Paper creates e-mail group to broaden health news coverage

The Southeast Missourian is taking advantage of technology to broaden its base for health sources in its news coverage.

The newspaper has created a listserv — or a group e-mail list — for members of the health and medical community to become involved in health-care-related stories. The listerv will work as an online expert panel for reporters.

"It's not every day a local newspaper opens up its print coverage in advance to expand the potential number of sources," said Jon K. Rust, publisher of the Southeast Missourian. "Health care is critical to the quality of life in this area, and information about health care is valuable to the readers of the Southeast Missourian. This new experts panel seeks to improve our health coverage by enlisting the perspective of those on the front line of health care through new, interactive technology."

When reporters work on topical health stories, they will e-mail the panel searching for expertise on the subject for the article.

For example, when a reporter or wire service does a story on allergies, he or she will e-mail the listerv panel with questions, and doctors or specialists in that area of expertise can respond to the query. Valid responses that are received by the stated deadline can be used in the story in print as space allows and online at semissourian.com.

The paper may also use the tool to solicit story ideas from the community.

"This is a way for us to be comprehensive and fair in our coverage," managing editor Bob Miller said. "We have such a vast pool of expertise in Cape Girardeau, and this is a great way for the newspaper and medical community to have access to one another."

Emily Sikes of the Saint Francis Medical Center marketing department said she thinks the listserv "has great potential for improving health communication to the Southeast Missourian's readers — and by utilizing local professionals, the message hits home. It allows us, as health-care communicators, to know in advance what topics the newspaper is interested in and provides the time necessary for gathering valuable information for the readers. This allows the community to get information on the various options available in health care so they can make the best decisions. It also gives the physicians the opportunity to speak publicly about current issues that are important to them and their patients."

If you are a member of the local medical community and would like to be part of the listserv, go to www.semissourian.com/healthcommunity.