Media Advocacy

Laurel Barr, MD, FACEP

If you have ever wanted to get involved speaking to the media and didn’t know where to start, you are not alone.  Today many physicians find public speaking an invaluable tool for patient advocacy.  Advocating in the public domain requires confidence, contacts, and commitment.

The first thing you need to do is to find a topic you are passionate about and want to speak on.  Then, define your advocacy goals.  This can be raising awareness of an issue, supporting a particular solution, or developing a reputation as an expert.  Next, find others who share your passion and goals.  This can be friends, colleagues, or organizations like ACEP.  Attend in person or virtual events to learn, collaborate, and share your ideas.  Let people know your interests and that you are willing to speak publicly to facilitate their efforts.  Be aware of your employer’s or institution’s policies.  Be clear if you are communicating your own views or that of your institution, especially when representing them.  Your employer may have relationships or opportunities to facilitate your efforts. 

When you are ready with your message, find your strategy and know your audience.  You may want to connect with patients, policy makers, donors, or other physicians.  Knowing where they direct their attention might be the key to advancing your message.  Be strategic distributing your message through community outreach, in print, on TV, through social media or through other sources to reach your target audience.

Use your connections and the organizations you are involved in to connect with media personnel or politicians with which they already have a relationship. “Some news organizations will have a contract with a particular hospital or physicians’ group, and a point of contact to reach out to when a medical professional is needed,” says Steve France, former Television News Director.    You can also reach out to the media yourself by submitting letters to the editor or opinion pieces to news organizations.  To reach politicians directly, try speaking at a town hall or email your elected representatives.  Become active on or comment on social media posts relevant to your topic.  Reach out to bloggers or podcasters who reach your target audience to see if you can be a guest. 

Develop relationships with those in the media with whom you interact with and let them know you can be their resource.  “As a health care journalist, I’m much more likely to pursue stories from physicians that I already know and trust, and those are also the people I reach out to first when I need expert insight for a story. My best advice is to try to build genuine relationships with the journalists who cover health care in your area. You can start by asking if they would be open to grabbing coffee or having an informal phone conversation. Use that time to ask what types of stories they’re interested in and to share a few story ideas.” says Michelle Crouch, an independent health care journalist.  When you are contacted, respond quickly and be mindful of deadlines. "This is key -- make sure you share your cell number and let them know that you would be happy to provide quotes, background context or fact-checking when they’re on deadline." Michelle says. Only speak on what you are comfortable with and assume that everything you say will be made public.

Once you have an opportunity to interact with the media, tailor your message.  Make your information, your perspective, or your advice new and newsworthy.  Use short simple language.  Tell your audience why your topic is important to them.  Use analogies and imagery in a meaningful and memorable way.  Use anecdotes that will resonate with your audience.  Craft your message in a way that anticipates and stands up to dissenting views.  Give your audience a directive or tell them what you want them to do with your information. 

When preparing for interviews, know your content, know your position, know your audience, and know your time limit. “A medical expert needs to be knowledgeable, well spoken, and have good on-camera presence.  The physician expert must have availability and respond to media requests in a timely manner.  They must be able to provide medical soundbites in layman terms, so that the viewing audience can understand the topic.” Steve says.

Practice a short 15 second sound bite to introduce yourself and a 30 second elevator pitch for your key message.  Position yourself as an expert and be confident but not arrogant. Be ready for questions from the audience. Practice your presentation in advance.  Find out the best way to use your notes, whether it be outline form or more detailed notes, and plan to engage with your audience the majority of the time.  Use inflections in your voice, hand gestures, and body language to convey meaning and engage the audience.

Public advocacy is becoming an essential tool in the physician toolbox.  Building and sustaining networks is critical to creating opportunities for engagement.  Pasion and commitment are key, as is communicating a clear message targeted to the audience you need to reach.  “Be a go to physician that can be trusted to provide accurate information.  Prove to the team and the viewing audience that you are the physician they can count on to provide the accurate health information they need to know.” Steve advises.

When you are ready to get started, consider taking ACEP’s media training.  It’s available with advanced registration free at Scientific Assembly.  It will help you prepare to present your message when the opportunity arises.