Pharmacists, don't underestimate your impact as communicators

I recently had the opportunity to be part of a local media story where we discussed how British Columbians can access their COVID-19 and Influenza vaccinations at local pharmacies.

These interviews usually last about 10-15 minutes, with just a few seconds making it to the final two-minute story.

I used to question whether the time was worth it, or whether what I had to say was really of value when I would see only a few seconds make it to airtime. I now know that:

1. This is normal, and

2. There's a greater mission here that often goes unrecognized.

In fact, my personal highlight from this interview never aired. It happened after delving into the significant health risks posed by influenza infection for those over 65: "Influenza infection doubles the risk of stroke and increases the risk of a heart attack three to five times for months after infection." Now the focus of this interview was COVID-19 vaccinations, so this nugget of information didn't make it into the story.

As soon as the cameras turned off, the reporter said: "Wow, I never knew that. No one has ever told me that."

Despite this not making it into the published story, how much more do you think this journalist might regard the role of the pharmacist in their community after hearing this piece of information? In addition, how much more might they advocate for public health when it comes to influenza vaccination in their stories?

You see, when it comes to science communication, our message is not restricted to the few seconds of air time that results. Just as important is often what remains unseen and unheard. When we speak with the media, we're not just educating the viewers but also the very journalists who craft these narratives for the public.

No matter how brief our time on air, there's always a bigger picture.

Do not underestimate your impact, pharmacists! In an age where misinformation is rampant, we need healthcare professionals to communicate in public domains and with the media now more than ever. Pharmacists are expert communicators, it’s what we do every single day!

So, don't be discouraged if your airtime is limited; it's part of the journey. Keep the bigger vision in mind, and remember, every second counts when it comes to educating and empowering our communities towards better health.