How to associate with media

Recently, one of major Japanese newspapers, Asahi Shimbun reported a incidence of a clinical trial in the top page.
The newspaper claimed the delay of report the incidence to other institutions was blunder

Some doctors and association refused the claim, and insisted that the article was not scientific. There are some strain among those doctors and the newspaper.

Media tends to attack authority.
It is easy for media to report confrontation between patients and medical institutions.
It is partly because media can create root for the underdog. It means that viewer can support the patients' side.

Those sensational events tend to become articles.
However, I think media should report daily activities in medicine, How medical staffs do their best to help patients, How patients and medical staffs enhance collaboration with each other, and so.

We should make good relationship with media. We cannot make these good relationship quickly, but usual communication makes it build. I hope so.