Suicide is a common & preventable event often reported by the media when there are sensational elements or if the suicide involves a celebrity. Media reports can induce a copycat or Werther effect. There is increasing evidence that sensational reporting of suicide has a direct effect on increasing suicide rates. Responsible reporting guidelines drawn up in consultation with media professionals have been shown to improve reporting of suicides. Local reporting on suicide tends to be sensational but also has a strong educational slant. The media should educate both the public & medical professionals about their role in suicide prevention. (18 refs.)