"This document provides guidance on how to work with the media to promote your messages and ensure a balanced reflection of issues relating to vaccination.
Use the guidance to:
- prepare for media interviews,
- strengthen the immunization agenda in the media,
- respond to a negative event or story,
- prepare for important announcements, such as new vaccine introduction or other changes to the vaccination schedule, vaccine replacements, vaccine shortages or a temporary recall of a vaccine." - Setting the media agenda