ERIC Number: ED136790
Record Type: RIE
Publication Date: 1975-Feb
Reference Count: 0
Public Communication Programs for Cancer Control.
Butler-Paisley, Matilda; And Others
For many years several organizations and agencies at the national, regional, and local level have sought to reduce the incidence of cancer by publicizing facts on prevention, screening/detection, and treatment. This report reviews 41 public communication programs on cancer. Fifteen of these are presented as detailed case studies, each having achieved some success in reaching the public, and each having unique features which could be incorporated in future programs. A series of recommendations and needs are described based on these reviews. Primary needs are identified as greater awareness of social science literature, and a less intuitive and more empirical rationale for strategy choice. Planning suggestions include pilot testing to match media with audience characteristics; specifying desired outcomes to measure effectiveness; specifying contexts of the program to avoid ineffective settings; and finally, consideration of the language, length, and complexity of the entire message for maximum effectiveness. It is also suggested that a regularly commissioned large scale survey be used to determine knowledge, attitude, and reported behaviors; that workshops of effective strategies for teaching the public be organized regionally, or nationally; finally, that all planners should contribute to a guide on public communication strategy that other planners could use. (DAG)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: National Cancer Inst. (NIH), Bethesda, MD.
Authoring Institution: Stanford Univ., CA. Inst. for Communication Research.