Media Planning and Media Relations The School of

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Published 8 10 15,TABLE OF CONTENTS,Acknowledgments 4. How to Use this Guide 5, Lesson 1 Health Communication Social Marketing and Media Advocacy 6. Defining Communication 6,Defining Health Communication 7. Defining Social Marketing 9,Defining Media Advocacy 9. Further Readings and Resources 11,Lesson References 11.
Lesson 2 Health Literacy and Media Literacy in Public Health. Communication 12,Defining Health Literacy 12,Defining Media Literacy 13. Further Readings and Resources 14,Lesson References 15. Lesson 3 Media Planning and Strategic Principles in Public Health. Communication 16,Understanding the Importance of Planning 16. Defining a Communication Plan 16,Defining a Media Plan 18. Writing S M A R T Objectives 19, Writing Health Behavioral and Communication Objectives 20.
Understanding Theory 21,Choosing Audiences 22,Choosing Media Channels 23. 1 Communication Training for CCC Professionals 101 Media Planning and Media Relations Guide 2015 GW Cancer Institute. Writing Letters to the Editor 23,Evaluation 26,Further Readings and Resources 27. Lesson References 28, Lesson 4 Media Relationships and Media Friendly Materials 30. Understanding Journalists Preferences 30,Preparing the Online Newsroom 31. Initiating Relationships with Journalists 33, Building and Maintaining Relationships with Journalists 34.
Understanding Press Releases 35,Writing Press Releases 36. Further Readings and Resources 38,Lesson References 38. Appendices 40,A Media Communication Plan Template 41. Media Communication Plan Example 51,B Letter to the Editor Template and Example 72. C Press Release Template and Example 74,Glossary of Terms 77.
References 80, 2 Communication Training for CCC Professionals 101 Media Planning and Media Relations Guide 2015 GW Cancer Institute. The George Washington University GW Cancer Institute is committed to fostering responsive. health care professionals through applied cancer research education advocacy and translation of. evidence to practice When we were awarded the cooperative agreement from the Centers for. Disease Control and Prevention CDC in September 2013 to provide technical assistance for. Comprehensive Cancer Control CCC Programs to enhance CCC efforts the first thing we did was. conduct a needs assessment to guide our project activities One key finding from our assessment was. the need for online training on developing communication plans This Guide and accompanying. training were created in response to those needs, We recognize that CCC professionals are often pressed for time and resources As a result we. created the training to facilitate and enhance the work that you are already doing or need to do not. add to your work Further with information from the needs assessment and feedback from CCC. professionals we learned that CCC Programs need to develop and submit a media plan to the CDC. prompting us to divide the training into two parts The first on Media Planning and Media Relations is. for participants purely interested in understanding the process and requirements for creating a media. plan and developing media relations to fulfill their CDC deliverable The second on Making. Communication Campaigns Evidence Based is for participants who desire more in depth training about. the process of organizing a communication campaign. This Media Planning and Media Relations Guide was developed to efficiently and effectively walk you. through the process of media planning creating materials and building relationships with media. personnel We have included background information tools and resources including customizable. templates in the appendix so when you have completed them you will have a tailored media plan. and media ready materials for you and your program to use The competencies in this training are. based on content from the National Cancer Institute s publication Making Health Communication. Programs Work A Planner s Guide, We hope that you find this training and corresponding Guide beneficial as you develop your media. plan and ultimately seek to improve health outcomes in your community A second Guide with. additional resources will accompany the Making Communication Campaigns Evidence Based training. Mandi Pratt Chapman MA Aubrey Villalobos MPH MEd,Director Director Comprehensive Cancer Control. GW Cancer Institute GW Cancer Institute, 3 Communication Training for CCC Professionals 101 Media Planning and Media Relations Guide 2015 GW Cancer Institute.
ACKNOWLEDGMENTS,Content Contributor, Monique Turner PhD Associate Professor Department of Prevention and. Community Health Milken Institute School of Public Health. The George Washington University,GW Cancer Institute Staff Contributors. Mandi Pratt Chapman MA Director GW Cancer Institute. Aubrey Villalobos MPH MEd Director Comprehensive Cancer Control. Anne Willis MA Director Patient Centered Programs, Shaira Morales Project Manager Health Care Professional Education. Monique House MS CHES Project Coordinator Health Care Professional Education. Kanako Kashima Research Assistant Comprehensive Cancer Control. About GW Cancer Institute, GW Cancer Institute s mission is to foster healthy communities prepared patients responsive health. care professionals and supportive health care systems through applied cancer research education. advocacy and translation of evidence to practice Our vision is a cancer free world and health care. that is patient centered accessible and equitable, GW Cancer Institute has deep roots in the Washington DC community and sets standards for.
patient centered care nationally through its Center for the Advancement of Cancer Survivorship. Navigation and Policy GW Cancer Institute is also actively involved in cancer control patient. centered outcomes and health policy research nationally. About the Comprehensive Cancer Control Project, In 2013 the GW Cancer Institute was awarded a 5 year cooperative agreement to work with the. Centers for Disease Control and Prevention CDC to design and implement comprehensive high. quality training and technical assistance to CCC programs and their partners to implement cancer. control activities To learn more visit www CancerControlTAP org. Disclaimer, This work was supported by Cooperative Agreement 1U38DP004972 02 from the Centers for. Disease Control and Prevention Its contents are solely the responsibility of the authors and do not. necessarily represent the official views of the Centers for Disease Control and Prevention. Resources used in this Guide were publicly available or permission was granted to use the. templates tools incorporated in the Guide solely for educational and training purposes We thank. those organizations for their contributions, 4 Communication Training for CCC Professionals 101 Media Planning and Media Relations Guide 2015 GW Cancer Institute. HOW TO USE THIS GUIDE, The GW Cancer Institute developed the free web based Communication Training for. Comprehensive Cancer Control Professionals 101 Media Planning and Media Relations The. training contains three main components, 1 Interactive learning modules walk you through important concepts in media planning and.
