The media has always played an important role in politics, informing a mass audience and shaping public opinion. But ever since the televised Nixon-Kennedy presidential debates of 1960 showed a five-o’clock-shadowed Nixon, perspiring and uncomfortable under the studio lights, contrasted with the groomed-for-TV JFK, already polished and plenty media savvy, one message has been clear: be prepared.
But where to begin? Learning from others’ mistakes often is a good place to start. “One of the biggest mistakes I’ve seen neurosurgeons make is to say ‘I’ve been a neurosurgeon for 25 years, I’m ready for this,’ ” related veteran media consultant Pat Clark, who has conducted several media training workshops for AANS and other national medical specialty societies as well as worked with the AMA and state medical societies.
Successfully negotiating the different types of media often differs from the skills needed for a particular profession such as neurosurgery. “My premise is that the chance of today’s doctors getting through their careers without talking to media is slim to none,” said Clark. “Doctors need to be prepared to work with the media and put their best foot forward for themselves and their specialty.”
So after admitting that some coaching could help, what’s next? Understanding the media. “Doctors need to understand what the media is, and is not,” Clark said. “The media is a tool, and like any tool you use it, you don’t let it use you. Ask, How can I use this interview to tell our story?”
Making the Message
“Of course, the message is the crucial element,” she stressed. “Doctors know so much, they unfortunately tend to want to share it all. To avoid this trap, it helps to do some thinking about the particular information that needs to be communicated.” To help “separate the wheat from the chaff,” Clark uses The Message Box. She draws a square box and completes the four sides with one key thought and three supporting thoughts. For example, a neurosurgeon’s message on bike helmet safety might include these points:
- Neurosurgeons care about injury prevention.
- Wear a bike helmet and wear it properly.
- Ensure that your helmet meets safety standards.
- Bike helmets are inexpensive compared to cost of injury.
In preparation for an interview, one or two supporting facts for these talking points might be added. For example, the fact that a non-helmet wearing bicyclist hospitalized with a head injury is 20 times as likely to die as those wearing helmets could be stated in support of the second point. During the actual interview, use the message box by answering questions in ways that bridge back to one of the four talking points.
“Focusing on four points sounds like it would be repetitive, but an average person needs to hear a message 12-14 times before it sticks,” Clark said. “Using talking points will help keep your message consistent, and a consistent message is paramount.”
Tailoring the Message to the Audience
During an interview, you are talking not only to a particular reporter, but to the particular audience who reads the science section or who tunes in for the “health beat.” To tailor a message to the audience, it helps to have a conversation with the reporter, clarifying: What is the publication or program? In what section will the story appear? Who is the audience/What is the demographic? What is the story topic? What is the reporter looking for (just a quote or the whole story)? What is the reporter’s deadline? When will the story run?
Clark cautioned: “Don’t do an interview with a reporter who calls cold. Get as much information as you can and tell the reporter you will call back in 20 minutes.” During those 20 minutes, check with communications staff at your professional association for background information. Create your message box, tailoring it to the audience, and return the reporter’s call.
<<“Remember, the quicker you get back to the reporter, the better your chance of helping to shape the story,” she said. “If a reporter calls at 9 a.m. and has a 3 p.m. deadline, if you wait until 2:30 to call back, the story will be done and you’ll get a ‘yeah, but’ paragraph in a story that probably won’t convey your message.”
And when the story comes out and it’s good-“on” your message-Clark advised, “Don’t pick: If there is one thing wrong that isn’t crucial to your message, let it go. Keep it in perspective because what you want is a long-term relationship with the reporter.”
In the interest of managing the message, it might be tempting to ask to see the story before it is printed. Instead, “Think of the reporter as a partner in putting together information for the audience,” said Clark. Say, “If I didn’t make something clear, don’t hesitate to call me back and I’ll be happy to clarify it for you.”
And if she could leave neurosurgeons with just one message? “It may sound self-serving, but get media training.”
ON-CAMERA DO’s AND DONTs
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Manda J. Seaver is staff editor of the Bulletin.