Working with the media : the power, the pitfalls and the possibilities

Hannah G. Dahlen has been working with the media as spokesperson for the Australian College of Midwives for 20 years now and has undertaken research into media representations of midwives and obstetricians. There is enormous potential power when midwives work effectively with the media. Having a public voice enables you to shift thinking about childbirth and can be a part of shifting paradigms of understanding around the profession of midwifery. The political power of a positive midwifery presence in the media cannot be underestimated. However, working with the media also takes persistence, patience, resilience and an understanding about how messages are best delivered to be effective. There are significant pitfalls; and the media can turn quickly and demonise midwives. In the world of every-expanding social media, effective messages can be delivered quickly and effectively but cyber bullying is ever present and can be very distressing to deal with. The higher profile midwives become in the media the more they are exposed to this. This chapter will focus on tips for midwives in learning to deal with the media and present themselves in the best possible light. It will explore the pitfalls and help midwives identify skills that can help them maximise their message and realise the possibilities. It will also reflect on research undertaken into the representations of midwives and obstetricians in the media and how negative stereotypes can be altered.