media relations, 2 This Media Planning and Media Relations Guide provides an overview of important content for. planning and writing CDC required media plans It is intended to serve as the textbook for. the online course Each learning module reviews content from and builds upon the Guide. The Guide can be used alone but is optimally used with the online training. 3 The Appendices include customizable templates that when completed help you create a. media plan and media friendly press materials for your communication program Each. learning module reviews the templates and provides guidance for completing them. The bolded words throughout the Guide are defined in the Glossary The underlined words. throughout the Guide are hyperlinks to sources Text displayed in gray boxes has been directly. quoted from the identified source, Based on our experience we recommend starting at the beginning of the Guide and looking through. each section even if you do not think that it is relevant to your program. If you have suggestions or comments about the Guide please email us at CancerControl gwu edu. Our goal is to make this training as useful as possible for CCC professionals and we welcome your. Permission is granted to use this Guide and the corresponding templates for non commercial and. U S government purposes only, Suggested citation The George Washington University Cancer Institute Media Planning and Media. Relations Guide In Communication Training for Comprehensive Cancer Control Professionals. 101 Washington DC 2015, 5 Communication Training for CCC Professionals 101 Media Planning and Media Relations Guide 2015 GW Cancer Institute. Communication,LESSON 1 The study of communication as a formal.
discipline is more than 100 years old,Health Communication Social. Communication scholars and practitioners, Marketing and Media Advocacy examine the ways in which people use. messages to generate meaning s 1 Meaning,differs depending on the context culture. channel employed and even the media used,Communication is also transactional Figure. 1 This model clearly tells us what,communication is not That is.
By the end of this lesson you should be communication is not the simple transfer of. able to one message from a sender to a receiver You. Define communication and probably understand having communicated. health communication with thousands of people in your life that. Explain the differences between communication can be between multiple. commercial marketing social people who are both sending messages verbal. marketing and media advocacy and nonverbal in a context that is full of. Describe the role of mental and sometimes actual noise or any. communication in chronic physical psychological or physiological. disease and cancer prevention distraction or interference. and control So the transactional model of,communication reveals the. collaborative and ongoing message exchange,between individuals or an individual and a. Figure 1 The Transactional Model of Communication tells us that communication is not the simple transfer. of one message from a sender to a receiver 1 Reprinted with permission from the National Communication. Association All rights reserved, 6 Communication Training for CCC Professionals 101 Media Planning and Media Relations Guide 2015 GW Cancer Institute. Communication alone can,Increase the intended audience s. knowledge and awareness of a health,group of individuals with the goal of.
issue problem or solution,understanding each other 1. Influence perceptions beliefs and, Communicators must attitudes that may change social norms. Prompt action, 1 Translate the message e g put Demonstrate or illustrate healthy skills. thoughts into words and gestures,Reinforce knowledge attitudes or. 2 Then convey a new message through,some channel e g speaking email.
text message to the other Show the benefit of behavior change. communicator s Advocate a position on a health issue or. 3 Who then interpret that message e g policy, take the words and apply meaning to Increase demand or support for health. them 1 services,Refute myths and misconceptions, It is also important to realize that the message Strengthen organizational relationships. that was communicated will probably Communication combined with other. encounter some noise which could prevent strategies can. the message from being received or fully,Cause sustained change in which an. understood as the sender intended 1,individual adopts and maintains a new. health behavior or an organization,Defining Health adopts and maintains a new policy.
Communication direction,Overcome barriers systemic problems. People have defined health communication in such as insufficient access to care. various ways Both the Centers for Disease Communication cannot. Control and Prevention CDC and the Compensate for inadequate health care. National Cancer Institute NCI define health or access to health care services. communication as Produce sustained change in complex. The study and use of communication health behaviors without the support of. strategies to inform and influence individual a larger program for change including. and community decisions that enhance components addressing health care. health 2 services technology and changes in,regulations and policy. People can communicate to convey all kinds Be equally effective in addressing all. of meaning from interpersonal issues or relaying all messages because. communication to political communication the topic or suggested behavior change. When people are communicating with the may be complex because the intended. intent of talking about health we define this audience may have preconceptions. as health communication Specifically health about the topic or message sender or. communication is the use of information to because the topic may be controversial. improve health using the transactional model,described above. Figure 2 What Health Communication Can and Cannot, Do quoted directly from Making Health Communication. Programs Work2, 7 Communication Training for CCC Professionals 101 Media Planning and Media Relations Guide 2015 GW Cancer Institute.
Lesson 1 Health Communication Social Marketing and Media Advocacy Media Communication Plan Template 41 Media Communication Plan Example 51 B Letter to the Editor Template and Example 72 C Press Release Template and Example 74 Glossary of Terms 77 References 80 3 Communication Training for CCC Professionals 101 Media Planning and Media Relations

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