What Are Expected Outcomes When Working with the Media? Provide

Question

Examlex · Accepted Answer

The Answer is It is reasonable to expect attempts to publicize an event or to disseminate a message will receive some airtime or print space. It is unreasonable to expect the station or newspaper will take on the cause as its own and provide free daily publicity. Airtime and newsprint space are valuable commodities and, as such, competition is high. The better the relationships built with news reporters, the greater the likelihood of being seen as a valuable source of information.
It is also reasonable to expect the media can be used as a means for providing health information to the public. But it is unreasonable to expect use of the media to substantially change individual health behaviors. As part of a more comprehensive approach, however, consistent use of the media and the development of positive working relationships with newspaper, radio, television, and online reporters and writers increase the likelihood of creating positive change.
Finally, it is reasonable to expect that media coverage will increase community interest in the issue at hand. In contrast, it is unreasonable to expect media coverage to always be favorable to particular positions. Media are bound to provide broad coverage of what they deem as being newsworthy to the community while, at the same time, maintaining their right to hold diverse opinions. Thus, it is essential to ensure any information shared with the media is both reliable and valid.

What Are Expected Outcomes When Working with the Media? Provide

Definitions: