ABSTRACT

Message concepts are the detailed ideas about what you want to say in each message and

how you want to say it. Once a program blueprint and assessment tool have been

developed, one can begin writing message concepts. To illustrate the purpose of message

concepts, imagine being asked to create an outline for a persuasive speech to be delivered

by a local community leader. Because the speech itself will actually be written by

someone else, the outline must detail all the important points to be included. When the

outline is completed and given to the speech writer, she should have all the information

needed to create a persuasive presentation. Ask: “Was everything clearly explained? Were

any key points missed? Were the main points emphasized? Were they given the attention

intended? Were minor points overlooked? Was the length, format and tone for the speech

specified?” These are exactly the kinds of details that must be considered when

developing message concepts for tailored health communication programs.