Real-World Media Perspectives - How To Attract Media To Your Innovation-Real-World Media Perspectives

Video Transcription

Video Summary

In a comprehensive session on attracting media attention, Janet Han, a cardiac electrophysiologist from Los Angeles, leads a panel featuring three journalists: Katie Adams (Med City News), Crystal Fend (MedPage Today), and Caitlin Cox (TCTMD). They discuss the nuances of pitching stories to journalists, focusing on what constitutes newsworthy material. Katie stresses alignment with current news cycles and relevance to previous coverage. Crystal emphasizes the importance of timeliness and its impact on clinicians, while Caitlin highlights the value of data-driven, research-backed stories.<br /><br />The panel advises on the pitching process, emphasizing concise, targeted emails with clear differentiation of the product or innovation. They disapprove of hype and vague language, advocating for specific, actionable information. The journalists also discuss the importance of humanizing pitches by including personal stories and strong opinions, especially those that highlight unique aspects or industry relevance.<br /><br />Building relationships with journalists is underlined as essential, with networking at conferences and respecting journalistic integrity being key. Misconceptions such as the assumption that all statements can be edited or taken off the record are addressed. The panel concludes with a game, affirming preferences for email over cold calls and emphasizing professionalism in communications.

Keywords

media attention

Janet Han

cardiac electrophysiologist

pitching stories

newsworthy material

timeliness

data-driven stories

humanizing pitches

journalistic integrity