Getting Your Message Across in the Media Print, TV, and Radio Samuel Metz, MD Private Practice Anesthesiologist Portland, OR Elizabeth Rosenthal, MD Dermatologist, retired Asst. Clinical Professor Albert Einstein College of Medicine

The Written Word: The pen is mightier than the sword Who? Know the editors Know the audience What? Three key points Call to action How? Style matters Stories create emotional buy-in Write with the heart; edit with the head.

Letters to the Editor The secret to writing a good one Three step program Get angry Make one point Edit and trim

The Spoken Word What to say and how to respond Save at least half your time for audience dialogue Manage your time… and yourself! Anticipate questions; plan cogent answers Make points you can emotionally support and defend. Better care to more people for less money How will you protect your family? They’re not secure! Avoid the weeds. Hammer on key concepts.

7 Common Rejoinders 1. Our government cannot run a health care system as efficiently as private business. 2. I should not pay for the health care of people who won’t take care of themselves. 3. We cannot afford to pay for more health care for more people. 4. The U.S. health care system, for all its flaws, is the best in the world. We cannot risk damaging it with deep reforms. 5. Free-market competition will bring insurance prices down. 6. When anyone can seek health care without financial penalty, consumption will increase and so will our costs. 7. The Affordable Care Act will solve everything.

“Medical care is a social need.” ProCon Is this Persuasive?

Getting Your Message Across in the Media Print, TV, and Radio Samuel Metz, MD Private Practice Anesthesiologist Portland, OR Elizabeth Rosenthal, MD Dermatologist, retired Asst. Clinical Professor Albert Einstein College of Medicine