Facing the Media: The Basics

Editor's Note:

In June 2003, UNICEF and GAVI (The Global Alliance for Vaccines & Immunization) held regional workshops in Istanbul, Johannesburg, and Bangkok to address key issues in communication for immunisation. Participants included communication and immunisation specialists, Expanded Programme on Immunization (EPI) managers, and health educators from governments and GAVI partners working in more than 40 countries. The workshops addressed such issues as communication for immunisation safety, advocacy for financial sustainability, social mobilisation, communication planning, communication to improve district-level coverage, facing the media, communication strategies in response to Adverse Events Following Immunization (AEFIs) and to build public trust in immunisation, and immunisation of hard-to-reach groups, among others. A free CD-ROM draws together key presentations, discussions, tools, topics, and recommendations; please see ordering information below.

Summary provided by the presenters

Participants were divided into groups and assigned one of the following case studies. Each group was asked to prepare for a press conference to clarify the situation including preparation of a brief statement for the press and identification of two spokespersons to answer questions from the press...Participants were given the following tips in preparing their responses:

• Discuss the scenario
• Identify main issues
• Anticipate questions from media
• Develop appropriate response
• Develop three key messages
• Identify two spokespersons and moderator
• Practice in small group

Case study 1

A major national newspaper in your country has published an article claiming that measles vaccination can cause autism and other complications in children. The paper quotes media stories in Britain linking MMR vaccination with autism to justify its claim.

You are about to launch a measles campaign but are getting reports from health workers that mothers are concerned about the risk of autism. The Ministry of Health, WHO and UNICEF have therefore decided to call a press conference to address the situation.

Case study 2

A newspaper in your country has published an article saying that five children died after being vaccinated with UNICEF supplied vaccines during the ongoing combined measles/polio/Vit A campaign. The newspaper is urging the government to stop the campaign and launch an investigation into the children's deaths.

The general elections are approaching and some politicians - concerned that the uproar over the children's deaths will impact on election results - are also calling for the immunization campaign to be halted pending an investigation.

Case study 3

A local radio station has just interviewed a religious leader who accused the government and UN agencies of using the Tetanus Toxoid vaccine to sterilize women. He also claimed that far too many resources are being devoted to vaccination when other essential health services are not being maintained.

Full presentation

FACING THE MEDIA

Press Releases/Press Statement

Press Briefing/Conference

Press Interview

TIPS FOR RESPONDING

3Ps, 3Rs, 3Cs

3Ps

• Pro-active - get to the media before they get at you
• Positive - give a positive angle
• Prepared - do your home work, get your facts together

3Rs

• Responsible - own your responsibility, do not blame others
• Responsive - make yourself available, do not avoid the media
• Reasonable - do not give unnecessary details, respect agreed deadlines

3Cs

• Confident - be in control, make eye contacts, be aware of body language
• Compassionate - believe in what you say and say it with conviction, emotion
• Comfortable - be at ease, feel free to say I don't have the answer now but I will find out
• Seize opportunity to send your message

Click here for an overview of the June 2003 Communication for Immunization Workshops in Istanbul, Johannesburg, and Bangkok.

For more information, or to request a free copy of the CD-ROM on which this presentation is featured, contact:

Erica Kochi

ekochi@unicef.org

OR

Gina Darcin

gdarcinstlouis@unicef.org

UNICEF

UNICEF's Immunization website