Tariq Parvez, Mohammad Saeed Anwar, Khurram Pervaiz.
Factors affecting Print Media coverage of Promotional Health Messages.
J Coll Physicians Surg Pak Jan ;12(2):118-121.

Objective: To assess the factors affecting news coverage after health advocacy programs. Design: Fifty-eight programs were selected to assess better news coverage. Place and Duration of Study: The study covered the programs conducted during last 8 years at the Pakistan Society for Cancer Prevention (PSCP), other educational institutions, NGO premises and hotels. Materials and Methods: Messages sent in the media were categorized into `general`, `specific new`, `specific old` and `simple old`. Media coverage was categorized and analyzed on the basis of circulation of the newspaper. Newspapers were categorized as type `A` to type `C` according to their circulation as determined by Audit Bureau of Circulation (ABC certified) and allocated `A` type having a better population coverage was given 3 points. `B` type 2 points and `C` type only 1 point respectively. The health functions were also categorized according to the venue of the function and presence or absence of chief guest. Results: Significantly higher ( p <0.001) news coverage was seen in case of meetings at NGO offices as compared to PSCP, educational institution or hotels. Meetings presided by chief guests from political circles had no statistical advantage. `Simple old` type of news items received significantly lower coverage in the news media (p <0.001) as compared to other types of messages. Conclusion: Presence of chief guest does not have any advantage. However, the involvement of an NGO increases its media worth.

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