MSU COTC

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MSU COTC

• Michigan State University
• College of Communication
• Arts and Sciences

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• COTC ACTIVITIES
• 1. Facilitate inclusion of community
• concerns by partnering with advocates
• 2. Perform needs assessment
• analyzing public opinion data
• conducting surveys and focus groups
• monitoring information in media

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FORMATIVE EVALUATION RESEARCHPre-produ
ction assessment of target audiences -- needs
concerns -- knowledge beliefs-- efficacy
skills-- attitudes values -- channel
preferences -- source credibility ratings
Research Techniques Focus groups surveys
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PRETESTING EDUCATIONAL MATERIALS --
attention-getting quality -- understandability
-- usefulness -- personal relevance --
persuasiveness Research Techniques Lab
tests, questionnaires
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• Design and implement educational
• materials
• Create informative persuasive messages
• -- Website
• -- Radio spots
• -- News releases
• -- Pamphlets
• -- Interpersonal contacts

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• 4. Undertake outreach programs
• empower local communities
• translate scientific findings for
• stakeholders and policymakers

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• 5. Perform summative evaluation
• test effectiveness of messages
• develop model materials
• derive strategic approaches

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SUMMATIVE EVALUATION RESEARCH Tracking of
audience responses -- exposure -- perception
-- learning -- attitude change -- behavioral
implementation Research Techniques
telephone on-line surveys
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College of Communication Arts Sciences
Largest and Top-Ranked Nationally Departments
Communication Telecommunication Advertising
PR Journalism
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• Units
• Health Risk Communication Center
• Communication Technology Lab
• Environmental Journalism Center
• Health Communication Program
• In cooperation with
• MSU Extension

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PROJECT PERSONNEL PI Charles
Atkin Communication Department -- Public
Communication Campaigns -- Health Campaign
Design -- Formative Evaluation Research Pam
Whitten Telecommunication Department --
Telemedicine -- Webpage design and evaluation
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William Donohue Communication Department --
Community outreach Kim Witte Communication
Department -- Health risk message design -- Fear
appeals Kami Silk Communication Department --
campaign design -- health literacy and numeracy
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Charles Salmon Advertising PR Dept. --
health campaigns -- public opinion analysis --
issues management Janet Osuch Surgery,
Epidemiology -- Breast cancer specialist --
interpreting scientific issues for lay
public -- former ACS National Media
Spokesperson for breast cancer