How to ensure effective use of media to communicate with healthcare professionals and general public.

Image of the medical profession in the public is not so good these days for various reasons. Media, electronic in particular takes pleasure in defaming, humiliating and running malicious campaigns against doctors and healthcare facilities. They run announcement as breaking news and pass sweeping remarks without knowing the full facts of the incidents. Media houses does not employ professionals with some core knowledge on health related issues which they cover. Most of them know nothing about it but they are also reluctant to admit it and pose themselves as experts. Medical profession also shares some blame for all this because they have never organized any orientation courses for health journalists. Yet another reason is the failure of the medical profession to effectively use media to communicate with the healthcare professionals as well as the public. Self-monitoring, accountability, having a good communication strategy, besides other initiatives can go a long way in improving the medical related news coverage thereby enhancing the image of the medical profession as well.