Putting the Public Back in Public Service Journalism

A look at ways the media can communicate instantaneously with the public.

Ideas to improve coverage:
* Go to church. They are emerging as a significant source of health information in the African American community. For younger people who do not attend church, recreation centers and schools are often the conduits of information.
* Make a long-term commitment. Reporters can start by learning the cultural norms of the communities to be covered and their attitude about medicine.
* Learn the data, then use it. Cultivate city, state and county agencies because it's their job to track and project by race and sex. Ask them to e-mail spreadsheets. Set up files that can be shared in the newsroom.

Five ways to reach out:
* Cultivate medical groups that often get overlooked, including nursing centers.
* Put reporters' email addresses and phone numbers in stories so they are easy to contact.
* Make copies of stories and place them in places where African Americans who may not always read the paper will find them, including churches or recreational centers.
* Seek out respected African Americans to write columns and op-ed pieces.
* Pound the pavement, off deadline, but be strategic about how you do it.
* Invite community leaders to speak at brown-bag lunches in your newsroom. Listen as they tell you about the stories that are being missed.

Participants' thoughts and recommendations:
Why PABJ Chose This Issue
Forum Panel Members
Race: The X Factor
Healthcare Coverage: Politics and the Community
Making the Grade: Is it Ready for Prime Time?
The Untold Story: What Are We Missing?
Cultural Competency: Why it Matters
New Directions in News: Listen Up!
Mailing List of Participants

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