Improving representation of nurses in the media

Abstract

Improving representation of nurses in the mediaNursing scholars just delivered some unsettling news about the image of our profession. In "The Woodhull Study Revisited: Nurses' Representation in Health News Media 2018 examined how nurses are treated in the print news media and compared their findings to the landmark 1997 Woodhull study on that same topic (Sigma Theta Tau International 1997). So one could wonder: What had changed after two decades? Nothing, actually. Now, as then, nurses are almost invisible in the news media (Mason, Glickstein, Nixon, Westphaln, Han & Acquaviva, 2018).Woodhull Revisited found that nurses were used as expert sources in 2% of health articles in 2017. What is remarkable is that this was an actual decrease from the 4% found in 1997. Although that difference is not statistically significant, it certainly makes the point. The researchers wanted to know more, of course, and interviewed 10 health journalists . They found that journalists generally don't understand how nurses are educated or what nurses do to improve health. When journalists do want to talk with nurses, they often don't know how to find them. Hospital public relations (PR) personnel often are unhelpful. In their study, one journalist described a typical interaction with hospital PR: "I ask for nurses, they give me physicians." On the rare occasions when journalists do use nurses as sources, they often have to justify it to their editors. A journalist related the common editorial reaction: "What, am I unable anywhere in America to find a doctor?"Nursing itself is part of the problem. Nurses on Twitter talk primarily to each other-journalists rarely follow nurses or read nursing journals . Journalists say there is little nursing outreach to the media to promote nursing expertise, innovations, or perspectives. And many hospitals and health systems tell nurses not to talk to the media. When nurses and journalists do manage to connect, physicians may chafe and wrest away the media opportunity.These results might cause cognitive dissonance in some readers. Since 2002, nurses have ranked first in Gallup polls measuring ethics and honesty (Gallup, 2017). One could logically ask: Doesn't that mean people respect nurses and their views? The simple answer is "no." The public may value nurses' integrity, generous nature, and ability to provide good care under difficult conditions. But that is not the same as respect for nurses' expertise and central role in health care. If nurses were viewed that way, journalists would clamor for nursing comment on health care research, challenges, and policies.The undervaluation of nursing goes even further. It means that nursing receives inadequate resources

Media Interview Tips and Techniques for the Registered Nurse

“…A nurse should be familiar with the broadcasting company interviewing them. Becoming familiar with the type of news reported and the target audience is essential 10 . A media interview can be initially intimidating.…”

“…A key to effective and efficient communication is adherence to the message during the interview. Remember that a journalist can have multiple purposes for the story, including educating, inspiring, entertaining, or convincing 10 . Therefore, when interviewing about a healthcare topic, the nurse's information is intended to help the journalist's goal of conveying a clear message to the public 11 …”

“…It is essential to show passion for the topic in answering questions. Consider body language, and use open body language characteristics such as nodding in agreement, smiling, a confident stance, positive gestures, and good eye contact 10 …”

“…If the journalist requests a quote, ask that the quote be read back to confirm accuracy. Remember, the public enjoys hearing from nurses and respects them as healthcare experts 10 …”

“…Becoming familiar with the type of news reported and the target audience is essential. 10 A media interview can be initially intimidating. However, if asked to speak to a journalist about healthcare topics in a public forum, consider the broadcasting company's target audience and the type of information communicated to the audience.…”