Chronic illness: a media perspective.

The media can play a major role in creating supportive environments. They influence the man in the street as well as the decision-maker. They help set norms; they contribute to fostering community action. The information they transmit carries prestige. Health workers know this. They realize the power of communication. But seldom do they know how to approach media professionals and to provide them with what they need most: adequate, to-the-point and lively information. This paper provides them with useful guidelines on how to develop effective cooperation with the media and "help the media to help them" transmit the health message and create supportive environments.