VIEWS: 14 PAGES: 31 POSTED ON: 8/5/2010
Jonathan M. Mann Memorial Lecture William Schaffner, MD Vanderbilt University School of Medicine and Tennessee Department of Health Public Health and the Media: Teaching for Health Tennessee State Epidemiologists 1970s – 1990s Dr. Robert H. Hutcheson, Jr. 1990s Dr. Kerry S. Gately Laurel H. Wood Dr. William L. Moore 2000+ Dr. Allen S. Craig Dr. Timothy Jones Jonathan M. Mann, MD, MPH 1947-1998 Jonathan M. Mann, MD, MPH 1969 BA Harvard 1974 MD Washington University, St. Louis ’74-’75Internship ’75-’75EIS New Mexico State Epidemiologist, Asst Dir DPH ’80 MPH Harvard ’84 Kinshasa, Zaire CDC AIDS “Project SIDA” Jonathan M. Mann, MD,MPH 1986 WHO Global Programme on AIDS First Director 1990 Harvard School of Public Health 1997 Allegheny University of the Health Sciences School of Public Health Mann’s Principles Focus on prevention Respect for human dignity Universal human rights Empowerment of women Political stability and social advancement require improvement of population health Mann’s Methods Dashing Personally modest Eloquent Intellectually rigorous, forceful presentation Practical Indefatigable 1799 Dr. Benjamin Waterhouse learned of Dr. Edward Jenner’s smallpox vaccination technique “As the ordinary mode of communicating even medical discoveries in this country is by newspaper, I drew up the…account of the cow pox, which was printed in the Columbian Centinel March 12, 1799” Believe nothing that you see in the newspapers…if you see anything in them that you know is true, begin to doubt it at once. Sir William Osler Aphorisms National Health Council Poll, 1997 Primary source of health news Television 40% Doctors 36% Magazines 35% 93% !! Newspapers 16% Internet 2% NHC Poll, 1997 Attention to medical and health news “Moderate” 50% “Great deal” 25% Had changed behavior or taken some action as result of medical/health story 58% For the general public, the media are the major form of continuing education after formal schooling is complete Lawrence K. Altman, MD EIS ’63 NY Times Ann NY Acad Sci 1993;703:200 For the general public, the media are the major form of continuing education after formal schooling is complete Thus, a teaching opportunity… For the general public, the media are the major form of continuing education after formal schooling is complete Thus, a teaching opportunity… Often our ONLY teaching opportunity. The Media Print – Newspaper, Magazines Broadcast – Television, Radio Internet outlets Media targeted to the general public professional groups Local vs. National Opportunities with the Media Media call Public Health They have a question, need an expert to comment, explain, put into perspective They already are interested – they need your help with the story Public Health calls the media We have a story to tell – health hazard, new program We have to capture their interest – we need their help with the story Communicating Accurately But With Different Approaches Medical/Scientific Journalistic Lecture Brevity Large words Small words Prepared audience Naïve reporter Controlled message Provocative, skeptical Data Personal stories, anecdotes Abstract Pictorial Harmony Conflict Conditional statements Create polarities, absolutes Step-wise advances Breakthroughs Their Game, Their Ball Need your opinion – NOW! They choose quote (“sound bite”) Sorry, you can’t edit before publication Newspaper reporter does not write the headline – indeed may not review their own text before publication You Can Influence the Rules Learn about the reporters, the stories they do Agreement on types of questions you do and don’t care to address Be prepared, be succinct, do not guess at answers The interview is not a pop quiz Single Overriding Communications Objective [SOCO] Focus your message SOCOs (No more than 3) What is new? Who will be affected? What does this mean to the average person? What is the bottom line? SOCOs No Matter what question you are asked, come back to your SOCOs (“bridging”) Keep repeating your SOCOs Thus, control of the interview shifts to you Media Reports Matter AIDS activists influenced research funding and stimulated faster evaluation of new drugs Spinach contaminated with E. coli O157-H7 Thimerosal in vaccines linked to autism? “Falsehood flies and the truth comes limping after; so that when men come to be undeceived it is too late: the jest is over and the tale has had its effect.” Jonathan Swift 1710 Ma KK et al. Pediatrics 2006;117:e157. Knowledge Teaching Attitudes Behavior Scientist Latin, scientia – knowledge One who creates knowledge Physician Greek, (physic) – medicinal herb One who treats disease Scientist Physician Latin, scientia – knowledge Greek, (physic) – medicinal herb One who creates knowledge One who treats disease Doctor Latin, docere, to teach One who teaches Dashing Modest Eloquent Intelligent Practical Indefatigable In the service of social equity
"Jonathan M. Mann Memorial Lectur"