Question Of The Month: Getting Ideas for Media Work

Media Question #2:

If you do media work such as write a column, article, blog, do TV or radio show, where to you get your headlines or ideas?

A: Headlines: national or local

B: current AAP journal articles and themes

C: the producers or editors give them to me

D: what I see in my practice

E: other – please specify

Here are this month's responses:

"Most of my topics for articles either come from the AAP / journal searches that I find interesting or from the reporters themselves. While I find the stories that I do from the articles I find to be more interesting and satisfying, I don't have a lot of time to pitch story ideas. Thus, I also respond to reporter's ideas more often than I would like."

"A and D: I get my headlines from the NY Times or Chicago Tribune. Patients are the best source of questions and usually answers. It adds the personal touch to the discussion."

"As my blog is for Residents and our local EMS providers, I tend to stick with topics related to what we are seeing in the ED. The saying about things "happening in 3's" is very true where I work! I often incorporate hot topics or seasonal items into the discussion."

"I do a local cable TV interview show called "School Health news' I get my ideas from my knowledge of school Health' and Current AAP Policies."

"All of the above. I read other blogs, columns; listen to talk radio. Then I research and write my editorials or columns. My essays are from my practice."

If you'd like to contribute your answer to this question, email me!! gsokeeffe@aap.net or cocmeditor@pediatricsnow.com

GENERATIONAL GAP OR INFORMATIONAL GAP?

Today's blog is by COCM member Mark Rosenberg M.D., F.A.A.P., from Children's HealthCare Associates in Chicago, Illinois, who writes:

"As recently as two generations ago, when a new parent needed advice on the care and raising of their newborn, the trusted source of information was a grandparent or other close relative. Now the ‘trusted’ source of information is the internet and the various information services available on line. While we owe a great deal to the information revolution on the internet including rapid access to information including libraries of journals that would have required a trip to the university library, there is much to be wary of. Information may be posted by literally anyone, who then becomes an instant expert.

A case in point of the information revolution is recent access to information on vaccines; particularly the celebrity endorsed alternative approaches to immunizing infants. Despite numerous medical studies and epidemiologic research in the safety of vaccines, as well as a track record of reduction in vaccine preventable disease, members of the public have chosen to accept anecdotal stories of alleged harm caused by vaccines. The result has been lower rates of immunization in many areas of the country and the potential for susceptibility to diseases that most pediatricians and emergency departments rarely see including invasive pneumococcal disease and Haemophilus meningitis.

On line parent groups provide another source of information to parents, not unlike the backyard fence that my parents used to chat with neighbors, except that the sources of information are unseen and anonymous. These groups have become sources of health information as well as information about specific physicians. Once one of the physicians in my group acceded to parents’ requests to provide an alternative immunization schedule, she was subsequently identified as the physician to go to, despite not seeking out that role. Word of mouth[on line version] has changed her image and practice. A similar source of information is the blog, an online discussion group frequently within a media source web site. This use of the parent to parent information exchange may have the perception of official sanction when conducted by an ‘official’ media source, such as a newspaper or magazine.

For pediatricians, the challenge is to adapt to the new informational age by convincing families to use validated sources of information and rebuild the confidence in physicians as reliable health care providers. Beyond accurate information medical groups must maintain credibility without conflicts of interest in our relationships with the pharmaceutical industry and vaccine manufacturers. Grandparents play a role in discussing their past experience with vaccine preventable disease. Families need to hear our strong voices as advocates for the health of their children."

Do you have a blog post you want to share with COCM members on media issues? Email me at gsokeeffe@aap.net.

Preparing For A Media Appearance

When you get a call from the media for an interview, how do you prepare? What goes through your mind?

COCM member Dr. Vandana Bhide, an internist and pediatrician in solo practice in St. Augustine, Florida, was called by the media recently about a situation in her community and shared with us her media lessons learned. She writes:

"Recently, I was interviewed by the CBS affiliate in Jacksonville, Florida to on a story about a local 14-year old girl who almost died of alcohol intoxication after attending an underage party. Here are some things I learned from my media experience:

1) Research, Research, Research. Even though I have spoken at town hall meetings and other forums for the public regarding the medical effects of alcohol on children (I am on the board of a local substance abuse counseling center which also runs a number of in-school alcohol and other drug abuse prevention and intervention programs), I felt so much more confident and calm when I had some time (OK, 30 minutes, tops, but better than no time at all) reviewing the important points I wanted to make about the topic. Even though only 10 seconds of it got on the air, it made for a more interesting 10 seconds!

