Pharmacists and mass communication for implementing pharmaceutical care

One of the most important responsibilities of pharmacists practicing in a team-based environment is to stay current with news about health (ie, professional services, medicines, and important occasions such as World Pharmacists Day and National Pharmacist Day). Additionally, providing information to the media that highlights the positive outcomes of pharmacist care would help to improve or maintain a positive image among the public. For example, World Diabetes Day and World HIV/AIDS Day both present good opportunities to promote awareness of each disease, as well as disseminate information and highlight the role of pharmacists in care management for these patients. In this article, the authors share their experiences with, and suggestions for, effective communication with the media.