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Media Tips for HPV Communication

Get valuable tips and insights on how to effectively work with media and prepare healthcare professionals to address HPV queries. Download the free training guide now!

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Media Tips for HPV Communication

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  1. Working with Media 10 Tips for preparing HCP to address HPV queries Training Bucharest 14-15 May 2018 Franklin Apfel MD, MHS – Managing Director, World Health Communication Associates

  2. Available for free download at www.whcaonline.org

  3. 10 Tips for preparing HCP to address HPV queries

  4. 1. Know with whom you are dealing: Communication/Media Audits • Is HPV being covered in the news? By whom? In which channels? • What are the main themes and arguments presented on various sides of the issue? • What’s missing from the news coverage? • How are issues being framed? • Who is reporting, campaigning, advertising on your issue or stories/ products related to it? • Who are appearing as spokespeople? • Who is writing op-ed pieces or letters to the editor? • What solutions are being proposed? By whom? • Who is named or implied as having responsibility for solving the problem? • What stories, facts, or perspectives could help improve the case for this campaign?

  5. 2. Learn how the media works • Deadlines • Headlines • Sources • Influencers

  6. 3. Developcommunication skills and “savvy” • Press releases • Press conferences • Media interviews • Email • SMS • Twitter

  7. 4. Fight to control the frame • ‘Framing’ relates to the ‘spin’, the way perceptions related to an issue are managed/manipulated. Frames create the context within which policy debate takes place. • HPV Safety issues • HPV morality issues Counter negative frames with facts and stories Reframe around protection- infection and cancer

  8. Big TobaccoFraming Reframing • Reframing

  9. 5. Pick your spokespeople carefully

  10. 6. Know your audience Car seats = self evidently safer! Directly reducing injury & deaths

  11. Child car seats and hispanic mothers CORE INSIGHTS ‘My child is safest in my arms’ ‘God will decide when to take my baby’ How to create a valued product or service? Priests bless the car seats AED

  12. 7. Match channels to audience-select inter-media-ries

  13. 8. Make evidence based communication an easy choice

  14. * MECEC

  15. 9. Be opportunistic • Link important event • Take advantage of breaking news • Happen on quiet news days • Coincide with new study findings • Take place when the target audience may be receptive

  16. 10. Respect and hold people to ethical communication standards 1. First, try to do no harm. Human rights and the public good are paramount. 2. Get it right. Check your facts and your sources, even if deadlines are put at risk. 3. Do not raise false hopes. Be especially careful when reporting on claims for ‘miracle cures’ or potential 'health scares'. 4. Beware of vested interests. Ask yourself, ‘Who benefits most from this story?’ • Reject personal inducements. Always make it clear if material is being published as a result of sponsorship.

  17. Ethical code cont. 6. Never disclose the source of information imparted in confidence. 7. Respect the privacy of the sick, the disabled and their families at all times. 8. Be mindful of the consequences of your story. Remember that individuals who may be sick or disabled – especially children – have lives to live long after the media have lost interest. 9. Never intrude on private grief. Respect the feelings of the bereaved, especially when dealing with disasters. Close-up photography or television images of victims or their families should be avoided wherever possible. 10. If in doubt, leave it out.

  18. Thank You : franklin@whcaonline.org

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