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Editorial in the latest Medical Journal of Australia:
Quote:
Media coverage provides an essential link between the providers and users of health care. For health care industries, favourable reports on new drugs, procedures and treatments may translate into improved revenue streams from increased sales and rising share values. For medical researchers, media reporting of research findings enhances citation rates and boosts the public profile of their research institutions.2 For an increasingly educated and attuned public, access to developments in medicine affects individual health decisions.
Integral to this whole process are journalists, as they largely determine what information is reported. Equally crucial is the responsibility that their reportage be accurate, adequately researched and conveyed in a clear and unambiguous manner. Indeed, the 2001 Australian Press Council guidelines on reporting medical matters stress the need for a conservative and careful approach to this task.3
The Association of Health Care Journalists (AHCJ) in the United States is even more explicit. Its principles for health reporting note that “ journalists have a special responsibility in covering health and medical news”.4 This includes the “professional standards of truth, accuracy and context in every report”, free from any personal, financial or other conflicts of interest. The AHCJ principles provide pragmatic advice on such matters as being vigilant in selecting sources; understanding the medical research process; avoiding vague and sensational language; explaining research outcomes clearly; and outlining the risks and benefits of any treatment.4
Media reporting of health issues - a question of quality
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