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Dentistry in the Headlines: The Profession and the Press
'H E A T D l in g d a n ) B m w a E
te
H © *r
& WORLD REF
A P R IL 9. 199Q
The profession and the press ou’ve been a reporter for 10 years now, and after spending much of that time covering city hall you’ve recently been assigned to the medical beat. Might as well be quantum physics. With every assignment, new terms and ideas crowd your mind like rush hour traffic. What’s more, from where you’re sitting, it usually is rush hour, with nagging daily deadlines pressing you on. Can you really be expected to cover these complex topics thoroughly and accurately? What can you learn in a day about a subject others have spent years, sometimes decades, researching? And are you really serving your “Even though we may readers with a 12-paragraph story on not use all the a subject that could well run five or technical jargon, the six full pages? words we do You could try to beg off an assign use m ust be accurate ment by telling your editor that you and the claims need more time. we make true. ” Slim chance that approach will fly, though. Journalists often face tight deadlines, whether the story involves explaining the federal budget or a revolutionary find in molecular biology. Ask Milwaukee Journal reporter Mike Ward. Last August, the 11-year veteran reporter
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took over the newspaper’s medical section. The time and space constraints of daily journalism, Mr. Ward readily acknowledged, often demand that reporters streamline complex topics. “That,” he said, “is the most challenging part of it: to simplify without being simplistic.” It’s ajuggling act, and reporters have to guard against sacrificing accuracy. “I always keep in mind," said Mr. Ward, “that it’s not ju st the public who reads the paper. Doctors also read it, and if what I write doesn’t ring true then I’ll lose credibility with them. Even though we may not use all the technical jargon, the words we do use must be accurate and the claims we make true.” Keeping on top of the latest research can be a daunting task for any reporter, much less for one unfamiliar with the medical world. Early on in his new assignment, Mr. Ward reported on what a source had characterized as a new development. Soon after Mr. Ward’s article ran, his phone started to ring. His source, whom he considered “knowledgeable and reputable,” had been wrong: the story was old news. Journalists, Mr. Ward continued, must bring to science or health reporting the same skills they use when covering city hall. “I think a lot of reporters are kind of awed and intim idated by reporting science because, let’s face it, most were English or history m ^ors in college and never considered themselves particularly able in science. And I think the reason flawed claims sometimes get published is because reporters tend to be awed by doctors and so don’t approach the story with a skeptical eye or analyze the claim or double-check sources— all the standard jo u rn a listic te c h n iq u e s you’re ta u g h t in journalism courses.” During the p a st decade, d en tistry has garnered growing space in consumer publica tions. Stories on the latest cosmetic dental procedures or news of technological develop ments, such as the application of lasers to dentistry, are common fare in family and health magazines these days. In fact, the virtual explosion of new dental technology and procedures the past 10 years, along with Americans’ growing health conscious ness, have been key factors in increasing coverage. “My perception is that consumers have a pretty high dental IQ,” said Lorna Mitchell, ADA director of the division of communications. “Interest in their own health and fitness has sparked their growing interest in developments in the health field, and I think the media are responding to that. “Newspapers have standard features on health issues, and there are probably a dozen health magazines on the newsstands today that didn’t exist 10 years ago,” she said. But what do journalists have to say about the challenges they face when researching and
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writing a dental story? How accurate are they, and how might they improve their reporting? What role does the ADA play in helping reporters inform their readers about dentistry? And what are the “hot” topics that catch an editor’s eye? For the Milwaukee Journal's Mike Ward, improvements in sealants were deemed a worthy subject for a feature article th at ran in December 1989. Other dental topics that have received recent coverage in publications nationwide include implants, temporomandibular disorders, computer imaging, dental lasers, glass ionomers, CAD-CAM the effectiveness of whiteners and p laque-control products, and perio d o n tal disease, among others. When covering many of these stories, one of the first calls reporters place is to the ADA. “There are three keys to success when working with the media,” said Ms. Mitchell. “You want to respond quickly, because every reporter is on deadline; you want to supply them with experts to interview, those dentists who actually use lasers, for example; and third, you want to provide them with good visuals, for instance
