Collecting and analyzing press clippings. By selectively clipping the major newspapers regularly over a period of months, you can build a file on family planning, public health, and other topics of interest. Here are the basic steps to clipping the newspapers (59):

• Select influential, widely read newspapers.
• Scan each issue as soon as it appears and cut out the articles that interest you. If you let the papers pile up, it becomes difficult to catch up.
• On each clipping, write the date, name of periodical, and page it appeared on.
• Bring all important articles immediately to the attention of senior managers, other public information staff, and others affected. Then file them for future reference.

Over time, this information will reveal patterns that help you to anticipate coverage and to improve it. For example, if a particular reporter is consistently inaccurate, you can present facts that provide a basis for more accurate reporting (2). If a journalist provides family planning with consistent coverage, you could help the journalist by providing more information, scheduling interviews, and arranging site visits.

Monitoring radio and television. It is more difficult to analyze radio and television coverage because you must watch or listen to the news and either take notes or obtain and review audio or video tapes. It is worth the effort, however, given the importance of radio and television. Ask stations for tapes of programs that mention your organization or that cover topics of interest. Also, to the extent possible, monitor influential programs that often comment on economic and social issues and programs that you want to air your material so that you can learn more about their formats and interests.