2) Expect the Unexpected. When the reporter called me to meet for the interview, she asked me to meet her at the “Real Jail” (as opposed to the pretend jail???) After unsuccessful attempts at trying to find “Real Jail” under the “Points of Interest” section of my GPS and then also failing to find this location on Mapquest, I finally resorted to the old-fashioned technique of asking a policeman for directions. I finally figured out that the reporter was referring to the adult jail, not the juvenile detention center. When I saw the segment air, I realized that the reason the team was reporting at the jail was that three people had been arrested in conjunction with the underage party.

3) Be Humble. I gave the interview at 5 PM on a Saturday, and the segment was scheduled to air on the 6 o’clock news. I was told that the piece would probably be bumped off the 10 o’ clock news because of the approaching thunderstorm. You may think that your “expert” opinion is important, but maybe it isn’t in the big scheme of television news. Lesson learned: Weather is Important. Especially on the Atlantic Coast of Florida. Especially during hurricane season. Especially during a perfect golf weekend. I guess there wasn’t any breaking weather news because the segment did indeed air again on the 10 o’ clock news.

4) Generate interesting questions and answers. The only question the reporter asked me was, “Should parents speak to their children about alcohol?” The answer seems obvious, and yet studies show that the vast majority of parents don’t speak to their kids about the importance of refraining from alcohol and drugs. So I tried to avoid answering with a brief yes/no question and instead explored what are the barriers to parents and kids having this discussion.

5) Speak in English. Seems obvious, doesn’t it? But how many of us have been guilty at some time or the other of speaking in medicalese? Do television viewers understand that “the toxic effects of alcohol include bradycardia and other arrythmias, respiratory depression, hypotension and death by aspiration?” If the explanation is not easily understood, you may find your segment on the cutting room floor!"

COCM Members In The News

Here's some of the latest media appearances of COCM members:

• Ari Brown (Star Ledger: Autism)

• Deborah Mulligan (Star Ledger: Dry Drowning)

• Deborah Mulligan (Washington Post: Dry Drowning)

• Linda Reid Chassiakos (Editorial Daily News)

• Linda Reid Chassiakos (Editorial Daily News)

• Gwenn O'Keeffe, MD: Dr. Anonymous Radio Show

• Gwenn O'Keeffe, MD: Vicky and Jen's Radio Show

• Jo Ann Rohyans, MD was on CBS affiliate Ohio (WBNS-TV) on Tuesday, July 8 discussing HPV

• Robert Mendelson, MD discussed HPV for "Scribe" a monthly publication for the Medical Society of Metropolitan Portland in early July

• Richard Baltz, MD, Newborn Colic, Newsweek

• Thad Woodward, MD hosts for Line One - Your Health Connection, KSKA, Anchorage, Alaska

Question of The Month: Preparing For Media Calls

Media Question #1:

When the media calls you for an interview on a child health issue or a breaking headline, what do you do to prepare for the interview? Do you

A. A. Consult the AAP

B. B. Consult medical colleagues

C. C. Do a web search for information

D. D. Just do the interview cold because you know the material so well

E. E. Other: please specify!

Here are some of the answers I received from COCM members:

• "When the media (TV, radio or print) calls, I usually put together my thoughts and then check the AAP website and links to verify facts/add statistics to my presentation."
• "I do A, B and C"
• One COCM member who does a great deal of media wrote:

"A. Consult the AAP--I call Susan Martin or Debbie Linchesky in the AAP Media Relations office if I'm not sure of the AAP's position or a certain angle to take with a topic

B. Consult medical colleagues--I often talk to pediatricians in my office and other AAP media spokespeople just to get a reality check and see if there's something I haven't thought of yet.

C. Do a web search for information--I check the AAP web site for policy information as well as parent guides (these make good links for reporters/consumers). I also like medlineplus.gov and emedicine.com for general medical information.