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some pictures showing the progression of p eriodontal disease, or how sealan ts are applied.” At other times, it’s the ADA making the calls, suggesting story ideas to reporters. According to Jay D anielian, d ire c to r of m edia and audiovisual services, a ttem p tin g to place articles in publications requires planning. “First of all,” she said, “you have to know the outlet you’re dealing with—whether it’s American Health magazine, a health reporter for a msyor newspaper, or a general assignment reporter for a medium-sized newspaper. “When you know th e p u b licatio n and, hopefully, the contact, you’re halfway there because then you know the type of information that person and publication will be interested in. We try to target various subjects and issues, and then go to the source th at we think is going to best present the story.” A story of first-person accounts on the benefits of cosmetic dentistry, for instance, would more likely find a warmer reception at a health magazine rather than a publication with a more technical slant. On the other hand, a technical publication might be interested in opening a few pages for an article on the intricacies of dental laser technology. But whether the seed of a story starts with an editor, a reporter, or is planted by the ADA, how th at story takes shape depends on the approach the journalist pursues, how much time he or she can spend researching and writing the article, the philosophy of the publication, and the quality of information provided by sources such as the ADA. Last August, Consumer Reports magazine featured a cover story on the effectiveness of plaque-control products. The recent spate of new dentifrices and toothbrushes boasting impres sive plaque-fighting ability spurred CR reporter Bill Apple to take a closer look. Working for a monthly magazine allows Mr. Apple to spend more time researching a topic then would normally be allotted on a newspaper. As with other dental articles he’s researched in the past, his approach to the plaque story was methodical. He explained, “You have to read the dental journals, you have to look at the product labeling and advertising very carefully, and you have to talk to research dentists. Also, you actually have to go in stores and see what’s on the shelves.” Consumer Reports’s goal of informing the public about the effectiveness and safety of products and services is an aim shared by other publications as well. CR differs from many, though, in th at it doesn’t accept advertising. “I’ve noticed in some other magazines,” said Mr. Apple, “that they sometimes will do a large spread on dental products, and it’s clear when you look at the ads that run alongside the spread th a t it’s being supported by advertising or the PROFESSION AND T H E PRESS ■ 485
products that they’re writing about. And I just wonder how objective th at kind of arrangement can be.” As is generally the case with magazines, The New York Time’s Deputy Science Editor Cory Dean reports that staff working on dental articles usually aren’t ham pered by tig ht deadlines. “The feature or long stories that we’ve done on dentistry,” said Ms. Dean, “either have been in the Science Times section or in the health pages, and for those normally we have a little bit of time.” Still, as with working on the paper’s other beats, Times health and science reporters are ex p ected to approach th e ir sto ries with skepticism and a desire for thoroughness. “When someone tells us about some fabulous advance,” said Ms. Dean, “we try to be a little cautious and get other opinions. You also want to try to get enough time to understand what it is you’re writing about.” In addition to the added time the paper usually allots its science and medical reporters, the Times also tries to set aside enough space to make stories as clear as possible to readers. This includes using a generous dose of illustrations. “I think one thing th at really helps us is the graphics capabilities we have,” said Ms. Dean. “I know th at we’ve done stories on TMJ and dental im plants that have really been helped by diagrams. “If we’re talking to dental researchers who are trying to tell the public about their work, my msyor suggestion for them is to think about how to illustrate the story in a way the lay reader can understand. Because th at makes a big difference.” Publishing articles th a t explain how consum ers can better maintain their oral health calls for placing top priority on accuracy and clarity said Susan Zarrow, an editor of Prevention, a consumer magazine. “The challenge is responsibility, really,” she said. “We have 8 million readers, and we have to be extremely careful that the information we’re giving them is accurate and backed up by good scientific evidence." Toward that end, Maureen Sangiorgio, a research associate at Prevention, fact-checks stories before they run. She also makes sure that sources have the opportunity to double check their remarks. “After we interview a doctor and the article has been written,” she explained, “I fax the story back to him or her ju st to make sure it’s accurate. Because, for example, if we say in a story ‘don’t use toothpaste, use sodium bicarbonate and salt because this study says it’s better,' our readers most likely are going to go out and do th at.” Last fall, Paul Turner, a feature writer for the Spokesman Review in Spokane, Wash, happened to overhear some people discussing
“I think the pressure to be new and fresh sometimes puts news papers and magazines in a p o s itio n o f w ritin g about trends, which I ’m not too sure are all that real. ”
their fears about visiting the dentist. The conversation sparked a possible story idea. Mr. Turner began to wonder how widespread dental fears are. He researched the story carefully, conscious of the hazards of the quick and easy conclusion. He’s seen other reporters fall prey to stories rooted more in fantasy than fact. “I think the pressure to be new and fresh sometimes puts newspapers and magazines in a position of writing about trends, which I’m not too sure are all that real,” he said. “For example, there are things th at emerge in the
