Strategic Communication for Healthcare Professionals: Mastering the Media

January 25, 2024

The Society for Healthcare Epidemiology of America’s Virtual Media Training Workshop will provide healthcare epidemiologists, infection preventionists, antimicrobial stewards, and other public health professionals to become more skilled communicators of health and science concepts, and to develop tools for countering the increasing quantity of misinformation in various media that harms the public health.

The virtual workshop sessions will provide foundational communications knowledge and practical advice relevant to both the newly initiated and the experienced media navigator. The virtual workshop will incorporate interactive hands-on and/or role-play activities to build confidence and experience in a variety of media communication platforms from live video interviews to social media.

Pricing Information:

Before you purchase, you will be required to complete demographic information. We appreciate you completing this information to support SHEA's DEI efforts. After you complete the required information, you will then be enrolled in the course. You will receive a confirmation email once you have successfully registered. 

Registration Rates
Member$249
Non-Member$349
Fellow*$129

*Registration for fellows/students/trainees must be accompanied by a letter from their department chairs or advisors verifying their status when registering. Trainee status includes interns and residents.  Click here to see an example letter. If you are a Fellow, please email learningce@shea-online.org with the letter that states your Fellow/Student Status and SHEA will provide a discount code for you to register at the Fellow Rate. Otherwise, the appropriate rate will be automatically selected for you.

Limited Attendance! Waitlist will be available.

To ensure a more intimate and interactive experience, we're limiting the number of attendees for this virtual workshop. This will enable us to create smaller groups and breakout sessions, fostering richer and more meaningful discussions. Don't miss out on this opportunity to engage deeply with the material and your fellow participants – secure your spot today! If we reach capacity you will be able to sign up for the waitlist. If someone cancels their registration, we will pull in chronological order from the waitlist. We will notify you as soon as a spot becomes available. 

Can I access the recordings?

Recordings of the didactic presentations will be exclusively provided to registered attendees for post-workshop access. Please note that recordings of workgroup discussions will not be available. 


If you have already registered

If you are looking to complete your evaluations and claim credit post workshop, click 'access course'. Session evaluations will open 15 minutes after their start time. Once these open you will be able to click “Access Course” to complete.

Target Audience

  • Physicians and Physicians-in-training: potentially including all specialties/disciplines, eg:
    • Hospitalists 
    • Internal Medicine
    • Pediatricians 
    • Internists 
    • Family Practice/Primary Care
  • Public Health  
  • Infection Preventionists
  • Antimicrobial stewardship pharmacists and pharmacy residents 
  • Nurses and Nurse Practitioners 

Learning Objectives

At the end of this activity, the learner will be able to:

  1. Utilize expert voice in public discourse around infection prevention and public health topics.
  2. Explain different forms of media and their reach in the community. 
  3. Identify common pitfalls and best practices for interacting with members of the media and/or social media and successfully respond to a media request for an interview.
  4. Identify strategies for navigating political controversies/areas of uncertainty associated with a public health topic.
  5. Explain how misinformation propagates in media and learn strategies the benefits of using different forms of media to combat misinformation. 
  6. Discuss building confidence, establish a personal brand, and market themselves as an expert.
Course summary
Available credit: 
  • 6.25 ABIM MOC
  • 6.25 ACPE Pharmacy
  • 6.25 AMA PRA Category 1 Credit™
  • 6.25 Nursing Contact Hours
  • 6.25 Participation
Course opens: 
10/06/2023
Course expires: 
07/25/2024
Event starts: 
01/25/2024 - 10:00am EST
Event ends: 
01/25/2024 - 5:05pm EST
Member cost:
$249.00
Cost:
$249.00
Rating: 
0

Leveraging the Media: Leading through Communication for Healthcare Professionals*

 

10:00-10:45 am Why Should we Talk to the Media? How a News Story Comes Together.
 Coordinator: Rita Olans, DNP, CPNP-PC, SNP, FAAN, FNAP
 
  • Introduction 
  • Uh oh, the media is on the other line and wants to know… –  Shira Doron, MD
  • Q+A 

Learning Objectives:

  1. Identify two ‘self-defined’ barriers you perceive to delivering quality health messaging to the public
  2. List the three most important factors to include when giving a presentation to the media
 10:45-11:15 amBuilding your Media Presence 
 Coordinator: Marci Drees, MD
 
  • Introduction 
  • Celine Gounder, MD, ScM

Learning Objectives:

