In 1998, The Woodhull Study on Nursing and the Media: Health Care's Invisible Partner audited health related newspaper articles and found that nurses were quoted or referred to only 4% of the time.1 The study also revealed that references to nurses or nursing were made mostly in passing. For example, a story in a national magazine described a nurse as a "heroine" for uncovering an outbreak of Escherichia coli but then never mentioned her again. More significant was the finding that nurses are seldom a story's focus-an article about community care of AIDS patients, for example, highlighted the role of providers other than nurses. Our profession's invisibility in the print media can diminish our ability to change the direction of health care.
Even though the media may not be seeking you out, you can still use the media to be an effective advocate. If you're working for an organization that has a public relations or communications department, let them know you're available to serve as a spokesperson. If your organization doesn't have such departments, there are several steps you can take: write a press release, a letter to the editor, or an "opposite editorial" (op-ed), or try to get on the radio or television. Keep in mind that using any form of media requires that you understand the role of the "gate-keeper"-one who decides which material will be offered to the public. For example, a newspaper's editorial board or it's editor decides which letters, editorials, and op-eds are printed. All gate-keepers are looking for timely, interesting pieces to present to the community.
HOW TO GO ABOUT IT
Each newspaper, magazine, and radio or television station has its own guidelines for submission. Be sure to get a copy of those guidelines before you prepare a submission. Following are some general guidelines.
The press release is used to inform the community about upcoming events or programs. It should be ready to print or broadcast and provide useful information in a concise manner. Avoid exaggeration and the use of extraneous adjectives. Pay attention to the five fundamentals-who, what, when, where, and why-and use the first sentence to state your most obvious point. A media advisory press release invites the media to cover an event, press conference, or newsworthy activity. The invitation should describe the topics to be covered, enabling the gate-keeper to send the appropriate reporters and equipment.2 Most important, consider the deadlines of the various media outlets; a nighttime event may allow for live TV coverage but occur after the morning newspaper deadline.
Basic rules for writing press releases include listing the contact name and number in the upper left corner and double-spacing to allow room for editing. Never allow a page break to occur midparagraph.
The letter to the editor. Most editorial pages limit the length of a published letter, and all require the letter writer's name. Refer to the published date and title of the article that prompted your letter, and be sure to express your opinion in a way that readers understand. Remember that the point is to convince readers of the value of your position. Avoid medical jargon and complex language; good writing begins with clear and precise language. Have your letter checked for spelling and grammatical errors; otherwise, it may not get published.
The op-ed. More than a letter to the editor does, an op-ed allows for greater depth. The oped's length will vary, depending on subject matter and complexity, as well as publication venue. Again, use clear, simple language and avoid medical jargon.2 You should choose a topic that's of importance to the community at large. Include a cover letter that states your qualifications for writing on this topic and any personal involvement or stake you may have in the issue.
The radio. Many of the print media guidelines apply to radio, but recognize that in radio timeliness is critical. The radio news editor or program producer wants to know why your topic is important today. Every radio station is geared toward a specific demographic target, so plan accordingly. It's a good idea to send a brief outline and fact sheet to the interviewer ahead of time, and when you're on the air, remember to avoid speaking in a monotone and using medical jargon (such as CABG). Know what you want to say and be prepared to respond to both simple and complex questions. This will allow you to steer the conversation back to the topic if the interviewer gets sidetracked.3
Public service announcements (PSAs), which often include the same information found in a press release, should consist of short phrases and sentences. They are typically 30 or 60 seconds in length, and you should prepare two versions to allow for flexibility in programming, which will increase the odds of being broadcast. Some radio stations will make their own recording from your script, whereas others will request that you submit a prepared tape. Commercial recording services are available to help you create a professional product.2
The television. Commercial and cable television are available in most places, are often affiliated with major networks, and broadcast both national and local programming. Familiarize yourself with a station's programming before you pitch your idea. The assignment editor assigns the reporter and cameraperson and thus serves as the gatekeeper of this medium. Interesting him in your topic depends on a few factors, including the importance and timeliness of the topic and the news covered that day. Be persistent and available to receive calls back.
You can also contact your cable company to determine if a local program would be appropriate for your message. Shows don't necessarily air right after taping, but they're often rebroadcast. If a cable company doesn't have an appropriate show for your message, you may want to inquire about producing and appearing in your own show (see How I Became a "Star," above). Producing a show requires that you arrange for a guest, organize the topic, and, occasionally, provide the camera staff. If you need assistance, your local cable company program director can probably help you find it.4
OPPORTUNITIES FOR ATTENTION
As nurses become more active in the media, they should keep in mind that following up on a negative depiction of nursing can also be advantageous-it allows us to educate the media gatekeepers, and this can lead to more accurate portrayals of our work and role in health care. Start with a letter to the editor and see how far it leads you.
How I Became a 'Star'
Producing and hosting a public access program.
While working toward my master's in community nursing, I was asked to help a coalition of social service agencies obtain publicity for upcoming focus groups. I had been both guest and host on a public access program years earlier, so I called the community program director at the local cable company, Cox3. He happened to be creating a program that would examine issues affecting children and their families and asked if I would host the first show.
Things went so well with the first show that I was asked to continue on as the host. Although I'm listed as a producer, the "real" producer, Brian Medeiros, and I meet each taping day and plot our next program. I meet with guests just before taping begins so I can prepare them for the show. This conversation, which lasts about 20 minutes, also lets me explain that we want guests to feel as comfortable as they would if they were having a conversation off camera. This encourages guests to avoid reading from notes and to remember that our audience will have a range in levels of education and interest in the topic. I've found that nurses are excellent guests and communicators: they discuss the most complex issues in the clearest language.
You don't need to be an expert to discuss a subject on television. I'm the host of a show that examines children's issues, but I don't have children (not even nieces and nephews), and my 30-year practice has been spent in adult and geriatric nursing. In fact, I don't conduct extensive research on a particular subject; instead, I show up and ask the type of questions any viewer might have.
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