Menopause International > Volume 14, Number 4 > Pp. 181

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Proceedings of the Annual Meeting of the British Menopause Society: Menopause and the media

Handling media: what should clinicians know?

Simon Brown

News Editor, Menopause International, UK

Medicine has long been an attractive subject for the mass media, and today there are multiple opportunities for doctors to work with the press. Indeed, doctors have even been known to write for national newspapers and appear on our television screens.

It is agreed by rule-of-thumb and research that much of the content of any newspaper (specialist, local or national) or magazine is there because someone else wants to see it there; that is why we have the football press box, the Parliamentary lobby, the film star's publicity agent, the Lancet's press release, the spin doctor and the PR company. The purpose of these ‘agents’ is to flag up the story and help it on its way. Doctors too can be willing – or less willing – participants in this proactive relationship with the media. However, to make something happen in the media as you would like it to happen, you should remember two basic rules:

1. An event will only be news if it gets reported: so the key to your proactive role is ensuring that your story is reported (which may well take more than just the story).
   
2. A journalist will only report an event if it has relevance to readers. So a local story – an event in your hospital, for example – is best pitched at the local media; similarly, an update on teenage pregnancy is unlikely to make it on a menopause website. Always ask what your story means for readers – it might be big news to you, but who else thinks its big news?
   

Doctors also have a reactive role to play in the media. This may be in having to defend a position, or provide an expert opinion. In both cases it will pay to be prepared for any questions, and to keep your answers brief and to the point. Journalists have limited space to play with, so will appreciate your reaction (to another Million Women Study report?) if its in two succinct sentences.

Remember too that – for the main part – journalists will always welcome your involvement, so long as its appropriate and relevant.

Journalists are not doctors, and they appreciate your expertise whether as opinion to be quoted or guidance for accurate reporting. The key is that this expertise should not be misdirected and misplaced. Today, with multiple opportunities in print, broadcast and internet, this advice is more important than ever.

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This Article Full Text (PDF) Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Download to citation manager Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Brown, S. Search for Related Content Social Bookmarking                      What's this?