  1. Identify how to begin to build your media presence 
  2. Recognize ways to most effectively work with your institution’s media/communications team.
  3. Determine how to build your “brand” -- how to position yourself to represent yourself vs. your organization, professional society, etc.
11:15-11:45 amGetting Started in Media
 Coordinator: Marci Drees, MD
 
  • Introduction
  • Panel - Jennifer Nuzzo, DrPH, Celine Gounder, MD, ScM, Arjun Srinivasan, MD

Learning Objectives:

  1. Recognize different pathways available to become a recognized authoritative source of information.
  2. Identify initial steps you can make to start building your media presence.
11:45-11:55 amBREAK
11:55 am-12:05 pmHow Did That Go? Pt 1
 Coordinator: Payal Patel, MD & Paul Pottinger, MD
 
  • Introduction
  • Paul Pottinger, MD

Learning Objectives:

  1. Recognize the importance of being in the correct “head space” before any interview
  2. Remain objective and on-message during an interview
12:05 – 12:35 pm"The Media" is Calling...What Now?
 Coordinator: Kris Bryant, MD
 
  • Introduction
  • Payal Patel, MD

Learning Objectives:

  1. Prepare for a media interview in a short period of time
  2. Embracing the role of subject matter expert 
  3. Identify strategies to integrate media interviews into a busy schedule
12:35 – 1:20 pm Did it Get Hot in Here? Defusing a Hostile Interview and Controlling the Conversation
 Coordinator: Kris Bryant, MD
 
  1. Introduction
  2. Panel Discussion - Jennifer Nuzzo, DrPH, Brad Spellberg, MD

Learning Objectives:

  1. Recognize the warning signs of a hostile interview
  2. Evaluate contrasting strategies for responding to a hostile interviewer
  3. Practice the “block and bridge” technique to move an interview away from questions you would prefer not to answer in order to focus on key messages
  4. Plan an effective strategy for walking away from an unproductive interview
1:20 – 1:50 pmBREAK
1:50-2:00 pmHow Did That Go? Pt 2
 Coordinator: Payal Patel, MD & Paul Pottinger, MD
 
  • Introduction
  • Payal Patel, MD

Learning Objectives:

  1. Recognize when an interviewer tries to pull their guest off message
  2. Remain on message even when things get “hot.”
2:00-2:30 pmWhen the World is Falling Apart: Communicating During a Crisis & Communicating with Challenging Audiences
 Coordinator: Kris Bryant, MD & Arjun Srinivasan
 
  • Introduction 
  • Tanya Hamburger

Learning Objectives:

  1. Describe critical features of a messaging approach for crisis communication
  2. List helpful strategies to build trust and communicate clearly
  3. List common pitfalls in crisis communication
2:30-3:15 pmThe Science of Mis information in the Era of Social Media 
 Coordinator: Supriya Narasimhan, MD, MSC & Michelle Doll, MD, MPH
 
  • Introduction
  • Propagation Enablers and Prevention Strategies - Michelle Doll, MD, MPH
  • Combating Misinformation: Emotion and Humor as Tools - Sarah Yeo, PhD
  • Q+A

Learning Objectives:

  1. Identify the types of misinformation, define the scope and impact of the problem, and discuss the key drivers of the spread of misinformation.
  2. Apply the science of information processing and propagation for strategic messaging. 
  3. Describe tools used to build persuasive messages, including effective use of data, narratives, and emotion.
3:15-3:25 pmBreak
3:25-3:35 pmHow Did That Go? Pt 3
 Coordinator: Payal Patel, MD & Paul Pottinger, MD
 
  • Introduction
  • Payal Patel, MD & Paul Pottinger, MD

Learning Objectives:

  1. Prepare effectively for a broadcast interview
  2. Build habits that allow you to incorporate media appearances into your busy clinical practice
3:35-4:05 pmPod Bless America
 Coordinator: Monica Mahoney, PharmD
 
  • Introduction
  • Ready, Set, Podcast! - Sara Dong, MD
  • We Cordially Invite You To Be Our Guest … - Erin McCreary, PharmD
  • Q+A

Learning Objectives:

  1. Recognize the advantages/disadvantages of communicating about infectious diseases and public health through podcast
  2. Evaluate skills required to be an effective invited guest on a podcast
  3. Identify the steps needed to launch a successful podcast
4:05-4:35 pmHarnessing the Power of Social Media
 Coordinator: Paul Pottinger, MD
 
