American Academy of Pediatrics
Transforming Hesitant Doctors into Media Advocates with Rapid Media Training
This project was completed by Jordan Baker during her tenure as Senior Communications Manager at FRAC.
Live and taped interviews
across 30 media outlets
Audience reach
of 1.2 Million+
From Experts to Influencers
The Situation
Many prospective clients know media is important, but are terrified of it. They worry about being misquoted or freezing up. We faced that firsthand with AAP.
Pediatricians clearly understood the problem: sick children, developmental delays due to hunger, but didn't know how to translate that clinical reality into a 30-second news segment. Our goal was to turn hesitant medical professionals into media-ready advocates for the sensitive national issue of food insecurity.
The Strategy
We executed a "Ground Tour" strategy in key local markets (New York, Georgia, Virginia), combined with rigorous spokesperson training.
We coached pediatricians to pivot from clinical problems to policy solutions, using local relevance to drive action, during National Nutrition Month.
The Result
Confident Healthcare Voices Driving National Conversations
We secured 30 interviews and 1.2 million impressions, landing interviews with Atlanta’s CW69, WMRA Public Radio, Radio Catskill, and more.
Outcome
Successfully normalized the conversation around hunger in hospitals, turning "non-media" doctors into confident national voices capable of influencing policy.
We highlighted the role of federal nutrition programs as critical health interventions and successfully educated parents on the Hunger Vital Sign™ screening process.
The Impact
But beyond the numbers, the qualitative success was massive. We normalized the conversation around food insecurity in a hospital setting. We taught parents to ask for help and doctors to offer it. For a prospective client, this proves that even with a sensitive topic and 'non-media' spokespeople, we can achieve significant, positive national visibility.