field of popular psychology— and I don’t mean to criticize the whole field—but there are some things, such as seasonal affective disorders, th at I’m sure affect some people, but not everyone. “And I think th at the media occasionally take an issue like that, which on a clinical basis is not at all common, and then describe it in a manner as if to say, ‘If you have these symptoms, you have this problem.’ That’s always troubled me.” When trying to separate the overblown from the substantial, said Mr. Turner, it helps to be skeptical and to locate well-informed sources for their opinions. As Mr. Turner researched the dental phobia story, he learned that the problem was both widespread and real. His investigation led him to the Dental Fears Research Clinic at the University of Washington in Seattle. As in the case of the dental phobia story, whenever possible Mr. Turner tries to rely on authorities to translate complex subjects and jargon into terms the layperson can understand. “I’ve found th a t you can avoid distilling complicated information to the point where its essence is distorted if you are fortunate to find [such an] expert,” he said. As newspapers and magazines devote more space to health topics, a growing number of journalists have decided to specialize in the field. The more knowledgeable reporter natu-
U.S.S.R. reporter looks at U.S. dentistry dvances in dental technology is ju st one of the topics Tass News Agency reporter Yuri Kirilchenko plans to cover in his upcoming article on American dentistry, to be published later this year in the Soviet Union’s Tass-edited weekly Echo o f the
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World. “One thing I’m going to emphasize,” said Mr. Kirilchenko, who works out of Tass’s New York City office, “is the preventive side of dentistry here in the U.S.—the use of fluoride and [the practice of] flossing, for example.” The article also will highlight some of the differences between Soviet and American dentistry. While most US dentists work in private offices, for instance, it’s a rare Soviet dentist who doesn’t practice in a state clinic, said Mr. Kirilchenko. In the Soviet Union, he said, “even if you go to the dentist ju st to have your teeth cleaned you have to go to a clinic, and that can be very time consuming.” In fact, the disparity between American and Soviet dentistry is one reason Mr. Kirilchenko decided to write the article. For one, Soviet dentists earn much less than their American counterparts. “I think
A Soviet dentist provides treatment in a Moscow dental clinic. the article will evoke a great deal of interest because of some shortcomings in Soviet dental care. And one of my aims in writing the story is to help stim ulate [progress there].” Mr. Kirilchenko said th a t USSR citizens share Americans’ interest in health and fitness. “But,” he said, “I find the coverage of healthcare topics [ in the US media] simply remarkable. “For example,” he added, “discussion of the comprehensiveness of health data on food packaging is simply inconceivable in the Soviet Union because it’s such a problem simply being able to get such food products.”
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ADA media efforts n addition to fielding questions when journalists call, the ADA Department of Media and Audiovisual Services routinely sends news of dental developments to print and broadcast media outlets across the country. Last year, more than 100 national news papers and magazines carried some 200 articles on dentistry, covering such topics as dental im plants, cosm etic dentistry, infection control, periodontal disease, dental research, and more. The departm ent of media and audiovisual services estim ates th at dental articles in The
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Wall Street Journal, Newsweek, U.S. News & World Report, The New York Times, The Saturday Evening Post, and other publica tions reached an audience of more than 125 million in 1989. Moreover, television coverage of dentistry on Donahue, Good Morning America, and
Former A D A president Burton Press (center) and Dr. Terry Slaughter discuss developments in dentistry on the D onahue show. other network and nationally syndicated programs attracted an estim ated 450 million viewers last year. While accuracy and clarity are prime goals for both broadcast and print reporters, the depth of their reports often varies. For instance, a health magazine might have the luxury of setting aside three pages for an article on sealants, and in th at space cover their background, how they’ve been improved over the years, how they're applied, inter views with dentists who use them, and maybe a few quotes from people who have under gone sealant treatm ent. By comparison, a typical television news story of two minutes necessarily involves distillation—for example, it might touch on
rally is better equipped to handle a story on, say, computer imaging in dentistry or the process of bonding. Not all magazines and newspapers can afford to let a reporter concentrate on health topics. Even so, b o th th e p u b lic a tio n and th e 488 ■ JADA, Vol. 120, May 1990
what sealants do, how they work, and a few interviews to help explain them. When reporters call the ADA seeking interview s w ith local d e n tists, m edia relations staff frequently refer them to one of the 12 ADA consumer advisors located throughout the country. “The consum er advisors are member dentists trained in media interviewing,” said Jay D anielian, d ire c to r of m edia and audiovisual services. “They know that the print reporter can often spend more time interviewing them than TV reporters. “The minute the camera starts to roll, they know the story will last only two minutes and they’ll have maybe 20 seconds to get their points across. So we train them to speak in short, precise “soundbites,” focusing on four or five communications objectives they want to get across.” For the past 8 years, consumer advisor Dr. Richard Price of Newton, Mass, has been a frequent guest on The Good Day Show, a local ABC talk program broadcast through out New England. Admittedly, said Dr. Price, “you cannot cover all the complexities of a subject on television, but you can give people informa tion that will start them thinking. If, for example, I get on the air and say that implants are a way of having a third set of tee th —if th a t’s all I say— I’ve at least planted a seed in the viewers’ minds. They can then ask their dentist about what I’ve said; it’s a way of getting dental information to the public.” Aside from his TV appearances, Dr. Price also writes a weekly column called Dentist’s Diary in the Boston Herald. As with TV, the limitations imposed by a column force Dr. Price to cover his topic concisely and clearly. “I’ve learned to use the public’s vernacular,” he said. “You have to talk in their terms. For example, I don’t use the term four-unit bridge; I call it a four-tooth bridge.” In addition to helping consumer advisors respond to media inquiries, the department of media relations and audiovisual services also provides interviewing tips to member dentists. “Many times,” said Ms. Danielian,
