
The ______ ______ uses 4 Ps to create the conditions that support the population engaging in the healthy behavior
Marketing Mix
"the strategic use of mass media to advance public policy by applying pressure to policymakers"
Media Advocacy
5 ways to overcome challenges: _____________ get community involved and keep them informed
Mobile Community Support
Fotonovela, calendars, Bookmarks, place mats, bumper stickers, grocery bags, refrigerator magnets, car magnets, comic books are all considered _________ _________
Nontraditional Materials
"Precise statement of intended outcome declared in measurable terms"
Objectives
Tells what specifically needs to be addressed to accomplish the goal.
Objectives
5. Evaluation and Reorientation (the 5th stage in the Strategic Health Communication Campaign Model) involves:
Outcome evaluation
used to obtain direction/guidance from people who understand the key issues and dynamics of a community-based issue or initiative; people from the focus population often included in these groups
Oversight, Partner and Advisory Groups
"focuses on an individual or an event with great drama or detail; hard to see what surrounds the individual or what brought him/her to that moment in time"
Portrait frame
"How a behavior, product or service stacks up against competing behaviors/products/services;"
Positioning
4 Types of methods include:
Powerpoint Lecture Group discussion Activity
5 ways to overcome challenges: ________________ consider becoming a member of opposing organizations
Prepare for Opposition
5 ways to overcome challenges: _________ use short, time-specific activities; replace inactive members;encourage/celebrate/recognize members
Prevent Volunteer Burnout
Types of Objectives:
Process Impact Outcome
Under promotion: ______ non-personal communication transmitted through mass medium in a news story form at no charge
Publicity
Commercial Marketing (CM) or Social Marketing (SM)? Focus: Focus on to reach the target audience and change the behavior.
SM
Commercial Marketing (CM) or Social Marketing (SM)? Marketing tool use for changing behaviors.
SM
Commercial Marketing (CM) or Social Marketing (SM)? Primary goal: The primary goal of social marketing is to benefit society in terms of social gain. Social change
SM
Commercial Marketing (CM) or Social Marketing (SM)? Product: Selling desired behavior and expected outcomes
SM
Commercial Marketing (CM) or Social Marketing (SM)? Satisfying Needs: marketers satisfy society needs.
SM
7 Steps for developing print materials:
Step 1: Define the intended audience Step 2: Gather info about the intended audience Step 3: Develop goals/objectives for the product Step 4: Develop content and visuals Step 5: Internally review and evaluate material Step 6: Pretest and revise as necessary Step 7: Disseminate the material
THC or MA? Health is a personal issue
THC
THC or MA? Short-term focus
THC
THC or MA? Mass media is used to change behavior
THC
Traditional Health Communication or Media Advocacy? Problem defined at the individual level
THC
"people's behavior is determined by personal motivation, not by the situations in which they find themselves; emphasis on personal attributes while ignoring larger structural forces"
The default frame
T or F Some public agencies/non-profits are prohibited from lobbying but there is a lot they can still do and they often stop short! Due to these "constraints"
True
T or F: An effective facilitator finds ways to engage participants despite differences in position, investment, and status, using those differences to strengthen the group's capacity to serve its mission
True
T or F? Everyone does not have to be convinced that the proposal is worth supporting -- only those who have decision-making power must be convinced.
True
T or F? Using a marketing-minded approach can help to lower the barriers that prevent people from engaging in the healthy behavior.
True
T or F? health communication is not just transmission of information and data
True
T or F? satisfied customers can become a key part of advertising
True
T or F? social marketing in health education and promotion: Creates more rapid behavior change
True
T or F? social marketing is used in both health education and promotion
True
T or F? well-positioned offerings hold a unique place, or niche, in the consumer's mind
True
T or F? Coalitions are comprised of groups, not individuals.
True
T or F? Some public agencies/non-profits are prohibited from lobbying.
True
T or F? The Generic Health Educator puts more emphasis on the acquisition of skills than on health content?
True
T or F? You should not use the phrase "will be able to" in educational goals
True
T or F? health education falls under health promotion
True
When developing a message, You use direct language to convey 3 elements which are not always in order. T or F?
