If you’re as well known for bloopers as you are for osteotomies, you might need to spend a few hours working on your “message.”
Andrew Gilman, President and CEO of CommCore Consulting Group, knows how to work with the media. “If you are in a position of responsibility in a state, local, or national orthopedic society then interacting with the media could be part of your job description. Alternatively, an orthopedist could use media training as part of his or her practice development strategy. Getting quoted in an article or appearing on television can go a long way toward getting the message out that you are a qualified expert in your field.”
Gilman, who has done proactive media training, as well as crisis training going back to the Johnson & Johnson Tylenol crisis, states, “Many physicians don’t understand that how they should behave with the media is not how they should conduct themselves in a deposition. Media training teaches people that keeping quiet is not the goal. Instead, one ought to take the opportunity to deliver appropriate information to different audiences about specific subjects. Learning how to interact with the media, either on an offensive or defensive basis, helps you learn skills that allow you to take scientific and/or medical information and translate it into layman’s language that is appropriate for children, caregivers and individuals in the healthcare field as well as legislators.”
Preparing Your Message
And the mother of a young athlete will likely have different concerns than a lawmaker. To formulate an appropriate message, says Gilman, it is important to know your audience. “The first component of media training is an explanation of how the media thinks and operates. While you are talking directly to the person in front of you, in a sense you are talking past them as well, to the wider audience. Make sure you understand what they want to know.”
As for what the media representative will ask, you will likely be greeted by a litany of “Ws.” Andrew Gilman explains, “The interviewer will usually ask you the medical version of the five ‘W’s—who, what, why, where, and when. Specifically, they will want to know the causes of a problem, the symptoms, the treatment options, the treatments you recommend and why, the results that the patient can expect, things to watch out for, alternatives to surgery, potential side effects, rehab and insurance related questions.”
So that you’re not entering this blizzard of questions blindly, however, Gilman suggests that you take the offensive position as well. “You should ask reporters nearly as many questions as they ask you, along the lines of, ‘Who are you? What publication do you represent? How did you get my name? What kind of story are you doing? What do you know so far?, ’ etc. That way you have a better idea of the reporter’s expectations, the goal of the story, and the needs of the audience.
Just like you have the steps of a knee replacement nailed down, you should also be certain of your “message.” Andrew Gilman: “When I was getting ready for a hip replacement I had read about the surgery, including the MIS option versus the old fashioned long incision. My doctor was totally prepared with a pithy example that drove his point home. He said, ‘I could give you the statistics on MIS or I could just say, ‘Look, if you want to get into a house you can go in through a window or through the front door.’ His analogy beautifully captured what would otherwise have been a long answer.”
The best communicators can explain difficult subjects in very memorable ways…but that is not natural. It comes with training and preparedness. If I’m getting ready for an interview with a health magazine I will develop three or four tips on what patients should do if they are having orthopedic problems. If you have such information ready beforehand, you are ahead of the game.
Whether it was the white light shone upon you by your kindergarten teacher or by that plaintiff’s attorney last month, many orthopedists, literally and figuratively, lose the power of speech. “Because of school teachers and attorneys peppering them with questions, most doctors are a bit scared during interviews, ” says Gilman. “The majority of doctors come out of an interview, and when I ask if they got all their information across, they say, ‘Well, the reporter wasn’t interested in that’ or ‘He didn’t ask the right questions.’”
“Your job is to get your information out there, so you have to be assertive with your message. To be able to do that most effectively, you should begin to think through what you want to communicate beforehand. Like grand rounds you need a plan. Seven out of ten reporters lead off with a question along the lines of, ‘Tell me about XYZ procedure.’ If, for example, the surgery concerns osteoporosis, you have an opportunity to frame the discussion and educate the audience about the latest research and treatment advances. Don’t be afraid to be as ‘in charge’ as the reporter.”
