This document provides information about public relations and opinion writing for medical professionals. It discusses the roles and goals of public relations teams in communicating research and stories from their institutions. Some key points covered include:
1) Tips for interacting with news media, such as preparing with a PR person, using layperson terms, and respecting reporters' independence.
2) Guidance on writing opinion pieces and commentaries, such as identifying a central message and structure, and targeting the right publication based on goals and audience.
3) Examples of recent opinion pieces by other medical professionals and outlets to consider publishing in, along with advice to disseminate pieces strategically once published.
Researchers, Reporters & Everything in BetweenKara Gavin
A talk about how academic researchers can understand and navigate the news media and institutional communications landscape, prepared for the University of Michigan National Clinician Scholars Program
A presentation to early-career health services researchers about working with institutional communicators, interacting with the media, and using social media to advance their professional careers.
Reputable Sources in a Pandemic: How to Find and Evaluate Information You Can...Kara Gavin
A look at the news media and medical publishing realms in the time of COVID-19, with information and resources for finding and evaluating information.
Presented 2/12/21 to the Metropolitan Detroit Medical Library Group
Only Connect: Reaching New Audiences via Public Relations & External Communic...Kara Gavin
Presented to faculty, staff and students on Sept. 15, 2016, as part of the University of Michigan Medical School's Communicating Science series. Addresses how academics can and should engage in the public sphere directly and with the help of institutional communicators. (https://medicine.umich.edu/medschool/research/events/public-relations-external-audience-communication )
A recording of my talk is available at https://medicine.umich.edu/medschool/research/office-research/research-news-events/communicating-science-seminar-series
A guide for STEM graduate students in the RELATE program at the University of Michigan about communicating directly with the general public and working with institutional communicators and reporters
Researchers, Reporters & Everything in BetweenKara Gavin
A talk about how academic researchers can understand and navigate the news media and institutional communications landscape, prepared for the University of Michigan National Clinician Scholars Program
A presentation to early-career health services researchers about working with institutional communicators, interacting with the media, and using social media to advance their professional careers.
Reputable Sources in a Pandemic: How to Find and Evaluate Information You Can...Kara Gavin
A look at the news media and medical publishing realms in the time of COVID-19, with information and resources for finding and evaluating information.
Presented 2/12/21 to the Metropolitan Detroit Medical Library Group
Only Connect: Reaching New Audiences via Public Relations & External Communic...Kara Gavin
Presented to faculty, staff and students on Sept. 15, 2016, as part of the University of Michigan Medical School's Communicating Science series. Addresses how academics can and should engage in the public sphere directly and with the help of institutional communicators. (https://medicine.umich.edu/medschool/research/events/public-relations-external-audience-communication )
A recording of my talk is available at https://medicine.umich.edu/medschool/research/office-research/research-news-events/communicating-science-seminar-series
A guide for STEM graduate students in the RELATE program at the University of Michigan about communicating directly with the general public and working with institutional communicators and reporters
Communicating for a Research InstitutionKara Gavin
Introduction to why universities and other research institutions employ science/medical communicators, and what their role is and how they can coordinate among communicators from different areas of the same institution or across institutions. Also includes slides on public understanding of science.
Communicating Research to the Real World through News Media and MoreKara Gavin
A presentation about interacting with news media, institutional communicators and general audiences directly, created for the CHOP Fellows at the University of Michigan, October, 2020
Creating your personal brand and communicating work CSP students.pptxKara Gavin
A slide set presented to summer students in health services research at the University of Michigan Institute for Healthcare Policy and Innovation in July 2022, about the current communications ecosystem and how they can use it to build their personal professional brand.
Information for health care researchers on understanding the information landscape in which they can build their own "brand" through social media and more.
Presentation on Social Media presented Wednesday, November 19, 2014 at University of Minnesota, Division of Gynecologic Oncology Annual Translational Working Group Research Day
This presentation is from a recent CALPACT webinar. To view the event archive page to access the recording and resources, please visit:
https://cc.readytalk.com/cc/s/meetingArchive?eventId=ws23yprxpjgd&campaignId=xceb0hiurg66
Public Health professionals communicate with a variety of audiences in their daily work. While reasonably well-accepted that special consideration be given to low-literate health care consumers in clinical settings, less emphasis has been given to applying health literacy in diverse sectors of public health. Poor health literacy is not limited to those with language or reading skill barriers - only 12% of Americans understand the health information they receive.
As public health professionals we have a responsibility to understand the health literacy barriers. This presentation will provide tips and resources where public health professionals can make a difference in increasing the success of their communication efforts.
While one flu season can pass mildly and with minimal activity, another may hit the country early and hard. CDC health communicators work with subject matter experts and stakeholders to develop messages for a variety of audiences, employing different types of media for effective reach. Due to unforeseen variables, the 2012-2013 flu season posed specific challenges. This presentation will highlight some of those challenges, showcase strategies and messaging used, and preview what’s to come for the 2013-2014 season.
This webinar was the second session in the CALPACT sponsored Health Communication Matters series, which will help participants in all walks of public health to apply health literacy principles to their everyday communications.
Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org
Questions?
Email sphcalpact@berkeley.edu
Master chef in healthcare- integrating social media - @DrNic1Nick van Terheyden
Social Media is rapidly becoming an integral part of our lives. Despite the pervasive nature of the communication channel healthcare remains a technology laggard. This presentation will offer insights to help understand why they should join the community,
Communicating Conflict of Interest 2024.pptxKara Gavin
Guide for communicators at the University of Michigan about why, when and how they should mention individual and institutional conflicts of interest related to anything they're communicating about
175 years of U-M Medical "Firsts" Michigan Medicine HistoryKara Gavin
An overview of the history of the U-M Medical School and health system, now called Michigan Medicine, with a focus on people, buildings and clinical/scientific achievements that were "firsts" in the nation or state, or for U-M.
Preparted for the History Club of the Ann Arbor City Club in October 2023.
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Communicating for a Research InstitutionKara Gavin
Introduction to why universities and other research institutions employ science/medical communicators, and what their role is and how they can coordinate among communicators from different areas of the same institution or across institutions. Also includes slides on public understanding of science.
Communicating Research to the Real World through News Media and MoreKara Gavin
A presentation about interacting with news media, institutional communicators and general audiences directly, created for the CHOP Fellows at the University of Michigan, October, 2020
Creating your personal brand and communicating work CSP students.pptxKara Gavin
A slide set presented to summer students in health services research at the University of Michigan Institute for Healthcare Policy and Innovation in July 2022, about the current communications ecosystem and how they can use it to build their personal professional brand.
Information for health care researchers on understanding the information landscape in which they can build their own "brand" through social media and more.
Presentation on Social Media presented Wednesday, November 19, 2014 at University of Minnesota, Division of Gynecologic Oncology Annual Translational Working Group Research Day
This presentation is from a recent CALPACT webinar. To view the event archive page to access the recording and resources, please visit:
https://cc.readytalk.com/cc/s/meetingArchive?eventId=ws23yprxpjgd&campaignId=xceb0hiurg66
Public Health professionals communicate with a variety of audiences in their daily work. While reasonably well-accepted that special consideration be given to low-literate health care consumers in clinical settings, less emphasis has been given to applying health literacy in diverse sectors of public health. Poor health literacy is not limited to those with language or reading skill barriers - only 12% of Americans understand the health information they receive.
As public health professionals we have a responsibility to understand the health literacy barriers. This presentation will provide tips and resources where public health professionals can make a difference in increasing the success of their communication efforts.
While one flu season can pass mildly and with minimal activity, another may hit the country early and hard. CDC health communicators work with subject matter experts and stakeholders to develop messages for a variety of audiences, employing different types of media for effective reach. Due to unforeseen variables, the 2012-2013 flu season posed specific challenges. This presentation will highlight some of those challenges, showcase strategies and messaging used, and preview what’s to come for the 2013-2014 season.
This webinar was the second session in the CALPACT sponsored Health Communication Matters series, which will help participants in all walks of public health to apply health literacy principles to their everyday communications.
Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org
Questions?
Email sphcalpact@berkeley.edu
Master chef in healthcare- integrating social media - @DrNic1Nick van Terheyden
Social Media is rapidly becoming an integral part of our lives. Despite the pervasive nature of the communication channel healthcare remains a technology laggard. This presentation will offer insights to help understand why they should join the community,
Communicating Conflict of Interest 2024.pptxKara Gavin
Guide for communicators at the University of Michigan about why, when and how they should mention individual and institutional conflicts of interest related to anything they're communicating about
175 years of U-M Medical "Firsts" Michigan Medicine HistoryKara Gavin
An overview of the history of the U-M Medical School and health system, now called Michigan Medicine, with a focus on people, buildings and clinical/scientific achievements that were "firsts" in the nation or state, or for U-M.
Preparted for the History Club of the Ann Arbor City Club in October 2023.
LinkedIn for researchers: More than just a CV!Kara Gavin
A presentation given to members and staff of the University of Michigan Eisenberg Family Depression Center and Dept. of Psychiatry about using LinkedIn as professionals and researchers.
A video recording of this session, which also includes 30 minutes of demonstration of LinkedIn features, is available on request.
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Presentation about creating opinion and explainer pieces for The Conversation and other sites, originally developed for a class at the University of Michigan School of Public Health
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Lung Cancer: Artificial Intelligence, Synergetics, Complex System Analysis, S...Oleg Kshivets
RESULTS: Overall life span (LS) was 2252.1±1742.5 days and cumulative 5-year survival (5YS) reached 73.2%, 10 years – 64.8%, 20 years – 42.5%. 513 LCP lived more than 5 years (LS=3124.6±1525.6 days), 148 LCP – more than 10 years (LS=5054.4±1504.1 days).199 LCP died because of LC (LS=562.7±374.5 days). 5YS of LCP after bi/lobectomies was significantly superior in comparison with LCP after pneumonectomies (78.1% vs.63.7%, P=0.00001 by log-rank test). AT significantly improved 5YS (66.3% vs. 34.8%) (P=0.00000 by log-rank test) only for LCP with N1-2. Cox modeling displayed that 5YS of LCP significantly depended on: phase transition (PT) early-invasive LC in terms of synergetics, PT N0—N12, cell ratio factors (ratio between cancer cells- CC and blood cells subpopulations), G1-3, histology, glucose, AT, blood cell circuit, prothrombin index, heparin tolerance, recalcification time (P=0.000-0.038). Neural networks, genetic algorithm selection and bootstrap simulation revealed relationships between 5YS and PT early-invasive LC (rank=1), PT N0—N12 (rank=2), thrombocytes/CC (3), erythrocytes/CC (4), eosinophils/CC (5), healthy cells/CC (6), lymphocytes/CC (7), segmented neutrophils/CC (8), stick neutrophils/CC (9), monocytes/CC (10); leucocytes/CC (11). Correct prediction of 5YS was 100% by neural networks computing (area under ROC curve=1.0; error=0.0).
CONCLUSIONS: 5YS of LCP after radical procedures significantly depended on: 1) PT early-invasive cancer; 2) PT N0--N12; 3) cell ratio factors; 4) blood cell circuit; 5) biochemical factors; 6) hemostasis system; 7) AT; 8) LC characteristics; 9) LC cell dynamics; 10) surgery type: lobectomy/pneumonectomy; 11) anthropometric data. Optimal diagnosis and treatment strategies for LC are: 1) screening and early detection of LC; 2) availability of experienced thoracic surgeons because of complexity of radical procedures; 3) aggressive en block surgery and adequate lymph node dissection for completeness; 4) precise prediction; 5) adjuvant chemoimmunoradiotherapy for LCP with unfavorable prognosis.
These simplified slides by Dr. Sidra Arshad present an overview of the non-respiratory functions of the respiratory tract.
