How to Develop Effective Mass Communication Messages

Susan Morgan, Ph.D.

Communication Department

University of Kentucky

**Introduction**

Many people who have experience constructing campaign messages already
have an intuitive knowledge of what works and what doesn't, especially
if they have been working with a particular population for a long time.
However, it may be helpful to outline a few principles that are derived
from mass communication theory and theories of social influence.
Following these principles should lead to more persuasive campaign
messages.

**Message Design Principles**

To create messages for ROPS and seat belt promotion that align with
theoretical and empirical research, some common elements should be
attended to.

1.  [Stories]{.underline} - Most people prefer to read campaign
    information in narrative form. Wherever possible, use real or
    fictional stories that illustrate real situations, actions, and
    consequences.

2.  [Fear Messages]{.underline} - Create a sense of fear by focusing on
    the losses or negative consequences that will result if audience
    members do not adopt a ROPS and seatbelt. Although many people
    consider fear/loss appeals to be a "negative" way to convey a
    message (preferring instead to adopt a more "upbeat" and positive
    message that emphasizes what can be gained by "doing the right
    thing"), there is ample evidence that fear appeals are effective.

3.  [Two Types of Efficacy]{.underline} - It is critical to remember
    that creating fear alone will actually produce a boomerang effect.
    It is extremely important that fear messages tell readers or
    listeners [how]{.underline} they can avoid the negative consequences
    described in a PSA or message stuffer. Efficacy takes two forms:
    action efficacy and self-efficacy. In other words, you must persuade
    your audience that the action you recommend will produce the desired
    effect AND exactly how they can perform that protective action.
    (Alternatively, you can remind them that they already know how to
    perform the action.)

4.  [Address Barriers]{.underline} - Give audience members information
    that will help them overcome the barriers associated with the
    adoption of a ROPS and seatbelt. This can be done in a "linear"
    fashion (providing straightforward information) or through the use
    of narrative. There are many possible barriers that are best
    discovered through formative research (talking to real farmers and
    their families to find out what has kept them from buying and using
    a ROPS and seatbelt). Some barriers include costs of ROPS, knowing
    where to go to get information about a ROPS and seatbelt, having
    barns with entrances too low to accommodate a ROPS, being
    uncomfortable wearing a seatbelt, and believing that a farmer can
    "jump clear" of a tractor in the event of an overturn.

5.  [Credibility]{.underline} - Use credible central characters. Make
    sure that the people featured in campaign messages are those whom
    your audience will like, respect, and believe. The characters should
    reflect the characteristics valued by audience members regardless of
    whether they are actually similar to audience characteristics. For
    example, part-time farmers may not dismiss the tractor overturn
    experience of a full-time farmer. A farmer who has farmed full-time
    since childhood, however, may think that inexperience or a lack of
    familiarity with the land causes a tractor overturn by a part-time
    farmer who took up farming after retirement. Similarly, although the
    target audience is the farming community, a member of an EMS team
    who describes the devastating consequences of an overturn incident
    is likely to be a credible source.

6.  [Social Influence]{.underline} - Include "important others" as part
    of the target audience. Create messages to persuade those who are
    influential in farmers' lives. For example, spouses, children, and
    parents may all exert a powerful influence on the process of
    deciding to purchase a ROPS and to wear a seat belt.

7.  [Address Misconceptions]{.underline} - Find out the beliefs of
    target audience members first, then address those specific
    misconceptions or strengthen existing positive beliefs. Messages
    that reiterate what farmers already know are a wasted effort.
    Messages that address misconceptions and create beliefs that ROPS
    are important are necessary to change attitudes and behavior.

8.  [Value Framing]{.underline} - Frame the action you want (purchase
    and use of ROPS and seatbelts, etc.) in terms of people's most
    important values. This may take the form of being a "safety-minded"
    farmer or being a "good father"---whatever the case, this less
    "rational" approach can be very effective. After all, advertisers do
    it all the time!

9.  [Keep it personal]{.underline} - Don't give people statistics and
    then leave readers to do the work of thinking about how it applies
    to them. Explain how these facts are pertinent to them as readers,
    right now and not in the future (if possible).

10. [Immediate Danger]{.underline} - Immediate threats to life and
    health are far more effective than long term threats with delayed
    consequences. Studies of risk perception show that most people are
    less motivated to change their behavior because of the *possibility*
    that something bad could happen, and even less so when that risk is
    spread over the long term. The more immediate the perceived danger,
    the more likely audience members will attend to a message and change
    their behavior.

11. [Suspicions]{.underline} - For the specific issue being addressed
    (e.g. retrofitting ROPS), find out what people's suspicions
    are---maybe farmers believe this is just a ploy by equipment dealers
    to increase profits. One persuasive technique is to show how no one
    is profiting by promoting an action like retrofitting ROPS---or even
    arguing that the action runs counter to perceived self-interest.
    Messages can address how dealers and banks make no profit from ROPS
    sales and that they are engaged in ROPS promotion as a way of trying
    to save the lives and economic well being of neighbors, friends, and
    customers.

12. [Repetition]{.underline} - A single message is unlikely to create
    behavior change. Few messages are so powerful. Therefore, make sure
    that audience members are exposed to multiple campaign messages as
    many times as possible. Saturating the environment with these
    messages conveys the importance of the issue and will help to create
    dialogue in the community about the issue, which should also support
    behavior change.

13. ![](media/image2.wmf)[Multi-channel distribution]{.underline} -
    Messages that work together and build on each other through
    different media: print, news, radio, TV, posters, have more
    influence than any one media method alone. Repeating a slogan or
    having a common closing line to all or most messages can provide a
    sense of unity to the campaign. Also, each medium has strengths and
    weaknesses. Using several media can take advantage of the strengths
    of all.

14. ![](media/image2.wmf)[Be realistic]{.underline} - There are many
    influences in the lives of the audience members. Remember that
    campaign messages are only one source of influence. Don't expect a
    revolutionary change overnight. Research suggests that repeated
    exposure to a series of well-planned and coherent messages over a
    long period of time is more effective than brief campaigns.

# The ROPS and seat belt messages included in this notebook were developed according to these principles. The principles themselves are derived from many years of research about the design and use of effective mass communication messages. 

# 

# Formal studies of many of the mass communication messages included in the notebook were completed. Based on the results of these theoretical and empirical studies, the messages were modified and improved.

This document is included in the notebook in order to share information
about the design of mass communication message campaigns.