This manual, designed to assist professionals in health and health-related agencies, offers guidance for planning a health communication program about cancer based on social marketing and other principles as well as the experiences of National Cancer Institute staff and other practitioners. The six chapters are arranged by sequentially ordered stages of program development: (1) Planning and Strategy Selection; (2) Selecting Channels and Materials; (3) Developing Materials and Pretesting; (4) Implementing Your Program; (5) Assessing Effectiveness; and (6) Feedback to Refine Program. Each chapter contains selected readings for more complete information about specific subjects as well as materials (checklists and planning questions) for duplication and use. The appendixes include a glossary and other sources of planning and health-related information including sample forms and questionnaires. (KEH)