WHEN WE ARE INFORMED of the possibility that we may encounter the media, most of us usually have a negative reaction. We fear that we may be misquoted or otherwise represented in an embarrassing manner. These fears are not unfounded. After all, our most popular television program, "60 Minutes," routinely grills some unsuspecting technocrat almost weekly.
We must also be aware that we are in an exciting and rapidly changing field. We have the potential to greatly improve the status of health care and the human race. Magnetic resonance (MR) imaging is indeed a noble field.
The media represent the major communication channel that our industry has with the public. This channel is currently poorly utilized. Because of adverse publicity, the public often perceives MR imaging as an expensive and overused examination performed by groups interested only in enhancing their profit.
Who is going to present our side? MR imaging has had many more successes than failures. but the failures seem to stand out. If we are to improve the public's perception, we must look for ways to communicate better. Physicians and scientists should be encouraged to proclaim achievements-it benefits our entire field.
For those who are called on by the media, a few simple rules should be kept in mind. The medical media are usually cooperative and sincerely interested in conveying an informative and constructive story. The story, however, must be newsworthy, which means it must attract attention. Try to be helpful-have your information organized. Reporters are busy people, too! Present your Index terms: Editorlals * Radiology and radlologists. socioeconomic issues * Utilization