Watch Patti Wheaton give a news reporter a tour of her practice. 

The media is a powerful tool that can be used to promote and highlight many causes, as well as personal stories. Unfortunately, the media often strike fear in the hearts of the most confident provider. There is something about a camera peering intently in our faces from the seemingly headless body behind it that renders us awkward and mute.

Fear not, fellow providers. You can master the media. You have the training and ability already; you just need to learn to apply it. As providers, we clearly convey the most complex of topics to our patients, other professionals and even insurance companies effectively. You can do this.

Remember the nursing process? We simply will apply this to our media experience. Most of us apply the nursing process unconsciously, but for those of us whose memory has dimmed, don't teach or aren't fresh from the classroom, I will review.

Assessment
First of all, we assess the situation. Why are you considering media contact? Are you trying to promote an event, such as a health fair, raise awareness of a health problem or shamelessly garner free media exposure?

Determine what your purpose is, and articulate it. Make it unique and something that will pique the interest of the media contact person. Remember, their job is to catch the attention of the viewing public, so it's got to be good. Link it to current events.

Dianosis
In my case, I was seeking to let patients know of a new resource available to them. OK, honestly, I was desperate for free media coverage, but I was clear on that. This is your diagnosis: lack of patients R/T new practice with low budget.

I approached the media in light of our poor economy and the high number of uninsured needing healthcare in our area, stating that I was providing a new service and wanted to get the word out.

Planning
Next, we plan. Know your media outlets. Who covers the human interest stories or healthcare issues on your local TV stations? Does your paper have a section related to human interest stories? Find out who that editor is or watch the bylines for a writer who seems to be covering them frequently.  Do you want this to coincide with a certain event or timeframe, such as school starting or Breast Cancer Awareness month?

Implementation
Then, we implement: Go to the Internet. Most TV stations have a Web site where you can e-mail local TV personalities. When you e-mail, make it brief with an eye-catching statement in the memo line. Leave your contact information, and be prepared to respond at a moment's notice.

Most stories are shot in one day and air within the next day or so, with very little lead time, so remain flexible. Be brave. Approach local TV or radio personalities when you see them at other events.  Call the station or paper, and briefly ask if they would be interested in talking to you about your topic of interest. After successful contact, be prepared for the interview.

Know what it is you want to say. Remember, we communicate with our patients daily, imparting a difficult diagnosis, teaching, facilitating change, often with language and cultural barriers to overcome. Don't negate your communication skills, but you might want to brush up. Practice speaking slowly and clearly, with a minimum of slang. Videotape yourself: How often do you, like, say, you know?

The reporter may also want you to provide a patient to interview. Plan ahead, and know who you want. As much as I love my patients, there are some that I would not want to be my personal representative to the viewing public, so don't rely on potluck of who's in the waiting room that day.

On interview day, make sure you feel good about yourself and the surroundings. Is the clinic sparkling clean? Are you wearing the blouse that you always get compliments on? How's your hair and makeup (gentlemen - please excuse the bias here - be well groomed, too). You are representing your cause, company, etc., so put your best foot forward and you'll feel more confident.

The reporters are professionals and will talk with you beforehand about what to expect, what questions they plan to ask and how they will proceed. They want you to look good, so they look good and have a great story.

Evaluation
Now, evaluate. How did it go? Forget about those excess pounds you saw or your hairstyle. Were you successful in meeting your goal?

The media provided my practice priceless exposure. After the story ran on our local CBS affiliate, during the morning, noon, evening and late night newscasts, (I know, I hit the jackpot!) I literally could not answer the phones alone.

Don't forget to say "thank you." Take a "bread and butter" gift to the studio with you or at the very least, write a personal thank you note. I took a cake to the reporter who made my phones come to life, and he later did a follow up story. Bribery? Shameless, yes, but also good manners.

Perhaps now you can approach the media with less trepidation, using them to advance your treatment goals. Being better prepared, you might find yourself saying, "I'm ready for my close up."