Vaccine Advocacy Journalism and Social Media Engagement Guide
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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.
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Vaccine Advocacy Journalism and Social Media Engagement Guide
- 2. 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
- 3. 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
- 4. 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
- 5. Learn the Landscape “Paul Offit” “Barbara Loe Fisher” “Geiers” “Russell Blaylock” “Robert F. Kennedy” “Sherri Tenpenny” “Louise Habakus”
- 6. 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
- 7. 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”
- 8. 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
- 9. 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
- 10. 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
- 11. 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?
- 12. 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?
- 13. 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?
- 14. 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…
- 15. 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?
- 16. 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
- 17. 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
- 18. 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)
- 19. 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
- 20. 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