A national survey of public health officers' interactions with the media
G. A. Gellert, K. V. Higgins, R. M. Lowery and R. M. Maxwell
Project HOPE, Millwood, VA 22646.
OBJECTIVES--To assess the perceptions, practices, and needs of state and
local health officers with respect to professional interactions with the
media. DESIGN--A survey of 759 public health officers (56 state and 703
local) on jurisdiction demographics, frequency of media interactions,
agency process for media contacts, provision and need for media training,
and character of media relations. PARTICIPANTS--Fifty-two state health
officers and 568 US local health officers responded, for a survey response
rate of 82%. RESULTS--Media reporting was perceived as accurate 52% to 73%
of the time, although reporters were seen as needing improved technical and
scientific knowledge. Media were used frequently as a component of health
education. State health jurisdictions were more likely than local
jurisdictions to have a media protocol and designated media contact, to
internally review media releases, to interact regularly with media, and to
provide staff training on media relations. Media interaction time comprised
print media (63%), television (19%), and ratio (17%). One third of the
health officers found media relations adversarial, but most held a positive
overall view of the media. Favorable evaluation of the media was associated
with high frequency of media contact, high perceived accuracy of reporting,
and presence of an institutional media protocol. CONCLUSIONS--While health
officers evaluated media favorably, problem areas were identified where
mutual education could improve the accuracy and value of media reporting on
health issues. Training capacity for both professions should be developed
to increase the effectiveness of public health in media relations.
