from Yona Maro

Given their ability to disseminate information in a broad, timely, and accessible manner, the mass media constitute an important source of information for the general public and policymakers. As information providers, the mass media inform, educate, entertain, persuade, socialize, and market commercial products, among other roles.

The African Population and Health Research Center’s media strategy evolved over the years, moving beyond conventional ways of communicating research through the media via news releases and newspaper stories, to varying approaches that sought to inspire and build the capacity of journalists to do evidence-based reporting of reproductive health issues. Experiences and reflections, and the experiences of others reviewed in this paper, indicate that a sustained mix of strategies that motivate, strengthen capacity of, and build relationships between journalists and researchers can be effective in enhancing quality and quantity of media coverage of research.
http://www.health-policy-systems.com/content/pdf/1478-4505-9-S1-S7.pdf

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