Communicate with Empathy, Neutrality, and Truth: Media Training Tips for Physicians

From rising vaccine hesitancy to prenatal misinformation, these are frustrating times for physicians and confusing times for consumers. In fact, a recent online survey showed that 70% of Americans report hearing conflicting medical information from family and friends. And other reports show that 86% of physicians say they've encountered more misinformation among patients within the last five years than in years before

It’s also a golden opportunity for PR exposure. But only if you stay in what I call the education lane.

This is where media training comes in and can prepare you to stay neutral and grounded in facts so that you can educate your audience, build consumer confidence, and showcase your expertise.

Here are two powerful ways physicians can use PR effectively in today’s climate, and how media training can help you land every interview successfully:

1. Show Empathy

When a reporter asks a question like, “Do vaccines cause autism?” it’s tempting to shout, “NO! The data says no!” But reacting that way can alienate the very people you’re trying to educate.

The solution? Bridging. It’s a simple but powerful tool in the PR box that brings together empathy with facts.

Example: A reporter asks you about the link between autism and vaccines. Your response should be “It’s completely understandable why this is concerning to so many parents, but the data is very clear and tells us…” In one response, you’ve acknowledged their fear, remained neutral, and educated the audience.

Pro Tip: In your media training, identify tricky questions and prepare bridged responses that combine empathy, neutrality, and education.

2. Always Be Truthful

Your goal in a medical interview is to educate and empower your audience while building trust in the medical community. That means being honest, even when the news isn’t perfect.

Example: You’re an oncologist who is asked why pancreatic cancer survival rates continue to remain low. You might say: “Survival rates are low, but they have improved over the past few years thanks to research advances. We’ve taken the survival rate from X to X. So, while there is a long way to go, we have seen some progress.” You’ve acknowledged reality while highlighting progress.

Pro Tip: Stay current on studies and data. Share those studies with the reporter before and after your interview so your story reflects the latest evidence.

Remaining neutral doesn’t mean staying silent. It means communicating your expertise with empathy, truth, and clarity. In today’s climate, that’s the most powerful way to educate, build trust, and protect your credibility.

To learn more or schedule a customized media training, email mia@creopr.com.