An assessment of the feasibility of health authorities generating unpaid mass media publicity in the long term

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Abstract
Generating unpaid mass media coverage has been shown to be the most cost-effective method of reducing smoking prevalence. This study looks at the feasibility of generating such unpaid coverage over a prolonged period. Press releases, letters for publication and articles on tobacco-related items Were sent to the local media by an initiative co-ordinated by a health authority cancer-prevention project. Between April 1990 and March 1992, this generated at least 1120 column-inches in the local and national press (81 per cent of the press coverage of tobacco by the three main Oxford papers). More coverage, was generated for policy matters (635 column- inches) than for items relating to knowledge or individual behaviour (485 column-inches). Half the press releases were used by the radio stations and all were published. This assessment concluded that it is feasible to initiate good coverage of health issues and to sustain this over a two-year period.