Media shapes policy success

Farwa Razzaq WHY public trust, not just governance, decides the fate of government programs. When conspiracy theories about polio vaccination attract a wider audience than a detailed government health advisory, policy success no longer depends solely on good governance; it depends on communication. Why do well-intentioned polio campaigns and family welfare programs often fail to gain public trust, confidence and widespread acceptance? The problem lies not in policy design but in how these policies are communicated. Media is often described as the fourth pillar of the state. Yet, in practice, its role has expanded far beyond oversight. It now actively shapes narratives and ultimately determines the fate of public policies. In Pakistan, issues that dominate headlines, tickers, slogans and X (formerly Twitter) trends quickly become national priorities, compelling policymakers to respond immediately. However, the government often neglects media’s potential as an effective communication tool to engage with public. This gap highlights the importance of clear and timely communication; a factor that critically decides the success or failure of government policies. Even a well-designed policy can stumble if it fails to connect with the people it intends to serve. Pakistan’s anti-polio campaigns offer a striking example of how misinformation can undermine public policy. The continued rise of conspiracy theories against polio vaccines, amplified by word-of-mouth, has led to vaccine hesitancy in several regions, despite years of government and international health efforts. The challenge was not merely medical—it was communicational. Digital platforms have certainly contributed to misinformation and distortion, exacerbating the complexity many times over. Today, fake news travels faster than facts; a viral reel gains more attention than a meaningful policy information. A 2025 peer-reviewed study published in Frontiers in Psychology exposed how misinformation affect trust in gove