Ally or adversary? Using media systems for public health

The media system controls information resources that public health agencies may wish to use to accomplish their goals, particularly in a crisis. The resources of the public health system sometimes are prized by the media system, and this provides opportunities for public health agencies to gain access to the media. This paper reviews the goals and resources of the media system as they relate to the mission of public health agencies in the periods before, during, and after a public health crisis. The various media are reviewed with attention to the role each can play for different purposes and at different stages of a crisis. The importance of presenting health information in the form of stories is emphasized, with specific advice regarding the attributes of an effective story.