Communications: Why Planning Communications: Why Planning is - - PowerPoint PPT Presentation

Communications: Why Planning Communications: Why Planning is Essential is Essential

Global Health Strategies for Global Health Strategies for the the Microbicide Microbicide Trials Network Trials Network

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 me

Group Training Editor for the Nation Media Group, the largest media group dia group in East Africa in East Africa

• Columnist and activist working on health, politics, and women

Columnist and activist working on health, politics, and women’ ’s rights issues s rights issues VICTOR ZONANA VICTOR ZONANA

• Over 15 years experience with the

Over 15 years experience with the Wall Street Journal Wall Street Journal and and Los Angeles Times Los Angeles Times

• 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 fo

Launched vaccine trials in Kenya and Uganda as Vice President for r Communications at the International AIDS Vaccine Initiative (IAV Communications at the International AIDS Vaccine Initiative (IAVI) I)

Agenda Agenda

2:00 2:00-

• 2:30 PM

2:30 PM Overview Overview: : Communications Planning Communications Planning

Victor Zonana Victor Zonana Lucy Oriang Lucy Oriang

2:30 2:30-

• 2:45 PM

2:45 PM Case Studies Case Studies

Dr.

• Dr. Morenike

Morenike Ukpong Ukpong

• Dr. David
• Dr. David Coetzee

Coetzee

• Prof. Gita Ramjee
• Prof. Gita Ramjee

2:45 2:45-

• 3:00 PM

3:00 PM Panel Discussion 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

Journalists Journalists

Communities Communities Activists Activists & & NGOs NGOs Trial Site Trial Site Staff Staff Global Global Policymakers Policymakers Scientists Scientists National National & Local & Local Governments Governments Participants Participants

The The Old Old Media Landscape Media Landscape

• 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 microbicides among media among media and newsmakers and newsmakers

• Security in anonymity

Security in anonymity

The The New New Media Landscape Media Landscape

• Speed:

Speed: 24 24-

• hour news,

hour news, Internet, Internet, Listservs Listservs, FM radio , FM radio 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 Good Media Coverage Can Help Help a Study a Study

• 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

• f bad news coverage
• f bad news coverage

Bad Media Coverage Can Bad Media Coverage Can Hurt Hurt a Study a Study

• 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 If You Fail to Plan, You’ ’ve Planned to Fail ve Planned to Fail

“ “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 Plan to Ensure Successful Media Relations to Ensure Successful Media Relations

1. 1.

Prepare for scenarios: DSMB meetings, study results, Prepare for scenarios: DSMB meetings, study results, potential crises potential crises

2. 2.

Develop communications materials (key messages, Develop communications materials (key messages, Q&As Q&As, fact sheets, etc.) , fact sheets, etc.)

3. 3.

Develop media SOPs and communications strategies Develop media SOPs and communications strategies

4. 4.

Identify stakeholders and journalists and build Identify stakeholders and journalists and build relationships relationships early early

5.

Prevention is the best strategy – but when you can’t prevent, treat aggressively

Case Studies and Discussion Case Studies and Discussion

Oral Oral Tenofovir Tenofovir

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