4 - Explore Settings, Channels, and Activities

Interactive flowchart displaying information about each of the nine parts of fish consumption advisories

Fish and Shellfish Consumption Advisories Home

The fourth step for developing and implementing a risk communication program for fish and shellfish consumption advisories is to explore settings, channels, and activities to reach target audiences.

To reach target audiences effectively and efficiently, first identify the settings (times, places) in which they are most receptive to and able to act upon the message in the fish consumption advisory (FCA). Next, identify the channels through which the FCA programs can deliver its message and the activities that the program can use to deliver it. In making these decisions, weigh what will be best to reach the target audience and deliver the message.

Explore Settings, Channels, and Activities to Reach Target Audiences

Explore Settings

To identify possible settings for reaching the target audience, think of the following:

Places where the FCA program can reach the target audience (e.g., at home, at school or work, on public transportation, at medical professionals’ offices)
Times when target audience members may be most attentive and open to the FCA program’s communication effort
Places where they can act upon the message in the FCA
Places or situations in which they will find the message most credible

Sometimes a given setting may be a good place to reach the target audience, but not a good place to deliver the message. For example, a movie theater slide at a children’s movie might be a good way to reach the target audience, but if the message is “go to your state’s website to see the fish consumption advisories in your state” people may not be receptive to (or able to act upon) the message—and they are unlikely to recall the message later, when they can act on it. In contrast, if a FCA program reaches people in the grocery store with a message regarding eating a healthy quantity of fish, they are more likely to be receptive to and able to act upon the message.

Explore Channels and Activities

Channels are numerous and are often narrowly focused on a target audience. Consider the following channels:

Channel Factors

Properties of the channel (e.g., internet, TV, radio, social media, written materials) can influence the effects of messages. Different communication channels serve as primary health information sources for different population segments. People who are health conscious and health-oriented use communication channels that involve active seeking and processing of information related to their health, such as print media (e.g., newspapers, magazines), internet and interpersonal networks, as primary sources for health information. In contrast, people who are not health-oriented tend to use passive consumption channels such as TV (including streaming services) and radio as primary sources of health information. The internet is a particularly effective channel for tailoring messages to the needs of individual consumers. However, television is still the primary source of information on food safety and many other health topics, and television and radio have wider reach, serving larger, more diverse audiences than other media. Family and friends are also frequently used and are considered credible information sources. Health information in mass media may result in changes in the use of health services and health care interventions, both through planned campaigns and unplanned coverage.

Using interactive digital media is not without challenges. For example, there could be credibility and access issues.

Media habits (hours spent watching television, internet use and access) vary across and within target audiences and such information, if known, should be taken into consideration when selecting the platform and timing of the media message.

Perception of Channel Reliability

FCA programs should also consider people's perception of the reliability of various sources of information when selecting the message medium. For example, health care professionals are seen as the most reliable sources of health information. Spouses and other family members and friends are second to health professionals. Media sources, including magazine and newspaper articles, TV commercials and the internet are perceived as the least reliable health information sources.

Credibility. Anyone can put information on the internet, and it may or may not be accurate. Therefore, it is important to demonstrate the credibility of the organization issuing FCAs when using the internet to disseminate health information. This will help ensure that users trust the information they receive.
- To improve credibility, health websites should consider disclosing the following information:
  - The identity of the developers and sponsors of the site, how to contact them, and information about any potential conflicts of interest or biases
  - The explicit purpose of the site, including any commercial purposes and advertising
  - The original sources of the content on the site
  - How the privacy and confidentiality of any personal information collected from users is protected
  - How the site is evaluated
  - How content is updated
Access. Although most households have at least one type of computer, there is still a digital divide to contend with in trying to reach target audiences. According to the U.S. Census Bureau, computer and internet use varies by age, race, income, metropolitan vs. nonmetropolitan areas, and education.
According to the U.S. Census, in 2016, among all households, 89 percent had a computer, which includes smartphones. Seventy-six percent of households had a smartphone, and 58 percent of households had a tablet, but desktop or laptop computers were used by 77 percent of households. For more information on usage and computer type by selected characteristics.

The following table is modified from and includes information from some additional sources (refer to table for more information)

