It seems health is always in the news. Whether it’s about the ethics of supplying contraceptives, medicines supply problems or advice on the latest over the counter medicines, today’s media juggernaut of 24-hour news is always eager for pharmacists to share their expert opinion. And it’s not just a relationship that benefits journalists, either. Talking to the press can give a real boost to your own career.
Raj Patel, of Mount Elgon Pharmacy in London, says speaking to the press is something that has always interested him. However, it was only when he started engaging that he realised the difference it could make to his business.
“It does help business,” he says. “Patients know what you can do, and people have confidence in you. We have people that don’t live near, but they visit the pharmacy for blood pressure checks. It builds a good rapport with customers.”
Mr Patel said he first contacted the press to celebrate his pharmacy’s first anniversary, to thank his customers. “From there it’s just cascaded,” he says. “I’ve had media contact me from magazines, GMTV, the BBC – there are always stories and they want a pharmacist’s perspective.”
Weldricks area support pharmacist Ravi Mohan says he has had a similar experience. Since he was asked to do an ‘expert’s corner’ session for BBC Radio Sheffield he has found himself regularly approached by the media.
“If there is comment needed locally or nationally, Radio Sheffield have my number,” Mr Mohan says. “I’ll either go in, or give an interview. It means community pharmacy has a voice locally in Sheffield.”
Mr Mohan says talking to the media has also boosted his communication skills. “I feel more confident in speaking to different people,” he says. “I’ve just taken on the role of chair of my LPC. I can’t say that’s directly from speaking to the media, but it’s given me extra confidence. I’ve done a few talks to patient groups, too… it’s not directly media-based, but it branches off.”
For employee pharmacists who want to take the plunge and speak to the media, the best place to start is often head office. Larger companies will usually issue press releases through their communications teams and appoint media spokespeople, who usually go through media training.
Mr Mohan, who did a media training course with the NPA, says the day’s training was a real boost to his skills. “There were three trainers,” he says, “one on radio, one on TV, and one on newspapers. They recorded our sessions and gave us feedback, for example how to avoid getting drawn into debates and sticking to the subject, and getting your points across.”
Pharmacists who have undergone their media training are able to raise the profile of their profession and respond to stories, even if it’s a negative one, says NPA spokesperson Mark Beckett. Pharmacists who have undergone media training from the pharmacy body have appeared on TV and radio, and participated in the NPA’s Ask Your Pharmacist week launch at the Houses of Parliament. The NPA can also provide briefing notes on hot topics, and even questions and answers that pharmacists can use for newspaper columns, Mr Beckett adds.
However, before you embark on your career in the media, a word of caution: the need to keep stories relevant means that journalists usually have tight deadlines to meet, and requests will often have a tight turnaround.
“If you’re going to be a media person you have to be available at 24 hours’ notice,” Raj Patel says. “But it’s great fun – a break from the norm. It adds a bit of spice to the day. I love it.”
The NPA has places available for a free media training day on September 26 in Manchester. For more information contact Mark Beckett on m.beckett@npa.co.uk or 01727 858687 ext. 3529.
Tips for your CPD entry on media skills
Reflect Could I help boost pharmacy’s public profile?
Plan Contact head office about becoming a media spokesperson.
Act Attend any media training available and offer local media outlets interviews, comments and articles.
Evaluate Have I helped to raise the sector’s profile locally?
