ERIC EJ852395: Media Relations for Health Educators: The Inside Story about the News Media

6 Pages·2003·0.13 MB·English

by  ERIC

Continuing Education
Media Relations for Health Educators:
The Inside Story About the News Media
M. D. Barnes, M. Giles, B. L. Neiger, S. Thomsen, and R. Thackeray
ABSTRACT
The practice of using mass media in public health education practice is increasing. However, the challenges most
health educators face in using the news media include either not knowing how to access the media or feeling a sense
of ambivalence due to the risk of being misquoted or misrepresented. Developing an appreciation for the motiva-
tions and purposes of the news media is the responsibility of health educators and serves an important basis for
successfully dealing with the media. Specifically, this article identifies the environment, operating elements, and
standards of the news media; explains how to contact the right media representative; and presents guidelines for
dealing with the media.
The practice of using mass media in include radio (local, network, AM/FM, pub- face in working with the news media include
public health education practice is growing lic, Internet) and television (local, network, either not knowing how to access the me-
(Breckon, Harvey, & Lancaster, 1998). Most cable, public). Although other media chan- dia, or feeling a sense of ambivalence due
public health professionals use the media nels exist (e.g., transit cards/billboards, bro- to the possibility of being misquoted.
because its network allows large audience chures, etc.), print and broadcast channels
segments to be reached quickly, efficiently, are the most frequently utilized because of
and economically (Wallack, Dorfman, their ability to access diverse audiences M. D. Barnes, PhD, CHES , is an associate pro-
Jernigan, & Themba, 1993). Much of this (Pfau & Parrot, 1993). Breckon and col- fessor of community health at Brigham Young
growth is in response to health educators’ leagues (1998, p. 265) pointed out that the University, Provo, UT 84602; E-mail:
desire to reach specific target groups with most used media channel may change pe- [email protected]. M. Giles, is senior
clear and tailored public health messages. riodically, “but use of mass media to pro- research executive at Wirthlin Worldwide Com-
For health education purposes the news mote behavior change and promote pro- munications in Salt Lake City, Utah. B. L.
media most often consist of print and grams that will result in [health-related Neiger, PhD, CHES, is an associate professor of
broadcast media. However, a growing num- behavior change] is gaining in importance, community health at Brigham Young Univer-
ber of specialized web sites also produce not lessening. As the population increases, sity. S. Thomsen, PhD, is an associate professor
online stories in much the same way as their the dollars for staffing decrease, and the of communication at Brigham Young Univer-
newspaper and television counterparts. technology improves, more mass media will sity. R. Thackeray, PhD, MPH, is an assistant
Print sources include newspapers (dailies, be used.” professor of community health at Brigham
weeklies) and magazines. Broadcast sources The challenges most health educators Young University.
72 American Journal of Health Education — March/April 2003, Volume 34, No. 2
M. D. Barnes, M. Giles, B. L. Neiger, S. Thomsen, and R. Thackeray
However, most health professionals claim ating news. Access to any of the various health education practice today, but the first
the risk of being misinterpreted or quoted news organizations (radio, television, news- four are likely of most importance. Under-
out of context is worth the cost for reach- papers, etc.) requires that the information standing these fundamental functions will
ing a target audience through the mass me- first pass through what is known as the improve health educators’ relationship with
dia (Stroot, 1997). In reality, like the health gatekeeping process. Managing editors, as- the news media, and will enhance effective-
education profession, most media profes- signment editors, producers, and reporters ness in utilizing the media to disseminate
sionals act and perform with high ethical all participate in the gatekeeping process. health education messages.
standards of professional conduct. These gatekeepers decide which stories are Surveillance
The motivations of the news media are used, the news angle each story takes, the
Surveillance in the news media involves
like those of most private organizations. emphasis each story is given, and the
identifying, surveying, or investigating im-
News media organizations are businesses, amount of time and space allocated to tell-
portant events and issues that affect a com-
and as such have an economic drive to ing the story. Among the gatekeepers the
munity or an individual (Allyn & Bacon,
compete and generate profit. News media most critical for health educators is the
2002; Dominick, 2002). Reporters conduct
organizations understand that increased “beat” reporter. A beat reflects the specific
surveillance by constantly surveying their
readership/viewership is directly related to area or topic a reporter is assigned to cover.
community for information that is relevant
the quality and public appeal of stories pro- On any particular day, the mailed/faxed/ to the media organization’s consumers.