Learning objectives:
1. Enlist the non-respiratory functions of the respiratory tract
2. Briefly explain how these functions are carried out
3. Discuss the significance of dead space
4. Differentiate between minute ventilation and alveolar ventilation
5. Describe the cough and sneeze reflexes
Study Resources:
1. Chapter 39, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 34, Ganong’s Review of Medical Physiology, 26th edition
3. Chapter 17, Human Physiology by Lauralee Sherwood, 9th edition
4. Non-respiratory functions of the lungs https://academic.oup.com/bjaed/article/13/3/98/278874
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Microteaching is a unique model of practice teaching. It is a viable instrument for the. desired change in the teaching behavior or the behavior potential which, in specified types of real. classroom situations, tends to facilitate the achievement of specified types of objectives.
Acute scrotum is a general term referring to an emergency condition affecting the contents or the wall of the scrotum.
There are a number of conditions that present acutely, predominantly with pain and/or swelling
A careful and detailed history and examination, and in some cases, investigations allow differentiation between these diagnoses. A prompt diagnosis is essential as the patient may require urgent surgical intervention
Testicular torsion refers to twisting of the spermatic cord, causing ischaemia of the testicle.
Testicular torsion results from inadequate fixation of the testis to the tunica vaginalis producing ischemia from reduced arterial inflow and venous outflow obstruction.
The prevalence of testicular torsion in adult patients hospitalized with acute scrotal pain is approximately 25 to 50 percent
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Flu Vaccine Alert in Bangalore Karnatakaaddon Scans
As flu season approaches, health officials in Bangalore, Karnataka, are urging residents to get their flu vaccinations. The seasonal flu, while common, can lead to severe health complications, particularly for vulnerable populations such as young children, the elderly, and those with underlying health conditions.
Dr. Vidisha Kumari, a leading epidemiologist in Bangalore, emphasizes the importance of getting vaccinated. "The flu vaccine is our best defense against the influenza virus. It not only protects individuals but also helps prevent the spread of the virus in our communities," he says.
This year, the flu season is expected to coincide with a potential increase in other respiratory illnesses. The Karnataka Health Department has launched an awareness campaign highlighting the significance of flu vaccinations. They have set up multiple vaccination centers across Bangalore, making it convenient for residents to receive their shots.
To encourage widespread vaccination, the government is also collaborating with local schools, workplaces, and community centers to facilitate vaccination drives. Special attention is being given to ensuring that the vaccine is accessible to all, including marginalized communities who may have limited access to healthcare.
Residents are reminded that the flu vaccine is safe and effective. Common side effects are mild and may include soreness at the injection site, mild fever, or muscle aches. These side effects are generally short-lived and far less severe than the flu itself.
Healthcare providers are also stressing the importance of continuing COVID-19 precautions. Wearing masks, practicing good hand hygiene, and maintaining social distancing are still crucial, especially in crowded places.
Protect yourself and your loved ones by getting vaccinated. Together, we can help keep Bangalore healthy and safe this flu season. For more information on vaccination centers and schedules, residents can visit the Karnataka Health Department’s official website or follow their social media pages.
Stay informed, stay safe, and get your flu shot today!
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New Drug Discovery and Development .....NEHA GUPTA
The "New Drug Discovery and Development" process involves the identification, design, testing, and manufacturing of novel pharmaceutical compounds with the aim of introducing new and improved treatments for various medical conditions. This comprehensive endeavor encompasses various stages, including target identification, preclinical studies, clinical trials, regulatory approval, and post-market surveillance. It involves multidisciplinary collaboration among scientists, researchers, clinicians, regulatory experts, and pharmaceutical companies to bring innovative therapies to market and address unmet medical needs.
New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Ve...kevinkariuki227
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
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2. Who are we?
• Public Relations team, Michigan Medicine Department
of Communication
• Kara: Trained in biology, science writing & journalism,
30 years of communicating about research (23+ at U-M)
• Noah: Trained and worked as a broadcast
reporter, at Michigan Medicine since 2021
3. • Find & tell stories
• Handle news media inquiries
• Push stories & info out any way we can
• Advise faculty/senior learners on
communication strategy & tactics
What do we do?
