Whether printed or spoken, effective communications about medical subjects require clarity.
The real PR communications challenge lies in the process of facilitating the translation of consumer-unfriendly concepts or terms into comprehensible and usable messages. A pivotal step in meeting this challenge is in prepping medical experts.
Here's a typical scenario illustrating the "de-jargonizing" process. Dr. J. Argon, Chief of "Glottology" at prestigious Memorial Medical Center and editor of Annals of Glottology, has agreed to discuss diaphragmatic spasms in a television interview. He is available for five hours immediately before the interview.
To ensure that the desired messages reach the target audience, it's crucial to respect a reporter's extensive "preparation" by investing in a few hours of media training before an interview.
Here's a plan of action:
12:00 - 1:00: Review the Plan
Establish common ground and trust based on the trainer's journalistic credentials or "medical-insider" knowledge before the training begins. While showing respect for Dr. Argon's expertise. Begin by identifying the value this training has beyond the single interview.
This training also can be valuable when Dr. Argon communicates with non-specialist groups. A few examples include speaking engagements; discussions with residents, patients, and their families and presentations to the dean, board of trustees or grant proposal committees.
Start by advising the doctor that direct quotes should be consumer-friendly. Point out that when he reads about non-medical interests like investments, home improvement and automobiles, he probably appreciates plain language, analogies, relevant anecdotes and experts who don't condescend to their audience.
With this in mind, there are two groups to consider during an interview: the audience and the reporter. Dr. Argon must convey newsworthy and usable information. In addition, he should recognize that reporters have spent years honing their skills to get the pithy soundbites and sizzling controversial quotes they need from experts.
1:00 - 2:00: Define the Messages
Next, define messages to convey and translate them into clear, concise sentences.
We ask Dr. Argon what consumers need to remember about treating diaphragmatic spasms: backslapping, water sipping and holding your breath are key. What about the positioning of glottologists? Should consumers find a board-certified glottologist? Is there a professional association to look for? Yes, the American College of Glottology.
We ask him to remove himself from the media interview context. Glottological jargon must be translated into concise messages, and technical terms need to be defined or eliminated. If asked the question by a patient or a neighbor, what would his answer be?
2:00 - 3:00: The Mock Interview
Practical application is essential. The rest of the session is devoted to mock on-camera interviews and critiques.
If working with more than one physician, decide in advance whether to train individually or as a group. When possible, I recommend a group session. Physicians benefit by being interviewed and offering critiques of peers' performances. There is a sense that they are not in this process by themselves. Collectively, they recognize that this is a new expertise that each of them can develop.
As with most physicians, the initial directions to Dr. Argon are: 1) to simplify his sentence structure and deliver messages in short sentences; and
2) to "headline" the main points and move on to supporting points as necessary.
3:00 - 4:00: Final Practice
Continue the process of on-camera interviews followed by critique and discussion. Other recommendations include:
- Using examples and anecdotes when possible to personalize answers.
- Using details that are concise.
- When using a technical medical term in an interview, it should be defined briefly within the context of the answer.
4:00 - 5:00: Last Mock Interview
At this point, everything should fall into place. Dr. Argon begins to deliver key messages succinctly and effectively.
Remember, the comprehensibility of the doctor's interview with the media depends not only on his words, but also on his tone and pacing.
And there is no such thing as "off the record." When speaking with a reporter, whether in or out of the studio, everything he says is fair game.
5:00 - 6:00: The Real Thing
We escort Dr. Argon to the studio where he is greeted and prepared for his interview.
He appears on the evening news and delivers his key messages flawlessly, despite the fact that he develops a diaphragmatic spasm - or should I say "hiccup" - just prior to his segment.
'Plain Language' Glossary
Angina: chest pain or pressure
Diaphragm: the dome-shaped muscle that separates the chest cavity from the abdominal cavity
Glottis: the opening between the vocal cords
Hidrosis: sweating
Migrainous cranial neuralgia: a cluster headache or a variation of migraine headache
Otitis: an ear infection
Septicemia: blood poisoning
Source: Edelman Public Relations
Nancy Turett is president of the healthcare and consumer division of Edelman Public Relations Worldwide. She can be reached at 212/704-8195 or [email protected]