A strategy for increasing news media coverage of tobacco and health in Australia.

BACKGROUND: In many nations, government fiscal restraint is reducing the ability of public health authorities to mount mass-reach health information advertising campaigns. Strategies for increasing news coverage of health issues, and thereby contributing to policy advocacy, are well recognized, yet under-explored in health promotion research. OBJECTIVE: To increase news coverage of smoking and health issues by issuing media releases about research judged as newsworthy and important in contributing to tobacco control policy debates. METHOD: Research reports selected for their potential newsworthiness were promoted in news releases and their news 'hit rates' in New South Wales (Australia) metropolitan media over 5 weeks were compared with the background coverage of tobacco control issues over the same period. RESULTS: Fifty-eight of 283 (20.5%) news reports on tobacco in the study period were generated by the six media releases. CONCLUSIONS: News reportage of tobacco control and other public health issues can be increased significantly by the strategic use of news releases alerting journalists to research reports that embody recognizable news values. This is an inexpensive strategy with great potential to advance public health objectives.

Social capital and its relevance to health and family policy.

It is important to consider the global context in which we operate and in which the association between society and health is to be explored. We are in a democratic world, with an economy that emphasises the market and a post-modern culture. The ancient elements of state, market and community are discernible in avaricious combinations and, if we are seeking a just social order, it is important that we apply appropriate analytical methods to social understanding. While social capital is an arresting term, its ambiguity limits its broad applicability and even makes it dangerous. Sir Richard Doll and his colleague Richard Peto once described epidemiological insight as a boundary-setting exercise, delimiting territory within which basic and clinical science can explore mechanisms. When it comes to matters of social and personal well-being, the same approach may serve us well. Social capital, defined differently by everyone who uses it, must be given some stability and be subject to good quality epidemiological research, not too dissimilar to that which has underpinned epidemiology's immense success in public health over the decades. Despite social capital's complexity, there are growing efforts to measure it and relate it to desirable social functions, but the ability of social capital to capture fully the subtle interplay of individuals and society so essential for their health and happiness is questionable.

The impact of smoke-free workplaces on declining cigarette consumption in Australia and the United States.

OBJECTIVES: This study estimates the contribution of smoke-free workplaces to the recent national declines in cigarette consumption in Australia and the United States. METHODS: Nineteen studies of the impact of smoke-free workplaces on workday cigarette consumption were reviewed. The number and cost of cigarettes forgone were calculated and extrapolated to a scenario in which all indoor work areas were smoke-free. RESULTS: Of the 19 studies, 18 reported declines in daily smoking rates, and 17 reported declines in smoking prevalence. Smoke-free workplaces are currently responsible for an annual reduction of some 602 million cigarettes, or 1.8% of all cigarettes that might otherwise be consumed, in Australia, and an annual reduction of 9.7 billion cigarettes (2%) in the United States. Approximately 22.3% of the 2.7 billion decrease in cigarette consumption in Australia between 1988 and 1995 can be attributed to smoke-free workplaces, as can 12.7% of the 76.5 billion decrease in the United States between 1988 and 1994. CONCLUSIONS: If workplaces were universally smoke-free, the number of cigarettes forgone annually would increase to 1.14 billion (3.4%) in Australia and 20.9 billion (4.1%) in the United States.

The new pariahs: discourse on the tobacco industry in the Sydney press, 1993-97.

OBJECTIVE: To review the principal sub-texts contained in all press coverage and references to the tobacco industry in a major Sydney newspaper over five years. METHOD AND SAMPLE: After excluding value-neutral financial page reports, thematic analysis of all value-laden references to the tobacco industry in the Sydney Morning Herald, January 1993 to December 1997. RESULTS: Some 155 articles containing 221 separate references to the tobacco industry were identified. Eight sub-texts (callous merchants of death; conspiracy/cover-up; blood money; toxic pied pipers; corporate leviathans; beleaguered/legitimate industry; index case of unethical or corrupt practice; and bumbling fools) accounted for all 221 references. Eighty-nine per cent of references to the industry framed it negatively. Journalists or regular newspaper columnists authored 56% of the references. Only 5% of comments were attributed to tobacco company sources. CONCLUSIONS: In press reports, the tobacco industry is routinely framed as a corporate pariah by journalists, the public, government spokespeople and tobacco control advocates. IMPLICATIONS: Routine negative publicity about the tobacco industry is likely to significantly reduce its public credibility and political influence.