Determine what you want to achieve with your communications activity.
The following major communication goals may be included:
Promoting your wellness program and encouraging those at risk or with health conditions to participate in relevant activities and programs, such as a diabetes management class or a walking program.
What you say to your workforce will depend on both your communication objectives and your audience. Some messages are designed to raise awareness or knowledge, while others encourage people to take action or change their behavior.
Identify the audience for your health communication and learn more about them.
It also is important to think about your audience as you develop your goals. Research has shown that targeted communication interventions are more effective than those developed for everyone. Specific populations within your workforce may require specific messaging.
Understanding the different groups in your workforce, what matters to them, and how to best reach them with health messages will increase the effectiveness of your promotion. You may have a sense of this from your earlier assessments or your past wellness work, or you may want to find out by surveying your employees. Answers to the following basic questions will help you start identifying priority audiences and developing effective communication objectives strategies for them:
By the end of this step, you should have a focus for your communication activities laid out as SMART (specific, measurable, achievable, realistic, time-bound) objectives. Some examples include the following: