This document discusses the important role of media in controlling avian influenza and pandemic preparedness. It emphasizes that media should provide factual information on disease symptoms, mortality and infection rates to give the public an accurate view of risks. Rapid, honest, transparent and updated communication is important. Media coverage has been shown to influence public perception of disease threat and concern. Responsible reporting is needed to convey accurate information about disease spread. While media coverage of avian influenza has decreased too quickly, the threat of pandemic remains.