Communications: Why Planning Communications: Why Planning is Essential is Essential Global Health Strategies for Global Health Strategies for the Microbicide Microbicide Trials Network Trials Network the May 22, 2007 May 22, 2007
Facilitators Facilitators LUCY ORIANG LUCY ORIANG � � Over 20 years experience as a journalist in Kenya Over 20 years experience as a journalist in Kenya � � Group Training Editor for the Nation Media Group, the largest media group Group Training Editor for the Nation Media Group, the largest me dia group in East Africa in East Africa � � Columnist and activist working on health, politics, and women’ ’s rights issues s rights issues Columnist and activist working on health, politics, and women VICTOR ZONANA VICTOR ZONANA � � Over 15 years experience with the Wall Street Journal Wall Street Journal and and Los Angeles Times Los Angeles Times Over 15 years experience with the � � US Deputy Assistant Secretary of Health and Human Services under US Deputy Assistant Secretary of Health and Human Services under President Clinton President Clinton � � Launched vaccine trials in Kenya and Uganda as Vice President for r Launched vaccine trials in Kenya and Uganda as Vice President fo Communications at the International AIDS Vaccine Initiative (IAVI) I) Communications at the International AIDS Vaccine Initiative (IAV
Agenda Agenda 2:00- -2:30 PM 2:30 PM Overview: : Communications Planning Communications Planning 2:00 Overview Victor Zonana Victor Zonana Lucy Oriang Lucy Oriang 2:30- -2:45 PM 2:45 PM Case Studies 2:30 Case Studies Dr. Morenike Morenike Ukpong Ukpong Dr. Dr. David Coetzee Coetzee Dr. David Prof. Gita Ramjee Prof. Gita Ramjee 2:45- -3:00 PM 3:00 PM Panel Discussion 2:45 Panel Discussion
“When it comes to AIDS, journalists can have When it comes to AIDS, journalists can have “ more of an impact than doctors…” …” more of an impact than doctors Dr. Peter Piot, Executive Director of UNAIDS Dr. Peter Piot, Executive Director of UNAIDS 2002 International AIDS Conference, Barcelona 2002 International AIDS Conference, Barcelona
The Importance of Communications The Importance of Communications Participants Participants National National & Local & Local Governments Governments Trial Site Trial Site Activists Activists Staff Staff Journalists Journalists & & NGOs NGOs Scientists Scientists Communities Communities Global Global Policymakers Policymakers
The Old Old Media Landscape Media Landscape The � Limited attention to Limited attention to � HIV/AIDS or clinical HIV/AIDS or clinical research research � Lack of knowledge about Lack of knowledge about � microbicides among media among media microbicides and newsmakers and newsmakers � Security in anonymity Security in anonymity �
The New New Media Landscape Media Landscape The � Speed: Speed: 24 24- -hour news, hour news, � Internet, Listservs Listservs, FM radio , FM radio Internet, in Africa in Africa � Local sparks become Local sparks become � global firestorms global firestorms � Increased scrutiny Increased scrutiny � � Activists use the Activists use the � media aggressively media aggressively
Good Media Coverage Can Help Help a Study a Study Good Media Coverage Can Community support � Community support � Recruitment and retention � Recruitment and retention � Increased public, donor, � Increased public, donor, � government support government support Mitigates some effects � Mitigates some effects � of bad news coverage of bad news coverage
Bad Media Coverage Can Hurt Hurt a Study a Study Bad Media Coverage Can Community antagonism � Community antagonism � Increased scrutiny from � Increased scrutiny from � advocates, governments advocates, governments Damage to entire field � Damage to entire field � Exaggerated coverage of � Exaggerated coverage of � negative results negative results
If You Fail to Plan, You’ ’ve Planned to Fail ve Planned to Fail If You Fail to Plan, You “Just as we have SOPs for labs Just as we have SOPs for labs “ and adverse events, we need and adverse events, we need plans and procedures in place for plans and procedures in place for media relations.” ” media relations. - Sharon L. Hillier, Ph.D. Sharon L. Hillier, Ph.D. -
Plan to Ensure Successful Media Relations to Ensure Successful Media Relations Plan Prepare for scenarios: DSMB meetings, study results, Prepare for scenarios: DSMB meetings, study results, 1. 1. potential crises potential crises Develop communications materials (key messages, Develop communications materials (key messages, 2. 2. Q&As, fact sheets, etc.) , fact sheets, etc.) Q&As Develop media SOPs and communications strategies Develop media SOPs and communications strategies 3. 3. Identify stakeholders and journalists and build Identify stakeholders and journalists and build 4. 4. relationships early early relationships Prevention is the best strategy – but when you 5. can’t prevent, treat aggressively
Case Studies and Discussion Case Studies and Discussion
Oral Tenofovir Tenofovir Oral
Carraguard Carraguard Girls bunk school to cash in on HIV trials “Schoolkids offered money to test gel product each time they have sex”
Cellulose Sulfate Cellulose Sulfate
Recommend
More recommend
