The medical profession and the media

•  In a climate of public obsession with private lives, the medical profession represents a rich source of human‐interest stories. •  Preparation is necessary when dealing with the media. •  Engaging with the media as a medical expert can serve to educate the public and boost the reputation of both individual and profession.Learning objectives:•  To gain practical guidance on how to deal with the media. •  To understand ways in which engaging with the media can be detrimental to the medical profession. •  To learn how to reduce the likelihood of damage from media involvement.Ethical issues:•  What professional guidelines are there? •  How do issues of patient confidentiality affect engagement with the media?Please cite this article as: Melville‐Brown A. The medical profession and the media. The Obstetrician & Gynaecologist 2008;10:244–250.