Engaging Media with Medical Institutions: Experience from Tertiary Hospital in Eastern India


  • Swayam Pragyan Parida All India Institute of Medical Sciences, Bhubaneswar, Odisha https://orcid.org/0000-0002-0809-4588
  • Vikas Bhatia All India Institute of Medical Sciences, Bibinagar, Hyderabad, Telangana
  • Sonali Sinha All India Institute of Medical Sciences, Bhubaneswar, Odisha https://orcid.org/0000-0003-3167-6161
  • Prajna Paramita Giri All India Institute of Medical Sciences, Bhubaneswar, Odisha
  • Binod Kumar Behera All India Institute of Medical Sciences, Bhubaneswar, Odisha https://orcid.org/0000-0001-8113-5289




Media, Medical College, Public Health Nutrition, Tertiary hospital


Behaviour change is an important aspect of the successful implementation of any national health program. Social behaviour change among end-user can be possible by imparting the right information in the right quantity to the right audience, at frequent intervals through the proper medium. Mass media, both electronic and print are considered useful modes to deliver all public health-related messages to the people. However, the key is to provide correct information to the media for dissemination. On the other hand, medical colleges have a depth of knowledge on technical know-how but reaching a larger population is quite challenging. Therefore, a team approach should be planned by establishing a partnership between media and medical colleges and then the social behaviour change can be achieved in the desired direction. In lieu of this novel partnership, the Department of Community Medicine and Family Medicine, All India Institute of Medical Sciences Bhubaneswar had taken the initiative to bring together media personnel and faculty of medical colleges to chalk and roll out the behaviour change communication for nutrition interventions. This program was highly successful as the liaison helped disseminate the right information to the people. Also, the faculty and residents gained insight into dealing with media and thereby serving the community.


Download data is not yet available.


Grajales FJ 3rd, Sheps S, Ho K, Novak-Lauscher H, Eysenbach G. Social media: a review and tutorial of applications in medicine and health care. J Med Internet Res. 2014 Feb 11;16(2):e13. doi: 10.2196/jmir.2912. PMID: 24518354; PMCID: PMC3936280.[PubMed]

Farnan JM, Snyder Sulmasy L, Worster BK, Chaudhry HJ, Rhyne JA, Arora VM; American College of Physicians Ethics, Professionalism and Human Rights Committee; American College of Physicians Council of Associates; Federation of State Medical Boards Special Committee on Ethics and Professionalism*. Online medical professionalism: patient and public relationships: policy statement from the American College of Physicians and the Federation of State Medical Boards. Ann Intern Med. 2013 Apr 16;158(8):620-7. doi: 10.7326/0003-4819-158-8-201304160-00100. PMID: 23579867 .[PubMed]

UNICEF India. Challenges and Opportunities(Odisha).; 2020. available at http://www.unicef.in/StateInfo/Odisha/Challenges [accessed on15/04/2020]

International Institute of Population Sciences (IIPS) MC. National Family Health Survey ( NFHS-4 ), India, 2015-16: Odisha E t t H.; 2020. available at

https://ruralindiaonline.org/library/resource/national-family-health-survey-nfhs-4-india-2015-16-odisha/#section02 [accessed on 15/04/2020]




How to Cite

Parida SP, Bhatia V, Sinha S, Giri PP, Kumar Behera B. Engaging Media with Medical Institutions: Experience from Tertiary Hospital in Eastern India. Indian J Community Health [Internet]. 2020 Sep. 30 [cited 2024 Jun. 13];32(3):604-7. Available from: https://www.iapsmupuk.org/journal/index.php/IJCH/article/view/1735