Promoting Exercise Through the Media DEVI E. NAMPIAPARAMPIL, MD DEPARTMENT OF REHABILITATION MEDICINE NYU SCHOOL OF MEDICINE NEW YORK, NY

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 Print Broadcast Media Web or Multimedia Content

Practical Steps for Reaching Patients Website YouTube videos Facebook Twitter Ways to improve your search strategy

Practical Steps for Reaching the Media Scroll to the bottom of articles to get names or addresses Buy a directory from Amazon.com Use 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 Availability Build relationships Assume everything is “on the record” Clarify facts Ask the reporter to repeat quotes Be 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 Advances Royalties Publicity Another method  Self-publishing  E-books

Television: The Players Anchors Producers Publicists Agents

Talking Points Be accurate Be caring Be concise Be 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 goals Practice’s goals Patients’ goals Other 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 it Set the appropriate context for your vision so that it fits with all the stakeholders’ priorities Create a sense of urgency Identify short-term goals that can be achieved Work 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!