The executive office of the South Dakota State Medical Association will be available to the media to assist in obtaining accurate information on health and medical subjects as promptly as possible. If the information desired is not immediately available, the SDSMA will so inform the media out of respect for their deadlines. Depending on the nature of the media requested, the SDSMA will either continue to gather the information for a later deadline, or refer the reporter to another competent authority as a resource. Spokespersons for the SDSMA are the executive secretary and the president or their designee.

The designated spokesperson of the SDSMA generally will agree to be quoted by name in matters of public interest. An up-to-date list of Association spokespersons is available through the SDSMA executive office. Physicians should be introduced only by the titles and credentials that relate to the particular news gathering situation.

In matters relating to the private practice of medicine, physicians are encouraged to give information to the news media, as long as it does not jeopardize the physician-patient relationship or violate the confidentiality of the patient's medical records or legal rights. The physician may request, however, that his or her name not be used in direct quotation. With the consent of the patient, the physician is encouraged to provide information concerning the nature of the injury or illness, the degree of seriousness, a brief description of what is being done for the patient, and any other detail which might lead to a better public understanding of the case. When the patient does not consent to disclose information to the media, the media should recognize that the physician is obligated to protect the legal right to privacy of the patient.

Notifying the news media of an event implies that coverage will be welcome. Therefore, speakers at medical meetings where such notification occurs should expect to make themselves available to the news media on request providing their schedule and commitment to the sponsoring organization is not unduly compromised.

When granting interviews to representatives of the media, physicians should be aware that they will not be permitted to edit the material before publication or broadcast. Therefore, a physician should grant an interview without such a condition, or decline to be interviewed.

In requests for general medial information where no patient is involved, the physician is likewise urged to work with the reporter. When the inquiries concern experimental or preliminary scientific information, extreme caution should be exercised so as not to raise false hopes or unfounded expectations. In releasing information about new treatments, procedures, or medicines, the physician has the responsibility to be sure that the scientific information has been disseminated to the profession before announcing the same to the general public.

Nothing in this code shall be considered to amend in any way the medical code of ethics of SDSMA.