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HEALTH CARE JOURNALISM As This Year’S Major Issue

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TW MAIN 04-13-09 A 13 TVWEEK 4/9/2009 6:26 PM Page 1 REWARDING EXCELLENCE TELEVISIONWEEK April 13, 2009 13 AHCJ AWARD WINNERS INCLUDE ‘NEWSHOUR,’ RLTV, AL JAZEERA. FULL LIST, PAGE 20 SPECIAL SECTION INSIDE Feeling the Pain NewsproTHE STATE OF TV NEWS The economy’s troubles finally are taking their toll on health care journalists. Page 14 Q&A: On the Horizon AHCJ Executive Director Len Bruzzese sees health care reform HEALTH CARE JOURNALISM as this year’s major issue. Page 14 Helping Underserved A Health Journalism panel will address how to ID and improve UNDER areas that need doctors. Page 24 Comprehending Reform The Obama administration THE promises health care reform, and journalists must explain what that means to the public. Page 26 Q&A: Broad Perspective CBS’ Dr. Jon LaPook draws on his medical Despite Increased Interest in Medical Issues, practice to KNIFE supplement his Media Outlets Are Cutting Health Care Coverage broadcast expertise. Page 26 By Debra Kaufman Special to TelevisionWeek Miracle Babies? The bad economy has been a double whammy for journalists: Not only have the What started as a heart-warming funds in their 401(k)s disappeared, but so have the media outlets they work for. story became one of the biggest At first, health care journalists seemed impervious to the axes falling in media “gets” of the year. Page 27 organizations. “With regard to layoffs, health care journalism lagged behind some Online Draw other areas in journalism because the topic is of great interest to Where do laid- PhRMA’s Web series “Sharing off health care viewers,” said Trudy Lieberman, president of the Association of Miracles” is gaining a global journalists go? Health Care Journalists and director of the health and medicine audience. Page 29 Page 18 reporting program at the Graduate School of Journalism at City University of New York. Don’t Rely on Web “But many are losing their jobs now,” she continued. “Health journalism is now The Internet offers assistance with caught up in it. I think our business is in big trouble.” research, but shouldn’t be a A March report to the Kaiser Family Foundation, “The State of Health Care Jour- journalist’s only tool. Page 30 nalism” by Gary Schwitzer, associate professor at the University of Minnesota School of Journalism and Mass Communication, reveals the extent of the damage. The report was based on a review of published research on health journalism and a survey of almost 260 AHCJ members conducted by KFF and AHCJ, as well as Mr. Schwitzer’s one-on-one interviews with more than 50 journalists who work (or worked) for TV stations, newspapers, radio, magazines or Web sites. Mr. Schwitzer reported that the average length of TV news pieces is dropping below 45 seconds. Nine out of 10 journalists said bottom-line pressure is “seriously Dramatic Cures hurting the quality of health news coverage” and 39% said it was very likely or some- Local stations use “House’s” cases what likely their position would be eliminated in the next three years. as jumping-off point to real-life medical stories. Page 31 At the same time, the report also showed that the news hole for TV health jour- nalism—between 7% and 11% of airtime—has remained stable over the last 10 Groundbreakers years. In fact, twice as many journalists (38%) said the amount of health coverage Network newsmagazines devote had increased as said it had gone down (18%). resources to in-depth reporting of The seeming contradiction can be explained by the fact that many TV stations health-related stories. Page 32 and newspapers are getting content from wire services and subscription services, such as Ivanhoe, and Medstar Television. Communication Is Key “At the same time, journalists now have to produce a lot more content, which NAMC helps medical professionals means fewer in-depth stories are being produced,” Mr. Schwitzer said. “There’s greater hone their skills to get message pressure from advertisers and PR firms. There’s no denying I heard a great deal of across to patients, viewers. Page 33 unhappiness in health care journalists among all media across the country.” Continued on Page 19 TW MAIN 04-13-09 A 14 TVWEEK 4/9/2009 2:48 PM Page 1 14 April 13, 2009 TELEVISIONWEEK NEWSPRO THEY AIM TO PLEASE At Health Journalism 2008, Health & Human Services Secretary Michael Leavitt, right, announced the addition of patient satisfaction data to Medi- care’s Hospital Compare Web site. Len Bruzzese Q&A FOLLOW THE MONEY Costs, Reforms Key Issues in Health Arena Veteran journalist Len Bruzzese, executive director of the Association of Health Care Journalism and its Center for Excellence in Health Care FEELING THE Journalism, has been at the organization’s helm since 2005. An associate professor at Dennis Quaid spoke at last the Missouri School of Jour- year’s event about his personal