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Mastering Media Engagement: Tips for UVA Medical Students

This presentation provides valuable insights on effectively working with the media, emphasizing the importance of engaging and memorable communication. Discover the key strategies for engaging journalists, maintaining professional demeanor, and securing personal media coverage.

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Mastering Media Engagement: Tips for UVA Medical Students

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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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