Intended for healthcare professionals

Rapid response to:

Observations Out of Hours

Lactation wars

BMJ 2011; 342 doi: (Published 09 February 2011) Cite this as: BMJ 2011;342:d835

Rapid Response:

BMJ response

We should, at least, be grateful to Christopher Martyn for letting us
know what he thinks of rapid responses he doesn't agree with: he wants
them axed.

He notes that the article on lactation attracted media attention, but
doesn't approve of the resultant headlines.

Assuming Sun reporters don't study the BMJ over their breakfast, why
did the article attract such widespread attention?

Before the axe falls can he clarify the role of the BMJ - and the
authors - in generating the media storm and blogging frenzy?

What effort was there to publicise the article? Were there pre-
publication briefings (on or off the record) for journalist? A press

Why was this paricular paper chosen for publicity?

If you sup with the devil . . .

John Doherty

Competing interests: No competing interests

11 February 2011
John Doherty
Occupational physician
Vienna 1040