Chapter 9 – Developing the Message

After the initial steps of determining the purpose and objectives and analyzing the audience, the emphasis is now on developing the message. This is a crucial step that demonstrates if the information gathered in the initial stages can be appropriately translated into an effective message. The authors stress that message development is not as simple as writing a catchy slogan. “The point is not to try to bombard people with what you think they ought to know, but to understand what they want and need to know and addressing those things in a clear, concise way” (p. 143).

The article on HIV/AIDS awareness in Uganda is a wonderful example of effective message development. The risk communication efforts were successful because the communicators recognized the social and cultural networks unique to Uganda. The resulting message of openness “has been embraced and integrated into the culture, emphasizing prevention and care of those who are affected” (Albright & Kawaooya, 2005, p. 107).

The book lists four main pieces of information people are most likely to want to know:
Description of the risk
Risk consequences
Level of control about the risk and its consequences
Exposure information

The Mental Models approach (first introduced in Chapter 2) can also be used to develop risk messages by interviewing how people understand and view the risks around a particular issue. The purpose of this approach is not to persuade people that the risks are small, but to provide the appropriate amount of information people need to make informed, independent judgments. I believe an additional qualifier need to be placed on this approach to help people make correct independent judgments. What is the use of a risk message that allows people to make informed judgments that are still incorrect? This is where the HIV/AIDS campaign in Uganda was so successful. By providing information about condom use and zero grazing, people were more informed about the disease and the correct methods to prevent its spread. My point is that risk messages not only need to be informative, but I believe they should also provide clear explanations about what the correct behavior should be as a result.

The chapter provides very specific points about communicating health risks. Although these points often are persuasive, they should still address the audience’s concerns, needs, and incentives to act. The article about the HIV scare in China illustrates what happens when people’s concerns are ignored – a panic develops. This article demonstrates why clear and open communication is better than denying a risk. By telling people about the risk situation, they feel empowered because they know what to do or they are at least more informed.

However, this article did make me wonder, is it better to provide more information than necessary and possible create a panic? Or is better to provide less information than necessary and leave some people uninformed? How do you know when you have reached the appropriate balance?