Did you know Dr. Marko is a member of the American Physical Therapy Association's (APTA) Media Corps?
Engaging with local media can take various forms, such as posting on social media, writing letters to the editor, or participating in interviews. For Ben Fung, PT, DPT, MBA, this engagement began with kettlebells. In 2012, he got the opportunity to appear on a local TV news station to discuss the strength training trend, which exposed him to the behind-the-scenes aspects of producing a TV segment.
Fung, now a member of the APTA Media Corps, has participated in numerous interviews representing the physical therapy profession. He emphasizes that while PTs are skilled communicators, it's important to adapt their communication for a media audience rather than a patient audience.
Other PTs, such as Carrie Pagliano, PT, DPT, and Theresa Marko, PT, DPT, MS, also stress that PTs possess the communication skills needed to work with the media. They highlight PTs' ability to distill complex information and convey it in a relatable manner. Amy McGorry, PT, DPT, who works as both a physical therapist and a journalist, suggests that PTs' natural communication skills make them effective interviewees.
Starting to work with the media can involve focusing on personal passions or clinical expertise. Fung recommends honing a "media personality" and understanding the basics of working with the media. Colleen Fogarty of APTA suggests reaching out to local media outlets to share news, expertise, or positive patient stories. She emphasizes that building relationships with the media is crucial.
When preparing for interviews, staying up to date with the latest information in the field is important. Crafting key messages and using bridging statements to steer conversations back to those messages help interviewees stay on track. It's essential that key messages are clear, concise, and not overly self-promotional. Additionally, understanding the target audience and tailoring responses to their needs is crucial.
Successful media engagement can raise the profile of the physical therapy profession. APTA's efforts, including public service announcements and media tours, have contributed to increased awareness of the profession's value. However, APTA encourages all members to contribute by raising awareness locally, engaging in advocacy, and using social media to amplify messages. The goal is to present a unified and strong voice that promotes the profession and its benefits.
Read more of Dr. Marko's insights on why being in media is so important in APTA Magazine, Page 24, by downloading the PDF below.
Download PDF • 5.74MB