Developing Effective Communication Products (Quick Check)

Are You on Track to Know Your Audience?

No matter how you use the Index, remember it’s just one step in the process of developing effective communication products. It cannot take the place of formative research or pretesting with your intended audience. See Appendix A for an annotated version of this list and related resources. See Appendix B for examples of common audiences for public health communication materials.

1. Did you identify your intended audience(s)?
   Always consider the audience and what they need and want.
2. Did you conduct audience research?
   Get to know your audience – don’t guess or assume. Review existing data or gather new data through formative research.
3. Did you identify your behavioral objective(s) and key messages?
   Define the behavioral objective(s) of the material based on behavioral and communication theory.
4. Did you determine how your material will be formatted and distributed so that it reaches your audience?
   Consider how your audience will find, receive and use the material. Choose the best format for your audience and the message (written, visual, audio, video). Identify dissemination channels, such as social media, community organizations, websites, and activities that match the audience.
5. Did you build in time and resources to pretest the material with your intended audience and revise based on feedback?
   This step can be done multiple times, if needed. Remember, even the most robust communication guidelines cannot substitute for pretesting with your intended audience.