2. Science Agenda: Contextualising Science Communications in our environment Thulani Cele

3. PREAMBLE The purpose of this presentation is to talkshop the challenges and implementable strategies

4. Defining Mass Media Mass Media is a broad spectrum of radio and television broadcast stations and networks, newspapers, magazines, and outdoor displays designed to appeal to the general public (Business Dictionary: www.answers.com). www.answers.com

5. Why Mass Media Media has the ability to greatly impact an audiences attention and receptivity to health and population-related messages Media has the ability to greatly impact an audiences attention and receptivity to health and population-related messages It is from this premise that mass media is perceived as a powerful tool to information dissemination, public influence, and public education. It is from this premise that mass media is perceived as a powerful tool to information dissemination, public influence, and public education. The role of mass media is crucial to update public about the activities that Africa Centre is conducting in the area, influence policy making from the law makers, and assess the reception of the services. The role of mass media is crucial to update public about the activities that Africa Centre is conducting in the area, influence policy making from the law makers, and assess the reception of the services.

6. Mass Media Engagement Strategy Through the past eleven years, Africa Centre for Health and Population Studies has been continually engaging mass media into its activities. This has been done through: media conferences; media conferences; media partnerships; media partnerships; live TV broadcasting; live TV broadcasting; Issuing media releases; Issuing media releases; podcast, videography, and blog site; podcast, videography, and blog site; dissemination of findings to media, and dissemination of findings to media, and continually updating media of AC activities. continually updating media of AC activities.

7. Mass Media Strategy: Media Conference Planning Budgeting Media Invitation Event Post-Event Follow Up Engaging media by the form of conferences. This model has shown growth both inside media knowledge of research agenda and the correct interpretation of scientific terminologies.

8. Mass Media Strategy: Media Partnership Identification of potential media Prepare a partnership proposal Request a meeting Present the proposal Follow up on the outcome Draft the Terms and Conditions Maintain the relationship Media Partnership strategy – a successful model to engage media in communicating science.

9. Mass Media Strategy: Live TV Broadcasting Identify Relevant TV Programme Invite for Live Broadcasting at your site Provide logistical support Input to the discussed topic/theme Make sure that you display your promotional material at the background Follow Up on the public input about the topic/theme/your institution. Live Broadcasting on science agenda is one of the potential engagement strategy that will create link between science and public.

10. Mass Media Strategy: Issuing Media Releases Prepare Media Release for TV, Radio, and Print/Internet Media Identify Media Send personalized email and attach relevant documents i.e Hi Res pictures, taped conversation Confirm the receipt of media release telephonically. Monitor media Compile a report of supporting media Out of 10 science- related media releases 2 of them are getting published. A revisit on way we communicate our media release is highly important.

11. Mass Media Strategy: Videography Videography: This media is very important to show the visual effect of the science activities. Videography: This media is very important to show the visual effect of the science activities. Videography Podcast media: Bringing activities closer to the public. Podcast media: Bringing activities closer to the public. Podcast media Podcast media live streaming: Let the public see what science is. live streaming: Let the public see what science is. live streaming live streaming Blog site: Interactive media tool to engage public. Blog site: Interactive media tool to engage public. Blog site Blog site

12. Mass Media Strategy: Dissemination of Findings to Media Collection of articles from the scientists Edit to tone down the language Identify relevant media i.e Umbiko Newsletter or external media Translation from English to Zulu - Umbiko Newsletter and Zulu media Distribution Africa Centre has its newsletter that is published in English and then translated into Zulu for the benefit of our clients who are made up of Zulu speaking people. The translation is also done for Zulu media in order to ensure that scientific language is accurate and used correctly.

13. Mass Media Strategy: Continual Update of Media 1. Identify events i.e WAD Compile Message/Feat ure/Yearly report back Identify relevant media Distribution Media Monitoring Africa Centre updates public about its activities every year end. This is done through Umbiko Newsletter, feature articles and World AIDS Day message that is distributed around different media.

14. Challenges in engaging Mass Media Translation of scientific language is still a challenge. Translation of scientific language is still a challenge. Getting interest of mass media, especially commercial media, to write about health and population-related issues is also a challenge. Getting interest of mass media, especially commercial media, to write about health and population-related issues is also a challenge. Most importantly, lack of budgeting for mass media activities from the research institutions is driving the situation worse. Most importantly, lack of budgeting for mass media activities from the research institutions is driving the situation worse. Understanding the role of mass media in research institutions as a tool to link the scientific activities with public is an issue that still need to be addressed. Understanding the role of mass media in research institutions as a tool to link the scientific activities with public is an issue that still need to be addressed.

15. Conclusion Understanding of how to engage media and communication at a science research institution. Understanding of how to engage media and communication at a science research institution. How to effectively strategize media and communication engagement, implementation, monitoring and continually updating the plan to meet the public interest needs to be redressed. How to effectively strategize media and communication engagement, implementation, monitoring and continually updating the plan to meet the public interest needs to be redressed. Almost 90% of more that 300 media organizations in South Africa is publishing less than 3% of science-related articles in their publication content. One can view this as an act of deviating from what media should be – public eye in social, economic, political, and scientific issues. This motive behind less coverage of science-related articles is perhaps perpetuated by the drive of commercial media to generate revenues on sellable articles (i.e. politics, war or sport) or lack of human capacity to write interestingly about science and research. Almost 90% of more that 300 media organizations in South Africa is publishing less than 3% of science-related articles in their publication content. One can view this as an act of deviating from what media should be – public eye in social, economic, political, and scientific issues. This motive behind less coverage of science-related articles is perhaps perpetuated by the drive of commercial media to generate revenues on sellable articles (i.e. politics, war or sport) or lack of human capacity to write interestingly about science and research. Nevertheless, there is still a challenge for media and communication practitioners in research agenda to convince public and private media of a critical role that they can play to bring changes into the public by disseminating scientific research information and start writing proactively on issues of health and population. Nevertheless, there is still a challenge for media and communication practitioners in research agenda to convince public and private media of a critical role that they can play to bring changes into the public by disseminating scientific research information and start writing proactively on issues of health and population. If people are continually dying from issues that health and population research are scrutinizing or have further knowledge to prevent or eliminate the death rate, who is to be accused…..media or scientific research institutions? If people are continually dying from issues that health and population research are scrutinizing or have further knowledge to prevent or eliminate the death rate, who is to be accused…..media or scientific research institutions?

16. Q&A

17. Podcast Record Audio Edit Convert tape into MP3 Upload to website Track listeners hip

18. Videography Videorize event/ activities Edit content and technical quality Identify who to receive copies i.e. media practitioners, funders etc Upload video to website Survey the impact

19. Blog site Identify topics/media releases/issues for discussion Ensure that users are registered and abide by your blog policy Send information consistently Respond promptly to queries Update blog frequently

20. Live Streaming Set up the streaming site Videorize event i.e. Conference, Workshop Upload to website for live broadcasting Set Blog site for interactive comments or discussions on event Monitor both bloggership and viewership