Art

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Art Science of Communication
Tips for the Physician Spokesperson by Nancy A.
Nielsen, MD
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Biggest Social Fears

• Being a victim of a practical joke
• First day on a new job
• Meeting a dates parents for 1st time

• Being asked a personal question in public
• Speaking in public
• Going to a party and not knowing anyone

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Five Commandments of Effective Communication

• Know thy audience
• Know thy content
• Do not ramble
• Create impact
• Listen

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I. Know Thy Audience

• Purpose

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Know Thy Audience Should I Teach or Preach?

• Informing
• Persuading, inspiring, calling to action.

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Know Thy Audience

• Persuasion is reason plus emotion.
• -- Donald Rumsfeld

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Know Thy Audience

• Purpose
• Demographics

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Know Thy Audience

• Purpose
• Demographics
• Audience Interest/
• Knowledge

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Know Thy Audience

• Purpose
• Demographics
• Audience Interest/
• Knowledge
• Logistics

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II. Know Thy Content

• Statistics/ Facts
• Anecdotes/Personal Experience
• Specific Examples
• Quotations/Testimony
• Compare/Contrast

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Need Content?

• Personal experience and expertise
• Organized medicine
• The Internet
• The media
• Clip file

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III. Thou Shalt Not Ramble

• Keep
• It
• Short and
• Simple

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Inverted Triangle
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Making Your Words Memorable

• Alliteration
• Metaphor/Simile
• Tricolon The Rule of Three
• Repetition
• Anaphora
• Parallel Language

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IV. Create Impact

• What you say -- 7
• How you say it -- 38
• How you look -- 55

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Still . . . Words Matter
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Key Delivery Considerations

• Appearance
• Eye Contact
• Facial Expressions
• Gestures/Movement
• Voice

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Combating Stage Fright

• Practice, Practice, Practice
• Think Positive
• Channel Energy

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V. Listen
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Listen

• Repeat Questions
• Answer to Audience
• Bridge Irrelevant Questions
• Plan for No Questions
• Have the Final Say

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Medicines MessagesHow to Find an Audience

• Civic/Service Groups
• Local schools
• Local hospitals
• Local newspapers
• Letters to legislators
• Special events

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A Final Thought

• The Eloquent Speaker is the One Drunk with
  Belief.

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Communicate for Medicine !!!