By Carla Harrington
Over the years we have spoken with many reporters covering stories involving our clients. Some were correspondents representing national media like the Wall Street Journal, Associated Press and CNN. Others worked for local or specialty media, but became well-known in the communities that they covered.
For 13 years, Jim Hall has been the key medical reporter for the local newspaper in my community, which is Fredericksburg, Virginia, an hour’s drive south of Washington, D.C. I doubt there is a health care provider in the region who doesn’t know Jim’s name.
Like all reporters, Jim probably has made enemies as well as friends while covering stories. I haven’t always agreed with his story choices, and he hasn’t always agreed with my story suggestions. I have, however, a great deal of respect for his medical news expertise, clear writing and professionalism he brings to every story.
When I recently learned Jim had retired, my immediate reaction was one of concern. Will The Free Lance-Star continue to devote the same resources to local medical coverage in light of the financial pressures on daily newspapers? I don’t have the answer to that, but do know that the paper has designated reporters who are covering the medical beat since Jim’s departure. It still has, too, its amazing Healthy Living editor, Janet Marshall, as well as staff writers who contribute periodically to her section.
My second reaction was, I need to call Jim. I need to get his perspective on changes in the medical news beat since he assumed his post 13 years ago. During our conversation, Jim discussed significant developments that had an impact on his reporting. Some were local, while others mirror broader trends affecting medical news coverage.
Dramatic Growth in Medical Services
The most notable change affecting Jim’s coverage was the proliferation of hospitals and medical services introduced in the region during his tenure.
“I felt like we went from one hospital to four hospitals, in a very short time,” he says.
During his latter years on the medical beat, Mary Washington Hospital, which was the established acute-care hospital in our community, was joined on the scene by a direct competitor, Spotsylvania Regional Medical Center, part of the HCA chain. Mary Washington’s new sister hospital, Stafford Hospital, was also built, as well as a specialty hospital, HealthSouth Rehabilitation Hospital of Fredericksburg.
Jim recalls spending an enormous amount of time covering the multi-year process of the hospitals getting state permits (in some cases despite local challenges) and being built.
“But it wasn’t just the growth of hospitals,” adds Jim. “It was the expansion of services even more so….I felt it was my duty to let readers know about the radical increase in operational services.”
He notes that Mary Washington Hospital, for example, launched several new services including perinatalogy and a trauma service during this time, and Spotsylvania Medical Center initiated plans to build its own cancer center. Jim’s coverage expanded to encompass the increase in health care providers and services.
Growing Demands on Reporters
Jim did not bring this up at first, so I asked him about changes in the news business itself that had an impact on his coverage. He then mentioned the influence of the Internet and increasing popularity of online news.
To stay competitive, newspapers that were once focused on printing daily editions and delivering them to readers’ doorsteps now must also post news online as quickly as possible, alerting readers through social media networks including Facebook and Twitter. Radio and TV media have been similarly affected, posting stories online and through social media in addition to their regular broadcasts.
“We’ve become more like wire service reporters,” Jim says.
Jim notes that writers at his paper were also encouraged, but not required, to have their own blogs. He was attracted to the opportunity for more personal writing and began a blog that he updated frequently, posting several times a week.
Jim estimates he contributed 667 blog posts over four years. Though the topics often mirrored his news stories, the blog posts were written like essays, which meant additional work for him.
A Takeaway for Health Care Organizations
Health care organizations, and those of us who work on behalf of them, can learn from Jim’s experiences. Medical reporters sometimes feel as much consumed by story ideas as they are hungry for them. With so many potential stories competing for a reporter’s attention, what can health care organizations do to increase their chances of coverage?
A few of my thoughts:
- Point out if your story idea dovetails with local, state or national trends.
- Note if you are the first to offer a service, product or specialty that could measurably improve people’s health.
- Consider the appeal of human interest stories; see if a patient is willing to tell his or her story, with the appropriate consents signed, of course.
- Remember many reporters also have blogs, which can provide an additional outlet for your story ideas.
Lastly, I would encourage health care organizations to follow the reporter’s stories and try to build a respectful relationship, whether or not the reporter decides to cover your suggestions. You want the reporter to know you are always a credible source for future stories.
