Research suggests that reporting suicide has the potential to influence vulnerable individuals to emulate suicide behaviour. Media guidelines for the responsible reporting of suicide have been developed and disseminated worldwide, but with mixed success. One factor that may influence guideline uptake is the degree to which health professionals have collaborated with the media professionals in guideline development, dissemination and implementation. The study used semi-structured interviews with media professionals to understand attitudes towards the guidelines, to explore the ways in the media were engaged in communication regarding the guidelines, and to identify whether this engagement bears upon media attitudes toward the guidelines. Findings indicate that media professionals view the guidelines as useful information within the bounds of normal reporting, but find them difficult to implement. Excellence theory indicates that the predominantly one-way and asymmetrical strategies used to engage the media in communication around the guidelines may play a role in these attitudes. The study echoes literature suggesting that collaborative guideline development and implementation is essential to meaningfully change suicide reporting practices.