In 1998, The
Woodhull Study on Nursing and the Media: Health Care's Invisible
Partner audited health related newspaper articles and found that
nurses were
quoted or referred to only 4% of the time.1 The study also revealed
that
references to nurses or nursing were made mostly in passing. For
example, a
story in a national magazine described a nurse as a "heroine"
for uncovering an
outbreak of Escherichia coli but then never mentioned her again.
More significant
was the finding that nurses are seldom a story's focus-an article
about
community care of AIDS patients, for example, highlighted the
role of providers
other than nurses. Our profession's invisibility in the print
media can diminish
our ability to change the direction of health care.
Even though
the media may not be seeking you out, you can still use the media
to
be an effective advocate. If you're working for an organization
that has a
public relations or communications department, let them know you're
available to
serve as a spokesperson. If your organization doesn't have such
departments,
there are several steps you can take: write a press release, a
letter to the
editor, or an "opposite editorial" (op-ed), or try to
get on the radio or
television. Keep in mind that using any form of media requires
that you
understand the role of the "gate-keeper"-one who decides
which material will be
offered to the public. For example, a newspaper's editorial board
or it's editor
decides which letters, editorials, and op-eds are printed. All
gate-keepers are
looking for timely, interesting pieces to present to the community.
HOW TO
GO ABOUT IT
Each newspaper,
magazine, and radio or television station has its own guidelines
for submission. Be sure to get a copy of those guidelines before
you prepare a
submission. Following are some general guidelines.
The press
release is used to inform the community about upcoming events
or
programs. It should be ready to print or broadcast and provide
useful information
in a concise manner. Avoid exaggeration and the use of extraneous
adjectives.
Pay attention to the five fundamentals-who, what, when, where,
and why-and use
the first sentence to state your most obvious point. A media advisory
press
release invites the media to cover an event, press conference,
or newsworthy
activity. The invitation should describe the topics to be covered,
enabling the
gate-keeper to send the appropriate reporters and equipment.2
Most important,
consider the deadlines of the various media outlets; a nighttime
event may allow
for live TV coverage but occur after the morning newspaper deadline.
Basic rules
for writing press releases include listing the contact name and
number in the upper left corner and double-spacing to allow room
for editing.
Never allow a page break to occur midparagraph.
The letter
to the editor. Most editorial pages limit the length of a published
letter, and all require the letter writer's name. Refer to the
published date
and title of the article that prompted your letter, and be sure
to express your
opinion in a way that readers understand. Remember that the point
is to convince
readers of the value of your position. Avoid medical jargon and
complex
language; good writing begins with clear and precise language.
Have your letter
checked for spelling and grammatical errors; otherwise, it may
not get
published.
The op-ed.
More than a letter to the editor does, an op-ed allows for greater
depth. The oped's length will vary, depending on subject matter
and complexity,
as well as publication venue. Again, use clear, simple language
and avoid
medical jargon.2 You should choose a topic that's of importance
to the community
at large. Include a cover letter that states your qualifications
for writing on
this topic and any personal involvement or stake you may have
in the issue.
The radio.
Many of the print media guidelines apply to radio, but recognize
that
in radio timeliness is critical. The radio news editor or program
producer wants
to know why your topic is important today. Every radio station
is geared toward
a specific demographic target, so plan accordingly. It's a good
idea to send a
brief outline and fact sheet to the interviewer ahead of time,
and when you're
on the air, remember to avoid speaking in a monotone and using
medical jargon
(such as CABG). Know what you want to say and be prepared to respond
to both
simple and complex questions. This will allow you to steer the
conversation back
to the topic if the interviewer gets sidetracked.3
Public service
announcements (PSAs), which often include the same information
found in a press release, should consist of short phrases and
sentences. They
are typically 30 or 60 seconds in length, and you should prepare
two versions to
allow for flexibility in programming, which will increase the
odds of being
broadcast. Some radio stations will make their own recording from
your script,
whereas others will request that you submit a prepared tape. Commercial
recording services are available to help you create a professional
product.2
The television.
Commercial and cable television are available in most places,
are often affiliated with major networks, and broadcast both national
and local
programming. Familiarize yourself with a station's programming
before you pitch
your idea. The assignment editor assigns the reporter and cameraperson
and thus
serves as the gatekeeper of this medium. Interesting him in your
topic depends
on a few factors, including the importance and timeliness of the
topic and the
news covered that day. Be persistent and available to receive
calls back.
You can also
contact your cable company to determine if a local program would
be
appropriate for your message. Shows don't necessarily air right
after taping,
but they're often rebroadcast. If a cable company doesn't have
an appropriate
show for your message, you may want to inquire about producing
and appearing in
your own show (see How I Became a "Star," above). Producing
a show requires that
you arrange for a guest, organize the topic, and, occasionally,
provide the
camera staff. If you need assistance, your local cable company
program director
can probably help you find it.4
OPPORTUNITIES
FOR ATTENTION
As nurses
become more active in the media, they should keep in mind that
following up on a negative depiction of nursing can also be advantageous-it
allows us to educate the media gatekeepers, and this can lead
to more accurate
portrayals of our work and role in health care. Start with a letter
to the
editor and see how far it leads you.
How I Became
a 'Star'
Producing
and hosting a public access program.
While working
toward my master's in community nursing, I was asked to help a
coalition of social service agencies obtain publicity for upcoming
focus groups.
I had been both guest and host on a public access program years
earlier, so I
called the community program director at the local cable company,
Cox3. He
happened to be creating a program that would examine issues affecting
children
and their families and asked if I would host the first show.
Things went
so well with the first show that I was asked to continue on as
the
host. Although I'm listed as a producer, the "real"
producer, Brian Medeiros,
and I meet each taping day and plot our next program. I meet with
guests just
before taping begins so I can prepare them for the show. This
conversation,
which lasts about 20 minutes, also lets me explain that we want
guests to feel
as comfortable as they would if they were having a conversation
off camera. This
encourages guests to avoid reading from notes and to remember
that our audience
will have a range in levels of education and interest in the topic.
I've found
that nurses are excellent guests and communicators: they discuss
the most
complex issues in the clearest language.
You don't
need to be an expert to discuss a subject on television. I'm the
host
of a show that examines children's issues, but I don't have children
(not even
nieces and nephews), and my 30-year practice has been spent in
adult and
geriatric nursing. In fact, I don't conduct extensive research
on a particular
subject; instead, I show up and ask the type of questions any
viewer might have.
REFERENCES
1. Sigma Theta
Tau International. The Woodhull Study on nursing and the media:
health care's invisible partner. Indianapolis: Sigma Theta Tau
Center Nursing
Press; 1998.
2. Wilcox
DL, Nolte LW. Public relations writing and media techniques. 2nd
ed.
New York: HarperCollins College Publishers; 1995.
3. Wallace
BC. Be a voice for nursing. RN 1998;61(6):31-3.
4. Richardson
KL. Lights! Camera! Action! Nurs Spectr (N Engl Ed) 1998;2(23):4-5.
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Accession Number:
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