Published 12/1/2008
Frank B. Kelly, MD

Bright lights…big message

Register now for media training workshops in Las Vegas

Are you familiar with a “sound-bite” or “key message”? How about the word “bridging”? If not, I encourage you to read on.

At the 2009 Annual Meeting, you will have an exciting opportunity to learn how to communicate effectively with television, radio, newspaper, magazine, and Internet reporters. With the explosion of the Web, news organizations are clamoring for good, interesting content. You can provide that content if you know how.

For the first time, the Academy is offering four free half-day media training sessions in Las Vegas. I encourage all fellows to take full advantage of these sessions. You will work with top-notch media professionals who can help you feel more comfortable during any interview. You will learn what to do when a reporter calls you for a comment or turns up outside your office or hospital with a camera and a microphone. The sessions are fun and provide solid, no-nonsense tips for presenting a clear, concise, and effective orthopaedic message.

Recently, I spoke with AAOS President Tony Rankin, MD, about the importance of knowing how to best handle reporters and what to say to them.

“Media training has been exceedingly helpful to me as AAOS president,” said Dr. Rankin. “It prepared me to effectively communicate the AAOS message and, more importantly, to stay on point. I believe media training is especially crucial today for all our members, as the Academy strives to improve and enhance the image of the orthopaedic surgeon.

“Our specialty is frequently in the spotlight due to new advances, the increasing need for our services by active boomers, and the Department of Justice investigation of the major implant manufacturers. If called upon, every AAOS member should be professionally prepared to represent him- or herself and our specialty. Knowing how to give media interviews can also help members spread the word locally about what our specialty has to offer. I use the media training techniques every day.”

The sessions are being held on Friday, Feb. 27, at the Venetian Sands. They are first-come, first-served, so I recommend you go online and sign up now. (See registration directions below.) If you have had some media training, this will be a great refresher course. I have been through media training five times and learned new techniques every time. If this will be your first session, get ready for a fast-paced, exciting, and enjoyable 4 hours. Once you’ve completed the course, I think you’ll agree that the experience and benefits are priceless!

Updated public/media relations manuals now available
To enhance the image of orthopaedic surgeons and to raise awareness of our medical expertise, state orthopaedic societies, specialty societies, and Academy members can take advantage of a free Public/Media Relations Manual, developed by the AAOS.

Learn how to establish yourself or your society as the local source of expert information on musculoskeletal health and injury prevention issues. You’ll also find out how to increase patient and public awareness of the range of procedures and treatments options available, how to build relationships with the general public and rapport with the media, and how to effectively reach your targeted audiences.

Contact Pat Julitz at (847) 384-4036 or julitz@aaos.org to request your free copy of the Public/Media Relations Manual today.

Frank B. Kelly, MD, is chair of the AAOS Communications Cabinet. He can be reached at fkelly@forsythstreetortho.com

How to register for media training
Registration is easy; just follow these simple directions.

Go to www.aaos.org/register

At the login page:

Enter your last name
Enter your ID number/password
Click on the login button

To register for the 2009 Annual Meeting, select AAOS Annual Meeting Registration.

Select “Show Sessions.”

Media training is on Friday, Feb. 27.
# 701, 8:00 a.m. - 12:00 p.m., Room 3205
# 703, 8:00 a.m. - 12:00 p.m., Room 3206
# 702, 1:00 p.m. - 5:00 p.m., Room 3205
# 704, 1:00 p.m. - 5:00 p.m., Room 3206

Select the session of your choice, add it to your cart, proceed to checkout, and follow directions.

If you have any additional questions regarding registration, contact Lynn Haase directly by e-mail at haase@aaos.org