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Working With The Media

Working With The Media. A presentation for UVA Medical Students in the GSP program. Always remember:. What you have to say is WORTH remembering and is important! Don’t, don’t, ever be dull!. Before beginning outreach:. Ask yourself this question in advance: Who are you trying to reach?

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Working With The Media

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  1. Working With The Media A presentation for UVA Medical Students in the GSP program

  2. Always remember: • What you have to say is WORTH remembering and is important! • Don’t, don’t, ever be dull!

  3. Before beginning outreach: • Ask yourself this question in advance: • Who are you trying to reach? • How do they get their information? • So, what should my main messages be? • Then answer them to yourself • Practice the answer over and over

  4. Communicating with the media: • Always have a firm idea of what you’re going to say and how to say it • Use pithy, punchy conversational sentences • Avoid medical, scientific jargon • Please don’t ever be patronizing or haughty • Use high energy and heightened language • Use catchy introductory lines such as “what nobody’s talking about is..”

  5. Your demeanor is key • High energy (again) • Make eye contact with reporters • Be dynamic • As a physician don’t be sloppy (collared shirt, even a tie for men/ no garish jewelry on women) • White coats can wash out. Scrubs look good.

  6. The Golden Rule • Don’t ever, ever say anything you DO NOT WANT USED in print or on TV or radio • There is no such thing as “off the record” • What you say can and will be reported • Pay attention to privacy rules/ laws • Can give info on background in which your name will not be used

  7. How to get personal media coverage: • A medical column in local paper/ magazine (go to publisher/ editor they won’t come to you) • A medical segment on local TV or radio, usually mornings or early afternoon shows. (Call or email news director. They won’t come to you) • Establish and maintain relationships with news directors and editors. Let them know they can come to you for quotes/perspective

  8. How to get personal media coverage (2) • Find stats or data to localize a national medical/ scientific story • Spoon-feed those media relationships • Find a news peg like a holiday or event • Journalists need you to DO THEIR JOB FOR THEM, especially on medical, scientific beat • If you are proactive, the media can be an ally

  9. From Best to Worst Media to Use: • Network TV/ radio & national newspapers (USA Today, WSJ, NY Times, WashPost, NPR) • Local TV, radio & newspapers • Websites, blogs, FB, Twitter feeds, etc • Public Access TV (don’t waste time unless invited & can’t turn down) • Depending on audience & budget, PAID media is often more effective. E.G.: ads in papers/ magazines

  10. Please discuss ways to engage media on these 2 questions: • You wish to make the community aware of an activity on campus that they can attend (Mini-Med School) • You wish to educate the public about an important public health issue (H1N1)

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