By: Monday Danladi, Bauchi
Media practitioners in Bauchi state especially those who are dedicated to reporting health issues have been challenged to ensure that they focused more on professionalism while performing their functions.
The challenge was necessitated by the fact that the Media play a crucial role in setting and advancing health agendas globally as its functions as an indispensable tool in the context of creation of awareness and solution.
In a paper titled: ‘The Media as strategic partner in improving PHC in Bauchi’ presented at a One-day Bi-annual Media Engagement on PHC Services organized by the Bauchi State Primary Healthcare Development Board at the Polio Emergency Operation Centre (EOC), Bauchi, ICT Consultant, Ibrahim Juwara stressed that the Media practitioners have a very important roles to play in effective and efficient healthcare service delivery.
According to him, “The concept of media encompasses a wide range of communication channels and platforms that are used to disseminate information, entertain, educate, and influence audiences.”
He added that, “Media can be broadly categorized into several types, including traditional media, digital media, and social media, each playing a unique role in society. Thus, media is a dynamic and multifaceted tool that plays a critical role in shaping public opinion, informing and educating society, and promoting cultural exchange.”
He added that,”Despite facing various challenges, the evolution of media continues to be driven by technological advancements and the need for ethical and sustainable practices.”
Ibrahim Juwara stressed that, “The Media as an indispensable Global tool for health agenda setting brings health issues to the forefront, making the public and policymakers aware of emerging and ongoing health challenges.”
He said that raising awareness includes reporting on outbreaks, health risks, and new medical research. E.g Covid19, Ebola and Birth flu through news reports, documentaries, interviews, and articles, the media using Education and Information to educates the public about health issues, prevention strategies, and healthy behaviors stressing that, “This dissemination of information helps people make informed decisions about their health.”
He also stated that the media can influence health policy by highlighting gaps in healthcare systems, exposing inequalities, and advocating for policy changes.
Advocacy and Policy Change as a tool used in the investigative journalism to uncover issues that need urgent attention, prompting government action and reforms. E.g advocacy to Govt and traditional leaders to take action Media coverage shapes public perception and attitudes towards health issues.
He however stressed that positive media coverage can reduce stigma associated with diseases and promote acceptance of public health measures, while negative coverage can raise concerns and prompt action is meant in Shaping Public Opinion.
While talking on the Media as a strategic partner for PHC services, the ICT Consultant stressed that the media is instrumental in promoting public health campaigns, whether it is vaccination drives, anti-smoking campaigns, or initiatives to reduce obesity, media coverage helps to amplify these messages to reach a wider audience.
By reporting on health-related issues, the media holds health organizations and governments accountable. Accountability and Transparency in reporting helps ensure that health resources are used effectively and that there is accountability for health outcomes.
During health emergencies, such as pandemics or natural disasters, the media is vital for disseminating timely and accurate information which helps in managing the crisis by informing the public about risks, safety measures, and available resources that Crisis Communication plays.
The media fosters global solidarity by highlighting health issues affecting different regions and populations championing the Global Health Solidarity as it brings attention to global healthdisparities and mobilizes international support for health initiatives in low and middle-income countries.
On sensational reporting of health services by the Media, he said that it can have negative consequences, including creating unnecessary fear and panic as exaggerated or alarmist reporting can lead to public anxiety, mistrust, and decreased confidence in health services
He also stated that spreading misinformation can perpetuate myths,
misconceptions, and inaccuracies, hindering public understanding and informed decision-making.
It can also discourage vaccination efforts as sensational reporting on vaccine safety or effacy can lead to decreased vaccination rates, compromising herd immunity and public health.
Sensational reporting can create unnecessary demand for health services, overwhelming healthcare providers and diverting resources from actual needs just as it often focuses on dramatic stories rather than promoting community involvement and ownership of the services.
On what the Media should do to champion PHC services, he urged that
Media as a strategic partner can disseminate accurate and timely information about routine immunization, vaccine-preventable diseases, and vaccination schedules to the public.
Media can also create awareness about the importance of immunization, organizing community interactive sessions to address misconceptions and concems, and promoting the benefits of vaccination.
Media can advocate for political will, more resource allocation for RI services, and community engagement to support immunization efforts, mobilizing communities to take action.
Through their various instruments, the Media may deploy every journalistic skills to educate the public, especially parents on vaccine-preventable diseases, their symptoms, and the importance of vaccination to under 5, enlightening them on the risks of non-vaccination.
As good agents, Journalists may decide to monitor immunization coverage or services, develop positive reports, and programs on the benefits and successes, and hold stakeholders accountable for their roles in promoting immunization.
He stressed that, “It is pertinent that from time to time the media may wish to share success stories, highlighting stories of individuals or communities who have benefited and acknowledged the significance of immunization.”
He concluded that, “Ultimately, media can contribute significantly to increasing vaccine uptake and reducing vaccine Preventable diseases in communities across the state.”
