Media and medicine

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Media and medicine

  1. 1. How to Use the Media To Your Advantage: Practical Tips for Family Physicians April 27, 2007 National STFM, Chicago Lee Radosh, MD, FAAFP Associate Director, Family Medicine Residency Reading Hospital and Medical Center, Reading, PA [email_address] Jodi Radosh, PhD Associate Professor of Communications Alvernia College, Reading, PA [email_address]
  2. 2. <ul><li>How many saw this last winter? </li></ul>
  3. 3. <ul><li>Yet, how many read this? </li></ul>
  4. 4. Who We Are <ul><li>Lee Radosh, MD </li></ul><ul><ul><li>Associate Director, Family Medicine Residency, The Reading Hospital and Medical Center </li></ul></ul><ul><ul><li>Host/Producer, “Medicine in the News”, BCTV (Reading) </li></ul></ul><ul><ul><li>Former Health Reporter, Channel 5 Berks County News (Reading) </li></ul></ul><ul><li>Jodi Radosh, PhD </li></ul><ul><ul><li>Associate Professor of Communications, Alvernia College </li></ul></ul><ul><ul><ul><li>Healthcare MBA Program/PA Medical Society </li></ul></ul></ul><ul><ul><li>Former Weekend Reporter, WGAL-TV (Lancaster) </li></ul></ul><ul><ul><li>Former Anchor/Reporter/Producer/ Founder, CNN Headline News Local Edition – Blue Ridge Cable (Lititz), Greater Media Cable (Philadelphia) </li></ul></ul><ul><ul><li>Experience with PR, newspaper reporting, etc. </li></ul></ul>
  5. 5. Why Are You Here? <ul><li>Hot Topic </li></ul><ul><li>Increase business </li></ul><ul><ul><li>Improve revenue </li></ul></ul><ul><li>Improved Public Relations </li></ul><ul><ul><li>Show your importance in a competitive market </li></ul></ul><ul><ul><li>Impress your hospital/administration </li></ul></ul><ul><li>Do the right thing </li></ul><ul><ul><li>Educate the public </li></ul></ul><ul><ul><li>“ Get in the game”! </li></ul></ul><ul><li>Have fun! </li></ul><ul><ul><li>Shine; be a ham </li></ul></ul>
  6. 6. Objectives <ul><li>By the end of this seminar, you should be able to: </li></ul><ul><ul><li>List methods of getting the “message” to the media </li></ul></ul><ul><ul><li>Define a news/press release </li></ul></ul><ul><ul><li>Recognize organizational or personal endeavors worthy of “the press” </li></ul></ul><ul><ul><li>Convey your message in an interview </li></ul></ul>
  7. 7. Examples: What To Promote <ul><li>New staff/physician </li></ul><ul><ul><li>Acupuncture, etc. </li></ul></ul><ul><li>New facility/equipment/procedures </li></ul><ul><ul><li>Unique, new to the area, etc. </li></ul></ul><ul><li>Volunteer event </li></ul><ul><ul><li>Charity/fundraising </li></ul></ul><ul><ul><li>Health screening fair </li></ul></ul><ul><li>Event/education </li></ul><ul><li>Accomplishments (individuals, programs) </li></ul><ul><li>Comment on something already “out there” </li></ul><ul><li>You! </li></ul><ul><ul><li>Be available to be an expert </li></ul></ul>
  8. 8. Ways To Promote <ul><li>Traditional advertising (paid) </li></ul><ul><ul><li>TV & radio commercials </li></ul></ul><ul><ul><li>Newspaper ads </li></ul></ul><ul><li>Public relations (free promotion) </li></ul><ul><ul><li>Make your “product” a news story </li></ul></ul><ul><ul><li>Credibility </li></ul></ul><ul><li>Cable TV & radio shows </li></ul>
