"The media’s impact on the escalation of conflict is more widely recognized than the media’s impact on peacebuilding. Yet it is not uncommon to hear experts pronounce that the media’s impact on peacebuilding must be significant given its powerful impact on conflict. However, this simple relationship must not be taken for granted and should be critically examined in order to most effectively use the media for conflict prevention and peacebuilding. There are ways the media can assist peacebuilding. The Global Partnership for the Prevention of Conflict’s Awareness Raising Toolkit (this document can be downloaded from www.gppac.net and www.peoplebuildingpeace.org) details, amongst other things, how to use the media. Knowing why and when to use the media for conflict prevention and peacebuilding is the focus of this issue paper." (Introduction, page 7)