Counteract stigma with reporting; localize national rural health issues

Al Cross

Aug 1, 2019

Rural communities have been disproportionately affected by the opioid epidemic, but rural newspapers have been disproportionately quiet about it. They seem to cover it as a criminal-justice problem, when it is primarily a health problem. Smart law enforcers and first responders will tell you that, but many if not most rural papers seem reluctant to cover it that way — to dig into the reasons for addiction, the struggles to overcome it, the search for treatment and the stories of success.

Part of this, I know from experience, is the natural reluctance of community journalists to report facts that reflect poorly on their communities. In many places, they probably think there’s already enough bad news.

Another big factor is the stigma that still surrounds people with drug problems. That is more prevalent in rural areas, and it keeps people from seeking help — and clings to those who do, putting them at risk for relapse. The role of stigma was well researched by Oak Ridge Associated Universities, and The Rural Blog reported on it at

The folks at Oak Ridge said local news media can counteract stigma with reporting. To help rural journalists cover substance abuse, behavioral health and recovery, they and the Institute for Rural Journalism and Community Issues, which publishes The Rural Blog, are planning a one-day workshop in mid-November. Watch for details on it soon.

Meanwhile, start reporting. Get local data. Ask your coroner each month for death certificates and for advice on which families might be willing to talk about the struggles of addiction that ended in death. Talk to people in the treatment community, and then talk to people with a substance-abuse disorder.

See how the problem developed in your area by using the pill-distribution database that The Washington Post and the Charleston Gazette-Mail uncovered. Aaron Nelson of The Paintsville (Kentucky.) Herald did, giving his readers the names of the stores that sold the most pills. The Rural Blog took note at

The opioid epidemic has had a disproportionate effect on poor areas, but prosperous farm counties are part of it, too. The Farm Bureau and the Extension Service are active on this front; we had a blog item about their program in Ohio at

Farmers have been struggling for years with financial instability, loneliness, lack of insurance or access to mental-health care and the pressure to not quit what may have been a way of life for generations. Now they have to deal with a trade war and unfavorable weather, and they are five times more likely to commit suicide than other Americans. The federal government is funneling more money to help them. Read about it at

Suicide and drugs go hand in hand. In rural areas, jail suicides are increasing, and the trend is linked to drug withdrawal and mental illness, says The Crime Report, a publication of the Center on Media, Crime and Justice in the John Jay College of Criminal Justice at the City University of New York, a good source for cutting-edge information on those topics. Read more at

Suicide is another touchy subject for community journalists, but it’s time to stop being timid about it. Did you know rural residents are more likely than those in large cities to think about, plan or attempt suicide? They are, and The Rural Blog took note at

Here some other topics we’ve had on the blog lately that you can localize:

A U.S. Senate report revealed nearly 400 poor-performing nursing homes whose problems were not made clear by a government website. Local papers picked up on it, and we reported it at

Many rural hospitals are in trouble, but some have found ways to overcome adversity, survive and thrive. “The secret sauce is always ... strong, collaborative leadership,” National Rural Health Association CEO Alan Morgan told U.S. News and World Report. This is just one of many hospital stories on The Rural Blog; read it at

Rural electric cooperatives are overly reliant on coal, charged the Nebraska-based Center for Rural Affairs and two other nonprofits. We contacted the co-ops’ national trade group, which said they are moving to “cleaner energy sources.” What’s your co-op doing? Start reporting with our blog item at

Electronic cigarettes are an epidemic among young people, but many school districts are lax about it. Not in Fairbury, Nebraska, which requires any student in grades 7-12 to be subject to random nicotine testing if they participate in extracurricular activities. We took note at What is your school district doing about vaping? (By the way, it’s not really vapor, as the tobacco companies say; it’s an aerosol, and it has a lot of nasty stuff.)

Community newspapers increasingly charge for obituaries, an unfortunate result of digital media's erosion of their advertising base. But the news columns of the best papers still include news obits about people who made their mark on the community or region. And sometimes a paper will double down and run a long tribute to a truly unique individual. The Valley News of Lebanon, New Hampshire, and White River Junction, Vermont, did that with the moving, funny and insightful eulogy for a well-known dairy farmer and former state legislator, David Ainsworth. We picked it up at Valley News Editor John Gregg sent us that story.

If you do or see stories that should be on The Rural Blog, email them to me at

Al Cross edited and managed rural newspapers before covering politics for the Louisville Courier Journal and serving as president of the Society of Professional Journalists. He is a journalism professor at the University of Kentucky and director of its Institute for Rural Journalism and Community Issues, which publishes The Rural Blog at