  • Introduction
  • My Tips for Social Media - Heather Felton, MD, CPST 
  • My Tricks for Social Media - Mati Hlatshwayo-Davis, MD, MPH

Learning Objectives:

  1. Build healthy habits for a sustainable social media presence
  2. Advocate effectively on behalf of your patients—without being drawn into negativity
4:35-5:05 pmBringing it all together: A Call To Action
 Coordinator: Supriya Narasimhan, MD, MSC & Michelle Doll, MD, MPH
 
  • Introduction
  • Why I Speak Up for Health: Committing to Media Presence When it’s Not Comfortable or Convenient - Mati Hlatshwayo-Davis, MD, MPH
  • Answering the Call: Promoting Social Justice through Health Communication – Carlos del Rio, MD

Learning Objectives:

  1. Describe the importance of participation in public discourse related to health affairs as a member of the healthcare community.
  2. List the distinct ways in which healthcare professionals can engage with the public to promote public health and health equity.
  3. Describe effective ways to reach diverse audiences with health messages.

*Subject to change. This will be updated as speakers accept and finalize titles.

In accordance with the Accreditation Council for Continuing Medical Education's (ACCME) Standard for Integrity and Independence in Accredited Continuing Education, all faculty and planning partners must disclose all financial relationship(s) with any ineligible company within the prior 24 months for any amount. SHEA identifies and mitigates all conflict of interest prior to delivering the educational activity to learners. 

Program Committee 

Michelle Doll, MD, MPH
Co-Chair
Associate Professor
Virginia Commonwealth University
Richmond, VA
Principal investigator on Research Grant: Molnlycke Healthcare (ended)

Supriya Narasimhan, MD, MSC
Co-Chair
Faculty, Infectious Disease
Santa Clara Valley Medical Center
San Jose, California
Disclosed no relevant financial relationships

Kris Bryant, MD
Professor of Pediatrics
University of Louisville
Louisville, KY
Contracted Research: Pfizer (ended)
Contracted Research: Gilead
Contracted Research: Enanta

Marci Drees, MD, MS 
Chief Infection Prevention Officer
ChristianaCare
Dover, Delaware 
Disclosed no relevant financial relationships 

Monica Mahoney, PharmD
Clinical Pharmacy Specialist, Infectious Diseases
Beth Israel Deaconess Medical Center
Boston, MA
Consultant: BD Diagnostics
Consultant: GSK
Consultant: Cidara
Advisory Board: Melinta (ended)
Advisory Board, Research Funding: Merck (ended)
Honorarium: Paratek (ended)
Advisory Board: Pfzier (ended) 

Rita Olans, DNP, CPNP-PC, SNP, FAAN, FNAP
Associate Professor 
MGH Institute of Health Professions 
Cambridge, MA
Disclosed no relevant financial relationships  

Payal Patel, MD, MPH
ID Physician
Intermountain Healthcare
Murray, UT
Advisor: Qiagen

Paul Pottinger, MD
Director of the Infectious Diseases & Topical Medicine Clinic 
UW Medical Center
Seattle, WA
Disclosed no relevant financial relationships  

Arjun Srinivasan, MD
Medical Epidemiologist
Centers for Disease Control and Prevention
Atlanta, GA
Disclosed no relevant financial relationships

Jay Varkey, MD
Hospital Epidemiologist
Emory University Hospital
Atlanta, GA
Consultant: Mediflix Inc

Speakers 

Matifadza Hlatshwayo Davis, MD, MPH, FIDSA 
Director of Health 
City of St. Louis, Department of Health 
St. Louis, MO
Disclosed no relevant financial relationships 

Carlos del Rio, MD
Leon L. Haley, Jr MD Distinguished Professor of Medicine
Interim Dean, Emory University School of Medicine
Interim Chief Academic Officer, Emory Healthcare 
Atlanta, GA
Consultant: Roche Diagnostics (ended)

Sarah Dong, MD
Assistant Professor
Department of Medicine Emory School of Medicine  
Atlanta, GA
Disclosed no relevant financial relationships 

Shira Doron, MD 
Chief Infection Control Officer 
Tufts Medicine  
Boston, MA
Disclosed no relevant financial relationships 

Heather Felton, MD, CPST 
Associate Professor 
Department of Pediatrics, University of Louisville  
Louisville, KY
Disclosed no relevant financial relationships 

