Preparing and Budgeting for Communications

Overview This session will cover how to: Perform a “desk review” Conduct an environmental scan Develop a communications budget Assemble your communications team Train your staff and spokespeople

Why Communication is Important HIV prevention research is complex and can be easily misunderstood. Like the virus itself, misinformation about HIV research can spread quickly. Perceptions of trials affects support for research.

Effective Communication Builds trust Creates an enabling environment Encourages use of research findings Corrects misinformation and clarifies misperceptions

Preparing for Communications Why plan ahead? To alert the study team to previous media coverage, potential controversy and areas of sensitivity To ensure the intelligent use of resources To build communication capacity among the study team

The “Desk Review” A desk review compiles information to help you write a communications plan for your trial. Study documents: trial protocol, informed consent forms, participant-information leaflets, procedure manuals Overview materials: health profiles, demographic information, cultural norms, research history in-country Current laws and customs: e.g. legality of homosexuality or prostitution News coverage of similar trials and related health issues.

Environmental Scan Strategic gathering and analysis of information that will affect your study –Will require 5-7 days during pre-trial planning –Conduct recurring scans during the trial

Internal Environmental Scan Identify strengths and weaknesses internally –Do we have a budget for communications? –Do staff members have media or communications training? –Does the organization have a strong connection to the community?

External Environmental Scan Assess risks –Is this trial likely to cause controversy? –Will this trial attract attention from groups likely to spread negative information? Identify stakeholders Design approaches for community engagement

Interview colleagues who understand the local context. Gather information about the trial community. Review pilot studies, formative research and related trials. Pay attention to current events. Determine whether anyone might actively oppose your research. Find out how community members obtain information. Participate in community events. Steps to Take

Developing a Communications Budget Every research budget should contain basic support for communications.

Assembling a Communications Team Even if one staff member usually handles communications, it is a team effort. Include a variety of staff members with varying backgrounds. Consider including staff from the trials network or sponsor. Establish a team of 3 to 5 people and a clear leader.

Training Staff and Spokespersons Discuss communications at investigator’s meetings and site- initiation training. Select and train spokespeople. –Train more than one to ensure availability at all times. Prepare staff to answer the tough questions. –Develop fact sheets and Frequently Asked Questions (FAQs). –Practice delivering the trial’s key messages.

Practicing the Tough Questions Develop a worksheet of difficult questions. Ask staff to write down their answers and read them to the group.

All Staff Have a Role to Play “In a lot of instances, our staff comes from the communities themselves. If they get on the taxi or the bus, or they go to shop in the market, people know they work for CAPRISA, they know they’re working in AIDS research, and they ask them questions. We’ve learned our best ambassadors for transmitting correct information is having well-informed staff….It doesn’t matter if it’s a cleaner, the receptionist, administrative staff, or a finance officer.” – Quarraisha Abdool Karim, Co-Principal Investigator, CAPRISA 004

Summary Communications planning and budgeting should begin well before enrollment begins. An environmental scan enables you to anticipate challenges. Understanding potential threats to your study can help ensure that the necessary resources are in place. Each site should have a communications team that includes a mix of expertise and perspectives.

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