Event Archive

Good Practice Guide: Working with the Media - 29 June 2007

HCA Good Practice Guide: Working with the Media

29th June 2007, Church House Conference Centre, Westminster, London

Who should attend?

HCA members requiring answers to practical issues which arise during everyday media activities, including:

* Experienced media relations practitioners and senior management from PR agencies.
* Senior industry communications personnel.

Why should you attend?

The HCA Good Practice Guide Working with the Media has been developed to address members' questions and provide practical advice and solutions to aid compliance with currently available guidelines and the ABPI Code of Practice (Code). It is in the best interests of all HCA members to work within the guidance of this document to drive the highest standards and maintain confidence in self-regulation in healthcare communications. In some cases the HCA Good Practice Guide Working with the Media goes beyond current guidelines and it stipulates our requirements for good practice in light of the Code.

Who is presenting?

Chair:
Neil McCrae - Director of External Affairs, GlaxoSmithKline

Speakers:
Liz Shanahan - Managing Director, Sante Communications
Lucie Harper - UK Managing Director Healthcare, Weber Shandwick Healthcare
Edel McCaffrey - Media Relations Manager, AstraZeneca PLC

Guest Speaker:
Heather Simmonds - Director of the Prescription Medicines Code of Practice Authority (PMCPA)

Date and Venue: 29th June 2007 at the Royal College of Nursing, London

Agenda:

Time	Content	Speaker(s)

10:00-10:15	Introduction to the HCA Good Practice Guide * Objectives * Context/rationale * Process and stakeholders involvement * How it is structured	Chair - Neil McCrae

10:15-10:35	PMCPA and the Media - Media coverage guidance within the ABPI Code of Practice - How the PMCPA manages media complaints - Media compliant 'hot spots' and areas of growing concern	Heather Simmonds

10:35-11:00	Responsible Communicators * Principles of HCA - general principles of ethical communications * Setting best practice foundations: - understanding the differences between 'promotion' and 'information' - pre-marketing authorisation or outside of authorised indication activities - 'how to' - brief third parties; conduct media and message training; safely present brands within the Code	Liz Shanahan

11:00-11:15	Break / demonstration of the online tool HCA Good Practice Guide

11:15-11:30	Media Events * UK and International * Congresses and materials * Press materials and approvals	Edel McCaffrey

11:30-11:55	Working with frelance journalists * General principles * Setting best practice foundations - understanding which activities to consider and avoid - 'how to' - identify and manage case studies	Lucie Harper

11:55-12:20	Questions and Answers	Panel

12:20-13:00	Lunch

	INTERACTIVE ROTATING WORKSHOPS (case study based workshops. The audience will be divided into three groups and each group will rotate around each workshop)

13:00-13:40	Workshop A * Freelance journalists	Lucie Harper

13:40-14:20	Workshop B * Features for the medical press	Liz Shanahan

14:20-15:00	Workshop C * Media materials	Edel McCaffrey

15:00-15:15	Break / demonstration of the online tool HCA Good Practice Guide

15:15-16:00	Group feedback and Questions and Answers	Panel

16:00-16:05	Wrap up	Chair - Neil McCrae