Experts lists. What family planning and reproductive health activities and issues are most likely to make the news? New contraceptive technologies, AIDS and other sexually transmitted diseases, demographic trends, population growth, economic progress, health care, and similar subjects often make the news. When they do, journalists want to talk to experts on these topics for background information, reaction, a local angle, statistics, or advice on how to cover the topic (2).

Are members of your staff knowledgeable about such topics? Are they willing to talk with journalists? Identify your organization's experts on potentially newsworthy topics. If you think that they would be articulate in talking with the news media, obtain their permission to be included in an experts list for the news media.

For use as a reference, the list should be in booklet form that journalists can keep on their desks. The list should be organized by topic, with an alphabetical index by expert's name as well. Give each expert's affiliation and include a paragraph on his or her area of expertise. Provide both daytime and evening telephone numbers if the experts permit. At the beginning of the booklet, describe the purpose of the experts list and include your own name and phone numbers as a general reference. Keep the list up to date because journalists may call you if they cannot reach one of the sources. Issue revised lists periodically, both to update the listings and to reach new journalists.

Media resources. Many journalists and family planning organizations alike express a need for journalists to have better access to statistics, background information, and expert opinions on family planning and other reproductive health topics (19, 34). For example, in Brazil a 1995 symposium of journalists and reproductive health experts agreed that journalists are unprepared to cover reproductive health issues, while health professionals do not know how to work with the news media. Participants agreed that, to improve the situation, a better information network should establish links with the press and encourage accurate reporting (3).

It need not be costly or difficult to set up a media resource center, a clearinghouse, or a consortium of organizations that journalists can call on for information. The public information officers of these organizations may welcome such opportunities. Develop and distribute to the news media and all health organizations a list of public information contacts in family planning and reproductive health. Regularly update this list. If a journalist calls you for information and your organization is not the best source, refer the journalist to the best source (26).

Establishing a repository for population or reproductive health information, whether in an existing information center or within a population-related organization, can encourage informed coverage in the news media. In Peru, for example, an information clearinghouse was established in 1988 as part of an AIDS prevention campaign by the Ministry of Health. The clearinghouse collected and distributed news and research findings about the social, economic, and medical aspects of AIDS. Clearinghouse staff issued news releases, analyzed newspaper coverage of AIDS, and conducted seminars on AIDS for the news media. From August 1988 to April 1989 the clearinghouse sent out 32 news releases, of which the news media used 25 (50).

Journalists need to be assured that the information they receive is independent and unbiased. Thus in setting up a center, it may be best to work with a committee of journalists to insure that it meets journalists' needs.