1. Generating Quality Headlines in a Changed Environment: Media Attention That Leads to Increased Awareness Karen Migdail Bruce Seeman September 15, 2009

2. Why Engage the Media? Promoting your work improves health care Media is a great tool IF you use it right Engaging the media helps control the message

3. Making the Media Care: Wearing Two Hats The Scientist Analytical Precise Deep into Details The Communicator Educator Translator Someone who makes science relevant

4. Why Simple Language Works Best Makes science more relevant Minimizes confusion – maximizes understanding Helps reporter sell the story to an editor

5. How to Wear The Communicator Hat Talk to your mother Be patient Stay out of the weeds

6. All Hail the Abstract! Reporters entry point to the study Helps the reporter determine if it’s news and its magnitude Often used as the foundation of a press release Bottom Line: Clarity starts here!

7. Improving Your Abstracts:Clear Titles Some examples… Maternal diet and risk of childhood acute lymphoblastic leukemia Smoking and Smoking Cessation in Relation to Mortality in Women Depression in patients with diabetes: Does it Impact Clinical Goals?

8. Improving Your Abstracts:Clear Findings How it was written: With few exceptions, there is insufficient high-grade evidence to reach conclusions about the efficacy of atypical antipsychotic medications for any of the off-label indications, either vs. placebo or vs. active therapy. Simpler…

9. The Good, the Bad and the Complex How it was written: With few exceptions, there is insufficient high-grade evidence to reach conclusions about the efficacy of atypical antipsychotic medications for any of the off-label indications, either vs. placebo or vs. active therapy. Simpler… Not enough strong evidence exists to conclude whether antipsychotics are effective for off-label uses.

10. The Good, the Bad and the Complex How it was written: There is limited evidence that injected vitamin B12 supplementation is of clinical benefit among demented or cognitively impaired patients, particularly when given soon after diagnosis of disease; however, overall the studies of B12 supplementation are inconclusive and the relative value of injected versus oral B12 remains unclear. Simpler…

11. The Good, the Bad and the Complex How it was written: There is limited evidence that injected vitamin B12 supplementation is of clinical benefit among demented or cognitively impaired patients, particularly when given soon after diagnosis of disease; however, overall the studies of B12 supplementation are inconclusive and the relative value of injected versus oral B12 remains unclear. Simpler… Vitamin B12 may help patients who are demented or cognitively impaired, particularly if treated soon after diagnosis. More research is needed, however, and It’s unclear whether injected B12 works better than oral B12.

12. The Good, the Bad and the Complex How it was written: The evidence is significantly limited by its minimal relevance to primary CDMR. Future research requires developing consensus about terminology for both delivery routes and outcomes; creating a minimum data set of information about CDMR; improving study design and statistical analyses; attending to major outcomes and their special measurement issues; assessing both short- and long-term outcomes with better measurement strategies; dealing better with confounders; and considering the value or utility of different outcomes Simpler…

13. The Good, the Bad and the Complex How it was written: The evidence is significantly limited by its minimal relevance to primary CDMR. Future research requires developing consensus about terminology for both delivery routes and outcomes; creating a minimum data set of information about CDMR; improving study design and statistical analyses; attending to major outcomes and their special measurement issues; assessing both short- and long-term outcomes with better measurement strategies; dealing better with confounders; and considering the value or utility of different outcomes Simpler… You know, after lots of review, we’ve concluded we’re pretty much in the dark about this.

14. Got Research? So You’ve got the media’s interest… What Happens Now?

16. Who Are The Media? • Trade Press • Independent (e.g Modern Healthcare) • Association-sponsored (AM News) • General Press • Newspapers • Magazines • Wire Services • Television/Radio • New Media • Blogs, Twitter and more • On-line news services

17. Health Reporters- When you’ve met one, you’ve met one • Health and medical issues are increasingly complex • Shrinking news rooms/Broader coverage areas • Greater competition • Faster news cycles – Internet • The New Breed: Bloggers, Tweeters etc. • Association of Health Care Journalists

18. Common Myths About the Media • Media is our partner • Media is our enemy • Trade press reporters know/understand health care well • General press reporters don’t know/understand health care well • Corollary: TV reporters are all flash, no substance • Local Media

19. Options for Getting the Information Out • Press Release • Targeted Pitch • Event – real or virtual • Write articles/commentaries • Encourage others to write articles/commentaries • Build a relationship with reporters Be Creative!

20. Staying on Message

21. HEADLINE FACTS ANECDOTES, EXAMPLES, ANALOGIES BOTTOM LINE THE MESSAGE PYRAMID

22. Packaging Your Expertise • Messages • “An interview is no time for an original thought.” • Speaking Style • Speak concisely • No jargon • Sound bites can help • Find your own comfort level • Practice Makes Perfect

23. Things to Remember • KISS – Keep It Short and Simple • Answer yes or no questions with “yes,” “no,” or “there isn’t a yes or no answer” and then bridge • Never say “no comment” • Never try to fake an answer. If you don’t know, admit it (Suggest where the reporter might find it.) • Don’t repeat the negative, put it aside and bridge

24. Code of Ethics • Honoring embargos • Editorial philosophy varies by company • Editorial style varies by company and editors • Credentials • They need us as much as we need them…

26. Your Questions?