The media is likely to have interest in you as a physician assistant because you represent a profession unlike any other. It is innovative, cost effective, and deals with health, a topic which interests everyone.
If you’ve found a media opportunity (or one has found you), here is a chance to inform a potentially large audience. The following are how-to tips and helpful hints to gain positive exposure, developed by the AAPA. Any self-written article or one containing the opinion of the PSPA should be reviewed by a public relations committee leader for content.
• When you are asked for an interview: In a live interview situation, try to anticipate the questions far enough in advance. Have the facts within easy reach. Utilize Commonly Asked Questions about Physician Assistants developed by the AAPA for suggested responses. The AAPA public affairs office also includes a list of questions to submit to the host or producer. Make sure the interviewer has basic information on PAs. You can obtain fact sheets by using the AAPA’s Fast Fax system. An “Up-Close” brochure which fits an envelope would also be an excellent choice. Use dynamic language and interesting antidotes, but deliver clear concise answers. Try to use the term physician assistants rather than PAs.
• Letters to the editor: This is a closely read section of journals and papers. It is a forum for expressing views not contained in the publication or for correcting errors.
Format: The correct salutation is “To the Editor.” If responding to a specific article, refer to the publication, headline, and the date it was printed. Limit the letter to one page, if possible, and always sign. If appropriate, in the last paragraph ask the reader to do something; for example, support legislation.
• Feature articles in print (news releases or human interest stories): A public relations leader can help to connect your efforts to the appropriate reporter. An announcement about your involvement in an upcoming health fair or stroke screening should go the city or community desk. A story about a particularly interesting PA or PA Day should go to a feature editor. It is normal to send a release to more than one reporter in a news organization. Treat all news organizations fairly and equally.
• Content of a news release: Every release should have a capitalized heading that summarizes the story. Use a strong first paragraph, conveying the most important facts first. Answer here the essential questions of: Who is involved? What is about to happen? Where will it happen? When will it happen? How will it take place? Why is it important? The remainder of the release should clarify or expand on the above. Write in stark news style: Be brief with short, simple sentences and paragraphs. Write in the active voice. Use action verbs. Avoid jargon and technical language, unless writing for a clinical publication.Format of a news release: Use 81/2-x-11-inch white paper, using letterhead when possible. Your office logo and address, a contact’s name, office and home numbers, and date should appear in the top quarter of the page. If the timing of the release is important, this “embargo” date should replace the date you sent the release. Make the news release double-spaced—this is so that reporters can make notes. When using two pages, center the word “more” at the bottom of the first. End the release with “-30-“ or “###” centered at the bottom of the last page.
Photographs can increase the chance your story will be carried. Type the caption and tape it to the back of the photo. Include the contact name and number.
News releases can be hand delivered, mailed first-class, faxed, or sent by e-mail.