In addition to review of clippings, one approach is to survey journalists, policymakers, or the public formally or informally. While it may be difficult to attribute changes directly to news media relations, such evaluation helps to link these activities both to changes in news coverage and to the effects of that coverage on public opinion and knowledge. Planning for continuity. News media relations, like communication in general, is a process. Building good working relationships takes time, and getting results takes persistent effort.
Individual journalists come and go, programs change, and new needs arise.
Throughout, the public demand for news andinformation persists. A professional approach, high standards, and commitment to the public interest, applied consistently over time, can help an organization meet its communication goals and advance the cause of family planning and good reproductive health. Program managers and other staff who deal with the news media also will find the information valuable.