Why Is Working With the Media Important?

Almost all public health interventions include some form of communication, whether it be as simple as speaking, reading, or writing, or more complex, such as small media (i.e., handouts, brochures, etc.) or mass media (i.e., radio, TV, or newspaper).

Media communication can be very useful in helping to achieve the goals and objectives of health promotion programs, such as the following:

1. Increase awareness.
2. Increase knowledge.
3. Change attitudes.
4. Reinforce attitudes.
5. Maintain interest (for example, for those contemplating a behavior change).
6. Provide cues for action.
7. Demonstrate simple skills.


Probably the most visible forms of communication are those in the mass media (both electronic and print), which include daily newspapers; local weekly newspapers; local, public, and network television, including cable television; public and commercial radio stations; and magazines with either a broad readership or a narrow focus. There are many ways to convey a message using the mass media. These include news coverage, public affairs coverage, talk shows, entertainment, public service announcements, paid advertisements, editorials, letters to the editor, comic strips, and columnists' commentaries. But communication activities are not limited to mass media. They can take many other forms, such as information presented:

  • On billboards
  • On bulletin boards
  • Through direct mail
  • In newsletters
  • On posters
  • In booklets
  • In fliers
  • On product labels
  • In pamphlets
  • Through interpersonal communication

The Center for the Advancement of Health has developed a new guide, Communicating Health Behavior Science in the Media: Tips for Researchers. The guide can be found at www.cfah.org/tips.pdf.

Communicating Your Message Main Page

Community Health Promotion Main Page



See also > Center for Health Promotion > Health Promotion and Chronic Disease