|
BAMM's Facing the Media Seminar – A Participants View
Travelling down from Durham to London on the train for this seminar one recurring question kept coming to the front of my mind – why am I doing this? This question was provoked by the anxiety levels that increased the nearer we got to London. I kept reminding myself this was something I actually volunteered to do! So why was I going to this seminar?
The starting point was the base line assessment for the Fit to Lead programme. Having already completed a Heath Services related MBA at Keele University in the nineties together with management experience gained in a number of roles including cancer unit lead clinician, clinical director and deputy medical director I had many of the standards covered. However it was apparent that my skills in dealing with the media was seriously lacking. So I signed up for the seminar.
As described in an edition of Clinical Leader Voice, Cheryl Armitage, an experienced journalist facilitates the seminar. Prior to arriving we were asked to outline a few stories that we might be prepared to be interviewed over. However be warned, Cheryl also does her homework on your organisation and digs out any juicy stories that might form the basis of a good interview!
The session was held in the GLC media studio next to the GLC building with spectacular views over the Thames. With full studio facilities including lighting it certainly is a realistic setting. Cheryl started by giving an overview about how the media works. She reviewed what the media wants and what time scales journalists work to. We then practiced interviews as part of a radio show. This involved sitting in a separate room while listening to Cheryl completing a previous story. Then suddenly it is over to you and the interview begins. We had a similar experience with a television interview.
Next the cringe making part; In turn we had to listen to or watch our own interviews and get feedback from the other participants (they were kind) and Cheryl. Cheryl then reviewed how we can take control of an interview. Key areas were; making sure that you have preparation time, concentrating on your body language including your seating position and being clear on your three key messages. Having learnt our lessons in the morning session we then applied our new skills in the afternoon when we simulated a live television interview as though it was undertaken outside your hospital.
So travelling back to Durham I reflected as to whether the experience was as bad as I thought it was going to be? Yes, the cringe making bits were certainly cringe making. However the tips that Cheryl gave us in how to take control of an interview seemed to me to be a good structure to establish for an interview.
So have I applied my new skills?
Shortly after the seminar one of my patients approached me to see if I would contribute to an article in the local paper on haemochromatosis as she wanted to raise the profile of this condition. This involved a telephone interview with the journalist. I agreed to do this and subsequently the journalist left a message for me to contact her. Prior to ringing her I made sure that I did my preparation and had my key messages ready. The article was a great success as all my quotes appeared in print exactly as I had hoped that they would.
Having gained new confidence the next enquiry was via the Association of Clinical Pathologists. I am Chairman of Council and the office regularly gets contacted by the media to ask for comments on pathology related issues. This enquiry was for a live radio interview on BBC Wales. So I agreed a time that I would be available and once again did my preparation with three key messages in mind. Just prior to my interview I was called by the radio station and put though so that I could listen to the previous story. This was spookily like our training sessions. Then it was over to me and we were off . After the interview I replayed the podcast to analyse my performance. Once again the interview seemed to have gone well and all my key messages had come over clearly.
So on reflection, attending this seminar has significantly improved my skills at dealing with the media. It has also raised my confidence in dealing with journalists and interviews. The training sessions were highly realistic and do prepare you well for the actual interview.
If dealing with the media is part of your role then this seminar is essential.
Mike Galloway, Consultant haematologist & Deputy Medical Director, City Hospitals Sunderland NHS Foundation Trust
|
