Public Engagement and Clinical Trials New Models and Disruptive Technologies: Workshop Summary (2012) / Chapter Skim
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6 The Media
6 The Media
Pages 49-54
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From page 49... ...
A panel of journalists from national broadcast media, an online medical news source for professionals, and a patient-focused market researcher discussed the challenges facing news organizations in covering the medical research beat and provided some ideas for how journalists might respond. BALANCED COVERAGE Getting medical research stories right is vitally important, because many Americans obtain much of their health information from the media -- television, radio, print, and the Internet, said Heather Won Tesoriero, Medical Producer, CBS News.
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From page 50... ...
Particularly helpful, said Peggy Peck, Vice President and Executive Editor, MedPage Today, was including patient histories in the story package presented to the news media. These personal stories engage viewers, listeners, and readers and help provide context and, at times, a more complete picture.
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From page 51... ...
Sergel believes that researchers are responsible for making sure that news releases, public relations statements, and researchers' own statements do not overstate the study findings or their significance. RELATIONSHIPS WITH THE AUDIENCE Unlike some other news beats, health is very "selfish." People can be broadly interested in politics or economics with no particular stake in the coverage, Sergel said, but, for most people, a health story immediately raises the question, "How will this affect me or my family?
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From page 52... ...
CONFLICT OF INTEREST Journalists have an essential occupational preoccupation with the reliability of their sources. Situations that reflect on the credibility of researchers -- most notably, potential conflicts of interest that arise when medical researchers receive funds from drug companies or other sources that may try to influence research outcomes -- are looked at carefully by major news organizations, as Peck described.
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From page 53... ...
-- gains traction. If conflict-of-interest rules are too stringent, it "knocks out everybody that we would want at the table," said Finnegan Brooks.
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