Media coverage is not the primary reason for the suicide, but it can serve as the crucial trigger during a critical phase of the illness. 

Certain characteristics of a report will make imitation more likely:

• Repetitive detailed reporting of the suicide;
• Greater emotional content;
• Suicide by a celebrity;
• Reports in the print media;

This is not to say that suicide should not be discussed within the media, but know that the risk of a person identifying with a suicide is increased when:

• Attention is drawn to the suicide using cover stories, headlines and photos;
• Terms such as suicide appear in the headline;
• The suicide method is described in detail;
• A readily accessible scene is described or even glorified;
• The social environment, the identity and motives are described poignantly;
• The suicide is presented positively, or is glorified or romanticized;
• The suicide is presented as completely incomprehensible or inevitable.

This risk decreases when:

• Alternative solutions to problems and crises are suggested;
• Suicide is depicted as a disease that could successfully be treated;
• Background information is included in the clinical picture;
• Expert opinion is sought;
• Helplines and contacts are indicated;
• The work undertaken by professionals is reported.