Vaccine Policy Advocacy, Journalism & Social Media Engagement

100 %
0 %
Information about Vaccine Policy Advocacy, Journalism & Social Media Engagement
Health & Medicine

Published on March 10, 2014

Author: tarasue



This talk was developed for graduate students in a vaccines policy course at the Johns Hopkins School of Public Health. The talk centered on how the students - from disciplines including public health, immunology and epidemiology - could effectively communicate to the public about vaccines and vaccination policy. Audiences for this communication might include parents, school nurses, legislators, other policy makers or just the general public.

Vaccine Advocacy, Journalism & Social Media Engagement Tara Haelle

Overview  Familiarize yourself with the landscape  Recognize the different media and opportunities for engagement  Op-Eds and Blogging  Become a false balance detective  Know your audience  General communication tips

Learn the Landscape  Mainstream   USA Today, WSJ, NYT, major network TV news Local newspaper, local news  Online  media media Slate, Salon, Jezebel  Specialty/science/health  WebMD, SciAm, LiveScience  “Alternative  media health” news sites Natural News, GreenMedInfo, Mercola

Learn the Landscape   Professional organizations (AAP, FAAP) Vaccine advocacy groups (avoid “pro-vaccine”)   Anti-vaccine advocacy groups   Voices for Vaccines, PKIDs, Immunization Partnership NVIC, AVN, Age of Autism, SafeMinds, Generation Rescue Facebook pages   Informed Parents of Vaccinated Children, COVRAC, Refutations to Anti-Vaccine Memes, Nurses Who Vaccinate, Every Child By Two Vaccination Information Network (VINE), Sherri Tenpenny

Learn the Landscape  “Paul Offit”  “Barbara Loe Fisher”  “Geiers”  “Russell Blaylock”  “Robert F. Kennedy”  “Sherri Tenpenny”  “Louise Habakus”

Ways to Engage  Op-eds  Letters, commentaries  Blogging (including guest posts)  Twitter  Facebook  Pinterest  Comments sections of articles (ewww…)  Be available to journalists  Connecting others – be a hub

Why Social Media?  Pediatrics: “The Impact of Social Networks on Parents’ Vaccination Decisions”  What are this study findings’ implications?  Studies on Twitter  Sharing articles, op-eds, blogs, etc.  “Memes”

Op-eds  Traditional vs. Blog posts media (newspapers)  ≤1000 words  Expert authors, advocates, etc.  Specific audience  Online only  Variable length  Can be written by anyone  Variable audience  May be responding to other media

Op-ed characteristics  Addresses a timely issue of public interest  Clearly defined audience  Author’s credentials or perspective or personal experience  Clear structure  Structure easily applied/adapted to blogs

Op-ed Structure  What’s the issue?  What’s the problem?  Who’s affected?  What’s been done?  What remains to be done?  How can it be done?  Call to action  Optional: author’s stakes/involvement

Example: Op-Ed  LA Times: "Public Health: Not vaccinated? Not acceptable”  Who is the intended audience?  What is the problem?  How does the author build his case?  What’s the call to action?

Example: Personal Column  New Republic: “I’ve Got Whooping Cough. Thanks a Lot, Jenny McCarthy”  How does this differ from an op-ed?  How is it similar?  How effectively does this article communicate its message?  How does this message stumble in communicating its message?

Example: Blog post  RWAS: “Oversimplification and hubris can backfire: For once, it wasn’t actually Jenny McCarthy’s fault”  What is the goal of this response?  How does the writer attempt to accomplish this goal?  How is this post similar/different from op-eds?

False Balance/Equivalence  What is it?  Why does it occur?  When you’re a source…  When you see it in the media…  When you see it in social media…

Example: General Commentary  Politico: “Why is Katie Couric Promoting Vaccine Skeptics?”  Who is the audience?  How does this differ from an op-ed?  What is the call to action?  What valuable key points or impressions might a lay reader take away from this piece?

General communication tips  Have a “time peg” (be current)  Be concise and direct  Keep it simple  Use clear language, short sentences  AVOID JARGON  Choose (only a few) numbers strategically  Use active voice  Start strong (hook), finish strong  KNOW YOUR AUDIENCE

Know Your Audience  Understand their values, beliefs, trust, fears  Validate potential reader concerns/fears  Don’t assume they share your trust/beliefs, especially in traditional institutions  Be careful not to make assumptions about their knowledge/experience OR to patronize  Educate but don’t overwhelm or condescend – What do they NEED to know?  Always speak to the middle, not the extremes

Audience on Social Media  Becomes polarizing quickly (duh)  Comments are very influential (Science study)  Understand “lurkers” and 90-9-1 rule  The way you engage with those on the extremes influences the way the silently observing fencesitters view the issue (and the evidence)

What Makes for Viral Pieces?  Personal stories  Ultra timely issues (the faster, the better)  Celebrities  Quickly digestible  Edgy or surprising (the hook)  Good image can help  Big numbers

Your Voice Matters  Communication  Parents, legislators, advocacy groups, academics, the media, manufacturers  Decision-makers    is essential consider multiple voices Vaccine programs Recommendations for vaccines Research priorities

Add a comment

Related presentations

Related pages

JMIR-Earned Media and Public Engagement With CDC’s "Tips ...

Journal of Medical Internet Research ... In the context of health policy and media campaigns, ... (videos, pictures), and social media engagement data ...
Read more

7. Media | The Future of the Public's Health in the 21st ...

... policy, and community engagement. ... examples of journalism as a catalyst of ... an examination of social marketing and media advocacy, ...
Read more

Global Health Council | media

Policy & Advocacy. Advocacy Hub; ... Policy & Advocacy. Advocacy Hub; Member Engagement; ... media Tag. All; Advocacy Hub; Advocacy Update;
Read more

Policy And Advocacy | LinkedIn

View 29564 Policy And Advocacy posts, ... has grown its social media outreach ... Vaccine Policy Advocacy, Journalism & Social Media Engagement.
Read more

Staff | AVAC

... the newsletter of the International AIDS Vaccine ... management and AVAC's policy-related advocacy. ... based/social media presence and ...
Read more

Journalism for Social Change | Featured Research ...

... journalism, social welfare and public policy. ... Journalism for Social Change ... Journalism Can Incite Social Change: Here’s How Media Coverage of ...
Read more

Mary Tydings Joins IAVI Board - IAVI - International AIDS ...

The International AIDS Vaccine Initiative ... Social Media; Events; IAVI ... as well as a former member of the Board of the School of Public Policy at the ...
Read more

AAAS - The World's Largest General Scientific Society

Policy & Advocacy ; Press & Public Engagement; ... Tool Explores How Beliefs Shift in Complex Social ... Science and Technology Policy Fellows Showcase ...
Read more