True
When developing a message, Answer two journalist questions: "What is the problem?" "What is the solution?"
What is the problem? What is the solution?
have a charge and specified timeframe; give issues a "quick study" explore options, and formulate recommendations for a larger body
ad hoc committees
Under promotion: ______ paid form of non-personal communication transmitted to a target audience through a mass medium
advertising
"to speak or write in favor of; support or urge by argument; recommend publicly"
advocacy
health communication can influence: (5) which all act as precursors to behavior change
attitudes perceptions awareness knowledge social norms
combines the info people want to know regarding dates and holidays with useful info on health
calendar
social marketing in health education and promotion leads to more _______ ______ which ultimately leads to higher levels of ______ ________
client feedback; consumer involvement
Each person, or organization, within a __________ becomes part of a greater whole
coalition
"Group of individuals representing diverse organizations, factions, or constituencies within the community who agree to work together to achieve a common goal."
coalitions
"Partnerships and relationships are established among community agencies, individuals, and influential people" is an outcome from ________
coalitions
"Positive influences on health behaviors and health status of the community" are results of _________
coalitions
"Public awareness is raised and community and social change is initiated." is an outcome of __________
coalitions
A community standard of acceptability is developed as a result of _________
coalitions
____________ are formal, multipurpose, long-term alliances
coalitions
formal body usually appointed by an organizational/government leader, charged with making recommendations on a specific issue or problem
commissions
discussion group that provides an opportunity for members of a larger group to address issues that may be beyond the scope of the usual meetings or that require additional time/broader input
committee-of-the-whole
Coalitions increase ______ ______ which is an outcome of coalitions.
community capacity
Needs assessments address "gaps" between________
current conditions and desired conditions
"everyone in a given market does not desire a particular service, program or product all the time and at the same level"
demand
The two main arms of coalitions are:
education and advocacy
______ goals use the following terminology: "Will be aware" "Will comprehend" "Will know" "Will consider"
educational
__________ __________ focus on attaining knowledge and not necessarily behavior change, and are usually easier to meet these goals in a shorter amount of time
educational goals
"people are willing to give up something of value, or to experience costs in order to receive something they value"
exchange
"benefits of new behavior must equal or outweigh benefits of current behavior"
exchange theory
social marketing in health education and promotion helps form ______ _______
extended partnerships
is defined as making something easier and is not a set of skills that crosscut all 7 areas of responsibility of the Certified Health Education Specialist
facilitation
A Media _____ ______ "Assists in developing story and prevents story from being skewed"
fact sheet
A press kit includes: (4)
fact sheet speaker's prepared remarks photos journal articles
-One-page document -Catches someone's attention -Posted or distributed by hand
flyers
Inexpensive and easy to use in order to generate participation in an event
flyers
Promote one-time events, activities or services
flyers
Rely heavily on graphics and clearly visible headlines
flyers
Tells "who, what, where, how and when"
flyers
In order to overcome challenges and provide effective health communication, one must: _______ __ ____ ________
focus on the consumer
A needs assessment can be ______ or _______.
formal informal
What's the goal of media advocacy as related to traditional media?
frame shift
"how people interpret and integrate information they receive from the outside world with the understanding they already possess about a topic."
framing
An informal needs assessment uses _____ or ______.
frequent conversations personal interactions
Broad statements of desired outcomes
goals
Characteristics of _________: -long-term -Does NOT need to be measurable or time-sensitive -Provide the ultimate direction to which objectives should be targeted
goals
An effective mediator can
handle conflict or avoid tangents
"the study and use of communication strategies to inform and influence individual and community decisions that enhance health."
health communication
_______ ________ can influence attitudes, perceptions, awareness, knowledge, and social norms, which all act as precursors to behavior change
health communication
social marketing or health communication? "the crafting and delivery of messages and strategies based on consumer research in order to promote the health of individuals and communities"
health communication
"help people resist impending health threats and adopt health-promoting behaviors; increase awareness and move target audience to action in support of public health"
health communication campaigns
Health education or health promotion? -Aims to influence antecedents of behavior for voluntary healthy behavior adoption.
health education
Health education or health promotion? -uses methods that goes beyond health _______ in order to compel behavior change.