duced by the reporters. Thus, reporters and e-mailed volume of potential news far Seeking useful information, such as the
the news organizations for whom these exceeds the limited space in newspapers or latest medical breakthroughs, how the
journalists work benefit professionally and air time on television (Howard & Mathews, financial markets are performing, and
financially by finding and producing timely 1988; Tucker, Derelian, & Rouner, 1994). Of warnings of road closures or disease out-
news stories that meet local needs and in- the hundreds of press releases and media breaks are examples of the informative role
terests. Health educators are important con- advisories that arrive to these newsrooms surveillance plays. Surveillance sources
tacts for the media because they can help every day, the vast majority are addressed include stories generated from referral tips
reporters find interesting stories, verify to an editor or to general assignment, as gathered by the reporter; stories and story
facts, submit news stories, and provide com- opposed to a specific beat reporter. Because ideas submitted to news organizations in
mentary on current public health issues. they are incorrectly directed, most of these the form of media advisories, press releases,
The news media seek health contacts that stories typically receive little or no cover- press kits, organized press conferences; news
are regular, dependable, and trustworthy age. Health educators, therefore, should at- polls about current issues; and wire report
(Breckon et al., 1998) and are best fostered tempt to disseminate key information to services that provide leading stories from
among health educators who understand target audiences via the mass media through other media organizations and usually
the news media’s motivations and purposes. the appropriate beat reporters. News beat are used to reflect regional, national and
titles may vary among news organizations. international stories (e.g., UPI, Reuters,
PURPOSE
The reporters assigned to the medical beat, Associate Press).
This article describes the news media health beat, or lifestyles beat are those with Health educators should first consider
environment and turns that knowledge to whom health educators must develop a rap- addressing the surveillance function by
the advantage of public health education. port. Thus, health educators should under- identifying who the beat reporters are in
Specifically, this article explains how to con- stand how to properly access these their area by consulting several different
tact the right media representatives; identi- gatekeepers by learning important news media directories. Editor and Publisher
fies the operating elements and standards media perspectives and the appropriate magazine’s annual International Yearbook,
of the news media; and based on the five strategies and tactics for successfully work- for example, lists the names, addresses, and
stated news media functions and standards, ing with them. telephone numbers for all daily and weekly
presents guidelines for enhancing relation- newspapers in the United States, as well as
ships with the media. UNDERSTANDING THE NEWS MEDIA daily newspapers in many other countries.
STANDARDS The U.S. listings include the names of all
UNDERSTANDING THE NEWS MEDIA The purposes and self-imposed stan- beat reporters and the specific beats to
STRUCTURE AND CONTACT PERSON dards of the media are based on five his- which they are assigned (International Year-
News is information that interests a large torical, idealistic functions of the news me- book, 2001). Bacon’s also produces a similar
number of people and has an impact on, or dia. These five functions are surveillance, annual directory of news media. Separate
is relevant to, their lives (Howard & interpretation, linkage, transmission of val- volumes are published for newspapers, tele-
Mathews, 1988). News media, then, are the ues, and entertainment (Dominick, 2002). vision, and magazines (Bacon’s Newspaper
organization of individuals involved in cre- All news media functions have relevance to Directory, 2000). Finally, many local press
American Journal of Health Education — March/April 2003, Volume 34, No. 2 73
M. D. Barnes, M. Giles, B. L. Neiger, S. Thomsen, and R. Thackeray
clubs (or chapters of the Society of Profes- and interviews proactively to consider pre- (Allyn & Bacon, 2002). Media organizations
sional Journalists) publish local media di- senting rebuttals to the anticipated perspec- develop market niches that reflect the char-
rectories. With the selection of the appro- tives of others. acteristics and values of these communities
priate beat reporter(s), the health educator Linkage of consumers so that subscription and
can then present story ideas or submit sto- viewer ratings remain constant or increase.
Linkage refers to the media’s role of link-
ries in various forms to these important As a result, most communities have radio,
ing stories that are relevant to the news
media contacts (Wallack et al., 1993). television, and newspaper organizations
organization’s community (Dominick,
Interpretation 2002). Not surprisingly, the first step in suc- that reflect specific niches within the com-
munity. For example, one news organiza-
Interpretation is the critical function of cessful media relations strategies involves
tion may take a liberal, sophisticated niche,
the media to strive for objectivity. Interpre- establishing newsworthy stories that con-
whereas its competitor organization may
tation is the media’s effort to present a bal- vince reporters of the linkage to their read-
adopt a differing view that reflects the
anced view of both sides of an issue. The ers and viewers. The newsworthiness of a
interests or values of another part of town.