  9. 10. Pitching The Story <ul><li>Story angles </li></ul><ul><li>Localize a bigger story </li></ul><ul><li>Know your medium </li></ul><ul><ul><li>TV: visuals! </li></ul></ul><ul><ul><li>Newspaper: quotes </li></ul></ul><ul><ul><li>Radio: soundbites </li></ul></ul>
  10. 11. How To Convey The Message <ul><li>Wait for “them” to call you </li></ul><ul><ul><li>Get on list of potential interviewees </li></ul></ul><ul><ul><ul><li>Hospital PR department </li></ul></ul></ul><ul><ul><ul><li>Local papers, TV/radio stations </li></ul></ul></ul><ul><li>You call them </li></ul><ul><ul><li>Press release </li></ul></ul><ul><ul><li>Medical/health reporter/editor </li></ul></ul>
  11. 12. Whom To Contact? When? <ul><li>TV: assignment desk </li></ul><ul><li>Radio: show producers </li></ul><ul><li>Newspaper: beat editor/writer/ assignment desk </li></ul>
  12. 13. Doing a TV Interview
  13. 14. TV Reporter Schedules <ul><li>Hectic (like yours) </li></ul><ul><li>Deadlines </li></ul><ul><ul><li>Courtesy: respond promptly to requests </li></ul></ul><ul><li>Your story may/may not air </li></ul><ul><ul><li>How are decisions made? </li></ul></ul>
  14. 15. Before The Interview - Logistics <ul><li>Where? </li></ul><ul><ul><li>Hopefully, at your office </li></ul></ul><ul><ul><li>Clean your desk! </li></ul></ul><ul><li>When? </li></ul><ul><ul><li>Hopefully, at your convenience </li></ul></ul><ul><ul><li>But: </li></ul></ul><ul><ul><ul><li>Be flexible </li></ul></ul></ul><ul><ul><ul><li>Be punctual </li></ul></ul></ul>
  15. 16. Before The Interview – Background Info <ul><li>Content </li></ul><ul><ul><li>What’s the story about? </li></ul></ul><ul><ul><li>Why are YOU being interviewed </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>Where/when will this air/be printed? </li></ul></ul><ul><ul><li>For adults? Kids? Etc. </li></ul></ul>
  16. 17. It’s YOUR Interview <ul><li>Insure the right message </li></ul><ul><li>Ask the reporter: </li></ul><ul><ul><li>“ What’s your understanding of what I said?” (or) “What do you plan to print/use?” </li></ul></ul><ul><li>Clarify/correct </li></ul><ul><li>Especially important if videographer – not the reporter – is there </li></ul><ul><ul><li>Call the reporter! </li></ul></ul>
  17. 18. Interviews: Think First <ul><li>Speak second </li></ul><ul><li>Collect your thoughts </li></ul><ul><li>What are the main points? </li></ul><ul><ul><li>Would you feel bad if something was not conveyed? </li></ul></ul><ul><ul><ul><li>Convey it! </li></ul></ul></ul><ul><li>Is the reporter’s agenda different than yours? </li></ul>
  18. 19. How To Talk <ul><li>Think soundbites </li></ul><ul><ul><li>Long diatribes - not included in newscasts </li></ul></ul><ul><li>Full answers </li></ul><ul><ul><li>Avoid simple, one word answers </li></ul></ul><ul><ul><ul><li>They do not make good soundbites </li></ul></ul></ul><ul><ul><li>Not “Yes”, but: </li></ul></ul><ul><ul><ul><li>“ Yes – everyone should be offered colon cancer screening at age 50” </li></ul></ul></ul><ul><li>Enunciate </li></ul><ul><li>Conversational, normal voice </li></ul><ul><li>Watch sarcasm: it may not transfer well! </li></ul>
  19. 20. Think Audience <ul><li>Lay language </li></ul><ul><ul><li>“ Heart Attack”, not “Myocardial Infarction” </li></ul></ul><ul><ul><li>“ Commonly used cholesterol medicine”, not Statin </li></ul></ul><ul><li>8 th grade level </li></ul><ul><li>Statistics – they help </li></ul><ul><ul><li>1 in 3, not 33% </li></ul></ul><ul><ul><li>Round: “About half”, not 49% </li></ul></ul><ul><ul><li>Not too many numbers </li></ul></ul>
