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Background Public opinion surveys usually report majority support for fluoridation in North America. Yet many local plebiscites produce opposite results. One possible reason is the nature of local media coverage. Analysis This article reports on a content analysis of news coverage and letters to the editor about a fluoridation plebiscite in Waterloo, Ontario. Qualitative research suggested that the groups opposed to fluoridation were more motivated and better organized than those in support. The net effect was news coverage more neutral toward fluoridation than supportive or critical, predominantly framed in terms of risks rather than benefits. Conclusion and implications The findings here emphasize the reactive nature of contemporary journalism. In local fluoridation plebiscites, champions are required to produce news coverage that better conveys the benefits to the public. [ABSTRACT FROM AUTHOR]

This article examines the rise of more strategic, professional and politically sensitive communications in the Government of Alberta and argues that citizen demands for transparency and participation are also reasons for the increased importance of strategic government communications. Accommodating these demands in the context of traditional representative democracy requires politically sensitive staff who can manage processes without jeopardizing the government's re-election or policy agenda. This article draws on analyses of government documents, interviews and the archives of premiers Getty and Klein. Sommaire Cet article examine l'essor de communications plus stratégiques, plus professionnelles et plus sensibles à la réalité politique au sein du gouvernement de l'Alberta et fait valoir que les exigences des citoyens en matière de transparence et de participation expliquent également l'importance accrue de la communication gouvernementale stratégique. Pour tenir compte de ces exigences dans le contexte de la démocratie représentative traditionnelle, le personnel doit être sensible aux questions politiques et être en mesure de gérer les processus sans nuire à la réélection du gouvernement ou à son programme politique. Cet article se fonde sur des analyses de documents du budget, des interviews et des archives des Premiers ministres Getty et Klein. [ABSTRACT FROM AUTHOR]