5. You
• Papers
• Talks & posters
• Tweets & posts
• Commentaries
Comm
Staff
• U-M/Michigan Med.
• School/college
• Center/institute/dept.
• Affiliated entities
Reporters
• Policymakers
• Advocates
• Clinicians & Patients
• Funders/Donors
• Professional societies
• Industry
• General public
The U-M
Communications
Ecosystem
6. • Acts as matchmaker & goalie for
institution/media contact
• Covers assigned beats
• Creates & distributes stories
• Gets your approval on what
they write
• Gathers & shares media coverage
Your media relations person:
7. The news media’s goals
• Serve the public interest
• Inform their outlet’s target audience
and hold their attention
• Be first, best or most compelling
• Operate within medium’s constraints
• Build audience
• Sell advertising (often based on clicks)
8. What makes a reporter tick?
• Most serve a general audience
• Little scientific knowledge
• Need to know implications for ordinary people
• Most are on tight deadlines
• Respond within hours or redirect them ASAP
• Most have little space/time to tell the story
• Reductions in staff and space/airtime have made it worse!
• ALL value their independence
• You probably won’t see the questions/story ahead of time
9. Tips for media interactions
• Prepare with PR person
• three key points
• Use layperson’s terms
• avoid jargon, speak colloquially
• If there’s a press release, use it
• Respect deadlines
• Understand the news outlet & reason for request
• It’s OK to say no to some requests/do some by email
• Respect their independence
11. Do you have something to say?
• Call attention to problems & opportunities
• Coalesce knowledge on topic in the news
• Call for action – or a stop to something
• Warn of potential impacts of a policy, activity – or inaction
• Share new knowledge in a different way
• Explain something that everyday people,
or professionals, need to understand
12. What can you bring to the discussion
as a medical student?
• Your personal or family history with an illness or issue
• Your perspective based on your early clinical experiences
• Patient encounter? Deidentify it or use a composite
• Your “fresh pair of eyes” on the American health care system
• Your perspective as the next generation of physician
13. Why now? Who will listen?
Is something intrinsic motivating you to speak up?
Are you reacting to a recent or upcoming external event?
Or do you want a new way to amplify your own work?
Consider your audience:
• Who do you most want to reach?
• Why should they care about what you’d say?
• What will you say that they haven’t heard before?
16. Are genetically modified foods safe to eat?
Scientists: 88% Public: 37%
Should childhood vaccines be required?
Scientists: 86% Public: 68%
Is research involving animals OK?
Scientists: 89% Public: 47%
Did humans “evolve”?
Scientists: 98% Public: 65%
The survey of the general public was conducted using a probability-based sample of the adult population by landline and
cellular telephone Aug. 15-25, 2014, with a representative sample of 2,002 adults nationwide.
http://www.pewinternet.org/2015/01/29/public-and-scientists-views-on-science-and-society/
Public views vs. scientists’ views
17. Where can you express your opinion?
Academic journal opinion/blog options
• Faster turnaround than research papers
• Can introduce limited new data
• Comment on state of field or impact of
new policy or practice development
• Recent alternative: journal-run blogs
Health Affairs Forefront, JAMA Health Forum,
BMJ Opinion, AAMC Insights
Non-academic outlets
• Premier print/online news outlets
• Top-tier (NY Times, Washington Post, WSJ)
• Specialty (Modern Healthcare)
• Regional (Detroit Free Press, Detroit News)
• Newer, online-only outlets:
• The Conversation
• National
(STAT News, Politico)
• Regional
(Bridge Magazine)
18. Advantages
Known “brands” among policymakers/advocates/public
High Google visibility for discovery by current and future web searchers
Some sites allow free re-publishing of content (within conditions)
Usually no paywall
Choosing to publish in a non-academic outlet
Disadvantages
Top-tier outlets get vast numbers of submissions, very difficult to be selected
Most outlets hold copyright so usually unable to re-publish
Open commenting – you must decide if you want to engage
How to cite in CV?
23. • Central message: A deliberate attempt to
focus attention on a single take-away idea
• Gives context, content and significance.
