Transcript A presentation for UVA Medical Students in the GSP program   What you have to say is WORTH remembering and is important! Don’t, don’t,

A presentation for UVA Medical Students in
the GSP program
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What you have to say is WORTH remembering
and is important!
Don’t, don’t, ever be dull!
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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
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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..”
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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.
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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
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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
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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
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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
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You wish to make the community aware of an
activity on campus that they can attend (MiniMed School)
You wish to educate the public about an
important public health issue (H1N1)