1. The Liverpool Care Pathway What have we learned which should guide the future? 1. Clinical issues 2. Health system issues 3. Societal issues 4. Scottish Government

2. I do read the Daily Mail…. but Dr Helen Jamison

4. A toxic brand……

8. Engaging the media at a time of threat

9. Science Media Centre Background Briefing What? Quality of death: the evidence on palliative care When? 10.00am Tuesday 8 January 2013 Where? The Wellcome Trust, 215 Euston Road, NW1 2BE Death is one of the very few things that happens to us all, yet as a society we are surprisingly bad at talking about it. Recent debate about the Liverpool Care Pathway has brought some of the issues to the fore, but how much do we really know about palliative and end of life care? How should we treat those in their final days, and is there ever such a thing as a ‘good death’? The SMC has invited three leading experts in palliative medicine to brief journalists about their work and the wider evidence on palliative and end of life care. They will be able to answer questions such as: what is palliative care and how do we decide who needs it? can palliative care actually prolong a patient’s survival? what research is being done into palliative care; is it enough? how is palliative care provided, and how is it accessed by those who need it? Speakers include: Dr Bee Wee, Consultant and Senior Lecturer in Palliative Medicine, Oxford University Hospitals NHS Trust and University of Oxford, & President of the Association for Palliative Medicine Prof Irene Higginson, Professor of Palliative Care and Policy, Kings College London, & Scientific Director of Cicely Saunders International Dr David Brooks, Macmillan Consultant in Palliative Medicine, Chesterfield Royal Hospital, & Vice-President of the Association for Palliative Medicine

10. Media Coverage BBC News Independent + editorial Telegraph Telegraph blog Mail

11. Media Coverage BBC News Independent + editorial Telegraph Telegraph blog Mail

12. Media Coverage BBC News Independent + editorial Telegraph Telegraph blog Mail

13. Media Coverage BBC News Independent + editorial Telegraph Telegraph blog Mail

14. Media Coverage BBC News Independent + editorial Telegraph Telegraph blog Mail

15. Media Coverage BBC News Independent + editorial Telegraph Telegraph blog Mail

16. An opportunity

25. The future for societal debate on end of life issues?

27. Appreciate that most journalists have no ulterior motive Understand that deadlines are crucial for journalists Think about the wider implications of your work Decide on 3 key messages in advance Make sure you get your message across Top Tips for Media Work.....

28. Practise speaking in ‘soundbites’ and avoid jargon Think about the best way of illustrating your work Check media releases for accuracy, but not style Seek advice from your press office/media relations team Get media training throughout your career Top Tips for Media Work.....

29. The Liverpool Care Pathway What have we learned which should guide the future? 1. Clinical issues 2. Health system issues 3. Societal issues 4. Scottish Government

30. Palliative care organisations and individuals should invest in organised, proactive and vocal explanation of their work 1.Agree 2.Disagree

31. The public are ready for a more open dialogue about death and dying 1.Agree 2.Disagree

32. The Liverpool Care Pathway What have we learned which should guide the future? 1. Clinical issues 2. Health system issues 3. Societal issues 4. Scottish Government

33. I am optimistic about future improvements in care in the last days and hours of life across Scotland 1.Agree 2.Disagree

34. The Liverpool Care Pathway What have we learned which should guide the future? 1. Clinical issues 2. Health system issues 3. Societal issues 4. Scottish Government