Impact 101: Communicating Public Health Jeff Niederdeppe, Ph.D. Associate Professor Department of Communication Cornell 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 1 st, 2010” “Send Cornell University brochures and introduction letters to each student scoring 1350 or higher on her/his PSAT by December 1 st, 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 Norm Demographic 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 Norm Demographic 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 Norm Demographic 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 Perceived Threat Susceptibility Perceived Threat Severity EFFICACY OUTWEIGHS THREAT THREAT OUTWEIGHS EFFICACY DANGER CONTROL: Protection Motivation UNFAVORABLE Behavior FEAR CONTROL: Defensive Motivation

Questions? Comments? Thank you! Contact me at