nalism, he worked with the experience with medical errors. school’s dean, R. Dean Mills, to relocate the AHCJ offices to hurt, but we’ve been very fortunate the University of Missouri’s ECONOMIC PINCH and we hope that it stays that way.” Columbia, Mo., campus. In Anxious Attendees year ago because of newsroom lay- For many, AHCJ’s annual confer- anticipation of the upcoming HEALTH CARE offs, newspapers collapsing and ence comes at just the right time, Ms. AHCJ conference in Seattle, Will Find Useful Job media across the board Lieberman said. “Our con- Mr. Bruzzese spoke with Tele- JOURNALISM 2009 feeling the crunch. ference is going to be vision Week special correspon- Tools, Services What: Annual conference of the “A year ago, the econ- geared toward some of dent Allison J. Waldman about By Allison J.Waldman Association of Health Care omy wasn’t an issue at those issues. A lot of a myriad of issues involving Special to TelevisionWeek Journalists all,” Ms. Lieberman said. reporters have lost their health care journalism and “I think our members are scared. Where: Seattle “It does feel different jobs and they are seeking what’s in store for those I think journalists everywhere are When: April 16-19 [now] and AHCJ has other occupations, but the attending the conference. scared,” said Trudy Lieberman, pres- Hosted by: University of been fortunate because need for great healthcare ident of the Association of Health Washington/Health Sciences- we have not been too reporting is still there.” TelevisionWeek: What are the Care Journalists’ board of directors, UW Medicine and Seattle hurt in this downturn. She believes panels at hot-button issues health care speaking candidly about the current Children’s Hospital Membership is still up the conference on topics journalists across all media are TRUDY LIEBERMAN economic straits facing news pros Details: healthjournalism.org and we’re still able to such as learning multime- going after today? AHCJ board president on the health beat. provide lots of services to dia tools—social network- Len Bruzzese: Many of the As AHCJ members prepare to for April 16-19 in Seattle, the mood is our members. A number of other ing, blogging your beat, getting and Continued on Page 16 gather for Health Journalism 2009, set decidedly more anxious than it was a journalism organizations have been Continued on Page 16 Children’s There is only one source for media-friendly experts on children’s health. Visit ExpertLink for: Health 500 pediatric experts and researchers representing 40 subspecialties Authorities on asthma, obesity, vaccine safety and other hot topics Is Not Spokespeople fl uent in Spanish, Chinese, German, French, Greek and more Parents rely on our experts for their children’s health care. You can rely on our Child’s experts for your health care story. Child Play Health ChildrensHospitals.net/ExpertLink ExpertLink A MEDIA RESOURCE Photo by Dan Smith, Nationwide Children’s Hospital, Columbus, OH Project1 4/8/09 11:23 AM Page 1 TW MAIN 04-13-09 A 16 TVWEEK 4/9/2009 2:52 PM Page 1 16 April 13, 2009 TELEVISIONWEEK NEWSPRO TALKING TOUGH Elizabeth Edwards last year urged on a story or help in understanding attendees to make sure the BRUZZESE a health topic and get quick feed- presidential candidates back. And it’s easy to overlook, but were telling the truth about Continued from Page 14 as an association, we feel it’s impor- their health care plans. same hot-button issues remain— tant to stand up for journalists’ health care quality and patient safe- rights—and the public’s rights— ty, for example—but some issues are when it comes to First Amendment increasing in importance this year. issues and open access to public System reform is obviously the most records. We can often bring a higher high-profile. Insurance matters, profile—or louder voice—to those affordability and health care as a issues. local economy story are grabbing more attention. The importance of TVWeek: How do the changes in health as a money story is becoming Washington, in particular the elec- more obvious. tion of President Obama, affect the stories being reported on the health TVWeek: What are the kinds of care beat? services that the AHCJ offers to Mr. Bruzzese: Of course, the media pros to help them do their biggest effect of a new administra- jobs? tion is the renewed drive for health Mr. Bruzzese: First of all, we system reform. That will be one of pride ourselves on offering a “pro- the biggest stories for the country fessional home” for journalists over the next several years. That focused on health matters. That means many more reporters are means a concentrated community going to need to understand the of fellow pros willing to assist their intricacies of health care, health colleagues in understanding cer- insurance, health-related business- order to figure out who is giving you based system and sever the link tain issues, in finding new sources, es, etc.
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