Selling the Story

Abstract

International development agencies and charities often have a major focus on highlighting and attempting to alleviate health problems in low- and middle-income countries (LMICs). In these objectives, they rely strongly on news media reporting of these problems and their solutions. This paper examines the experiences of communication staff from eight large non-governmental organisations (NGOs) of trying to secure coverage of LMIC health stories in the Australian news media. It reports on how these NGOs perceive current Australian news coverage of LMIC health, how they negotiate its “media logic” and their attempts to work within and beyond it for better coverage of LMIC health news. Their impressions of LMIC health reporting are broadly consistent with existing literature on the coverage of humanitarian and foreign news. In endeavouring to maximise exposure for their work, the agencies also sought to benefit journalists and news outlets by providing content that matched with existing notions of mainstream news. However, these NGOs are also in the process of working out how to move beyond these outlets and create news content on their own terms. Possible new avenues for the creation of such content are explored.

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