KEYWORDS:
Health Communication, Media, Communication, Influenza

BACKGROUND:
As part of its on-going influenza control activities, the National Immunization Program (NIP) undertakes several communication and education activities to promote influenza immunization. This paper outlines the media-related influenza vaccination communication activities undertaken by NIP during the 2001-2002 influenza season

OBJECTIVE(S):
To measure the frequency, visibility, and prominence of influenza vaccine-related media stories that appeared in daily newspapers and TV news broadcasts, both nationally and regionally.
o assess the content and types of messages and recommendations appearing in daily newspapers and TV news broadcasts, including the percentage of stories that focused on influenza immunization.
To identify trends and differences in influenza vaccine-related media coverage over the course of the flu season).

METHOD(S):
Television media data for the Top 50 U.S. media markets and print media stories were collected from national databases and daily electronic searches of on-line newspapers. Each news story was content analyzed, with data from the analysis being entered into a unified database. The content variables coded included: medium name, the five primary messages that appeared in the story, source of influenza information, sources cited or quoted, and region of the country.

RESULT(S):
Results will be presented at the conference. The results will show total number of stories that appeared during the 2001-2002 flu season, types of stories, major themes and messages, differences by region of the country (if any), and message trends over the course of the 2001-2002 flu season

CONCLUSIONS(S):
To be determined based on results. Conclusions will address the effects and effectiveness of the media in translating and conveying influenza vaccine recommendations, as well as note key differences.

LEARNING OBJECTIVES:
At the conclusion of the presentation, participants should be able to judge the effects and effectiveness of the media in translating and sending flu vaccine messages.