public benefit when the journalist takes an interest in the story’s subject. Mr. Turner recalled a coworker in Tucson who continually asked to be assigned to health care sto ries b u t repeatedly was turned down. Eventually—only after some personnel shifts—
DR. RICHARD PR ICE
“dentists will call and say, for example, that they’re going to be a guest on a radio show, and they’ll ask what they should do to prepare. “And one of the most important things we tell them is to try to listen to previous segments of the show to find out what type of program it is—hard news or public affairs, for instance— and what the interviewer is like. Then the dentist should ask what the subject will be, and it’s okay for the dentist to suggest the kinds of things he or she would like to talk about.” The next step, continued Ms. Danielian, calls for the dentist to master the essentials of the interview topic. “Then after they’ve done their homework, dentists should list four or five main points they want to get across; those are the ones they’ll want to come back to during the interview whenever they have the opportunity. “On the other hand,” said Ms. Danielian, “don’t avoid questions. And it’s okay when you don’t know something to say ju st that. The same basic approach applies whether you’ll be talking to a neighborhood news paper reporter, appearing on a local radio show, or network news program.” For more information, call the department of media and audiovisual services at ext. 2808.
her opportunity came, “and she did a terrific job,” said Mr. Turner. He added, “If the editor who was handing out the assignments might have placed more emphasis on the interests and enthusiasms of the reporting staff, it probably would have served
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the newspaper and its readers better. I know that you can’t manage a newsroom by letting everyone do what he or she wants, but to whatever extent it’s possible an issue is best covered by someone with an interest in it.” For 4 years, from 1985-89, Rick Asa fielded calls from reporters as ADA manager of media relations. He answ ered p ress qu eries on dentistry, sent reporters background informa tion packets and, when they requested, arranged interviews for them with experts in the field. Today, as a general assignment reporter for Pioneer P ress’s Oak Leaves newspaper in suburban Chicago, Mr. Asa is on the other side of the desk. “I know how overwhelming it can be when you get an idea for a story and then you sit on your hands because you really don’t know where to go from there, and often people in media relations can be an enormous help,” said Mr. Asa, who recently received the Chicago Dental Society’s annual science writing award, the George H. Cushing Memorial Award, for his article “Fluoride: the never-ending debate.” When answering media queries, Mr. Asa said he made a point of covering as much of a subject as possible and then following up the telephone conversation by mailing the reporter compre hensive background material. “I usually found that if the story was in the hands of a science writer there was no problem,” said Mr. Asa. “The problem,” he continued, “came with reporters not really versed in a topic who would conduct one, maybe two, interviews, rely on some background material, and then
490 ■ JADA, Vol. 120, May 1990
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slap something together—th at can be kind of dangerous. “I think th at reporters’ writing can be improved, and I include myself here, if we remember to take the time to allow a complex scientific topic to unfold itself so that we understand it completely before we put it into print.” Although Mr. Asa’s ADA background serves him well when he’s searching for dental stories, few reporters have a strong background in dentistry. Their story ideas might be generated by an article in another publication, a TV or radio program or, as in the case of the Spokesm an Leader’s P aul Turner, by an
overheard conversation. Not to be overlooked, though, is the role dentists also play as sources for stories. “I can’t tell you how many reporters came to me at the ADA,” recalled Mr. Asa, “and said that they got the idea for a story from their dentist. They turned an awful lot of what they heard in their dental offices into stories, no question about it.” Moreover, a Bausch & Lomb survey released in February showed that the strongest, most lasting statem ents about the profession are made by its practitioners. Seventy-six percent of adults polled in the study listed dentists and hygienists as among their primary sources for learning about dentistry. Second place went to magazines, which 17% of the adults cited as among their top sources of dental information. “There’s no question th at the media are enormously powerful,” said Mr. Asa. “But it’s the one-to-one relationship between the dentist and the patient that really counts. That’s what people take away. I think every patient wants a positive relationship with their dentist, and at th a t point it’s largely up to the dentist to facilitate th at.”