Potential Channels to Reach Target Audiences with Advantages and Disadvantages

Channel	Advantages	Disadvantages
Broadcast
Broadcast TV - Public Service Announcements (PSAs) - Paid advertising - News shows - Talk/interview shows -Station I.D. with voice-over - Press release¹ - Sportsman/farm shows⁴ - Dramatic programming (entertainment education)³	Reaches broadest audience Can direct audience to other resources Visual with audio allows emotional appeals and demonstration of behaviors³ Can reach audiences that do not access health sources Easy to demonstrate behavior Station I.D. w/voice-over is very inexpensive Paid ads or specific programming can reach target audience when most receptive³ Ads allow message and its execution to be controlled³ Opportunity for direct target audience involvement (through call-in shows)³	No control over PSA use Information may be insufficiently detailed for specific target groups Viewer is passive Viewer must be present when message is aired Less than full attention is likely Production is expensive Time is expensive PSAs run infrequently and at low viewing times Message may be obscured by commercial clutter³ Some stations reach very small target audiences³ Can be difficult for target audiences to retain or pass on material³
Cable TV - PSAs - Paid advertising - Local access programs	Allows geographic and demographic targeting Can direct audience to other resources Visual with audio allows emotional appeals Local programming (30-minute blocks) possible Easy to demonstrate behavior PSA time is more available than on broadcast TV Paid time is less expensive than broadcast TV	Limited control over PSA use Audience limited to subscribers Information may be insufficiently detailed for specific target groups Viewer is passive Viewer must be present when message is aired Less than full attention is likely; message may be obscured by clutter Production is expensive
Radio - PSAs - Paid advertising - News shows - Talk/interview shows - Announcer spots - Dramatic programming (entertainment education)	Range of formats available to target audiences with known listening preferences³ Can direct audience to other resources Audio alone may make messages less intrusive Can reach low income/other audiences that do not access health sources Allows direct audience participation in call-in shows Announcer spots very inexpensive Production is less expensive than TV Time is less expensive than TV Can distribute ad scripts (termed “live-copy ads,” which are flexible and inexpensive³	Limited control over PSA use Information may be insufficiently detailed for specific target groups Audience is generally passive Audience must be present when message is aired Less than full attention likely Message may be obscured by clutter Spots must fit station format Access to other formats is time-consuming and uncontrolled Reaches smaller target audiences than TV³ Public service ads run infrequently and at low listening times³ Many stations have limited formats that may not be conducive to health³ messages³ Difficult for target audiences to retain or pass on material³
Other In-home Channels
Daily Newspaper - Public service ads - Paid advertising - News coverage - Feature stories - Community calendar - Info-line directory - Letters to the editor - Op-ed pieces - Press release¹ - Inserted sections on a health topic³	Can reach broad target audience rapidly³ Can convey information more thoroughly than radio or TV and faster than magazines³ Feature placement possible Audience access to in-depth coverage Ads are inexpensive to produce Paid space is less expensive than TV time Foreign language and minority dailies exist in major cities Target audience has chance to clip, reread, contemplate, and pass along material³ Small circulation papers may take PSAs³	Requires 8th-grade reading level Reaches fewer people than radio/TV Short lifespan limits re-reading and sharing with others Public service space virtually nonexistent Feature article/letter/op-ed piece placement may be time consuming Coverage demands a newsworthy item³ Larger circulation papers may take only paid ads and inserts³ Exposure usually limited to one day³
Weekly newspapers - Public service ads - Paid advertising - News coverage - Feature stories - Community calendar - Letters to the editor - Op-ed pieces	Allows geographic targeting Can convey information more thoroughly than radio or TV News and feature placement easier than dailies Audience access to in-depth coverage Ads are inexpensive to produce Public service space may be available Paid space is less expensive than dailies/radio/TV Foreign language and minority weeklies are more common than dailies	Requires 8th-grade reading level Reaches fewer people than radio/TV/dailies Only a slightly better chance of re-reading and sharing than dailies Production schedules not conducive to hard-breaking news
Internet - Webpage - Ads - Banner ads - Links - Listservs - Chat rooms - Discussion groups - Search engines - Email messages¹ - Social media⁴ - Smartphone apps⁴	Immediate access to target audience rapidly³ Allows targeting by interest Messages can be individualized and detailed for each group Allows interaction Can direct audience to other resources Audience access to in depth coverage Can be less than other media; translation/ethnic targeting possible Visual with audio allows emotional appeals Can emphasize skills development; information may be shared Audience can retain anonymity when accessing sensitive information Can instantaneously update and disseminate information³ Can control information provided³ Can combine the audio/visual benefits of television or radio with the self-paced benefits of print media³ Can provide information in a graphically appealing way³ Can use banner ads to direct target audience to the FCA program’s website³	Audience limited to those with internet access Limited access to low income groups Some reading skills required The longer the document, the less likely it will be read Can be expensive³ Target audience must be proactive; target audience must sign up for information³ Discussion groups and chat rooms may require monitoring³ Can require maintenance over time³