health promotion
Literature reviews...
help assess needs of target population
Media advocacy is used to do 3 things:
inform recast encourage
When developing a message, Use _____ _____ and spend 20% of time discussing problem and 80% discussing solution
inverse strategy
Media advocacy frames _________
landscape
accountability means
level of integrity
Be able to form _____ when developing a message.
links
Using a _________-_______ approach can help to lower the barriers that prevent people from engaging in the healthy behavior.
marketing-minded
_______ _______ helps people understand the importance and reach of news coverage, the need to participate in shaping such coverage, and the methods to effectively do so
media advocacy
_______-_______ if you want access to the media to disseminate info, think about how media wants to frame a story which is usually the opposite of your initial perspective
micro-macro
A ______ determines the actual and perceived needs of the target population and is essential in planning efforts
needs assessment
A ________ is helpful in selecting presentation method
needs assessment
________ are used for targeted communication
newsletters
________ are used to communicate with specific groups of people on a regular basis
newsletters
_______ guide method selection and make instructional intent apparent to others.
objectives
To increase chances of a news release being published, email new release no sooner than _______ ______before requested date of publication
one week
Can pick up info on sensitive topics
pamphlets
Can reach people who would not be reached through other programming channels
pamphlets
Easily distributed - health fairs, clinics, schools, community centers, can be mailed
pamphlets
Educational message can be saved, read more than once, and passed on
pamphlets
Tailored to meet the needs of a specific audience
pamphlets
_________can serve as supplemental or stand alone information
pamphlets
Under promotion: ______ informing and persuading customers through personal communication in an exchange situation
personal selling
often created by government to solicit broad participation in program priorities and resource allocation
planning councils
The Bully Project: School and community centered campaign to primarily to mobilize communities and advocate for ______ ______
policy change
Traditionally media uses a ___________ __________ - wants to tell a story
portrait frame
""personality of a product/program"
positioning
Good for raising awareness and communicating limited amounts of health info
posters
More expensive than flyers due to large size and use of color
posters
Motivate people as they pass by to promote action
posters
One-page document meant to last longer than flyers
posters
The Great American Smokeout is an example of a primary or secondary strategy in health communication?
primary
primary or secondary strategy in health communication? "Goal is to increase awareness and knowledge"
primary strategy
The marketing mix uses 4 Ps:
product, price, place, promotion
coalitions involve both _______ and __________ organizations.
professional and grassroots
A formal needs assessment uses __________
questionnaires
"________ are developed with the media" is an outcome from coalitions
relationships
When developing a message, it should include _____ _____ and important aspects of _______.
risk factors; prevention
Under promotion: ______ activity/material that acts as a direct inducement, offering added value or incentive for the offering to resellers, salespersons or customers
sales promotion
The Bully Project is an example of a primary or secondary strategy in health communication?
secondary strategy
primary or secondary strategy in health communication? "Goal is other than just raising awareness"
secondary strategy
primary or secondary strategy in health communication? "Most common use of HC campaign"
secondary strategy
Health educators work in various _________, this concept helps with the training of health educators
settings
When developing a message, keep it _____, ______, and ______ for journalists
simple, clear, and concise
The overall goal of coalitions is ________ ________. And also, the media wants to ______ ______
social change; make money
social marketing or health communication? "process for influencing human behavior on a larger scale, using marketing principles for the purpose of societal benefit rather than commercial profit"
social marketing
enhance communication & decision making among groups of people with long-term goals in an ongoing organization
staff groups
Stand alone or supplemental material? pamphlet, poster, flyer that does not accompany a presentation
stand alone
sub-groupings considered necessary to overall work/productivity of the organization/effort (resource development, outreach, recruitment)
standing committees
take on specific segment of the larger committee's role (youth recruitment, rural outreach)
subcommittees
Stand alone or supplemental material? disseminated during a presentation which is the main source of info
supplemental material
formed for a slightly longer time to complete a specified task
task force
membership begins with individuals from an existing group and is almost always supplemented by participation from others with expertise, perspective, resources, or energy that will contribute to the task
task force
Developing the message strategy identifies 3 things:
the message, the messenger and the targets.