role of interpretation involves journalists story, news tip, or piece of information is
In any case, news reporters seek to develop
investigating claims of various sources and usually evaluated based on six primary cri-
stories that reflect their organization’s
explaining those complex issues and view- teria: impact, novelty, prominence, conflict,
constituency. This means that controversial
points to their audience (Allyn & Bacon, proximity, and timeliness (Howard &
stories like pro-abortion and condom dis-
2002; Dominick, 2002). Thus, interpreta- Mathews, 1988; Mencher, 1996). For health
tribution are more likely to be prominently
tion requires journalists to create “balanced” educators the three most important news
addressed by a more liberal news organiza-
stories. The news media seek to include values may be impact, proximity, and time-
tion than a conservative media niche.
multiple or competing perspectives in their liness. Impact implies that a story is impor-
The concept of linkage should be seen
stories so that individual consumers read- tant or significant to a reader’s/viewer’s life.
as an advantage for health education prac-
ing or hearing the story can have a com- Proximity can suggest geographical, emo-
tice. Increasingly, best practice interventions
plete picture of an issue. tional, or experiential connection to read-
are those that target strategies to specific
One common misconception held by ers/viewers. Timeliness implies that read-
market segments. For example, if health
health educators is that the media inten- ers/viewers will often be interested in what
educators seek to reach middle-age,
tionally twist or make controversial the are the newest discovered pieces of infor-
middle-class, Hispanic women at risk for
health issues they present through the news mation. Reporters frequently criticize press
diabetes, the news story is best directed to
(Stroot, 1997). For example, a good public releases for failure to meet these criteria
the news organization(s) that caters to the
health story about water fluoridation from because the story lacks salience to the news
situation, values, or life circumstances of
the news media perspective will include organization’s readers or viewers. When
that target group. Clearly, for health educa-
clear evidence in support of water fluori- a health educator demonstrates the news-
tors, linkage requires that the health story
dation and also include viewpoints from worthiness of a story the chances of that
must have impact, timeliness, and proxim-
those who oppose water fluoridation. From information making it through the
ity, and be complementary to the news
a health education perspective it is easy to gatekeeping process are substantially
organization’s views if the story is to receive
believe that the news story was sabotaged increased. For example, a child asthma
favorable attention.
or misrepresented by the reporter who reduction story about school building mold
added counter-perspectives. Yet the news may address impact and proximity by Transmission of Values
media, in keeping with ethical principles of addressing efforts to reduce asthma inci- The news media are presumed to be dis-
maintaining objectivity, present multiple dence among local children. Timeliness may seminators of values. For example, the me-
perspectives to viewers or readers to make focus on current efforts to control moisture dia are in a powerful position to shape
decisions for themselves. and mold conditions of a local elementary young people’s values through movies, tele-
Health educators can be proactive and school. This asthma remediation example vision programs, and youth-oriented maga-
use interpretation to their advantage. Spe- illustrates the essential components of a zines (McQuail, 2000). But the transmission
cifically, health educators can anticipate news story through linkage. of values goes beyond the various sources
rebuttals to the arguments of those with dif- Another aspect of linkage refers to un- of dissemination available and includes the
fering viewpoints. Then, given those per- derstanding the need for a key consumer news media’s reflection of the community’s
spectives, health educators can articulate segment, sometimes called media niches. values, beliefs, and culture. The transmis-
counter-rebuttals, thus inoculating their Media niches are target groups of individu- sion of values function is where the news
audiences in advance against counter- als that newspapers, magazines, and broad- media translates and reflects its perception
propaganda (Pfau & Parrott, 1993). Thus, cast stations target for reader or viewer of community perspectives to the work they
health educators should plan their stories audiences who share a specific interest create or endorse (Dominick, 2002).This
74 American Journal of Health Education — March/April 2003, Volume 34, No. 2
M. D. Barnes, M. Giles, B. L. Neiger, S. Thomsen, and R. Thackeray
process involves people learning acceptable ment today is not just “feel good” or funny beat reporters for the discipline include
behavior in a given group (Allyn & Bacon, stories. Media entertainment may also be health, medical, lifestyles, and health care
2002). From a news organization’s perspec- realized through stories about alarming reporters. Identifying one or more beat re-
tive it is the process by which reporters, and issues that impact the interests of people in porters assigned to write for health or medi-
thus their audiences, learn patterns of be- the community that the media outlet serves. cine is critical to making useful contacts
havior through observing others so that For example, stories about disease out- with the media (surveillance).
news perspectives can be created from those breaks, obesity trends, and drug abuse may (3) Develop a professional relationship
patterns/observations. help fill the media’s diversionary/entertain- with media reporters. Knowing how and
Contemporary journalistic writing re- ment goal for its audience(s). Many of these when to get information to a reporter is vi-
flects a preference for an anecdotal style, stories may be well suited to letters to the tal to working with your media contact.
