clear need for training, research, and dialogue to improve their ability to accurately inform and communicate with the public, communities, and other actors in the public health system.

  1. An ongoing dialogue should be maintained between medical and public health officials and editors and journalists at the local level and their representative associations nationally. Furthermore, foundations and governmental health agencies should provide opportunities to develop and evaluate educational and training programs that provide journalists with experiences that will deepen their knowledge of public health subject matter and provide public health workers with a foundation in communication theory, messaging, and application (Chapter 7).

  2. The television networks, television stations, and cable providers should increase the amount of time they donate to public service announcements (PSAs) as partial fulfillment of the public service requirement in their Federal Communications Commission (FCC) licensing agreements (Chapter 7).

  3. The FCC should review its regulations for PSA broadcasting on television and radio to ensure a more balanced broadcasting schedule that will reach a greater proportion of the viewing and listening audiences (Chapter 7).

  4. Public health officials and local and national entertainment media should work together to facilitate the communication of accurate information about disease and about medical and health issues in the entertainment media (Chapter 7).

  5. Public health and communication researchers should develop an evidence base on media influences on health knowledge and behavior, as well as on the promotion of healthy public policy (Chapter 7).

Academia

Finding: Academia provides degree and continuing education to a significant proportion of the public health workforce. Consistent with the previous recommendations to assess workforce competency and develop strategies to overcome deficits, changes are needed in both academic settings and curricula and in the financial support available to students training for careers in public health.



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