A NATIONAL SURVEY OF PUBLIC-HEALTH OFFICERS INTERACTIONS WITH THE MEDIA

Objectives.-To assess the perceptions, practices, and needs of state a nd local health officers with respect to professional interactions wit h the media. Design.-A survey of 759 public health officers (56 state and 703 local) on jurisdiction demographics, frequency of media intera ctions, agency process for media contacts, provision and need for medi a 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 ne eding improved technical and scientific knowledge. Media were used fre quently as a component of health education. State health jurisdictions were more likely than local jurisdictions to have a media protocol an d designated media contact, to internally review media releases, to in teract regularly with media, and to provide staff training on media re lations. Media interaction time comprised print media (63%), televisio n (19%), and radio (17%). One third of the health officers found media relations adversarial, but most held a positive overall view of the m edia. Favorable evaluation of the media was associated with high frequ ency of media contact, high perceived accuracy of reporting, and prese nce of an institutional media protocol. Conclusions.-While health offi cers evaluated media favorably, problem areas were identified where mu tual education could improve the accuracy and value of media reporting on health issues. Training capacity for both professions should be de veloped to increase the effectiveness of public health in media relati ons.