The use and misuse of media headlines: lessons from the MeNZB immunisation campaign.

AIM: Tracking the use of headlines with single issue stories in the New Zealand print media from their source, three case studies of the MeNZB vaccination campaign's presentation in the print media were examined.

METHOD: Article headlines were tracked in the three case studies. All headlines were coded between two researchers to review for accurate or misleading presentations in terms of whether the headlines matched the article content.

RESULTS

In these three case studies 26 out of 51 headlines were inaccurate when compared with the article content (51%), with a further 6 being misleading (total of 61%).

CONCLUSIONS

These small case studies illustrate the difficulties arising at the intersection between media and public health interests. There is an inherent tension between public health publicity needs, and the print media needs. To maintain public confidence, health planners constantly need to develop and review their health promotion messages and relationships with the media. Close and ongoing dialogue between media and public health professionals are important, with recognition on each side of the different drivers and needs in two different sectors.