STEP 6: SELECT VEHICLES AND
CHANNELS
Select the most appropriate channels and vehicles for your
communication campaign.
• Identify how to meet communication objectives at individual,
network, organizational and societal levels. For instance, media can
meet different objectives at the individual level (increase individual
awareness of health issue) and the network level (mobilize inter-agency
support).
• Use a combination of media, interpersonal communication and
events in your communication campaign. A list of strengths and
weaknesses of specific vehicles within media, interpersonal
communication and events is provided.
Three factors influence the selection process:
1 Reach – consists of audience size (the number of people
who will see the message), multiplicative power (the likelihood the
message will interact with other campaign elements to increase the
number of people who attend to the message) and specificity (the
ability to narrowly reach a defined group).
2 Cost – directly related to material development (Step 10).
3 Communication objectives – vehicles include media,
interpersonal communication and events. Media is most effective
for simple messages that do not need feedback. Interpersonal
communication are ideal for situations where the audience needs
interaction, feedback and the chance to shape the communication.
Events reach large numbers of people through the mass media, but
provide opportunity for feedback and participation.