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Health Communication Strategies: Methods

Advertising

Places paid or public service messages in the media or in public spaces to increase awareness of and support for a product, service, or behavior.

Campaign Resources Database
From CDC NPIN, a searchable inventory of local, state, and national campaigns in HIV, Viral Hepatitis, STD, and TB prevention.

Advertising
From CDC's Designing and Implementing an Effective Tobacco Counter-Marketing Campaign, offers information on executing advertising campaigns relevant for any public health effort.

Entertainment Education

Seeks to include health-promoting messages and storylines in entertainment and news programs or to eliminate messages that counter health messages; can also include seeking entertainment industry support for a health issue.

Resources for TV Writers and Producers
From CDC, includes specific tip sheets on multiple HIV and Hepatitis topics, AIDS and STDs in youth, and Tuberculosis.

Interventions

Influences, counsels, and provides skills to support healthy behaviors.

Effective Interventions – HIV
From CDC, interventions to support high impact prevention to reduce new HIV infections.

Effective Interventions – STD
From CDC's Division of STD Prevention, evidence of the effectiveness of different interventions.

Media Advocacy

Seeks to change the social and political environment in which decisions on health and health resources are made, by influencing the mass media's selection of topics and shaping the debate on these issues.

American Public Health Association Media Advocacy Manual
Covers message development, contacting the media, and how to use the media to advance public health communication goals through letters to the editor, opinion pieces, and editorial board meetings.

Media Advocacy
From CDC's Designing and Implementing an Effective Tobacco Counter-Marketing Campaign, offers information on media advocacy relevant for any public health campaign.

Media Literacy

Teaches intended audiences (often youth) to analyze media messages to identify the sponsor's motives; also teaches communicators how to create messages geared to the intended audience's point of view.

Media Literacy
From CDC's Designing and Implementing an Effective Tobacco Counter-Marketing Campaign, offers information on using media literacy strategies relevant for any public health campaign.

Partnership Development

Increases support for a program or issue by harnessing the influence, credibility, and resources of profit, nonprofit, or governmental organizations.

Engaging, Building, Expanding: Partnership Development Toolkit
From CDC's National Breast and Cervical Cancer Early Detection Program, provides resources on maintaining, growing, and developing new partnerships with many types of organizations.

Building Partnerships
From Covering Kids and Families, information on forging partnerships with businesses, organizations, religious congregations, and other groups.

GrassRoots Marketing
From CDC's Designing and Implementing an Effective Tobacco Counter-Marketing Campaign, offers information on working in communities relevant for any public health campaign.

Public Relations

Generates media and expands reach via work with news outlets and opinion leaders. Called “earned media” because unlike advertising, this type of media cannot be purchased but is earned via systematic, ongoing contact with reporters and influencers.

Public Relations
From CDC's Designing and Implementing an Effective Tobacco Counter-Marketing Campaign, offers information on effective public relations relevant for any public health campaign.

Social/Health Marketing

Uses marketing strategies to influence health behavior.

CDCynergy “Lite”
Best practices in social marketing to assist in in developing, implementing, and evaluating an effective social marketing plan.

What is Health Marketing
From CDC, an overview of this multidisciplinary practice.

Social Media

Shares health messages through online social networks.

The Health Communicator's Social Media Toolkit
From CDC, a guide to using social media to improve reach of health messages, increase access to your content, further participation with audiences and advance transparency to improve health communication efforts.

CDC Social Media Works
Resources to develop a social media strategy.

Social Media at CDC
Tools, Guidance, and Campaign profiles.

Social Media Training

From NPIN, training on social media for public health. Includes the In the Know and Using What You Know interactive online series.

Using New Media
Resources from AIDS.gov.

Last Updated: 
9/1/15