Compare the credentials of proponents and opponents. PhD in Christian Science vs in biology, "I have an autistic kid!" vs MD, and roughly equivalent on both sides, respectively.
Alternately, hire journalists with domain-specific knowledge. If you wanna compete with free media, have something to offer.
"I have an autistic kid!" vs MD, and roughly equivalent on both sides, respectively.
I would quite often go with an intelligent and reasonably motivated parent over a non-specialised MD on relevant subjects.
I just saw this link on a pop-news site.
It's a PDF file showing how good BBC's reporting of science news is in general, but more specifically it reports about the fact that the journalists give far too much credit to arguments from people who have no scientific backing for their argument.
http://www.bbc.co.uk/bbctrust/assets/files/pdf/our_work/science_impartiality/science_impartiality.pdf