• Focuses on YOUR goal in writing, and
YOUR AUDIENCE’S goal in reading
• Can shift depending on
the type of article
WHAT’S THE BIG IDEA?
26. … And … But … Therefore …
What we
know
What we
don’t know
What we
must do
What we
learned that we
expected
What we
learned that was
surprising
What the are the
implications
27. • Timely (Reactive/Proactive)
• A: What just happened / is happening
• B: What THE READER doesn’t know that’s relevant
• T: Implications for what the reader should think or do
• Timeless:
• A: What we know
• B: What we don’t know
• T: Why it’s important
32. What is The Conversation?
What they DO want: What they DON’T want:
Going beyond your expertise
A pre-written piece
Self-promotion
(You must reference/link to the
work of others too)
Political spin
~1000 words - written after
approval of topic by editor
Broad audience appeal
Opinion, commentary, or
explainers informed by evidence
and expertise
Fresh (even unpublished) data
2-3 authors at most; must include
at least one faculty member
33. Why Choose The Conversation?
Broad potential audience
Major media outlet republishing
No paywall, CC licensing
Help from professional editors
Cloud-based editing interface
Attractive pages and imagery
Credibility of journalistic site
Trackable metrics
Moderated comments
Optimized for social sharing
34. Recent U-M examples
Showcasing past research in
light of current events
Sharing previously published
and unpublished/un-peer-
reviewed data relating to
current events
35. Recent U-M examples
Timely explainer
of a technical concept
Calling attention to a potential
need for policy action
36. After You Publish*
*The Conversation can agree to not publish piece until a set date/time,
for instance if a paper is coming out or a piece of legislation is being considered.
Republishing
The Conversation US: 100 million reads/year (2019)
Republishers including media: 700
Timely Topics
Social media & reposting
Individuals and institutions share
via web and social media
Article can be shared again
or edited & reposted when the
topic is timely again.
38. Targeting the right venue
Who do you want to reach?
Clinicians, health care leaders, policymakers, general public
Is timing critical? And how quickly can you do it?
What are your odds of being accepted?
Do you want the right to republish your piece?
Do you want audiences to be able to see it for free?
39. STAT First Opinion vs. The Conversation vs. Health Affairs Forefront
Will it appeal to a general
audience and can I
explain it without jargon?
Do I want it to be
republishable and get
data on audience size?
Does this matter most
to clinicians/biomed
industry?
Is there an immediate
reason they should care
given everything else
they’re dealing with?
Do I have policy insights/
recommendations or
policy-relevant data I’m
willing to share?
40. JAMA Health Forum vs. Detroit Free Press vs. New York Times
Is what I want to say
timely and specifically
relevant to the state of
Michigan or the Detroit
metro region?
Can I say it without
jargon in <700 words?
Do I want to reach a
healthcare & health
policy audience?
Can I get the concept
across in <1,000 words
with no new data?
Do I need a citable DOI?
Do I have something
unique and compelling to
say on a national issue and
can I do it quickly?
41. NEJM Perspective vs. Bridge Michigan vs. The Hill
Do I have a policy-
relevant opinion or
perspective related to
current events in the
state of Michigan?
Do I have data on a
timely issue that I want to
publish with full
references & one figure,
and recommendations
for policy or practice?
Do I need a citation?
Do I want to reach the
national policy community
on a specific piece of
legislation or regulation?
43. Concluding thoughts on commentaries
• Build on professional expertise & personal experience
• Frame with relevant evidence
• Use relevant changes in policy or practice as “hooks” for novel
commentary
• Disseminate the piece after publication:
• Alert the communicators in your area
• Republish or post an excerpt on web & newsletters
• Plan tweets, a Twitter thread, LinkedIn post, etc.
44. Now what?
• Take 25 minutes to come up with an idea for a piece & write a brief pitch (1-2 paragraphs)
• Will it be proactive, reactive or timeless?
• Will it take a position or explain something? Why should the audience care?
• What are your three key points? What will you link to?
• What publication or site do you want to target?
• What do you hope will happen once it runs?
• How will you disseminate it?
