The Right Hit. DEVELOPING EFFECTIVE MEDIA STRATEGY AT SYRINGE SERVICES PROGRAMS
AIDS United
Presenters Jess Tilley Executive Director, HRH413 Kyle Barbour, M.D. Resident Physician, University of Rochester, New York Co-founder, Orange County Needle Exchange Program Andrew Giambrone Journalist, Washington, DC
Presenters Nora Maria Fuller Syringe Access Policy Organizer, AIDS United Zach Ford Program Manager, AIDS United Sarah Hashmall Communications Manager, AIDS United
The Right Hit. The toolkit is available to download on AIDS United s website at www.aidsunited.org/re sources All slides and a recording will be posted online following the webinar
Introduction MORE THAN 1400 NEWS STORIES AT LOCAL, STATE, AND NATIONAL MEDIA OUTLETS ON SYRINGE ACCESS IN THE LAST YEAR
State/Local News 5 states with > 50 16 States < 4 National News average of 15 stories per state/district Syringe Access Media Survey Google alerts on syringe access, needle exchange, syringe exchange, and harm reduction were analyzed. Duplicative articles were not included. Findings are limited to English language news search.
Syringe Access Media Survey Number of Stories by State 120 100 80 60 40 20 0 KY WV OH IN NC IA CA & WA MA AZ NY & PA FL ME VA TX & VT CO & TN GA, MI, MO, OR NJ & UT AK, NH & WI IL LA CT, DE, HI NV AR, MN, MT, NM, OK, & SC AL, DC, ID, MS, ND & PR NE, SD, RI & WY
Syringe Access Media Survey Number of Stories by State 120 100 80 60 KY, WV, OH, IN & NC, 395, 52% All other states/districts 40 20 0 KY WV OH IN NC IA CA & WA MA AZ NY & PA FL ME VA TX & VT CO & TN GA, MI, MO, OR NJ & UT AK, NH & WI IL LA CT, DE, HI NV AR, MN, MT, NM, OK, & SC AL, DC, ID, MS, ND & PR NE, SD, RI & WY
Syringe Access Media Survey Number of Stories by State, Type of Stories
Syringe Access Media Survey Number of Stories by State, Type of Stories
Syringe Access Media Survey Number of Stories by State, Type of Stories
Syringe Access Media Survey Number of Stories by State, Type of Stories 120 100 80 60 40 20 0 KY WV OH IN NC IA CA & WA MA AZ NY & PA FL ME VA TX & VT CO & TN GA, MI, MO, OR NJ & UT AK, NH & WI IL LA CT, DE, HI NV AR, MN, MT, NM, OK, & SC AL, DC, ID, MS, ND & PR NE, SD, RI & WY
Syringe Access Media Survey Number of Stories by State, Type of Stories
Syringe Access Media Survey Number of Stories by State, Type of Stories MA-Based Topics Misc. 25% NIMBY 50% Outbreak 25%
Syringe Access Media Survey Number of Stories by State, Type of Stories 120 100 80 60 40 20 0 KY WV OH IN NC IA CA & WA MA AZ NY & PA FL ME VA TX & VT CO & TN GA, MI, MO, OR NJ & UT AK, NH & WI IL LA CT, DE, HI NV AR, MN, MT, NM, OK, & SC AL, DC, ID, MS, ND & PR NE, SD, RI & WY
Syringe Access Media Survey Number of Stories by State, Type of Stories
Common Stories We See in the Media What purpose does this story serve? What can you contribute to the story? What might you want to consider? Mythbusters!
#ReframeTheBlame http://ncurbansurvivorunion.org/drug-induced-homicide-laws-andreframetheblame/
Download the infographic, Fentanyl: Overdose on the Rise, at https://www.cdc.gov/drugoverdose/pdf/pbss/pbss-report-072017.pdf
Mythbusters!
Mar 21, 2018 Mar 27, 2018 Dec 26, 2018
Notes from a Journalist News Value Building relationships Responsibilities of a journalist Risk involved Managing and sustaining relationships Interviewee rights Pitching a story Post-publication feedback
Notes from a Harm KNOW YOUR GOAL/STRATEGY AND KEEP IT UPFRONT THINK STRATEGICALLY! KNOW YOUR SOURCE! Reduction Activist SET BOUNDARIES AND GUIDELINES OWN YOUR NARRATIVE POSITION YOURSELF AS A RESOURCE IN THE STORY
Notes from a Harm Reduction Activist Who of us gets to speak? What do we say? United we stand divided we fall. It is not ABOUT you unless it IS about you! Message Frame
Notes from a Harm Reduction Activist
Notes from a Harm Reduction Activist
Notes from a Harm Reduction Activist DON T LIKE THE NEWS? MAKE YOUR OWN!
Developing your Communications Strategy YOU VE GOT THIS!
What s a communications strategy? Usable, living, internal document Outlines your goals and how you will achieve them Helps you plan ahead, respond to media requests, and more!
Who should be involved? You don t have to be a comms expert to develop and use a comms strategy! Developing a comms strategy is an organizationwide activity Once created, people should be familiar with and use the strategy
Strategy components Landscape Analysis Objectives Audience Spokespeople Key Messages Tactics & Activities
Landscape Analysis What internal/external factors may affect your work? Potential threats or opportunities Financial challenges or growth New partnerships or changes to current ones?
Objectives Before you start planning ask yourself, what are your: Organizational goals? Department goals? Program goals? This is a group activity!
Audience Who do you need to communicate with to achieve your goals? This may or may not include the media. Be creative! Who do you represent?
Spokespeople Who can speak to your audience? Make sure spokespeople are familiar with your key messages What about clients?
Key Messages Primary messages aligned with each objective Short, bullet point format Include additional supporting messages that can be tailored depending on each audience Prepare for tough questions
Key Message Example 1 Syringe service programs are a highly effective and cost-efficient form of HIV and viral hepatitis prevention for people who inject drugs. Syringe service programs offer sterile syringes to people who inject drugs while safely disposing of used needles. These programs dramatically reduce needle sharing among people who inject drugs, without increasing drug use. They are a critical and cost-effective link to HIV testing and care services. Syringe services are frequently the only link for people who inject drugs to substance abuse treatment programs as well as other public health, medical, and social services.
Key Message Example 2 Despite recent attention to the problem, the twin epidemics of HIV and injection drug use have long posed significant health challenges for some people of color and LGBTQ communities. In 2015, Black and Hispanic people made up the majority of HIV diagnoses attributed to injection drug use. Rates of HIV acquisition among men who have sex with men (MSM) who inject drugs are higher than among other MSM who do not. These communities are disproportionately affected by a lack of access to healthcare, economic insecurity, violence, and discrimination all factors that fuel drug use and HIV transmission.
Tactics & Activities Traditional media activities: Press releases Letters to the editor, op-eds, blogs Social media Think creatively about other activities to achieve your goals!
Tips you ve got this! Avoid using too much jargon Focus on the human impact of your work Reference and update your strategy often Remember, you are an expert!
Questions? Download The Right Hit and other harm reduction resources at www.aidsunited.org/resources As a reminder, the slides and a recording of the webinar will be posted online