ISLAMABAD – Pakistan
Electronic Media Regulatory Authority ( PEMRA) on Thursday asked all electronic
media houses to ensure continuity of dedicated public awareness campaigns to
sensitize people on coronavirus pandemic and to support the efforts and
sacrifices being made by healthcare workers across the country.

While issuing
directives and guidelines for electronic media licensees for the purpose of
coverage and reporting on Coronavirus (COVID-19), PEMRA advised all the media
houses to constitute special editorial board with the purpose to verify
authenticity, accuracy and correctness of the information pertaining to any
drug, vaccine or other treatment like plasma through Drug Regulatory Authority
of Pakistan (DRAP), federal and provincial health ministries. This was essential
in order to avoid negative impact of information about drugs, vaccine that
could ultimately damage public health and lead to loss of lives.

Media houses should
ensure that only qualified and registered healthcare professionals working on
COVID-19 were provided airtime for expert opinion, the PEMRA said.

Any videos or
information available on social media of individuals portraying themselves as
healthcare workers spreading disinformation and fake news about the pandemic
must be avoided.

It is an
acknowledged fact that public awareness is a key pillar of response strategy
against any crisis situation and presently the COVID19 pandemic. Unprecedented
and focused media campaigns run by private satellite TV channels for the last
several months were highly appreciated. Pakistani media has helped the masses
to know the sensitivities associated with this pandemic and its impact on
required profound behavioural change.

The pandemic was
likely to continue for some time and a peak was expected in the near future.
Now more than ever, responsible and authentic reporting on electronic media was
required in order to keep public informed, avoid panic and maintain calm.

The challenge in
coming days and weeks would need continued risk and crisis communication,
countering disinformation and flat out fake news. Besides, the most important
practice would be to avoid any coverage which creates sensationalism.

Newspaper: Nation

Related link: APP