Lessons learned from analyzing Michigan's smoke-free law newspaper coverage

Kuiper, Nicole

Thursday, August 16, 2012

Exhibit Hall (Kansas City Convention Center)

Nicole Kuiper, MPH , Office on Smoking and Health , Centers for Disease Control and Prevention, Atlanta, GA

Kate Frantz, MPH , Oak Ridge Institute for Science and Education

Molly Cotant, MPH , Michigan Department of Community Health

Stephen Babb, MPH , Office on Smoking and Health , Centers for Disease Control and Prevention , Atlanta, GA

Jerelyn Jordan, BA , Centers for Disease Control and Prevention

Matt Phelan, BA , American Cancer Society, Great Lakes Division

Learning Objectives

At the conclusion of this presentation attendees will be able to:

1. Describe the pro-law and anti-law messages contained in newspaper coverage of the Michigan smoke-free law prior to and just after its implementation 2. Describe the tone of coverage, and how it varied by region 3. Discuss lessons learned regarding effective communication and dissemination approaches that will help guide other programs in developing and disseminating media messages

Cross Cutting Program Area(s): Evaluation and Surveillance and Tobacco Industry

Lessons learned from analyzing Michigan smoke-free law newspaper coverage

Audience: State program staff, communication specialists

Key Points: In December 2009, the state of Michigan passed legislation banning smoking in workplaces and public places, including restaurants and bars. The media played an important role before and after the law's implementation in educating the public about the law. An evaluation analyzed online and print newspapers, assessing tone, public support and inclusion of pro-law and anti-law messages in articles published during the period from one month before to one month after the law was implemented on May 1, 2010.

Articles were obtained from several sources, including LexusNexis® Publisher, Cision® Print Media Monitoring, and partner organizations. Articles were coded by source, type, geographic region, smoke-free law focus, tone, and pro-law and anti-law message inclusion.

A total of 303 news articles, editorials, opinion columns and guest commentaries were coded, along with 58 letters to the editor and public commentaries. Most articles had both positive and negative (34.3%) or mainly positive (31.7%) tones. Of 303 articles, 227 (74.9%) contained at least one pro-law main message and 168 articles (55.5%) contained at least one anti-law main message.

Educational Experience: Lecture

Benefits: Lessons learned regarding effective communication and dissemination approaches are discussed to help guide other programs in developing and disseminating media messages.

293 Lessons learned from analyzing Michigan's smoke-free law newspaper coverage