Health News Agenda Building: Journalists' Perceptions of the Role of Public Relations

Abstract

This study uses a nationwide survey of health journalists (N = 774) to explore the agenda-building process in health news, examining how journalists develop story ideas, value expert source characteristics, and perceive the acceptability of using public relations materials. Results indicate that intermedia agenda setting may be a stronger influence on agenda building than are information subsidies, and that journalists rate characteristics associated with public relations training as important in expert sources. Also, journalists who take an audience advocate role are more accepting of news releases than those who take a skeptic role.When developing health news reports, journalists often use information that comes in the form of "information subsidies." An information subsidy is news information packaged free for journalists by those seeking publicity.' Public relations materials are examples of information subsidies. In the area of science and health, the literature suggests that general assignment reporters depend on subsidies because they, themselves, may know less about the story subject, and that beat or specialty reporters may use them as a means to meet deadline pressures. While there is nothing inherently wrong with using information subsidies from public relations professionals, some critics2 have raised concern about the credibility and framing power this process can confer on groups that already are perceived to have extensive societal power (e.g., corporations).One way that journalists try to maintain ownership of health stories is to rely less on information subsidies for the generation of story ideas, even though it may take more time and effort. Nevertheless, the process of producing news is complicated and influenced by many factors, not the least of which are money and time. The realities of a twenty-four-hour news cycle do not always make it practical or possible to avoid using information subsidies. The purpose of this study is to examine how health journalists make decisions about using information subsidies in reporting on health stories by analyzing how they (1) develop Maria E. Len-Rios is an assistant professor; Amanda Hinnant is an assistant professor; Sun-A Park is a doctoral student; Glen T. Cameron is a professor; Cynthia M. Frisby is an associate professor; and Youngah Lee is a doctoral student. A11 are at the University of Missouri. Fundingfor this research was provided through a grantfrom the Missouri Foundation for Health, Agreement 07-0242-HL-07. HEALTH NEWS AGENDA BUILDING 315 J~M C ~~~d vol. 86, NO. 2 S~m e r 2 0 0 9 315-331

‘To follow or not to follow?’: How Belgian health journalists use Twitter to monitor potential sources

“…A search in the database of the Flemish Journalists Association showed that only 14 journalists are specialized in health news, which confirms the international tendency that increasingly generalists instead of specialized journalists cover health issues (Len-Rios et al, 2009). In addition, it showed that mainly print media invest resources in specialized health journalists.…”

“…Especially experts such as health scientists but also health professionals such as medical doctors are shown to be the chosen sources. Journalists also routinely search medical and scientific journals for story ideas and information (Len-Rios et al, 2009;Rowe et al, 2003;Van Trigt et al, 1994). Several authors find an explanation for this finding in the often complex and technical matter of health news.…”

“…Moreover, some authors focus on the mediatization of science, as scientists and scientific organizations have successfully intensified their media efforts in response to the increasing pressure to legitimize research and maximize the acquisition of research funds (Sumner et al, 2014;Williams & Gajevic, 2013). Other important sources are politicians and government officials who are involved in health policy (Rowe et al, 2003) and, like in all news coverage and as symptom of the competitive media environment, other media are routinely monitored for story ideas (Len-Rios et al, 2009). Despite the availability of easy-to-use information subsidies, studies point out that health journalists are not keen to use corporate information subsidies, and if they do, they confront the corporate information with other sources (Len-Rios et al, 2009;Van Trigt et al, 1994).…”

“…Ordinary citizens are rarely represented in health news "apart from occasional reference to add a personal dimension or to provide human interest" (Rowe et al, 2003, p.682). Nonetheless, although they are not thought to powerfully shape media agendas, Len-Rios et al (2009) found that citizens are important sources for health journalists for story ideas. Considering the complexity of health issues, some authors wonder whether the call for "inclusive journalism" is actually justified for this specific news topic.…”

“…Other important sources are politicians and government officials who are involved in health policy (Rowe et al, 2003) and, like in all news coverage and as symptom of the competitive media environment, other media are routinely monitored for story ideas (Len-Rios et al, 2009). Despite the availability of easy-to-use information subsidies, studies point out that health journalists are not keen to use corporate information subsidies, and if they do, they confront the corporate information with other sources (Len-Rios et al, 2009;Van Trigt et al, 1994). Ordinary citizens are rarely represented in health news "apart from occasional reference to add a personal dimension or to provide human interest" (Rowe et al, 2003, p.682).…”