promoting exercise through the media devi e. nampiaparampil, md department of rehabilitation...
TRANSCRIPT
Promoting Exercise Through the Media
DEVI E . NAMPIAPARAMPIL , MDDEPARTMENT OF REHABILITATION MEDICINE
NYU SCHOOL OF MEDICINENEW YORK, NY
WWW.DOCTORDEVI .COM
@ D E V I C H E C H I
I have no relevant financial disclosures to report
I have no conflicts of interest to report
Disclosures
Why We May Hesitate to Prescribe Exercise
Our concerns about offending patients and potentially losing them
Patients’ expectations about receiving medications and procedures– not exercise prescriptions
Patients may question us about our own exercise patterns
Media and media
Our primary goal as rehabilitation physicians: To inform and empower patients
Shared decision-making and patient consumer movement
Secondary goals: To draw patients into our own practices To advocate for PM&R To enter the media industry
Forms of Media
PrintBroadcast MediaWeb or Multimedia
Content
Practical Steps for Reaching Patients
WebsiteYouTube videosFacebookTwitter
Ways to improve your search strategy
Practical Steps for Reaching the Media
Scroll to the bottom of articles to get names or email addresses
Buy a directory from Amazon.comUse social media tools
Linked In Twitter
Get people’s attention: write an Op-Ed to address misconceptions
Writing for the General Public
Inverted pyramid Put the most important information first
Why is this important or compelling? Who would read this? Why is it urgent or new? Why are you (the author) integral to the message?
Interacting With the Media
AvailabilityBuild relationships
Assume everything is “on the record”Clarify factsAsk the reporter to repeat quotesBe cautious with negative comments
Patient Privacy and ?Coercion?
Non-fiction Self-help book Memoir Magazine article Newspaper article Trade journal article
Fiction
Factors That Affect Getting Published
Author Expertise Writing ability
Content Subject matter Format/ story
Platform Ability to reach an audience Ability to sell the book
Factors to Consider
Sales AdvancesRoyaltiesPublicity
Another method Self-publishing E-books
Television: The Players
AnchorsProducersPublicistsAgents
Talking Points
Be accurateBe caringBe conciseBe conversational
Simplify the message as much as possible
Talking Points
When explaining the benefits of exercise, consider the TV show’s audience and attention level
Relationship with the Media
It could be a mutually beneficial relationship:
win-win-win
Katie
Personal goalsPractice’s goalsPatients’ goalsOther stakeholders’ goals
Defining goals
Consider the Audience
Why are patients reading your words or watching you speak?
Produce a good “product”Have a vision and be able to communicate itSet the appropriate context for your vision so
that it fits with all the stakeholders’ prioritiesCreate a sense of urgencyIdentify short-term goals that can be
achievedWork towards long-term goals
Strategy
Only Way To Learn Is to Practice
Same Message, Different Delivery
Think about the short and long-term goals for the practice and for yourself
Determine what resources you already have and what resources you will need to obtain
Generate a list of who all the other stakeholders are, and try to predict how they will respond
Summary
Thanks!