Implications of Audience Profiles for Your Communications Strategy
To begin the process of formulating a communications strategy, try to answer the following questions for each audience.
Report Content
- What are the key messages you will want to share with this audience about quality? About the CAHPS survey? About using the results?
- How much data will you provide this audience? What level of detail do they need? What level of detail do they want? What are they really able to use?
- Will you need to separate out survey results for different subgroups (e.g., adults and children, general population and the population with chronic conditions)?
- Will you combine CAHPS results with other information?
- What reading level and degree of cognitive complexity should you aim for?
Report Format
- Would they be more receptive to a printed guide or an electronic guide? Will you need both?
- Do you need different formats for different audiences?
- Will you need alternative formats (such as Braille or large print formats)?
Distribution and Support
- When will the audience need the information? When are they most likely to use it to help guide their decisions?
- How will you disseminate the information? What media are most likely to attract the audience's attention?
- Where are they most likely to look at this kind of information?
Promotion
- What will most effectively make your audience aware of a CAHPS report?
- What would motivate them to look at the information? Seek it out? Use it?
