The Reporter: February 1997, Vol.8, No.1
Media Training Means No More Candid Camera

Photo by Jonathan Smith Dr. Andrew Lotterman, P&S assistant clinical professor of psychiatry, left; Dr. Franklin Schneier, P&S associate professor of clinical psychiatry; and Dr. Michael Liebowitz, P&S professor of clinical psychiatry, practice interviewing in front of a video camera with a media instructor during the small group session of the media training program in December.

It's not uncommon to turn on the evening news and find a report featuring an interview with a medical researcher from Columbia. Yet just as good writers must learn the basic tools of grammar and style, a good interview subject must learn the basics of communication for various media situations.

The Public Relations staff of the Health Sciences Office of External Relations has organized a media training program offered to faculty who participate in media interviews, whether with television news crews, medical journal editors, or newspaper reporters. The first session of the program took place last December with additional sessions in the works. According to Carolyn Conway, manager of media relations, interest in the first session was quite good with feedback from participants being outstanding.

"Because research and clinical information from CPMC is accorded special status by many diverse publics and a diverse media, our goal is to provide faculty with a communications support network to ensure that their messages are delivered accurately, clearly, and efficiently," says Ms. Conway. "We hope the training session gives physicians the necessary tools to accomplish that goal."

Each training program will begin with an introductory session about how the press works and what individuals should expect during media interviews. The Newman Group, a communication specialist company with 15 years of experience in media training, leads the hour-long session. Topics cover how to handle hostile interviews, the truth about "off the record" and other interview ground rules, and tips to avoid being misquoted.

Following the first hour is a small group session for those desiring more intensive training. That workshop is customized to meet specific goals. Participants have the opportunity to record a mock interview and then receive critical feedback on their performance.

Information on future media training sessions can be obtained by calling Ms. Conway at 305-3900 (ext. 63900).