which is an example of values transmission editor or in opinion editorial pages within The news beat of the reporter should be
(Mencher, 1996). For example, reporters a newspaper. At the very least, by being matched with the story needing to be
often open a story (the “lead”) with an an- aware of the entertainment function, printed or aired by the media. Look for a
ecdotal approach—for example, the story health educators may help add appeal to credible beat reporter who is interested in
of one person’s experience facing melanoma stories they pitch to reporters. your stories or the work that you or your
cancer. This person may be presented as il- organization performs. The media look for
lustrative of others who share the fear, de- GUIDELINES FOR DEALING WITH an official public health response through
pression, anger, and decisions and options THE NEWS MEDIA credible people they know. It is important
others face for this aggressive cancer. Read- Based on the five news media functions, to develop a working relationship with that
ers learn about social values (treatment al- the following guidelines highlight how reporter. Rarely will a news organization
ternatives, lifestyle changes, religious per- health educators/health communicators can convert a standalone press release into a
spectives, or personal interaction needs) as work successfully with the news media. story unless there is a compelling crisis or a
they come to understand the story of the (1) Reporters want compelling stories, prior personal contact with the health edu-
individual highlighted in the anecdotal lead. but what compels is based on the standards cator. Know your ideal beat reporters be-
This is often referred to as “humanizing” a and purposes of the news media not fore you send the press release. Find out
story. The ability to humanize a story is an necessarily from health education perspec- what his or her preferences are for receiv-
attractive lure when pitching an idea to a tives. Reporters benefit professionally by ing news and story ideas (e-mail advisories,
reporter, and supports the value transmis- finding and producing timely, relevant, and press releases, or phone contact). Find out
sion function the media wish to support. appealing news stories that meet local needs what his or her deadline schedule is, and
In addition to considering the transmission and interests. Health educators are impor- what days feature articles may be used, and
of values function as important for agenda tant contacts for the media and should help what other options are available (Breckon
setting or for transforming norms, value reporters find interesting stories, corroborate et al., 1998) (surveillance, linkage).
transmission may be an important strategy facts, and provide commentary on the issues (4) Develop a detailed press list as you
for health educators as they create story central to the story to gain favor with news nurture media contacts. When creating a
ideas for reporters. media personnel. A “win-win” relationship press list, name all news organizations
Entertainment can emerge from health educators’ under- (print, radio, television, etc.) in your com-
The news media also have a diversion- standing of the news media’s motivations munity or region. In addition to identify-
ary role to help people find entertainment and purposes (surveillance, linkage). ing the health beat reporter for each news
and enjoyment (Allyn & Bacon, 2002; (2) Send media material to the correct organization, consider adding two other
Dominick, 2002). For example, the news news media contact. Instead of contacting columns to your press list that reflect the
media may help people answer the question, the publisher or managing editor at a news- linkage niche of each organization (conser-
“what is on TV tonight?” by providing a paper organization, or reaching the general vative, liberal, geographic segment) and
television guide. The news media may manager or news director at a broadcast sta- consumer characteristics of each organiza-
also attempt to provide information in a tion, the beat reporter from each news me- tion. This will help remind you about the
creative way, thus increasing its viewing dia organization is, on most occasions, the linkage to which your beat reporter’s news
audience through entertainment value. only and most appropriate media contact organization is loyal and will help you tar-
Although the entertainment function is im- health educators should seek. If a reporter’s get your story to the appropriate news
portant for news media, it is probably less supervisor needs to be reached or influ- organization (surveillance, linkage).
relevant for the type of stories with which enced, contacting the city editor (newspa- (5) Avoid “off the record” comments.
