New Media, Traditional Media:
How are messages getting
through in today’s ecosystem?
Calorie Control Council
Ponte Vedre B...
Why Is It So Bad?
Who Covers Health?
In a national survey of U.S. health and medical
journalists:
• Nearly 70% had at least a bachelor’s deg...
How Are The Media Doing?

Schwitzer G. How do U.S. journalists cover treatments, tests, products,
and procedures? An evalu...
Who are Today’s Media, Really?
• 95 weekly science sections in newspapers
in 1989

Columbia Journalism Review:
http://www....
Who are Today’s Media, Really?
• 95 weekly science sections in newspapers
in 1989
• 34 in 2005

Columbia Journalism Review...
Who are Today’s Media, Really?
• 95 weekly science sections in newspapers
in 1989
• 34 in 2005
• 19 in 2012
Columbia Journ...
Who are Today’s Media, Really?
Who are Today’s Media, Really?
How to Get Reporters’ Attention
From: System Administrator
To: Oransky, Ivan (M Edit Reu Hlth)
Subject: E-mail Quota Warni...
“Journalism’s New Marquee Brothers”

Jack Shafer, http://blogs.reuters.com/jackshafer/2013/08/21/journalisms-new-marquee-b...
What You Can Do
• Develop relationships
– Answer calls
– Don’t hype
– Don’t just call when you have a paper
published
– Se...
Pitch Less, Tip More

http://dontgetcaught.biz/
Use Social Media to Develop Relationships
with Reporters

http://muckrack.com/
Use Twitter
• Follow reporters to see what they’re
interested in
• Don’t use it to send the same thing to 30
reporters
Avoid Jargon
• Talk to me like I’m your smart 14-year-old
nephew
Start Your Own Blog
Start Your Own Blog

http://skepticalscalpel.blogspot.com/
Start Your Own Blog
Start Your Own Blog

http://whitecoatunderground.com/
Start Your Own Blog

http://www.medicallessons.net/
Get to Know AHCJ

http://healthjournalism.org/
Get to Know AHCJ
• >1,400 members in every U.S. state, >25 countries
• Strict membership guidelines: Journalists only
• An...
Let’s Work to Avoid This
Contact Info/Acknowledgements
ivan-oransky@erols.com
@ivanoransky
http://retractionwatch.com
Thanks: Nancy Lapid, Reuters ...
New Media, Traditional Media: How are messages getting through in today’s ecosystem?
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New Media, Traditional Media: How are messages getting through in today’s ecosystem?

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Talk to the Calorie Control Council, November 2013

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New Media, Traditional Media: How are messages getting through in today’s ecosystem?

  1. 1. New Media, Traditional Media: How are messages getting through in today’s ecosystem? Calorie Control Council Ponte Vedre Beach, November 5, 2013 Ivan Oransky, MD Vice President, Global Editorial Director, MedPage Today Co-Founder, Retraction Watch Treasurer, Association of Health Care Journalists Adjunct Assoc. Prof. of Journalism, New York University
  2. 2. Why Is It So Bad?
  3. 3. Who Covers Health? In a national survey of U.S. health and medical journalists: • Nearly 70% had at least a bachelor’s degree • 19% reported having a master’s degree; • 4.5% had a doctorate; about 3% were M.D.s • Almost half had a degree in journalism • 13% had a degree in communications • 8% were ‘‘life sciences’’ majors Viswanath K et al: Occupational practices and the making of health news: A national survey of U.S. health and medical science journalists. Journal of Health Communication 2008; 13:759–777.
  4. 4. How Are The Media Doing? Schwitzer G. How do U.S. journalists cover treatments, tests, products, and procedures? An evaluation of 500 stories. PLoS Medicine 2008 doi:10.1371/journal.pmed.0050095
  5. 5. Who are Today’s Media, Really? • 95 weekly science sections in newspapers in 1989 Columbia Journalism Review: http://www.cjr.org/currents/hard_numbers_jf2013.php
  6. 6. Who are Today’s Media, Really? • 95 weekly science sections in newspapers in 1989 • 34 in 2005 Columbia Journalism Review: http://www.cjr.org/currents/hard_numbers_jf2013.php
  7. 7. Who are Today’s Media, Really? • 95 weekly science sections in newspapers in 1989 • 34 in 2005 • 19 in 2012 Columbia Journalism Review: http://www.cjr.org/currents/hard_numbers_jf2013.php
  8. 8. Who are Today’s Media, Really?
  9. 9. Who are Today’s Media, Really?
  10. 10. How to Get Reporters’ Attention From: System Administrator To: Oransky, Ivan (M Edit Reu Hlth) Subject: E-mail Quota Warning - Your Mailbox is 80 percent of its allowable size Sent: Apr 29, 2011 8:00 PM Your mailbox exceeds 400,000 Kilobytes (KB) in size. Your mailbox size is currently 510187 KB. When your mailbox size exceeds 500MB, you will be unable to send mail until enough messages or other items are deleted to reduce the size below 500MB.You will continue to receive incoming email until your mailbox reaches 1,024MB (1 Gigabyte), at which point all inbound email will be returned to the sender.
  11. 11. “Journalism’s New Marquee Brothers” Jack Shafer, http://blogs.reuters.com/jackshafer/2013/08/21/journalisms-new-marquee-brothers/
  12. 12. What You Can Do • Develop relationships – Answer calls – Don’t hype – Don’t just call when you have a paper published – Send newsworthy items and ideas from other groups – Be an reporter’s back pocket expert • Help news offices write better press releases
  13. 13. Pitch Less, Tip More http://dontgetcaught.biz/
  14. 14. Use Social Media to Develop Relationships with Reporters http://muckrack.com/
  15. 15. Use Twitter • Follow reporters to see what they’re interested in • Don’t use it to send the same thing to 30 reporters
  16. 16. Avoid Jargon • Talk to me like I’m your smart 14-year-old nephew
  17. 17. Start Your Own Blog
  18. 18. Start Your Own Blog http://skepticalscalpel.blogspot.com/
  19. 19. Start Your Own Blog
  20. 20. Start Your Own Blog http://whitecoatunderground.com/
  21. 21. Start Your Own Blog http://www.medicallessons.net/
  22. 22. Get to Know AHCJ http://healthjournalism.org/
  23. 23. Get to Know AHCJ • >1,400 members in every U.S. state, >25 countries • Strict membership guidelines: Journalists only • Annual conference with workshops, newsmakers, more • Conference exhibitors span health care • Website http://www.healthjournalism.org has reporting guides, blog, tipsheets, other resources http://healthjournalism.org/
  24. 24. Let’s Work to Avoid This
  25. 25. Contact Info/Acknowledgements ivan-oransky@erols.com @ivanoransky http://retractionwatch.com Thanks: Nancy Lapid, Reuters Health

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