Getting on Defense and Avoiding Pitfalls
While you don’t have to be armed to the teeth, the fact is, says Gilman, interviews often require some defensive action. “You should anticipate the hard questions so that you are not caught off guard. If the topic is hip replacement surgery, you need to be prepared for questions related to complications, such as infection. There are techniques for handling those questions. One such strategy is bridging: answering the direct question and the making a transition to a related positive point. An example: ‘Yes, infection is a potential risk in any operation. However, we take all of the appropriate precautions.’ Then bridge to your experience and results.”
“Or, perhaps the reporter inquires about your knowledge of the recent Department of Justice investigation. While you don’t have to go into depth, it is best to have a general knowledge of the issue and have a basic answer at the ready. It is completely appropriate to say, ‘That actually doesn’t apply to me, but I can suggest that you call the American Academy of Orthopaedic Surgeons.’ This sounds much better than saying, ‘No comment.’”
In order to sail through interviews, you need to walk through them several times first. “You really can’t learn how to interact effectively with the media unless you practice. The most dynamic and efficient way to do this is with videotaping. While most people, including doctors, cringe a bit when seeing themselves on tape, I tell them that you can’t learn to swim if you’re sitting at the pool reading a book. If videotaping is more painful than watching your golf swing on tape, you might try finding someone to role play questions with you. With videotaping, however, most people find that they are not as bad as they think, with the second or third practice usually sealing it. Armed with these new skills, you will have more mental energy to think through things and strategize.”
And be careful not to get caught in quicksand, says Gilman. “One of the pitfalls that you can get into is going beyond your expertise. This may involve, for example, talking about things that are more appropriately handled by a device manufacturer or pharmaceutical company. If the conversation turns this way you need only say, ‘That is beyond my expertise.’”
“Another thing that creates a challenge for a doctor during an interview is the prescription of medication. In the current regulatory environment there is a lot of concern about off label uses, with many pharma and device companies promoting such use. In this type of situation, you can just say, ‘As you may know that is an off label use. Depending on my clinical judgment I may or may not decide to use it.’”
When the red flags do start flying, just stop and think. “You do not have to answer every question a reporter asks you. Don’t just leave them hanging, however. Say, for example, ‘I would prefer not to speculate on that subject, but here is what I can tell you.’ Also, if you are asked for your personal opinion, you may say, ‘Well, I can give you my expert opinion.’ If a reporter asks three or four questions in a row, you may select one to answer. And whatever you do, don’t comment on what one of your colleagues has done.”
You should also avoid the classic mistake, says Gilman, of repeating the negative in a question. “For example, years ago President George Bush senior was asked, ‘There are rumors that your administration is adrift and is experiencing malaise. Is this true?’ He replied in a negative vein, saying, ‘I disagree. I don’t see any malaise.’ Then he gave a laundry list of things that he said the administration had done right. The headline the next day was, ‘Bush Sees No Malaise, Denies Drift.’”
Instead of repeating the negative, ” recommends Gilman, “it would have been better to think through the question, then pause and say, ‘I disagree. That’s not the way we look at it and that’s not what we’re hearing from voters.’ Most people answering questions genuinely want to be helpful so they start answering right away. While a reporter is not necessarily trying to trap the interviewee, they are trained to be skeptical.
This is another case where bridging can help, advises Gilman. “Let’s say a reporter asks, ‘Doesn’t this drug have the same efficiency as other drugs in this category, according to the FDA?’ You can respond, ‘Yes, it is basically effective, however I believe that when there is a once a day option we will see better patient compliance.’”
The essence of working with the media involves doing what orthopedists do well anyway…careful, well thought out preparation. Andrew Gilman: “Give some consideration to why you are doing the interview and why you are answering specific questions. Are you trying to get a message across to fellow doctors, patients, or hospital administrators? If are you doing the interview to grow your practice, don’t forget to include information like your website. Just as in the OR, the more you plan, the less likely things are to go awry.”