The opinions expressed or implied in this article are strictly those of the interview participants and do not necessarily reflect the opinions, official policy, or position of the American Dental Association. Publication of the names of products or manufac turers does not imply endorsement by the American Dental Association.
te
H © *r
& WORLD REF
A P R IL 9. 199Q
The profession and the press ou’ve been a reporter for 10 years now, and after spending much of that time covering city hall you’ve recently been assigned to the medical beat. Might as well be quantum physics. With every assignment, new terms and ideas crowd your mind like rush hour traffic. What’s more, from where you’re sitting, it usually is rush hour, with nagging daily deadlines pressing you on. Can you really be expected to cover these complex topics thoroughly and accurately? What can you learn in a day about a subject others have spent years, sometimes decades, researching? And are you really serving your “Even though we may readers with a 12-paragraph story on not use all the a subject that could well run five or technical jargon, the six full pages? words we do You could try to beg off an assign use m ust be accurate ment by telling your editor that you and the claims need more time. we make true. ” Slim chance that approach will fly, though. Journalists often face tight deadlines, whether the story involves explaining the federal budget or a revolutionary find in molecular biology. Ask Milwaukee Journal reporter Mike Ward. Last August, the 11-year veteran reporter
Ji /
took over the newspaper’s medical section. The time and space constraints of daily journalism, Mr. Ward readily acknowledged, often demand that reporters streamline complex topics. “That,” he said, “is the most challenging part of it: to simplify without being simplistic.” It’s ajuggling act, and reporters have to guard against sacrificing accuracy. “I always keep in mind," said Mr. Ward, “that it’s not ju st the public who reads the paper. Doctors also read it, and if what I write doesn’t ring true then I’ll lose credibility with them. Even though we may not use all the technical jargon, the words we do use must be accurate and the claims we make true.” Keeping on top of the latest research can be a daunting task for any reporter, much less for one unfamiliar with the medical world. Early on in his new assignment, Mr. Ward reported on what a source had characterized as a new development. Soon after Mr. Ward’s article ran, his phone started to ring. His source, whom he considered “knowledgeable and reputable,” had been wrong: the story was old news. Journalists, Mr. Ward continued, must bring to science or health reporting the same skills they use when covering city hall. “I think a lot of reporters are kind of awed and intim idated by reporting science because, let’s face it, most were English or history m ^ors in college and never considered themselves particularly able in science. And I think the reason flawed claims sometimes get published is because reporters tend to be awed by doctors and so don’t approach the story with a skeptical eye or analyze the claim or double-check sources— all the standard jo u rn a listic te c h n iq u e s you’re ta u g h t in journalism courses.” During the p a st decade, d en tistry has garnered growing space in consumer publica tions. Stories on the latest cosmetic dental procedures or news of technological develop ments, such as the application of lasers to dentistry, are common fare in family and health magazines these days. In fact, the virtual explosion of new dental technology and procedures the past 10 years, along with Americans’ growing health conscious ness, have been key factors in increasing coverage. “My perception is that consumers have a pretty high dental IQ,” said Lorna Mitchell, ADA director of the division of communications. “Interest in their own health and fitness has sparked their growing interest in developments in the health field, and I think the media are responding to that. “Newspapers have standard features on health issues, and there are probably a dozen health magazines on the newsstands today that didn’t exist 10 years ago,” she said. But what do journalists have to say about the challenges they face when researching and
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Ì J J *
A !) L i Ü Z ü
LO R N A M ITC H ELL
writing a dental story? How accurate are they, and how might they improve their reporting? What role does the ADA play in helping reporters inform their readers about dentistry? And what are the “hot” topics that catch an editor’s eye? For the Milwaukee Journal's Mike Ward, improvements in sealants were deemed a worthy subject for a feature article th at ran in December 1989. Other dental topics that have received recent coverage in publications nationwide include implants, temporomandibular disorders, computer imaging, dental lasers, glass ionomers, CAD-CAM the effectiveness of whiteners and p laque-control products, and perio d o n tal disease, among others. When covering many of these stories, one of the first calls reporters place is to the ADA. “There are three keys to success when working with the media,” said Ms. Mitchell. “You want to respond quickly, because every reporter is on deadline; you want to supply them with experts to interview, those dentists who actually use lasers, for example; and third, you want to provide them with good visuals, for instance
J A Y D A N IELIA N
