Using Media and Influencer Network Analysis to Better Understand How to Most Effectively Communicate about Vaccination and Vaccine Safety

Theoretical Background and research questions/hypothesis:  Vaccines are the best defense we have against serious, preventable and sometimes deadly contagious diseases, such as pertussis and polio. Maintaining high vaccination rates, particularly among young children, is critical to preventing disease outbreaks. Despite the documented benefits of vaccination and the safety of vaccines, some people continue to be concerned and opt not to vaccinate their children.   Communication about vaccination is challenging. People need accurate, science-based information about vaccines to make informed decisions. However, the huge volume of information on the Internet and in the media varies significantly in its accuracy.   Determining the best communication approach requires a thorough understanding of the media landscape. This presentation highlights the findings of an analysis of the media and key influencers around the topic of vaccine safety sponsored by HHS’ National Vaccine Program Office (NVPO). This presentation will:

• Describe how print and online media portray vaccine safety, including how HHS agencies are featured.
• Illustrate how specific influencers are shaping print media and online discussions.
• Discuss how these findings can inform future communication activities.
• Provide suggestions for future areas for research.    

Methods: NVPO worked with Commetric Ltd to employ a combination of media analysis (MA) and influencer network analysis techniques (INA). Phase 1 of the MA focused on the media portrayal of vaccine safety in relation to HHS agencies from March 1, 2009 to February 28, 2010. Phase 2 (conducted in April 2010) will examine the vaccine safety discussion more generally, including an analysis of blogs and Facebook.  Phase 1 analyzed 376 articles from major news, consumer, and business print publications. The INA examined 406 articles from the same time frame to uncover the specific influencers and organizations shaping the conversation these topics.

Results: The analysis is in progress, but examples of Phase 1 MA findings were:

• Coverage of vaccine safety seems to be driven primarily around specific vaccines in association with outbreaks.
• Positive coverage prevails over negative coverage, although the majority of articles are neutral.
• Negative coverage centered on reports of HPV vaccine side effects and public anxiety about the rapid production and testing of the H1N1 vaccine.
• Spokesperson visibility of HHS agencies was less pronounced than third-parties (e.g. medical personnel, academics, and researchers).                                                                                               

Examples of the findings of the INA were:

• HHS agencies largely drove the discussion on vaccine safety, but no group of influencers dominated any particular issue.
• Topics emphasized by influencers included vaccine effectiveness, side effects, and administration.

Conclusions: Understanding the media landscape around vaccination is critical to developing appropriate communication strategies that will be effective in a complex media environment. Analysis over time and examination of how additional key words and topics frame the debate may help to better understand how vaccination issues are portrayed.

Implications for research and/or practice: These initial findings can inform future communication around vaccination and vaccine safety, including specific issues to focus on, spokespersons and influencers to employ, topics to cover, and reporters and media outlets to target.