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?

Print

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!

devichechi@gmail.com