Awareness and Communication Strategy 9.9 The Media and other Information Intermediaries Media houses, media bodies and journalists (print, electronic and photojournalists). The regional media institutions should be empowered enough to be effective communication intermediaries on water issues. With adequate capacity, the media can reach wider audiences and shape positive opinion. They also have the potential to move non-performing decisionmakers or service providers into action. The media, for example, is key target audience because they are also a communication channel for reaching other audiences (see Chapter 10). Page 42