some pictures showing the progression of p eriodontal disease, or how sealan ts are applied.” At other times, it’s the ADA making the calls, suggesting story ideas to reporters. According to Jay D anielian, d ire c to r of m edia and audiovisual services, a ttem p tin g to place articles in publications requires planning. “First of all,” she said, “you have to know the outlet you’re dealing with—whether it’s American Health magazine, a health reporter for a msyor newspaper, or a general assignment reporter for a medium-sized newspaper. “When you know th e p u b licatio n and, hopefully, the contact, you’re halfway there because then you know the type of information that person and publication will be interested in. We try to target various subjects and issues, and then go to the source th at we think is going to best present the story.” A story of first-person accounts on the benefits of cosmetic dentistry, for instance, would more likely find a warmer reception at a health magazine rather than a publication with a more technical slant. On the other hand, a technical publication might be interested in opening a few pages for an article on the intricacies of dental laser technology. But whether the seed of a story starts with an editor, a reporter, or is planted by the ADA, how th at story takes shape depends on the approach the journalist pursues, how much time he or she can spend researching and writing the article, the philosophy of the publication, and the quality of information provided by sources such as the ADA. Last August, Consumer Reports magazine featured a cover story on the effectiveness of plaque-control products. The recent spate of new dentifrices and toothbrushes boasting impres sive plaque-fighting ability spurred CR reporter Bill Apple to take a closer look. Working for a monthly magazine allows Mr. Apple to spend more time researching a topic then would normally be allotted on a newspaper. As with other dental articles he’s researched in the past, his approach to the plaque story was methodical. He explained, “You have to read the dental journals, you have to look at the product labeling and advertising very carefully, and you have to talk to research dentists. Also, you actually have to go in stores and see what’s on the shelves.” Consumer Reports’s goal of informing the public about the effectiveness and safety of products and services is an aim shared by other publications as well. CR differs from many, though, in th at it doesn’t accept advertising. “I’ve noticed in some other magazines,” said Mr. Apple, “that they sometimes will do a large spread on dental products, and it’s clear when you look at the ads that run alongside the spread th a t it’s being supported by advertising or the PROFESSION AND T H E PRESS ■ 485
products that they’re writing about. And I just wonder how objective th at kind of arrangement can be.” As is generally the case with magazines, The New York Time’s Deputy Science Editor Cory Dean reports that staff working on dental articles usually aren’t ham pered by tig ht deadlines. “The feature or long stories that we’ve done on dentistry,” said Ms. Dean, “either have been in the Science Times section or in the health pages, and for those normally we have a little bit of time.” Still, as with working on the paper’s other beats, Times health and science reporters are ex p ected to approach th e ir sto ries with skepticism and a desire for thoroughness. “When someone tells us about some fabulous advance,” said Ms. Dean, “we try to be a little cautious and get other opinions. You also want to try to get enough time to understand what it is you’re writing about.” In addition to the added time the paper usually allots its science and medical reporters, the Times also tries to set aside enough space to make stories as clear as possible to readers. This includes using a generous dose of illustrations. “I think one thing th at really helps us is the graphics capabilities we have,” said Ms. Dean. “I know th at we’ve done stories on TMJ and dental im plants that have really been helped by diagrams. “If we’re talking to dental researchers who are trying to tell the public about their work, my msyor suggestion for them is to think about how to illustrate the story in a way the lay reader can understand. Because th at makes a big difference.” Publishing articles th a t explain how consum ers can better maintain their oral health calls for placing top priority on accuracy and clarity said Susan Zarrow, an editor of Prevention, a consumer magazine. “The challenge is responsibility, really,” she said. “We have 8 million readers, and we have to be extremely careful that the information we’re giving them is accurate and backed up by good scientific evidence." Toward that end, Maureen Sangiorgio, a research associate at Prevention, fact-checks stories before they run. She also makes sure that sources have the opportunity to double check their remarks. “After we interview a doctor and the article has been written,” she explained, “I fax the story back to him or her ju st to make sure it’s accurate. Because, for example, if we say in a story ‘don’t use toothpaste, use sodium bicarbonate and salt because this study says it’s better,' our readers most likely are going to go out and do th at.” Last fall, Paul Turner, a feature writer for the Spokesman Review in Spokane, Wash, happened to overhear some people discussing
“I think the pressure to be new and fresh sometimes puts news papers and magazines in a p o s itio n o f w ritin g about trends, which I ’m not too sure are all that real. ”
their fears about visiting the dentist. The conversation sparked a possible story idea. Mr. Turner began to wonder how widespread dental fears are. He researched the story carefully, conscious of the hazards of the quick and easy conclusion. He’s seen other reporters fall prey to stories rooted more in fantasy than fact. “I think the pressure to be new and fresh sometimes puts newspapers and magazines in a position of writing about trends, which I’m not too sure are all that real,” he said. “For example, there are things th at emerge in the