Other Print
Newsletters and Magazines¹ - Public service ads - Paid advertising - News coverage - Feature stories - Editorials - Women’s magazines, near fish recipes² - Pregnancy magazines² - Outdoors magazines²	Permits targeting by interest Messages can be individualized and detailed for specific audience segments Permits active referral Potential for sharing with nonsubscribers May be read at reader’s convenience Ads are inexpensive to produce Public service space is available	Target audience limited to subscribers Reading level depends on subscriber base Ad/articles must be carefully targeted to audience Production schedules preclude hard breaking news
Literature - Brochures/folders - Question and answer sheets¹ - Fact sheets¹ - Booklets - Flyers - Paycheck inserts - Utility bill inserts - Other inserts - Wallet/palm cards - Preprinted Rx pads - Educational curricula¹ - Fishing regulations guides² - Pregnancy books⁵	Messages can be individualized/detailed/graphic for each target group Permits active reference Can be shared Can be read at reader’s convenience Costs can be controlled Translation/ethnic targeting possible Inserts/cards best for promoting special events, hotlines, etc.	Requires literate audience May be less effective among low-income/other audiences that may not access materials The longer the document, the less likely it will be read Distribution and inventory control are time consuming Care must be taken when translating/tailoring for ethnic groups
Out of Home - Posters/signs - Banners¹ - Billboards - Transit displays - Countertop displays - Grocery bags - Bulletin board notices - Bumper stickers	Can reach specific target audiences Can direct audience to additional resources Complements/enhances impact of other media Reinforces messages Most appropriate to promote special events, hotlines, etc. Some production costs can be controlled Translation/ethnic targeting possible	Requires some reading skills; provides limited amount of information Production can be expensive distribution, posting and inventory control are time-consuming Care must be taken when translating/tailoring for ethnic groups
Other
Special Events - News conferences - Health/wellness fairs - Health screenings - Demonstrations - Open houses - Live presentations - Teleconferences - Exhibits¹ - Kiosks¹ - Briefings¹ - One on one meetings¹ - Public meetings¹ - Community days¹ - Media interviews¹ - Press conferences¹ - Speeches¹ - Workshops/clinics for nature/outdoors writers⁶ - Charter boat operators/guides⁴ - Presentations for fishing clubs² - Programs for school age children² - High school health class⁶	Allows targeting by interest Messages can be individualized and detailed for specific audience segments Allows one-on-one interactive exchange with reporters/public Can emphasize skills development Ethnic/foreign language targeting possible Complements/enhances impact of other channels Can be very inexpensive	Very labor intensive Requires staffing May require staff training Audience limited to event attendees Supporting materials must be carefully targeted to audience
Produced Programs - Videotapes - Audiotapes - CD-ROMs - Computer kiosks	Allows targeting by interest Can emphasize skills development Allows for emotional appeals Translation/ethnic targeting possible Can be presented in waiting rooms Good for nonreaders/poor readers	Production is very costly Purchase may be costly Equipment must be secure User is passive Audience must be present
Gimmicks/Giveaways - T-shirts - Caps/visors - Keychains - Floating keychain¹ - Pens/pencils - Buttons - Bags - Water bottles - Magnets - Coloring books¹ - Frisbee discs¹ - Mouse pads¹ - Golf tees¹	Complements/enhances impact of other channels Reinforces messages	Production is very expensive Provides limited amount of information Best for promoting hotlines/addresses Production can be expensive distribution, posting and inventory control are time-consuming
Interpersonal Channels³
- Patient counseling - Instruction - Informal discussion	Can be credible Permit two-way discussion Can be motivational, influential, supportive Most effective for teaching	Can be expensive Can be time-consuming Can have limited target audience Can be difficult to link into interpersonal channels; sources need to be convinced and taught about the message themselves
Organizational and Community Channels³
- Events - Meetings, conferences - Workplace campaigns	May be familiar, trusted and influential May provide more motivation/support than media alone Can sometimes be inexpensive Can offer shared experiences Can reach larger target audience in one place	Can be costly, time-consuming to establish May not provide personalized attention Organizational constraints may require message approval May lose control of message if adapted to fit organizational needs
The following links exit the site ExitSources: 1 Risk Communication in Action: The Risk Communication Workbook (PDF) (75 pp, 15 MB) (EPA, 2007) 2 Factors Influencing Fish Consumption in Key Audiences in the Great Lakes Region. Lauber, T.B., N.A. Connelly, B.A. Knuth, and J. Niederdeppe. 2011. HDRU Publ. No. 11-8. Dept. of Nat. Resour., N.Y.S. Coll. Agric. and Life Sci., Cornell Univ., Ithaca, NY 3 Making Health Communication Programs Work 4 Factors Affecting Fish Consumption Among Licensed Anglers Living in the Great Lakes Region, Table 10 5 Factors Affecting Fish Consumption among New Mothers Living in Minnesota, Pennsylvania, and Wisconsin. Connelly, N. A., K. K. Smith, T. B. Lauber, J. Niederdeppe, and B. A. Knuth. 2013. Human Dimensions Research Unit Series Publication 13-01. Department of Natural Resources, Cornell University, Ithaca NY 6 What We Know about Fish Consumption Advisories: Insights from Experts and the Literature or National Risk Communication Conference Proceedings Document (PDF) (196 pp, 708 K)

You may need a PDF reader to view some of the files on this page. Refer to EPA’s About PDF page to learn more.

Sources:

Top of Page