Celine Gounder, MD, ScM 
Disclosed no relevant financial relationships 

Tanya Hamburger 
Centers for Disease Control and Prevention
Atlanta, GA
Disclosed no relevant financial relationships 

Erin McCreary, PharmD, BCPS, BCIDP
Clinical Assistant Professor, Director of Stewardship Innovation 
University of Pittsburgh Medical Center  
Pittsburgh, PA
Advisory Board: GSK
Speaker Honorarium: GSK (ended)
Advisory Board: Shionogi
Speaker Honorarium: Shionogi (ended)
Speaker Honorarium: Pfizer (ended)
Advisory Board: Sanofi
Advisory Board: Abbvie (ended)
Advisory Board: Merck (ended)
Advisory Board: Basilea (ended)
Advisory Board: Melinta (ended)  

Jennifer Nuzzo, MD 
Director of the Pandemic Center and Professor of Epidemiology
Brown University School of Public Health  
Providence, RI 
Disclosed no relevant financial relationships 

Brad Spellberg, MD 
Chief Medical Officer 
LAC+USC Medical Center  
Los Angeles, CA
Disclosed no relevant financial relationships 

Sarah Yeo, PhD 
Associate Professor in the Department of Communication, Director of the STEM Ambassador Program (STEMAP)
University of Utah  
Salt Lake City, UT
Disclosed no relevant financial relationships 

*All of the relevant financial relationships listed have been mitigated

Accreditation Statements 

In support of improving patient care, The Society for Healthcare Epidemiology of America is jointly accredited by the Accreditation Council for Continuing Medical Education (ACCME), the Accreditation Council for Pharmacy Education (ACPE), and the American Nurses Credentialing Center (ANCC), to provide continuing education for the healthcare team.

Physicians: 

The Society for Healthcare Epidemiology of America designates this live activity for a maximum of 6.25 AMA PRA Category 1 Credits™. Physicians should claim only the credit commensurate with the extent of their participation in the activity.

ABIM MOC Recognition Statement

Successful completion of this CME activity, which includes participation in the evaluation component, enables the participant to earn up to 6.25 MOC points in the American Board of Internal Medicine’s (ABIM) Maintenance of Certification (MOC) program. It is the CME activity provider’s responsibility to submit participant completion information to Joint Accreditation for the purpose of granting ABIM MOC credit.

By submitting a claim for ABIM MOC, you hereby give SHEA permission to share individual physician participation information with ABIM through JA PARS.

Nurses:

The Society for Healthcare Epidemiology of America designates this live activity for a maximum of 6.25 CNE credit. Nurses should claim only the credit commensurate with the extent of their participation in the activity.

Pharmacists:

CPE Accreditation Statement for Pharmacists

SHEA is accredited by the Accreditation Council for Pharmacy Education (ACPE) as a provider of continuing pharmacy education. ACPE Universal Activity Number has yet to be assigned to this activity. This activity is acceptable for a maximum of 6.25 live CPE contact hours (6.25 CEUs) in states that recognize ACPE providers. 

Upon completion of this ACPE-approved activity, participants will receive 6.25 credits on their NABP e-Profile section of the CPE Monitor. It is the participant's responsibility to upload the correct NABP number and date of birth when submitting your evaluation. 

Available Credit

  • 6.25 ABIM MOC
  • 6.25 ACPE Pharmacy
  • 6.25 AMA PRA Category 1 Credit™
  • 6.25 Nursing Contact Hours
  • 6.25 Participation

Price

Member cost:
$249.00
Cost:
$249.00
Please login or register to take this course.

 

Registration for fellows/students/trainees must be accompanied by a letter from their department chairs or advisors verifying their status when registering. Trainee status includes interns and residents.  Click here to see an example letter. If you are a Fellow, please email learningce@shea-online.org with the letter that states your Fellow/Student Status and SHEA will provide a discount code for you to register at the Fellow Rate. Otherwise, the appropriate rate will be automatically selected for you. 

This is also where you will be able to complete your session evaluations as well as overall evaluation for the course. In order to claim and receive credits, the evaluations of sessions you attended are required to be complete. Session evaluations will open 15 minutes after their start time. Once these open you will be able to click “Access Course” to complete. Evaluations will close on July 25, 2024 at 11:59 pm ET.

Required Hardware/software

Please make sure you have the most up to date Zoom Software. Information on how to check if your Zoom is up to date, please click here.