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Cancer and the Media Gordon McVie, IEO, Milan Definitions- “Cancer” » » » » » » Cause- hair dye, toothpaste, mobile phones, HRT (Mis) treatment- side effects, cures! Anti-hospital or doctor Animal testing Quality of Life Anti government, usually funding Definitions- “Media” » Radio- local, national » TV- local, national » Newspapers-serious, popular,interest group,daily, weekly etc. » Internet – standalone web-sites, or linked to other media The Real Issues » » » » » » Communicator’s skills Understanding research – eg trials Sorting statistics Grasping risk Preparing media releases Controlling the end result Communicator’s skills » » » » » Everyone thinks it’s easy Training works Doctors are bad Scientists are worse Advocates can be brilliant Alarm » 85% of breast cancer patients are depressed or anxious » Half of those are due to poor communication by doctors » But this can be reversed by training in communication skills (Fallowfield & Maguire) Training Works » » » » » » » Keep it simple Maximum 3 key points Assume clear style Don’t preach Don’t fidget and fuss Eye contact is essential on TV So is a smile- four times better than words Sorting Statistics » » » » » » Keep it simple Choose easy endpoints eg mortality If using %--say “% of what” Define “most “ : 51% or 99%? Don’t touch p values or graphs Keep smiling Grasping Risk » » » » » » » » Grasping means “understanding” Risk- what is risk? How much risk is it ? With what can I compare it? What is the risk of standing under a tree? On a golf course, In a thunderstorm, In autumn!!!! Confusion » Mr Jones,55,white reads of politician who gets Ca prostate. » Runs Prostate and risk in Google » 8410 hits! First is Harvard » Fills in age,height,diet,ethnicity,vasectomy » Told “Risk higher than average” » Consults primary care doctor More Confusion ! » » » » » » » Risk of what? Risk of Ca prostate is 40 in 1000 (in ten yrs) Risk of death from it is 2 in 1000(in ten yrs) So What? Risk of death fromCa colon is 4 in 1000, From Heart disease(smoker) 51 in 1000, (non smoker) 21 in 1000 (in ten years) Confusion cleared up! » What mattered in the original calculation by Harvard? » Age » Nothing else! Preparing Media releases » » » » » » Keep it simple Say it in simple words Keep detail to an appendix Make 3 points maximum Don’t forget your contact details Make them smile Controlling the End Result » » » » » Ask to see the finished text, or program Stand firm Insist on your 3 points If live, no-one can edit you out Keep smiling Priorities on a Budget » » » » » People stories are popular Letters to the editor work Local radio is better than local press National is always better than local TV is tops Cancer Media Centre (www.cancerworld.org) Susi Burke and Gordon McVie Background » Poor, patchy amateurish coverage of cancer stories in European Media » Enormous human interest » Fast evolving technology (+ languages) » Proven need for informed, authoritative, lay language articles pan Europe » Clear opportunity to improve public understanding of cancer science » New weapon in improving prevention and early detection strategies Intent » » » » » » » » Screen peer-reviewed articles on cancer Select those of highest public interest Write lay summaries in press friendly form Post on the cancerworld media centre web Email to “signed-up” journalists Alert ESO experts, and offer to media Alert other interested parties Provide fast response to queries Professor Nora Kearney Nora Kearney was appointed as Professor of Cancer Care in the Department ... more Stars awarded Professor Jacques Bernier Christian on quality M.D., Dittrich P.D. of the Throughout isresearch. head of the The the3rd last more Medical 15stars, years Department the Dr more Bernier groundbreaking of has Oncology conducted atthe the studies story Kaiser in is.Franz clinical... Josef-Spital... more more The European School of Oncology (ESO) has created the first independent cancer website for journalists. It features the latest oncology news from leading peer reviewed journals and trusted Institutions. We want to provide the media with accurate information about the latest cancer treatments, lifestyle advice and developments in research. We believe that a better informed media creates a better informed public. If you work in the media and have any questions about cancer, email us at [email protected] The Cancer Media Centre is a service for news journalists. If you are a member of the public and have been affected by cancer please visit the cancer world website by using the link below.