AM23-SN-09-O: Managing the Media: Tools to Communicate with the Public Effectively (Enduring)

The expertise of the transfusion medicine community, including transfusion services, blood suppliers, and professional organizations, has been called on heavily and consistently to deliver clear and effective messages to the public. Hot topics the media has requested clarity on include the state of the blood supply and its safety, management of critical shortages, evolving donor eligibility requirements, and the benefits and harms of convalescent plasma. Likewise, blood suppliers have relied heavily on the media and both local and federal governments to assist in appealing for blood donors. Despite the growing need for transfusion medicine specialists to educate the public, laboratory professionals have little to no training in interacting with the media. They may feel unprepared to face tough questions. Furthermore, framing complex concepts in layman’s terms and adapting communication style to the particular media format (for example, print, video interview, social media) is challenging. This session will prepare you to ace your next media interview and help you leverage the media to achieve your organization’s strategic goals. The importance of establishing partnerships between hospitals, blood centers, donors, and transfusion recipients and the use of social media to amplify media interactions will be stressed. The evolving landscape of media interactions during the COVID-19 pandemic will also be covered.