Media Audit: Most Reporting Overlooks the Need for Continued Pap Testing

Media reports on cervical cancer vaccines often overlook limitations of the vaccines and the need for women to continue receiving Pap tests, a report released by the American Social Health Association (ASHA) reveals.

An audit of media stories done for ASHA by PR Solutions, Inc., of Washington DC assessed media coverage of the approval of the first cervical cancer vaccine to see if two key messages were included: HPV vaccines don’t cover all types of the virus linked to cervical cancer, and as a result women should continue receiving Pap tests. Stories from newspapers, magazines, broadcast media, the Internet, and trade publications were analyzed.

The audit found that while information in the media about HPV and cervical cancer was largely correct, reports often failed to mention both the limitations of HPV vaccines and the need for continued Pap tests among those receiving the vaccine. With the exception of broadcast outlets, both key messages were missing in the vast majority of coverage of cervical cancer vaccines.

 The report concludes that outreach to teens, the generation of girls and young women receiving the vaccine and who must be made aware of the need for regular Pap testing, is a critical step. Deborah Arrindell, ASHA’s vice president for health policy, says “We have an opportunity to work with medical reporters and health editors to make sure they understand the importance of telling the whole story: Cervical cancer vaccines are a wonderful tool in protecting women’s health, but continued Pap testing is imperative.”

Click here to Download Slides of the Audit Findings

Click here for sample Letters to the Editor that can be adapted for submission to local newspapers to promote the new survey and the need for continued screening to prevent cervical cancer.