field of popular psychology— and I don’t mean to criticize the whole field—but there are some things, such as seasonal affective disorders, th at I’m sure affect some people, but not everyone. “And I think th at the media occasionally take an issue like that, which on a clinical basis is not at all common, and then describe it in a manner as if to say, ‘If you have these symptoms, you have this problem.’ That’s always troubled me.” When trying to separate the overblown from the substantial, said Mr. Turner, it helps to be skeptical and to locate well-informed sources for their opinions. As Mr. Turner researched the dental phobia story, he learned that the problem was both widespread and real. His investigation led him to the Dental Fears Research Clinic at the University of Washington in Seattle. As in the case of the dental phobia story, whenever possible Mr. Turner tries to rely on authorities to translate complex subjects and jargon into terms the layperson can understand. “I’ve found th a t you can avoid distilling complicated information to the point where its essence is distorted if you are fortunate to find [such an] expert,” he said. As newspapers and magazines devote more space to health topics, a growing number of journalists have decided to specialize in the field. The more knowledgeable reporter natu-
U.S.S.R. reporter looks at U.S. dentistry dvances in dental technology is ju st one of the topics Tass News Agency reporter Yuri Kirilchenko plans to cover in his upcoming article on American dentistry, to be published later this year in the Soviet Union’s Tass-edited weekly Echo o f the
A
World. “One thing I’m going to emphasize,” said Mr. Kirilchenko, who works out of Tass’s New York City office, “is the preventive side of dentistry here in the U.S.—the use of fluoride and [the practice of] flossing, for example.” The article also will highlight some of the differences between Soviet and American dentistry. While most US dentists work in private offices, for instance, it’s a rare Soviet dentist who doesn’t practice in a state clinic, said Mr. Kirilchenko. In the Soviet Union, he said, “even if you go to the dentist ju st to have your teeth cleaned you have to go to a clinic, and that can be very time consuming.” In fact, the disparity between American and Soviet dentistry is one reason Mr. Kirilchenko decided to write the article. For one, Soviet dentists earn much less than their American counterparts. “I think
A Soviet dentist provides treatment in a Moscow dental clinic. the article will evoke a great deal of interest because of some shortcomings in Soviet dental care. And one of my aims in writing the story is to help stim ulate [progress there].” Mr. Kirilchenko said th a t USSR citizens share Americans’ interest in health and fitness. “But,” he said, “I find the coverage of healthcare topics [ in the US media] simply remarkable. “For example,” he added, “discussion of the comprehensiveness of health data on food packaging is simply inconceivable in the Soviet Union because it’s such a problem simply being able to get such food products.”
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ADA media efforts n addition to fielding questions when journalists call, the ADA Department of Media and Audiovisual Services routinely sends news of dental developments to print and broadcast media outlets across the country. Last year, more than 100 national news papers and magazines carried some 200 articles on dentistry, covering such topics as dental im plants, cosm etic dentistry, infection control, periodontal disease, dental research, and more. The departm ent of media and audiovisual services estim ates th at dental articles in The
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Wall Street Journal, Newsweek, U.S. News & World Report, The New York Times, The Saturday Evening Post, and other publica tions reached an audience of more than 125 million in 1989. Moreover, television coverage of dentistry on Donahue, Good Morning America, and
Former A D A president Burton Press (center) and Dr. Terry Slaughter discuss developments in dentistry on the D onahue show. other network and nationally syndicated programs attracted an estim ated 450 million viewers last year. While accuracy and clarity are prime goals for both broadcast and print reporters, the depth of their reports often varies. For instance, a health magazine might have the luxury of setting aside three pages for an article on sealants, and in th at space cover their background, how they’ve been improved over the years, how they're applied, inter views with dentists who use them, and maybe a few quotes from people who have under gone sealant treatm ent. By comparison, a typical television news story of two minutes necessarily involves distillation—for example, it might touch on
rally is better equipped to handle a story on, say, computer imaging in dentistry or the process of bonding. Not all magazines and newspapers can afford to let a reporter concentrate on health topics. Even so, b o th th e p u b lic a tio n and th e 488 ■ JADA, Vol. 120, May 1990
what sealants do, how they work, and a few interviews to help explain them. When reporters call the ADA seeking interview s w ith local d e n tists, m edia relations staff frequently refer them to one of the 12 ADA consumer advisors located throughout the country. “The consum er advisors are member dentists trained in media interviewing,” said Jay D anielian, d ire c to r of m edia and audiovisual services. “They know that the print reporter can often spend more time interviewing them than TV reporters. “The minute the camera starts to roll, they know the story will last only two minutes and they’ll have maybe 20 seconds to get their points across. So we train them to speak in short, precise “soundbites,” focusing on four or five communications objectives they want to get across.” For the past 8 years, consumer advisor Dr. Richard Price of Newton, Mass, has been a frequent guest on The Good Day Show, a local ABC talk program broadcast through out New England. Admittedly, said Dr. Price, “you cannot cover all the complexities of a subject on television, but you can give people informa tion that will start them thinking. If, for example, I get on the air and say that implants are a way of having a third set of tee th —if th a t’s all I say— I’ve at least planted a seed in the viewers’ minds. They can then ask their dentist about what I’ve said; it’s a way of getting dental information to the public.” Aside from his TV appearances, Dr. Price also writes a weekly column called Dentist’s Diary in the Boston Herald. As with TV, the limitations imposed by a column force Dr. Price to cover his topic concisely and clearly. “I’ve learned to use the public’s vernacular,” he said. “You have to talk in their terms. For example, I don’t use the term four-unit bridge; I call it a four-tooth bridge.” In addition to helping consumer advisors respond to media inquiries, the department of media relations and audiovisual services also provides interviewing tips to member dentists. “Many times,” said Ms. Danielian,
