Engaging with the Media: Recap of the 2023 Annual Meeting Media Training Session | Erin Medlin, MD, and Mark Einstein, MD, MS

At the 2023 SGO Annual Meeting on Women’s Cancer, a media engagement and training session was successfully facilitated by five members of the SGO/FWC Communications Committee.  

At the time the session was delivered, we did not know that SGO members across the country would soon be called upon to respond to chemotherapy drug shortages. Throughout May and early June, SGO members were featured in local, regional and national press outlets, including the New York Times, CNN, MSNBC, NBC and ABC affiliates, and more. 

As experts in gynecologic oncology, it is our responsibility to ensure that the public and the media have access to reliable and evidence-based information 

Do you feel comfortable in media engagements and interviews? 

If not, we are here to help!

Review the annual meeting session recording here, or if you prefer to read, follow these tips: 

• Preparation and research: Before any media interaction, it is crucial to thoroughly research the topic, understand the target audience, and familiarize yourself with the media outlet. Preparation allows you to confidently communicate your message and respond to inquiries effectively. 
• Clear messaging: Distilling complex medical information into clear and concise messages is vital when engaging with the media. Use plain language and avoid jargon to ensure that your audience, including patients and the general public, can easily understand the key points. 

• Bridging techniques: In interviews, it is important to bridge from the questions asked to the messages you want to convey. This technique allows you to smoothly transition to your prepared messages, ensuring that your intended information is delivered effectively. 
• Storytelling: Incorporating compelling patient stories or personal experiences can enhance the impact of your message. Storytelling helps create an emotional connection, captures attention, and fosters understanding among the audience. 
• Building rapport: Establishing a positive relationship with media representatives can contribute to more effective communication. Be courteous, respectful, and open to their questions. Engaging in active listening and demonstrating empathy helps establish rapport and fosters a productive interview environment. 
• Practice and mock interviews: Regularly practicing and conducting mock interviews can significantly improve your media engagement skills. These simulations allow you to refine your messages, enhance your delivery, and become more comfortable in front of the camera or microphone. 

We express our gratitude to fellow SGO members who helped develop and lead the session with us, including: Dee Sparacio, MS; Sharee Umpierre, MD; Emese Zsiros, MD, PhD. We also appreciate the expertise and guidance of Elizabeth Kix, MPH, APR, SGO Chief Marketing and Communications Officer. Their willingness to share their expertise with our members is truly commendable.