"Working with the media can be part of an effective strategy for influencing actors and debates in ways that can help to foster positive change – from awareness raising, visibility or recognition, to changes in attitudes and behaviours that lead to policy commitment and action. At the same time, it can be an unappealing and challenging proposition, with people often not knowing when, who and how to engage the media. This key message brief shares learning from Future Health Systems partners’ experiences of working with traditional, primarily mainstream, media outlets publishing in print and online, as well as some television and radio organisations over 12 years." (Page 1)