public benefit when the journalist takes an interest in the story’s subject. Mr. Turner recalled a coworker in Tucson who continually asked to be assigned to health care sto ries b u t repeatedly was turned down. Eventually—only after some personnel shifts—
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“dentists will call and say, for example, that they’re going to be a guest on a radio show, and they’ll ask what they should do to prepare. “And one of the most important things we tell them is to try to listen to previous segments of the show to find out what type of program it is—hard news or public affairs, for instance— and what the interviewer is like. Then the dentist should ask what the subject will be, and it’s okay for the dentist to suggest the kinds of things he or she would like to talk about.” The next step, continued Ms. Danielian, calls for the dentist to master the essentials of the interview topic. “Then after they’ve done their homework, dentists should list four or five main points they want to get across; those are the ones they’ll want to come back to during the interview whenever they have the opportunity. “On the other hand,” said Ms. Danielian, “don’t avoid questions. And it’s okay when you don’t know something to say ju st that. The same basic approach applies whether you’ll be talking to a neighborhood news paper reporter, appearing on a local radio show, or network news program.” For more information, call the department of media and audiovisual services at ext. 2808.
her opportunity came, “and she did a terrific job,” said Mr. Turner. He added, “If the editor who was handing out the assignments might have placed more emphasis on the interests and enthusiasms of the reporting staff, it probably would have served
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the newspaper and its readers better. I know that you can’t manage a newsroom by letting everyone do what he or she wants, but to whatever extent it’s possible an issue is best covered by someone with an interest in it.” For 4 years, from 1985-89, Rick Asa fielded calls from reporters as ADA manager of media relations. He answ ered p ress qu eries on dentistry, sent reporters background informa tion packets and, when they requested, arranged interviews for them with experts in the field. Today, as a general assignment reporter for Pioneer P ress’s Oak Leaves newspaper in suburban Chicago, Mr. Asa is on the other side of the desk. “I know how overwhelming it can be when you get an idea for a story and then you sit on your hands because you really don’t know where to go from there, and often people in media relations can be an enormous help,” said Mr. Asa, who recently received the Chicago Dental Society’s annual science writing award, the George H. Cushing Memorial Award, for his article “Fluoride: the never-ending debate.” When answering media queries, Mr. Asa said he made a point of covering as much of a subject as possible and then following up the telephone conversation by mailing the reporter compre hensive background material. “I usually found that if the story was in the hands of a science writer there was no problem,” said Mr. Asa. “The problem,” he continued, “came with reporters not really versed in a topic who would conduct one, maybe two, interviews, rely on some background material, and then
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slap something together—th at can be kind of dangerous. “I think th at reporters’ writing can be improved, and I include myself here, if we remember to take the time to allow a complex scientific topic to unfold itself so that we understand it completely before we put it into print.” Although Mr. Asa’s ADA background serves him well when he’s searching for dental stories, few reporters have a strong background in dentistry. Their story ideas might be generated by an article in another publication, a TV or radio program or, as in the case of the Spokesm an Leader’s P aul Turner, by an
overheard conversation. Not to be overlooked, though, is the role dentists also play as sources for stories. “I can’t tell you how many reporters came to me at the ADA,” recalled Mr. Asa, “and said that they got the idea for a story from their dentist. They turned an awful lot of what they heard in their dental offices into stories, no question about it.” Moreover, a Bausch & Lomb survey released in February showed that the strongest, most lasting statem ents about the profession are made by its practitioners. Seventy-six percent of adults polled in the study listed dentists and hygienists as among their primary sources for learning about dentistry. Second place went to magazines, which 17% of the adults cited as among their top sources of dental information. “There’s no question th at the media are enormously powerful,” said Mr. Asa. “But it’s the one-to-one relationship between the dentist and the patient that really counts. That’s what people take away. I think every patient wants a positive relationship with their dentist, and at th a t point it’s largely up to the dentist to facilitate th at.”
The opinions expressed or implied in this article are strictly those of the interview participants and do not necessarily reflect the opinions, official policy, or position of the American Dental Association. Publication of the names of products or manufac turers does not imply endorsement by the American Dental Association.