The medias and health scientists perceptions of strategies and priorities for nurturing positive scientist-media interaction for communicating health research in Uganda

Abstract

The mass media plays a central role in provision of health information to the public. We sought to investigate factors that influence the scientist-media interaction in communicating health research in Uganda. During four training workshops conducted with 80 scientists and 24 journalists, participants were requested to indicate contextual factors and personal barriers and solutions for successful media-scientists interaction. Data was analyzed thematically. While scientists and journalists support closer dialogue for communicating health research, they are concerned by lack of competence (to communicate to each other), and poor recognition or reward for this activity (compared to research itself). Perceived barriers are inadequate or inappropriate skills, negative attitudes and lack of supportive environment by employers and peers. For scientists, communication skills training to change values and impart skills were deemed critical. For the media, implementing strategies on how journalists and scientists should work together more effectively was key to addressing these challenges. Key words: Health scientists, media, scientist-media interaction, research communication, training needs.

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