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.
• 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.