MASS MEDIA: ALLY OR ENEMY IN FOOD AND HEALTH COMMUNICATIONS?

Mass media in this region is devoting an increasing number of column inches to reporting on food and health issues. This is at least partially due to increasing levels of interest amongst lay persons in health topics, which is in turn driven by changing demographics including increased life expectancy, increased disposable income and increasing awareness of health issues.

Consumers have many options for sourcing information about food and health, but multiple surveys, including AFIC’s own consumer surveys find mass media the most commonly cited source of information. This, despite consistent consumer expressions of doubt about the accuracy and credibility of some of the information provided through mass media channels.

AFIC’s tracking and analysis of media coverage of food and health issues in the Asian region finds a very wide range of standards in reporting of food and health information, with some topic areas handled better than others and many examples of sensationalist reporting, particularly in the early/emergent stages of development of a news issue.

AFIC surveys of journalists, as well as learnings drawn from substantial experience of working with media professionals around the region have identified a number of challenges for journalists in their efforts to provide current, accurate and attractive news reporting on food and health issues.

Supporting journalists in meeting and overcoming these challenges provides significant opportunities for those with responsibilities for health promotion, education and outreach to enhance their own effectiveness. However, in order to exploit this opportunity, it is important to understand some basic principles of communication and journalism and to apply these principles in all interactions with mass media communities.

This paper will highlight some of the key principles to successful media relations, and provide guidance on working with media to mutual advantage, including how to minimize risk of misreporting of data, comments and events. Additionally, a brief analysis of the factors behind success of mass media in its positioning as primary source of information for lay persons on food and health will be presented. Learnings from this analysis may provide some insights into developing more effective diet-health communications strategies and campaigns for all those with such responsibilities.

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