Physicians can be extremely effective media advocates. Their credibility and scientific knowledge gives them an “edge” when dealing with journalists and the public.
Physicians must be able to communicate effectively with reporters to be successful. Good communications skills can be learned and are well worth cultivating.
Effective physician communicators are:
- succinct — reporters have limited time; they expect their sources to be ready with the “bottom line.”
- timely — news is about what’s happening now
- focused — journalists want to know what’s important and what’s not
- accurate — journalists demand accuracy; a source who provides misleading or wrong information will never be trusted again; if you can’t answer a question, offer to research it and provide the information later
- interesting — no one wants to cover a dull story, or a dull physician
- able to translate complicated medical information into terms the public can understand — the journalist knows that if she or he can’t understand you, neither will the public
- able to talk without “talking down” to journalists or to the public — journalists and the public may not have medical degrees,but they can understand important medical issues
- genuine and sincere in their interest in promoting public health — news is also about personalities; a warm, caring, sincere physician can motivate a journalist to cover an important story
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