  20. 21. How To Look <ul><li>Professional </li></ul><ul><ul><li>Consider white coat </li></ul></ul><ul><li>Colors </li></ul><ul><ul><li>Solids (grays, browns, blues) </li></ul></ul><ul><ul><li>Avoid: </li></ul></ul><ul><ul><ul><li>Prints, patterns </li></ul></ul></ul><ul><ul><ul><li>Herringbone </li></ul></ul></ul><ul><ul><ul><li>White shirts </li></ul></ul></ul><ul><ul><ul><li>Plaid </li></ul></ul></ul><ul><li>Well-groomed </li></ul><ul><ul><li>Represent yourself well </li></ul></ul><ul><ul><li>Fix your hair </li></ul></ul><ul><ul><li>Get the broccoli out of the teeth </li></ul></ul><ul><ul><li>Straighten the tie </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Avoid swivel chairs </li></ul>
  21. 22. Where To Look <ul><li>Look at the reporter </li></ul><ul><ul><li>Look into the camera? May portray dominance </li></ul></ul>
  22. 23. News/Press Releases: How You Can Notify The Media
  23. 25. News/Press Release - Overview <ul><li>What is a press release? </li></ul><ul><li>Why? </li></ul><ul><ul><li>Win-win </li></ul></ul><ul><ul><ul><li>You tell the story you want to tell </li></ul></ul></ul><ul><ul><ul><li>The media get a story without much work </li></ul></ul></ul><ul><li>How sent </li></ul><ul><ul><li>Fax </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Mail </li></ul></ul><ul><ul><li>When? 3-4 days ahead (if not breaking news) </li></ul></ul>
  24. 26. How To Write a Press Release - 1 <ul><li>Get help </li></ul><ul><ul><li>Hospital PR department </li></ul></ul><ul><li>Identify most important thing about the story </li></ul><ul><li>Lead </li></ul><ul><ul><li>Use the most interesting angle in the first sentence </li></ul></ul><ul><li>Different leads for different media </li></ul><ul><li>Timing - important for the various media </li></ul>
  25. 27. How To Write a Press Release - 2 <ul><li>Quotations </li></ul><ul><ul><li>Use direct quotes from employees, patients, residents, etc. </li></ul></ul><ul><li>Length – one page </li></ul><ul><ul><li>Keep it brief </li></ul></ul><ul><li>Form and Style </li></ul><ul><ul><li>Write clearly </li></ul></ul><ul><ul><li>Write like a journalist </li></ul></ul><ul><ul><li>AP Stylebook </li></ul></ul><ul><ul><li>Correct spelling and grammar </li></ul></ul><ul><li>Ask: WHO CARES? </li></ul>
  26. 28. Press Release - Pointers <ul><li>Common rejection reasons: </li></ul><ul><ul><li>Not newsworthy </li></ul></ul><ul><ul><li>Poor writing </li></ul></ul><ul><ul><li>Not complete </li></ul></ul><ul><ul><li>Inaccurate </li></ul></ul><ul><ul><li>Poor timing </li></ul></ul><ul><li>Common news values: </li></ul><ul><ul><li>Conflict </li></ul></ul><ul><ul><li>Consequence </li></ul></ul><ul><ul><li>Progress and disaster </li></ul></ul><ul><ul><li>Prominence </li></ul></ul><ul><ul><li>Timeliness </li></ul></ul><ul><ul><li>Novelty </li></ul></ul><ul><ul><li>Human interest </li></ul></ul><ul><ul><li>Sex </li></ul></ul><ul><ul><li>Miscellaneous </li></ul></ul><ul><ul><ul><li>Ex: animals, babies </li></ul></ul></ul>
  27. 32. Crisis Management <ul><li>What would you do: </li></ul><ul><ul><li>Massive infection outbreak in your office? </li></ul></ul><ul><ul><li>Bad employee? </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Have a plan! </li></ul>
  28. 33. Let’s Review . . .
