Becoming the On-Air Medical Expert
CBS news reporter Brooke Rogers didn’t just teach us how to show up on camera—she showed us how to own the room.
In this workshop, she walked us through what it really takes for women in medicine to step into the spotlight as trusted medical voices—without losing themselves in the process.
This powerful workshop is available in full for free CE/CME credit on the Learn at Pinnacle app. You’ll also find a rich library of content from trusted physician leaders, communication coaches, and media mentors—designed specifically for women in healthcare who want to lead, speak, and shine.
Other topics covered in the full talk include:
Real-time media mock interviews with feedback from Brooke
How to pitch medical story ideas that get greenlighted
What a reporter looks for in an expert source
Real stories from physicians who’ve grown their media presence
Tips on balancing media appearances with clinical work
Why the Media Healthcare Professionals
The media wants you.
They’re actively looking for voices that are credible, clear, and grounded in real compassion. As Brooke Rogers reminded us, reporters aren’t just open to hearing from physicians—they’re hoping to.
But here’s the catch: too many of us hold back.
Fear. Doubt. That voice in your head saying, “Who am I to speak up?”
Brooke made it clear—that hesitation is the only thing standing in the way.
“ I want to encourage each of you not to let fear get in the way of opportunity. You all have an incredible educational platform that can and should be disseminated to the media.”
Why this matters:
Physicians need to be at the table when it comes to shaping public health narratives—especially in moments of crisis. Misinformation spreads fast. But trusted, compassionate voices can cut through the noise.
In this workshop, Brooke Rogers shared the real story behind a rainbow fentanyl scare aimed at kids—and how media coverage shaped the public’s response. It was a reminder: when experts speak up, it saves lives.
Your voice matters. The media is listening.
The key takeaway?
The media wants to use you. So use us right back. That means:
Be ready to jump into stories on short notice
Understand that the media is fast-paced and needs timely expert input
Recognize that even a 10-minute interview can drastically amplify your message and brand
Common fears with Public speaking
Brooke acknowledged that for many, the idea of being on camera is terrifying. She reminded attendees that nerves are not a weakness—they mean you care. Public speaking anxiety is common (ranked even above death and spiders!), but it doesn’t have to hold you back.
“Nerves are a sign you want to succeed. In moderation, they’re actually a good thing.”
How to Communicate Medical Information for a Broad Audience
You don’t need a background in broadcast journalism to be a powerful on-air expert—but you do need to simplify your language. That was one of the strongest themes throughout Brooke’s session.
“I need you to be talking at a fifth-grade reading level,” she advised. “It’s not because people aren’t intelligent—it’s because everyone’s multitasking when they’re watching.”
Think about it: your audience is likely cooking dinner, helping with homework, or driving. Your brilliance doesn’t matter if they can’t remember what you said.
Brooke’s top communication tips:
One clear message: Decide the ONE point you want the audience to remember and repeat it clearly.
Use analogies and people-centered stories: Instead of technical terms, describe the real-world impact on patients, families, or your community.
Avoid jargon: Replace “transmitted” with “spread,” or “intervention” with “we’re stepping in.”
Here's a striking example Brooke shared:
✅ TV-friendly: “Measles is so contagious that once a few people start to catch it who didn’t get their boosters, it’s not long before the entire kindergarten class has it.”
❌ Too clinical: “Measles is transmitted by direct contact with infectious droplets or airborne spread when an infected person coughs or sneezes.”
One hits. The other falls flat.
Learning to make people feel something—
That’s the difference.
And practicing with a real fifth grader?
It’s one of the best ways to get there.
Because if you can break it down without watering it down,
you can show up anywhere—on camera, on TikTok, in a clinic or a community center—and actually connect.
Becoming a Go-To Expert
The key to consistent media presence isn't luck—it's accessibility, authenticity, and relationships. Reporters are on tight timelines, often needing to source, interview, and file a story in under 6 hours. That’s why being someone a journalist can call and count on makes all the difference.
“Time is not on our side,” Brooke explained. “So if I text someone and say, ‘Can I meet you in 30 minutes?’ and they say yes, they’re now my go-to expert.”
Ways to become that go-to expert:
Establish a rapport: Text a reporter after your first story. Share the link. Stay in touch.
Feed the story pipeline: If you hear about a trend, outbreak, or timely topic—email or DM a reporter with your insight.
Speak from experience, not stats: Audiences want to hear what you’ve seen and how it feels, not just research data.
One story can lead to another. One reporter relationship can unlock multiple appearances. And every appearance can strengthen your credibility, community presence, and professional brand.
“You’re not being asked about world peace—you’re being asked about your area of expertise,” Brooke reminded the audience. “So let yourself shine.”
Brooke also celebrated those who can be both the expert and the emotional voice of the story. When a technology expert shared he was also an AT&T customer impacted by a data breach, it gave the story greater depth. Healthcare professionals can do the same by sharing anonymized stories or reflections from their real patient interactions.
Conclusion
Brooke Rogers’ session was more than a behind-the-scenes look at media—it was a call to action for women in medicine to raise their voices and own their expertise. Her advice distilled into three powerful takeaways:
Step into the media spotlight—you’re needed, and the media wants to work with you.
Simplify your message so it’s relatable, memorable, and impactful for everyday viewers.
Be ready and build relationships to become a trusted expert journalists call again and again.
Now that you’ve read this article, take the next step:
- Visit Learn at Pinnacle to watch the full session and earn CE/CME credit.
- Start practicing sound bites or story ideas you could share.
- Reach out to a local reporter with a timely health pitch—and introduce yourself.
You have something the world needs. Don’t wait for permission. Speak up, show up, and be the expert your community is waiting for.
