s a physician, there are many opportunities and situations where your opinions and expertise are sought. Such situations can range from a department meeting to a meeting with the hospital CEO or Board of Trustees; from a group of school children visiting your hospital to a talk to a community senior citizens group; from a telephone interview with a local newspaper reporter to a nationally televised interview. Most of the time, your professional opinion is desired and respected by the interested party. Sometimes, though, depending on the subject matter and the intent of the person or people involved, these encounters can be outright hostile. How and what you communicate is what the audience will remember. Are you prepared?

The ASA Committee on Communications sponsors a number of media training programs so that members will have the tools to effectively communicate in a wide range of circumstances. More than 700 ASA members have received this training, which is offered professionally by the firm of Newell & Matthews with assistance from the ASA Communications Department. I have found this training to be very helpful and effective when dealing with a variety of interactions even outside of a media interview. At a recent spokesperson training program, it was suggested that guidelines be published in the ASA NEWSLETTER to assist members who have an opportunity to interact with the media.

The following guidelines may help you to prepare for and get the most out of any situation when dealing with the media:

Know the issue: Knowing the topic of discussion will help you to prepare the key message points that you wish to communicate and will help you to anticipate questions. While it is tempting to respond immediately to an inquiry, it is rarely necessary. Ask the person what it is that he/she wishes to discuss and what his/ her deadline is. You have an opportunity to say that you are busy and will get back to him/her within the deadline. This option gives you the opportunity to better prepare.

Know your audience: Your message and the way that you present it should be tailored to your audience. Speak to your audience in a way that takes their interests and concerns into account. When addressing a nonmedical audience, speak in terms that they understand, and avoid medical jargon. Remember that the reporter conducting a media interview is not your audience.

Know the message that you wish to convey: Prepare in advance the message points that you wish to convey. Have two to three important points to make, and make them more than once. Get the important messages or facts out first, rather than building up to them. The use of personal anecdotes is very effective in supporting and enforcing your message. Depending on the forum, you may have a limited opportunity to get your message across to your audience. Lengthy television interviews in the studio are often reduced to sound bites at airing. This also can be true with print media interviews. Headlining your answers or messages with terms such as “The most important thing here is…” or “The key point is…” will increase the likelihood of your message getting to, and being remembered by, your intended audience. Note: nothing is ever off the record. If you say it, expect it to be in print or on the air.

The issue that the reporter or interviewer may want to address may differ from the message that you wish to communicate. There are a number of techniques that can bring the conversation back to your message and objective. Avoid “No comment” responses since they are often construed as a tacit admission of wrongdoing. If you do not wish to answer a question, give a valid reason (“I can’t answer because…” “It’s not my area of expertise …” “I’m not familiar with the specifics of the case.”). If you do not know the answer, say so. Get back to the person with the answer at a later time.

Only the ASA President or those designated by the President are official spokespersons of ASA: Otherwise, your comments and views are your personal opinion.

Contact the ASA Communications Department: This is probably the best advice that I can give to you. The Communications Department scans many media sources nationwide. The Communications Department staff know the issues and can help to prepare you with important message points for various audiences. In many cases, the communications staff understand the focus of the source or person who will conduct the interview. In addition they work closely with the Administrative Council, the Washington Office and ASA committee chairs and can put you in contact with individuals who are experts on various issues.

Admittedly this is but a brief introduction to “Communications and Media Relations 101.” I would encourage any member who is or will be in a position to communicate with the media or legislature to participate in one of the more extensive media training programs offered by ASA.

The Leadership Spokesperson Training Program (LSTP) is held in Washington, D.C., on the Sunday prior to the ASA Legislative Conference. The program focuses on the issues being brought before Capitol Hill during the Legislative Conference. Limited to 30 attendees, requests for applicants have been sent to component societies and this year must be returned prior to February 22, 2005. Only component societies may nominate a registrant. Committee on Communications members act as monitors and offer advice during the LSTP.

The Regional Spokesperson Training Program (RSTP) brings this training out to individual components or regions, and the topics focus on issues important to the respective component. Application to host an RSTP is made yearly by one component society or several states willing to work together through the Committee on Communications, which has been budgeted to offer up to three RSTPs per year. Components are required to provide 12 to 20 attendees for the all-day program and to cover the cost of food throughout the day.

The Officer Spokesperson Training Program (OSTP) is intensive training of the ASA President-Elect as he/she approaches the presidency and prepares him/her for the media interaction that they will incur during that year.

In addition the Committee on Communications has sponsored single-topic media training on issues such as perioperative awareness and an abbreviated communications workshop offered at the ASA Annual Meeting. A special communications workshop is being planned this year in conjunction with the Resident Component House of Delegates meeting at the 2005 Annual Meeting in New Orleans, Louisiana. Intensive media training also is available to persons with particular expertise in areas where ASA has requested that they represent the Society.

None of this would be possible without the help of our media consultants at Newell & Matthews. Morrie Newell and Johnna Matthews formed Newell & Matthews in 1993. They have extensive experience with media relations and public affairs, and their clients have included many high-profile businesses and organizations. In addition to their work with our various spokesperson training programs, they are available to help to prepare us for the multiple media inquiries that take place during the Annual Meeting and throughout the year. ASA Director of Communications Gina A. Steiner brought her extensive experience to ASA in March 2004, having managed media and public relations activities for the American Academy of Pediatrics just prior to joining ASA. Gina, along with Johnna, Morrie and others such as former communications directors Denise M. Jones and Philip S. Weintraub, have helped to set a course that allows members of our organization to effectively communicate.

I hope that you take advantage of this opportunity and participate in one of our programs. I have always told my kids to make sure they know how deep the water is before they dive in. Our programs will prepare you for a variety of situations, no matter what kind of water you might find yourself in.

Michael H. Entrup, M.D., is Chair, Department oF Anesthesiology, Lahey Clinic, Burlington, Massachusetts.