All 12 participants in this study discussed using both one-way and two-way
communication in their health promotion campaigns.
One-way communication included: use of promotional/educational materials such
as flyers, posters, and brochures; use of media via press releases, letters to the editor, and
paid advertising; distributing informational materials at events; handing out giveaways;
passing on materials produced by other agencies; and offering discounts on health- or
safety-related products. Interviewees‟ use of research was categorized as demonstrating a
one-way flow when practitioners did not interact with audience members as part of their
research efforts; an example would be when Janet Werst of Poudre Valley Health System
studied data such as injury and death statistics for her campaigns.
Forms of two-way communication included: holding discussions with audience
members/influential campaign stakeholders (such as teachers, parents, and physicians); 72
conducting audience focus groups; answering audience member questions; conducting
surveys of community needs; and requesting and receiving feedback, either formally or
informally. Many of these activities represent forms of research, which in this study was
defined as flowing two ways when audience interaction was involved in the research
effort.