The document summarizes the role of media in tobacco tax strategizing forums. It discusses how getting reporters to deliver messages to the public is ideal since news has higher credibility than advertising. It also outlines the key characteristics media must have like timeliness, accuracy, and impartiality while serving public interest. The rest of the document outlines various issues discussed in such forums, including health, investments, legislation, agriculture, marketing, national budget, and corporate social responsibility concerns. It notes that substantial community empowerment through donations is newsworthy.