Media Moment is an ongoing series where TogoRunners get up close and personal with members of the media. In today’s Media Moment, Alana Rockland chats with Greg Freiherr, Business and Technology Editor, Diagnostic Imaging magazine and Features Editor, Oncology News International.
Alana Rockland: What makes a story/topic interesting to you?
Greg Freiherr: The best story ideas have three elements: a news hook, so that they are happening soon but not past (e.g., upcoming release of a product or service); novel (e.g., unlike other products or services); and are tied to an issue of significance to the practice of radiology (or oncology). An example would be the development of a CT scanner that uses more than two sources of x-rays to capture a volumetric image with greater temporal and spatial resolution, yet cuts patient dose.
AR: What are the main issues you’ll be following this year?
GF: Radiation dose (particularly CT), 3T MR; continuing sales slump, particularly in CT, PET/CT, mammography; PACS integration of 3D/Advanced visualization.
AR: How do you typically find your sources?
GF: Industry – long-term relationships; academia – web searches, lists of vendor luminaries
AR: Do you prefer to be pitched via phone, email, Twitter? Other means?
GF: Pitches over the phone only by people I personally know; otherwise pitches by email
AR: Do you have any pet peeves when it comes to getting pitched?
GF: People who don’t know more about the product or service than is in their prepared pitches. If you don’t want to spend the time to understand what you’re pitching, why should I?
AR: Of all the PR pitches you’ve received over the years, which one stands out in your mind the most?
GF: The guy about ten years ago who called to tell me he had a story about a revolutionary new technology called M…R…I
AR: If you were to be remembered for only one article you’ve written, which would it be and why?
GF: Recognizing that I’m only as good as the last story I wrote: Dearth of data lowers the bar in debate over radiation and cancer