From Clinical Data Analysis to Front Page News—Creating Clear Media Messages from Complex Research

Background:  Advancements in the treatment of HIV now make it possible for people living with HIV to live longer, healthier lives and significantly lower the chances of transmitting HIV to others. However, the maximum benefits of HIV treatment have not been fully achieved. Despite 87 percent of people living with HIV knowing their status, less than 40 percent of people living with HIV are receiving treatment, and only 30 percent of people living with HIV have achieved viral suppression (i.e. keeping their virus under control and reducing the risk of transmission). Engaging more people in the progression from diagnosis to effective, sustained viral suppression -- known as the HIV Care Continuum -- is key to combating the HIV epidemic. In February 2015, CDC researchers published a modeling study estimating the number of HIV transmissions attributable to people along the HIV Care Continuum.

Program background:  Because the modeling research was extremely complex and the tangled web of data could lead to inaccurate or stigmatizing coverage, a media strategy was developed to translate the research into clear media messages conveying the importance of HIV testing and treatment to prevent more infections. This included multiple communication tools, such as a press release pinpointing noteworthy findings, targeted key messages, and an animated "explainer video" infographic to help educate reporters about the implications of the findings. The communication materials, including the "explainer video," provided reference tools for reporters to help them quickly understand the data and ensured the main message was highlighted in media coverage. Advanced outreach to national and gay media outlets also helped set the tone at the forefront of the news cycle.

Evaluation Methods and Results:  An analysis of the coverage following publication measured overall reach, message inclusion, coverage accuracy and reach of the animated infographic. The modeling study generated unique stories in 45 outlets for more than 117 million estimated media impressions. CDC's key messages penetrated media coverage at a very high rate - ranging from 71 percent of articles noting the importance of HIV testing up to 100 percent emphasizing the preventative role of HIV treatment. Coverage was largely accurate with two minor exceptions. The animated infographic also proved to be more useful than just an educational resource for reporters, as more than a third of the print and online outlets (16 articles) shared the video in their coverage of the study.

Conclusions:  The broad pickup and message penetration offered encouraging results. Strong messaging was critical to avoid confusion and help reporters correctly explain the implications of the analysis. The animated video was also useful in amplifying CDC messages in a creative, concise, and compelling way and helping reporters understand the complex, data-heavy article.

Implications for research and/or practice:  With shrinking newsroom resources and a growing desire from readers for video and graphics, reporters have increasingly requested, embraced and shared multimedia created by third parties. Particularly for data-heavy announcements, communicators should consider incorporating graphics and video to educate reporters– and have more control of – key messages.