Communicating Health Messages

C. DEALING WITH THE MEDIA

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1. Why the Media Is Important

Today, informed and articulate spokespersons not only are in demand, but they also can shape what is covered in the media. Health issues have dominated front pages in recent years, reflecting the public's eagerness for knowledge about medicine and health. The pediatrician working in or with the school should be an effective representative to the media and should be able to use the media to promote pediatrics, the school, importance of school health in general, and public health issues of concern to the whole community.

Pediatricians should establish good working relationships with the media and become familiar with the reporters in their communities and what types of stories they cover.

2. How to Get Your Foot in the Door

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Opportunities to use the media to advance school health, protect the health of children in the community, and promote pediatricians are very valuable, but how does the pediatrician become a spokesperson?

The American Academy of Pediatrics (AAP) Office of Public Relations offers the following tips on how local pediatricians can develop relationships with media representatives.

Provide the media with a professional resource-yourself.

  • Help reporters whenever your time allows in researching stories and providing interviews-the effort will leave a lasting impression.
  • Once you have become a contact, the media will return to you for help with future stories.

Seize the opportunity to work with the media when they are present.

  • Watch and read the news, and be aware of the trends covered by the media.
  • Be ready to seize the opportunity for a timely story.
  • Generate media coverage by distributing news releases or background information.

Know your local media.

  • Become familiar with the reporters who cover health, and establish contacts with them. The AAP Office of Public Relations can provide you with lists of national and local media.

Provide a vital link between the media and the public.

  • Further the education of your community on important issues.
  • Offer information on current issues and activities in child health, including those of the AAP.

3. Speaking on Behalf of Others

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When speaking to the media, the pediatrician may be representing one or more several groups involved in school health. It is important to keep in mind their concerns and unique issues.

Pediatricians may be representing:

  • Themselves as local child health care professional.
  • The patient (in which case confidentiality should be a concern).
  • The school (review the local school board's policy on who is approved to communicate on behalf of the school; sometimes school superintendents or others are designated to speak on particular issues).
  • The local community (be aware of local politics and the key aspects of national issues will be of most interest to the particular community).
  • The pediatric profession or child health care professionals in general.
  • The Academy (adhere to AAP policies and become familiar with the "Where We Stand" document distributed by the AAP Office of Public Relations. If your opinion differs from AAP policy, make sure to clarify that with the reporter).

4. When the Media Call: Key Pointers

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Identify your communication objectives.

  • Before your interview, identify a few main points.
  • Crystallize your main points into a few short sentences and hammer away at them during the interview.
  • Know the most important details-the "who, what, when, where, why, and how" of your story, and be prepared to tell the reporter the most important details first.

Speak from the viewpoint of your audience.

  • Knowing your audience is the first step for any effective interview.
  • Every audience represents a variety of knowledge, education, and socioeconomic levels.
  • Your tone and manner should be tailored to the audience of the particular medium you are using, whether it is radio, television, or print.

Watch your language.

  • Explain any technical medical terminology. The majority of any audience is most likely nonmedical.
  • Speak in personal terms.
  • If you do not know, do not say "No comment." These words are red flags for reporters, and they may think you are hiding something.
  • Do not argue with the reporter or lose your cool.
  • If you do not want a statement quoted, do not make it. There is no such thing as "off the record."

Get the most impact you can from the interview.

  • State the most important facts at the beginning.
  • A human example always helps readers, viewers, and listeners relate.
  • If a question contains offensive or erroneous language, do not repeat the negative-if you say it, the statement becomes your quotable words.
  • Be honest.
  • A reporter who asks a direct question is entitled to a direct answer.

Practice interviewing techniques to help you keep the story focused where you want it.

  • Use a transitional phrase to go from a negative question to a positive statement. Use words and phrases such as "and," "but," "however," and "on the other hand."
  • Answer a question by leading to one of your main points. For instance, begin your reply by with "although x has occurred, new data show that y is true."
  • Make the reporter stop and listen. Use phrases like "the most important thing is," "what I want to leave you with is," or "the key issue here is."

There are many other issues related to media interviews that pediatricians involved in school health should know. What are the differences between print, radio, and television? How do you overcome nervousness or handle reporters who are hostile or aggressive? What's the difference between "hard" news and "soft" news"? The AAP Office of Public Relations can provide pediatricians with answers to all these and other questions and help pediatricians become familiar with AAP policies and positions on certain key issues.