Media Program Annual Report

2015 in review

Business Man holds think paper reportSince commencing in 1999, the DAA Media Program has become an integral part of the Association’s communications and marketing activities.

The Media Program aims to increase community awareness of DAA as Australia’s peak body for dietitians, and of Accredited Practising Dietitians (APD) as the experts in nutrition.

Through this program, DAA aims to communicate accurate and practical nutrition information to Australians and to dilute nutrition misinformation.

Media engagement with DAA

DAA is regularly contacted by journalists and media outlets. During 2015, the Association recorded more than 750 media ‘contacts’ (or an average of around 60 contacts per month). DAA’s 21 media-trained spokespeople continued to represent the Association in the media, fulfilling the majority of these interview requests.

Other outcomes from 2015:

  • More than 9.6 billion ‘opportunities to see’ media items mentioning DAA and APD
  • More than 9,500 media items mentioning DAA and APD
  • 12 per cent recall of news stories about nutrition, featuring a DAA Spokesperson (source: Omnipoll survey of consumers)
  • On a scale of 1-5, with one being ‘not informed at all’ and five being ‘very well informed’ 85 per cent of journalists rated DAA Spokespeople as either four or five in providing comment on nutrition-related stories (source: DAA journalist’s survey).

The DAA media team distributed 45 media releases and wrote (or coordinated with DAA Interest Groups or DAA members) 60 consumer-targeted and 26 healthcare professional-targeted editorial contributions.

The team also developed ‘hot topics’ and responded to misinformation in the media. Other key activities included supporting the Association’s major events – Australia’s Healthy Weight Week and the DAA National Conference – through media communications.