The Administrative Medicine Program of the University of Wisconsin-Madison has developed a course entitled "Medicine and the Media" for clinician-executives and health care professionals who may assume administrative responsibilities. The course is designed to help students (1) understand the respective roles and demands of both the medical profession and the media, specifically how they interact, are similar, and differ; (2) learn the theories and techniques of oral and written communication for professional and consumer groups; and (3) develop confidence and skill in using diverse media to present their individual and organizational messages. Students are evaluated by means of an unrehearsed videotape recording made during the first session of the class and a 90-second speech presented during the final class session. Each also writes and submits a manuscript intended for publication in a professional journal. In addition, several students use the opportunity to develop materials for their own hospitals or clinics. Instructors are using student evaluations of the course to make it better fit the needs of future students. (FL)