aaCM 13 in design

Chiropractors, Chiropractic and
The media
- By Roger Crisp
Have you ever wondered what it would be like to be
on a Radio or TV programme, or at the local newspaper
talking about what you do? How would you
explain clearly what a chiropractor does?
What if you took the initiative to be a media expert
in how Chiropractic could assist with certain issues?
You would be respected and in control from the start,
and perhaps even find that more business also comes
your way as result of being better known. Learning
how to deal effectively with the media (TV, Radio,
Press, Social Media) isn't just about sorting out a crisis
and ducking for cover.
Finding out what it would be like to face an
interviewer through basic media training gives you
valuable transferable skills and can be useful in
preparation for meetings, health talks, presentations
or even communicating with your patients. It's all
about finding out how best to get your message
across.
On TV or radio you have about 15 seconds to keep
the attention, so you must start with your conclusion
and then elaborate according to how much time is
given to you. Being prepared is more than half the
battle.
The 6 steps below give an outline as to what is
involved in understanding and dealing effectively with
the media, and where to begin.
1. Contact the MCA -
for support, guidance and advice
2. Before the Media Interview -
e.g. agree your media contract; your key message
3. What do the Media want? -
e.g. a coherent story; use open/closed questions
4. During the Media Interview -
e.g. start with your conclusion; take control
5. Radio & TV interviews -
e.g. know your audience first; Never talk "off the
record”!
.6. What do you want to gain from the
Media? -
e.g. offer them your expertise
There are also two steps
you can take straight away
that can help pave the way to having a positive
relationship with the media and to both
understanding and feeling more confident about
speaking to the media.
1. Local Media. Explore whether the local
newspaper, your local Radio or TV is interested in
having you on hand for interviews about what's going
on in healthcare in general. Perhaps your local
newspaper would be interested in a column about
Chiropractic, healthcare issues, your own developments
and achievements?
2. Social Media. Social media can be a great way to
get your information and expertise
out to a much wider and diverse
audience, to keep up with younger
Guest Article
patients, and to attract newcomers
to your clinic. You can post interesting
pieces, invitations and newsletters to reach people
beyond your own network. Linkedin, Twitter,
Facebook and Instagram are the most well known.
Did you also know that Youtube is now the second
busiest search engine, so if you have some video
footage you can put it and attract further attention?
Taking the initiative with Media, and having inside
experience with how they will operate will pay
dividends should they come calling during difficult
times.
The MCA should be your first point of call
for assistance should you have to deal with
the media, but it doesn't hurt to think
things through and prepare in advance
also- just in case.
Roger Crisp is a non-executive director of communications in media relations and crisis
management, having previously worked as a broadcaster for BBC World Service,
trained leaders in UK and international organisations across various industry sectors.
He is author of the online training “How to deal effectively with the Media” at
www.5stepmediaexpert.com. For more information, visit www.rogercrisp.com