Media Training
What makes a story newsworthy?
Media Relations is always looking for patient stories that feature:
· Medical breakthroughs
· Patients overcoming obstacles
· Staff members making a difference
· New research, technology or trends in health care
· Rare diseases with a big impact
· Visual stories that can be captured with video and/or photos
· Stories that cover vulnerable populations
· Great outcomes
· Collaborations across multiple disciplines
What to do if you’ve got a story idea
Have a newsworthy patient story? We’d love to hear it! The sooner we know about the story, the better.
If possible, let Media Relations know about the story before a procedure takes place or before the patient is discharged. That way, the Media Relations videographer can capture important moments while the patient is still under our care.
To share a story idea once you have patient consent, please contact Media Relations at nmnews@nm.org or 312.926.7432.
How to get patient consent
In order for Media Relations to reach out to your patient, we need their consent.
· If the patient is still in your care, ask if a member of the Media Relations team can visit with them before discharge.
· If the patient agrees to share their story, please inform the Media Relations team and provide them with the patient’s contact information.
· If the story is a good fit for media, a member of the Media Relations team will contact the patient to gather more details.
To share a story idea once you have verbal patient consent, please contact Media Relations at nmnews@nm.org or 312.926.7432.
What to do if a reporter contacts you
Most of the time, reporters know to contact Media Relations if they wish to set up an interview with a physician or staff member.
If a journalist reaches out to you over the phone, please direct them to our Media Relations hotline at 312.926.7432 to set up an interview.
If a reporter contacts you via email or direct message, no need to respond. Please forward the message to nmnews@nm.org.
What to wear on-camera
Please wear your white coat and NM badge for all on-camera interviews. Generally, it’s best to avoid busy patterns such as stripes.
What to say when a journalist asks for your title
Please provide your Northwestern Medicine title when asked. Journalists prefer short titles.
For example: Pulmonologist and critical care specialist at Northwestern Medicine
Instead of: Assistant professor of pulmonary and critical care medicine at Northwestern University Feinberg School of Medicine
How to speak on-camera
During an interview, it’s important to be quotable and conversational. The most effective way to accomplish this is by keeping your answers concise and steering clear of lengthy anecdotes or explanations.
Do your best to avoid medical jargon. Instead, break down complex concepts into simple explanations, similar to how you’d speak to a patient or family member.
If a 7th grader couldn’t follow your answer, then consider adjusting your vocabulary and simplifying your explanation.
What can I do if I’m feeling nervous about an upcoming interview?
Media Relations is here to help! We are more than happy to provide in-person media training if you’re feeling like you could use some practice. We’ll go over potential interview questions, help you craft your message and discuss effective on-camera presentation techniques.
To schedule media training, please contact Media Relations at nmnews@nm.org or 312.926.7432.
What do I need to know about Zoom interviews?
For Zoom interviews, you’ll want to follow the interview tips previously mentioned, but you’ll also need:
A thoughtful backdrop:
- Avoid background blur or green screen effects
- Feature the Northwestern Medicine Logo if possible
- Bookshelves, gallery walls, and plants make for great backdrops
Good lighting:
- Consider facing a window
- Use a ring light
Good audio:
- Always test your audio before jumping on a Zoom call
- Use an external microphone if your built-in mic is poor
High-speed internet:
- Check to make sure your internet connection is solid and move to a new location if needed
Questions?
If you need help setting up your Zoom backdrop, please contact Media Relations at nmnews@nm.org or 312.926.7432.
To view the Media Training video on YouTube, click here.