D. Just do the interview cold because you know the material so well--almost never; even if I know the material like the back of my hand and have done an interview topic many times before, I like to refresh my memory, even if it's just a little bit.

E. Other: please specify! If there's time I try to get a little background information about the reporter or publication/web site/TV station etc. to search for other common ground. (For example, I might be able to say "I really like that story you did on pool safety" and comment that the AAP has new information out about summer safety in the Press Room part of the web site or mention a foundation I've heard of that teaches swimming and drowning prevention to low-income African American kids.) I also figure out what kind of stories they do and then pitch them an idea or two for future topics. This can help keep you relevant as a source."

If you have opinions on this question, let me know and I'll add your answers to the mix! You can email me at cocmeditor@pediatricsnow.com

AAP Summer Safety Tip Time - and Tips to Get the Tips to Your Families!

With summer in full swing and the 4th of July around the corner, we have a lot of advice to give out to our families in the short amount of time our office visits allow. The AAP has some great tips on all the important summer issues, including fireworks, that will help make your job a great deal easier -and more efficient:



1. Fireworks Safety

According to the National Fire Protection Association,

• "In 2006, U.S. hospital emergency rooms treated an estimated 9,200 people for fireworks related injuries. 49% of the injuries were to the extremities and 46% were to the head. 55% of the 2006 fireworks injuries were burns, while 30% were contusions and lacerations.
• The risk of fireworks injury was two-and-a-half times as high for children ages 10-14 as for the general population."

2. Summer Safety Tips Part I
Sun, Heat Stress, Pool Safety, Bugs, Playgrounds, Bikes and Lawnmowers

3. Summer Safety Tips Part II
Fireworks, Boating and ATVs

So, now that you have the links and highlights, there are some easy ways you can help your families remember the information:

1. Give out a cheat sheet in your office with these links.
2. Include these links in your email newsletter or have the local hospital do it for you. Likely your families receive some sort of seasonal bulletin from your community hospital and most are happy to include information you provide.
3. Post these links on your own blog or website.
4. Write a small article for a local newspaper or blog on summer safety and include these links. Not sure where to start, how about whatever paper you read in your own community!

If you have other ideas for how to share these great AAP tips with families, let me know and I'll share the ideas in a follow-up post: cocmeditor@pediatricsnow.com

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AAP Questions DC Handgun Ban Court Decision

Released June 26, 2008 by the American Academy of Pediatrics and Society for Adolescent Medicine:

AMERICAN ACADEMY OF PEDIATRICS AND SOCIETY FOR ADOLESCENT MEDICINE STATEMENT ON U.S. SUPREME COURT DECISION ON THE D.C. HANDGUN BAN

WASHINGTON, D.C.—The American Academy of Pediatrics and the Society for Adolescent Medicine criticized today’s Supreme Court decision to overturn the District of Columbia’s handgun ban, saying it undermines efforts to protect children and adolescents from preventable injuries and death.

“As pediatricians, too often we see the terrible toll gun violence takes on its youngest victims,” said AAP President Renée R. Jenkins, MD, FAAP. “Today’s Supreme Court decision is a tragedy for children, taking away a critical law needed to fight a public health threat that needlessly claims as many as eight young lives a day in America. We can’t afford to lose any of the tools that can help keep guns out of the reach of children.”

Earlier this year, AAP and SAM, along with three other organizations dedicated to protecting the health and safety of children, filed a friend-of-the-court brief in support of the District’s handgun law.

“The Society for Adolescent Medicine believes that firearm violence is one of the most serious threats to the health of adolescents in the United States,” said SAM President Richard E. Kreipe, MD. “For that reason, the Society supports laws to reduce the availability of handguns, the primary source of firearm injuries among adolescents.”

The ban, one of the strictest in the nation, made it illegal to own handguns in the District. It also required shotgun and rifle owners to unload and disassemble them, or use a trigger lock, if the weapons were kept at home. A lower court overturned the ban in March 2007, prompting the Supreme Court challenge.

In the wake of today’s decision, AAP and SAM urged parents across the United States to take steps to protect their children from firearm violence, including locking up weapons stored at home. “The best way to truly protect children from firearm injuries is to get guns out of their homes, their neighborhoods and where they play,” Jenkins said. “If we don’t, too many children will continue to be hurt or die needlessly.”