Building a Better Message: The 10 Variables That Really Matter (The Tool)

Theoretical Background and research questions/hypothesis: Health communicators are constantly pressured to develop scientifically-formulated, effective messages. While extensive research has been conducted to identify the essential variables of a health message, these are often lost in practice due to lack of time and money, as well as formalized message approval channels.   

Methods and Results (informing the conceptual analysis): CDC DCPC and ORISE developed the Message Development Tool (MDT) for use by federal, state and local health communicators. It aims to assist in the identification of: 1) the health communication problem and target audience, 2) key variables of a good message based on the problem and target audience, and 3) evidence to support the message developed based on those key variables. Developed from an evidence-based and expert-recommended approach (described during the first and second panel presentations), the MDT helps users develop a message by incorporating variables that have been found to enhance effectiveness of health communication. The user can code a draft message against those variables to determine the response level or influence the message may have on the target audience or across target audiences. If the predicted response on target audience intentions to comply with the message (based on the tool's algorithm derived from Keller and Lehmann's [2008] model) is low, the tool will prompt users to make changes in message tactics that may result in an improved response.. The tool also generates a report with data from the literature about how each variable contributes to message effectiveness for a particular audience. The MDT prototype will be tested by the expert health communicators who participated in the Panel meeting that informed tool content, usability, dissemination and management. It is anticipated that extensive user testing will be conducted following the conference.

Conclusions: Key features of the MDT will be described during the presentation and include: * Database driven algorithm based on Keller and Lehmann's (2008) model that will provide a visual of predicted average health intention based on the message elements coded by the user * Tutorials and Resources on communication strategy planning, the message development process, message variables, and effective use of the MDT * Demonstration of the prototype functionality * Features to allow message design, development, and review as a "Team" * Social media components (including a "community forum") to provide users the opportunity to share messages, collect feedback, and "follow" expert users who consistently provided sound message development advice * Features to allow users to identify, connect with and learn from health communicators in similar message development situations * Capabilities to produce a Summary Report to assist the communicator with defending their message through approval channels

Implications for research and/or practice: The MDT aims to enable health communicators to systematically and scientifically formulate and validate effective health messages. CDC DCPC hopes that the e MDT will also contribute to research on effective message development. MDT administrators will carefully monitor the community forum for required updates to the Keller and Lehmann (2008) model and to the MDT algorithm.