  29. 34. General Tips <ul><li>Journalists are not trained in statistics or medicine! </li></ul><ul><li>Take charge of the interview </li></ul><ul><ul><li>Guide the interviewer </li></ul></ul><ul><li>Responses “short and sweet” – think soundbites (20-40 seconds) </li></ul><ul><li>Don’t guess </li></ul><ul><li>Nothing is off the record </li></ul><ul><li>Prepare, if possible </li></ul><ul><li>Plain English </li></ul>
  30. 35. Choose the Angle <ul><li>You’re called by the reporter </li></ul><ul><li>HPV Vaccine (Gardasil) </li></ul><ul><li>Comments </li></ul>
  31. 36. Choose the Angle: Where is the Story Heading? <ul><li>Efficacy? </li></ul><ul><li>Safety? </li></ul><ul><li>Controversy? </li></ul><ul><li>Reimbursement, costs? </li></ul><ul><li>Too many vaccines lately (Zoster, Rota)? </li></ul>
  32. 37. Cautions <ul><li>“ Off the record”? </li></ul><ul><ul><li>Anything can (and will) be used (against you) </li></ul></ul><ul><li>Patient confidentiality </li></ul><ul><ul><li>No : </li></ul></ul><ul><ul><ul><li>“I’m caring for a 27 year old with HIV; I always tell her the importance of paps . . “ </li></ul></ul></ul><ul><ul><li>Yes : </li></ul></ul><ul><ul><ul><li>“Routine pap smears are critical for patients with HIV” </li></ul></ul></ul><ul><li>Do not lie/assume/invent ideas </li></ul><ul><ul><li>Ok to say “I don’t know” </li></ul></ul>
  33. 38. Caution - 2 <ul><li>Controversial story? </li></ul><ul><ul><li>Family planning </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Healthcare distribution, new technologies </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Notify those who need to know! </li></ul><ul><ul><li>Department chairs </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><li>Clarify your role </li></ul><ul><ul><li>Private physician vs. representative </li></ul></ul>
  34. 39. Homework <ul><li>List three things about you and/or your program/practice you would like others (administration, the public) to know </li></ul><ul><li>List two upcoming events/office changes (equipment/personnel) you would like others to know </li></ul><ul><li>List two contacts you will make (ex: health reporter of local paper, PR at your hospital, etc.) </li></ul>
  35. 40. Practice <ul><li>Pairs </li></ul><ul><li>One is reporter, one doctor </li></ul><ul><li>Reporter asks: </li></ul><ul><li>“ A famous actor was just diagnosed with a polyp during a “routine” colonoscopy. Can you explain/comment on this?” </li></ul><ul><li>Reporter: be sure to critique the answers! </li></ul>
  36. 41. <ul><li>Same idea </li></ul><ul><li>Reporter asks: </li></ul><ul><li>“Doctor – Medicare said they plan to cut E&M code reimbursement by 50%, but raise the reimbursement of certain inpatient CPT codes by 70%. How will this impact patients?” </li></ul>Practice 2
  37. 42. References <ul><li>“ The Two Minute Media Trainer”, PAFP, 6/93 </li></ul><ul><li>“ Helping Journalists Get It Right”, JGIM 2003;18:138-145 </li></ul><ul><li>“ Preparing Physicians for Media Interviews Helps Them Communicate More Comfortably and Effectively”, Jim Gersbach, Kaiser Permanente (on-line) </li></ul><ul><li>Fenton communications </li></ul><ul><li>“ Media Interview Tips” </li></ul><ul><ul><li>Wanda Filer, MD </li></ul></ul><ul><ul><li>William Rudolph </li></ul></ul>
  38. 43. THANK YOU! The Media with their press passes . . .

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