Media and the College

I became a Divisional Public Education Officer (DPEO) for the College's External Affairs Department in 1990. My first media training day was most informative. I learned how to disseminate information; how to inform journalists about issues pertinent on the day; and ways to challenge stigma. I learned that it was safest to assume that most journalists do not usually understand the complexity of mental health issues. The health correspondent for the BBC at the time showed how adequate preparation — making written information available in a helpful question and answer format — and development of personal relationships with journalists through understanding how they work, their deadlines, pressures, etc., are important factors in trying to do the job properly. I also learned the golden rule: never say anything off the record.

National newspaper journalists usually telephone late in the day, soliciting views on something that appears to be relatively harmless or vaguely related to psychiatry, but they often have a hidden motive. I have found it helpful to try to discover the reason behind the question. Local reporters tend to be less devious, especially if they are permanent staff with whom it has been possible to establish a working relationship through being available. I have taken advantage of this when I encourage local reporters to publish articles, for example during the highly successful Defeat Depression Campaign run jointly by the College and the Royal College of General Practitioners. Local people do read local newspapers so confidentiality, especially when giving examples, must be maintained. This means more than simply leaving out names! Be prepared to hear your patients tell you what they think of your contribution though.

Television is the most influential as well as the most time-constrained medium of our time. Before appearing on TV it is vital to familiarise yourself with the format of the programme, read up on the subject matter and determine how not to allow yourself to be dragged into issues beyond your expertise. I have never regretted applying these three rules. TV producers like us to be articulate, jargon-free and to communicate in sound bytes. Psychiatrists don't often get good press on TV, even when we make balanced comments. I was caught out some years ago when I participated in a seemingly harmless yet educative programme on community care. When the documentary was screened I discovered, to my horror, that the producer had prefaced our own good services with mention of a recent spate of suicides and homicides of homeless people in a neighbouring county to show up service shortfall there! Certainly not a good way to make friends or influence people.

The final medium DPEOs work in is radio — either nationally or locally. Making oneself available will always generate further invitations. The question and answer format, faxed or e-mailed to the radio station in advance, can be useful. I did this recently for a national programme on anxiety with questions and answers of what anxiety is; how big the problem is; what the symptoms are; how it affects the individual; what help is available; when the general practitioner needs to be consulted; if there is any self-help available; if people with anxiety get better, etc. Producers may not stick to this but they can find it useful in planning the interview. Preparing a written response also prevents being misquoted. Producers of local radio prefer information to be interpreted in a local context, so having demographic data on hand is recommended.

For the brave (or perhaps foolhardy) there is an additional radio format to consider. This is the ‘regular’ radio show! For the past 8 years I have been doing this for the BBC. We have tried to relate it to important events such as exam stress in May or seasonal affective disorder in January. Each theme was advertised in the week preceding the programme. The selected topic and pertinent relevant issues were discussed before phone calls were taken from listeners for the rest of the hour-long programme, interspersed with music. This formula worked well but became boring after 3 years and we changed the format; I confronted my obsessionality and dispensed with themed presentations. We opened the network and listeners were invited to phone in on any matter that concerned them. This resulted in a more dynamic programme, although it was fortunate that I knew how to treat athlete's foot when a listener called about this. I recall one listener telephoning for advice on coping with heights. She put this advice into practice some weeks later when she telephoned the radio show from Bristol while she crossed the Clifton Suspension Bridge! I couldn't have stage managed it better if I had tried. The switchboard was jammed with callers offering encouragement and praise when we invited her to participate live during the following week's programme. Neither she nor I had any regrets. Thankfully I did not have to confess that I could never do what she had just done. I have learnt a great deal about how to do things and how to avoid some of the obvious pitfalls, but it would take many years before I would feel confident enough to be the Frasier of the Midlands!