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’sGuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide ’sGuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide MakingHealth Communication Programs Work U.S. DEPARTMENT OF HEALTH & HUMAN SERVICES Public Health Service • National Institutes of Health National Cancer Institute Guide Planner sGuide Planner sGuide Planner sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide 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GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide GuideAPlanner’sGuideAPlanner’sGuideAPlanner’sGuide Preface his book is a revision of the original Making Health Communication Programs Work, first printed in 1989, which the Office of Cancer Communications (OCC, now the Office of Communications) of the National Cancer Institute (NCI) developedT to guide communication program planning. During the 25 years that NCI has been involved in health communication, ongoing evaluation of our communication programs has affirmed the value of using specific communication strategies to promote health and prevent disease. Research and practice continue to expand our understanding of the principles, theories, and techniques that provide a sound foundation for successful health communication programs. The purpose of this revision is to update communication planning guidelines to account for the advances in knowledge and technology that have occurred during the past decade. To prepare this update, NCI solicited ideas and information from various health communication program planners and experts (see Acknowledgments). Their contributions ranged from reviewing and commenting on existing text to providing real-life examples to illustrate key concepts. In addition, the Centers for Disease Control and Prevention (CDC) provided extensive input as part of the agency’s partnership with NCI. Although communicating effectively about health is an exacting task, those who have the earlier version of this publication know that it is possible. We hope the ideas and information in this revision will help new health communication programs start soundly and mature programs work even better. Acknowledgments Many health communication experts contributed to the revision of this book. For their invaluable input, we would like to thank: Elaine Bratic Arkin Health Communications Consultant Cynthia Bauer, Ph.D. U.S. Department of Health and Human Services John Burklow Office of Communication and Public Liaison National Institutes of Health Lynne Doner Health Communications Consultant Timothy Edgar, Ph.D. Westat Brian R. Flay University of Illinois at Chicago Vicki S. Freimuth, Ph.D. Office of Communication Centers for Disease Control and Prevention Joanne Gallivan, M.S., R.D. National Institute of Diabetes and Digestive and Kidney Diseases Karen Glanz, Ph.D., M.P.H. Cancer Research Center of Hawaii Bernard Glassman, M.A.T. Special Expert in Informatics National Cancer Institute Susan Hager Hager Sharp Jane Lewis, Dr.P.H. UMDNJ, School of Public Health Terry Long National Heart, Lung, and Blood Institute Kathleen Loughrey, M.S., R.D. Health Communications Consultant Susan K. Maloney, M.H.S. Health Communications Consultant Joy R. Mara, M.A. Joy R. Mara Communications John McGrath National Institute of Child Health and Human Development Diane Miller, M.P.A. National Institute on Alcohol Abuse and Alcoholism Ken Rabin, Ph.D. Ruder Finn Healthcare, Inc. Scott C. Ratzan, M.D., M.P.A. Journal of Health Communication U.S. Agency for International Development Barbara K. Rimer, Dr.P.H. Division of Cancer Control and Population Sciences National Cancer Institute Victor J. Strecher, Ph.D., M.P.H. University of Michigan Tim L. Tinker, Dr.P.H., M.P.H. Widmeyer Communications We would especially like to thank Elaine Bratic Arkin, author of the original book, whose knowledge of health communication program planning made this revision possible, as well as Lynne Doner, whose broad-based consumer research and evaluation expertise