How to Make the Most of Every Media Encounter

Michael F. Schafer, MD, and Lauren P. Riley

The AAOS public relations department hosted two media training sessions at the 2013 annual meeting in Chicago. Both sessions were led by one of the world’s leading global public relations firms, Weber Shandwick. Steve Johnson, senior vice president, conducted the training, which provided valuable insight on how orthopaedic surgeons can optimally engage the media to meet key professional goals.

Today, “media” is a broad term encompassing traditional national and local print and broadcast media, as well as “niche” social media, websites, and blogs. All types can provide you with opportunities to tout your individual brand and expertise—as well as your practice, institution, and profession—to key audiences.

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