Promoting Health — A More Constructive Use of Existing Resources

Abstract

The public's interest in health topics is growing and this interest spawns a multitude of television programs and newspaper articles. They are produced by skilful professional communicators who know how to choose items and use language that hold the attention. At best, the writer or broadcaster may be a specialized medical reporter who knows the subject but it often seems that health is a part of the entertainment industry with a disproportionate amount of space given to topics such as sex-change operations or the diets of film stars. In another sector is the exposé reporter who has a vested interest in proving that a drug has harmful side effects or that health workers' wickedness or incompetence is harming patients. The flow of information to the public is erratic and needs a sustained informed commentary in the community if a fair balance is to be achieved. Health educators have put much thought and devoted much research into campaigns directed towards the general public but hardly any effort has been spent in briefing key workers. Large campaigns can be initiated in the press and on television without proper discussion of the techniques and aims with key workers who could maximize the impact of a campaign.