health educators are primarily concerned per, magazine) or news director (radio, There must be a mutual agreement—in
(Brodie et al., 2001). However, entertain- television) may be appropriate. Common advance—that certain information is not
American Journal of Health Education — March/April 2003, Volume 34, No. 2 75
M. D. Barnes, M. Giles, B. L. Neiger, S. Thomsen, and R. Thackeray
publishable. A general rule of thumb is are less significant. If the story is particu- media contacts as mutually beneficial—we
that if you do not want information to larly out of place, the gatekeepers at a news- need each other. News media operate with
appear in the media, do not share it with a paper may assign the opinion editor to rigorous time constraints, and quick health
reporter. If the reporter’s questioning leads present the submitted story as a controver- education responses are critical. As a result,
to areas of sensitivity, confidentiality, or sial issue in an opinion editorial in which the health educator might interpret a
timeliness, a brief and honest explanation the news organization may, due to its link- reporter’s behavior as too aggressive or de-
as to why the question cannot be answered age, play off the story’s arguments in sup- manding, but the timeliness of a story is
should be provided. Many media profes- port of the opposite point of view. Thus, critical to the news media. Understanding
sionals recommend also avoiding “no com- find the news angle that is the most news- this should help health educators work
ment” responses, because reporters often worthy for the audience of each news orga- more expediently with the news media. In
interpret that to be evidence for suspicion nization to which your story is being sub- turn, the reporter will likely assist the health
or that something is being hidden or mitted (linkage). educator on other stories or projects. One
disguised (interpretation). (8) Write opinion editorials and letters of the common complaints by reporters is
(6) Know the other side of your story. to the editor for wide exposure. Newspaper the failure of their sources to promptly re-
The media see health educators’ stories as opinion editorials (“OpEd”) and letters to spond to their calls or requests for infor-
potentially slanted. As a result, the news the editor normally are not channeled mation. Although this may interfere with
media seek to balance any potential bias through the reporter—reporters primarily daily activities, giving top priority to an in-
with perspectives of others who likely feel address feature stories and other news terested reporter may be the critical factor
differently. In most cases a good journalist spots. The most widely read part of a to influence the treatment and placement
seeks to present multiple perspectives about newspaper is often the Letters to the Editor of a story, and, most important, your pro-
the story, thus preserving interpretation. column. Some see it as entertainment, oth- fessional relationship with the reporter (sur-
When writing a story (press release) or ers see it as a way to voice concern and veillance, linkage).
telling a story (reporter interview, press articulate key thoughts. Also featured next
conference) for the news media, be to this column is the Editorial column. CONCLUSIONS
prepared to anticipate the views that differ. Both are overseen by the opinion Increasingly health educators rely more
Proactively anticipate the other side’s editor. Health educators can write letters to heavily on television, radio, Internet, and
view(s) and diplomatically respond to those the editor or encourage constituents to print media to do their work. They seek to
perspectives as you create your story for the write letters that result in some of the most gain media attention to appeal to specific
news reporter (interpretation). effective publicity available. Health educa- audiences about the benefits of health edu-
(7) Send material to the correct news tors may also provide appropriate material cation. This visibility can aid the practitio-
media organization. News media organiza- to the opinion editor so that he or she can ner, the public, and the profession.
tions often compete with each other and take public stands on matters involving Reporters want good stories. To have
usually cater to specific or unique media public welfare within the opinion editorial good stories they need reliable sources to
niches or target audiences. Avoid a “one size column. Note, this is one news forum in provide the content. Health educators be-
fits all” approach in which one news story which interpretation usually does not lieve they have these stories and can be the
is used for all or many news organizations. apply (surveillance, linkage, values trans- trusted source. But reaching the reporters
Rarely should every news organization and mission, entertainment). and learning the intricacies of the news
reader/viewer be exposed to the same story. (9) News media want health education media can be a challenge. Developing an
Instead, treat each news organization as a experts to be more proactive with their sto- appreciation for the motivations and pur-
unique segment with loyal readers or view- ries. Health educators can be either reac- poses of the news media is the responsibil-
ers with special viewpoints. Tailoring tive or proactive in their interaction with ity of health educators.
stories to meet each specific news segment the media. Knowing that the surveillance Not everyone needs to be a media ex-
not only improves the odds that the story function (news gathering) is the first prior- pert to use the media. However, under-
receives good press, but also helps ensure ity of reporters, health educators should standing the news media’s motivations and
that the story will be well received by the actively “tell their story.” Sometimes the purposes is critical to avoiding mistakes.
news consumers. facts of the story are not enough. Reflect- Gaining access to the media requires that
If your story is a misfit in a given news ing a human side or an entertaining side health educators consider the adage, “seek
agency, the journalist may decide either not to the story will help it be more interesting to understand before being understood.”
to print or broadcast the story because it is and proactive (surveillance, values trans- Dealing with the media is a learning pro-
contrary to the organization’s linkage niche, mission, entertainment). cess for everyone. The insights presented in
or may bury the story among others that (10) Health educators should see news this article are intended to help health
76 American Journal of Health Education — March/April 2003, Volume 34, No. 2
M. D. Barnes, M. Giles, B. L. Neiger, S. Thomsen, and R. Thackeray
education practitioners improve their rela-
tions with the news media. The main prod-
uct of this relationship will thereby improve
health educators effectiveness in dissemi-
nating key information to the public, who
will benefit from the information received.
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