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Risk communication: a tool for behavior change

D B McCallum1

  • 1Columbia University Center for Risk Communication, Washington, DC 20036, USA.

NIDA Research Monograph
|January 1, 1995
PubMed
Summary

Effective communication strategies are crucial for successful program implementation. Planning, audience research, message tailoring, and consistent effort are key to achieving lasting behavioral change.

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Area of Science:

  • Communication Studies
  • Program Implementation
  • Public Health

Background:

  • Effective communication is fundamental to successful program implementation across various sectors.
  • Understanding communication theories and models provides a foundation for practice.
  • The approach to communication is consistent whether targeting professionals, the public, or specific audiences.

Purpose of the Study:

  • To present theories and models for effective communication practice.
  • To emphasize the central role of communication in program implementation.
  • To provide a guide for program planners on developing communication strategies.

Main Methods:

  • Utilizing a checklist approach for program planners.
  • Emphasizing strategic planning, audience analysis, and message pretesting.
  • Recommending a combination of mass media and community channels for message dissemination.

Main Results:

  • Successful communication requires adequate resources, time, and dedicated planning.
  • Tailoring messages to audience values, needs, and interests enhances effectiveness.
  • Collaborative efforts and a multipronged strategy are essential for sustained impact.

Conclusions:

  • Long-term program success depends on sustained, incremental communication efforts.
  • One-shot campaigns are unlikely to yield lasting behavioral change.
  • Integrating communication with other support strategies is vital for achieving goals.

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