How to Successfully Communicate with the Media Imaging Symposium 2016... · SBI/ACR Symposium 2016...
Transcript of How to Successfully Communicate with the Media Imaging Symposium 2016... · SBI/ACR Symposium 2016...
SBI/ACR Symposium 2016
Media Training:
How to Successfully
Communicate with the
Media
April 2016
Presenters
• Joy Burwell, Assistant Vice President,
Public Affairs, Amplify Public Affairs
• Elizabeth Morris, MD, FACR, FSBI
Joy Burwell
• I have no financial relationships to
disclose.
External Affairs Protocol
• Everyone should be considered a
“member of the media”
• What can you say? What can’t you say? –
start a list!
• Consequences of saying/doing something
you shouldn’t
Media Relations 101
The “Lingo”
• Press Release
• Digital News Release
• Pitch (and types)
• Core Message
• Proof Point
• Deadline
• Letter to the Editor (LTE)
• Op-Ed
• Article
• Blog Post
The Players
• Reporters vs. Producers vs. Bloggers –
what’s the difference?
• Editorial Board
• Social Media
Methods of Communicating with
the Media
• Press Release
• Press Statement
• Digital News Release
• Pitch – proactive vs. reactive
• Letter to the Editor (LTE)
• Op-Ed
• Blog Post
• Press Kit
• Ad
• Press Conference/Briefing
• Press Kits
• Article
• Poll
• Policy/Research/Professional Society/Scientific Conference
• Congressional/Legislative Testimony (fed & state)/Leave Behinds
• TV/Radio Show
• Webinar
• Webcast
• Podcast
• Social media
Working with the Media
The Power of the Press
Media = an effective way to communicate research to key audiences:
– Lawmakers (Federal, State, & Local)
– Policymakers
– Researchers
– Opinion leaders
– Funders
– Academia
– Providers
– Patients
– Payers
– Those who disagree with you
Media Relations Do’s
• Know your audience and interviewer
• Get to the point – stick to your key messages
• Define words (i.e. underinsured, specialty pharmacy, 90 day lookback, etc.)
• Suggest additional resources
• Decide what you want to say beforehand – and have a cheat sheet handy for yourself with the main points you want to be sure to touch on
• Keep hydrated – and have a bottle of water nearby, just in case
• Be confident, and speak with authority – reporters and audiences are often won by the attitudes of those being interviewed
• Keep your answers concise and to the point
Media Relations Don’ts
• Lie or shade the truth
• Use jargon – speak in language that the audience will understand
• Fill empty air time with chatter
• Repeat the negative word or phrase in a question
• Allow an interview to last more than 20 minutes
• Give long, rambling answers
• Be typing on your computer or doing other things while speaking
with a reporter
• Answer questions tentatively – speak with confidence and authority
Identifying Opportunities for
Engagement
• Proactive Pitching
– When you have an announcement or
message to get out, reach out to reporters
who have covered the issue in the past
– Accomplished via a press release/statement
or an email or phone call directly to the target
reporter(s)
Identifying Opportunities for
Engagement cont.
• Reactive Pitching
– When an article on or closely related to key
issue area(s) runs without being contacted,
and you have something to add or contribute
to enhance or further the story
– Accomplished via an email or phone call
directly to the reporter
– Accomplished via LTE or op-ed
LTE
• Sent in response to the article, editorial or op-
ed to the outlet it ran in
• Usually from a reader
• No more than 250 words
Op-ed
• When you would like to get in front of one or
more target audiences on an issue
• Expresses author’s opinion on an issue
• Call to action to a newspaper or online news
platform
• Usually between 450 and 750 words long
(varies by outlet)
Messaging
What is “Message”?
• The crux of the matter
• The reason why anyone should care about
your organization, initiative, research
findings, announcement, etc.
• Helps frame a broader issue and generate
support for change
• A good message is: clear, compelling,
accurate and short
IF YOU REMEMBER NOTHING ELSE,
REMEMBER THIS
____(message)_____
Key Tips in Messaging
The Five "W"s and the "H"
Who? What? Where? When? Why? How?
The Inverted Pyramid
• Place the most important facts at the beginning and work "down" from there. Ideally, the first paragraph should contain enough information to give the reader/target a good overview of the entire narrative. The rest of the piece/pitch explains and expands on the beginning.
• A good approach is to assume that the story might be cut off at any point due to space/time limitations. Does the story work if the editor only decides to include the first two paragraphs? If not, re-arrange it so that it does. Does it work if the elevator ride with the governor is 30 seconds?
• The same principle can apply to any type of medium.
Message
1. For the point you want to make, start with a general statement.
2. Then support your statement with statistics.
3. Humanize your statement with a story, anecdote or memorable quote.
4. Position your message by identifying a problem and offering a solution.
5. Support your message with 2-3 proof points -- personal experiences, facts, statistics, etc. that support your messages
Controlling your Message
Transition back to your stake in the ground Bridging
Highlight your stake in the ground Flagging
Repeat your stake in the ground Repetition
“The critical
point is...”
Flagging
“The most
important
thing to
remember...
”
“It really boils
down to...”
“I need to emphasize...”
Don’t ignore
or evade the
question.
Address the
topic of the
question.
Asked about
problems?
Talk
solutions.
Bridging
Bridging: Six Connectors
“Yes…and in addition to that…”
“No…let me explain…”
“I don’t know that… what I do know…”
“The real issue here is…”
“What you’re really asking is…”
“Let me put that in perspective...”
Additional Ways to Emphasize your
Message
• Preface with a qualifying statement, such as, “Now this is important…,” “I think this is the real issue…,” and “What’s most important is…”
• Hooking – make a statement that invites follow-up so you can further emphasize your message and/or drive a point home by saying something like, “You would be surprised what the research says…”
• Seize opportunities – sometimes a reporter asks at the end of the interview, “Is there anything else you would like to add?”; use this as an opportunity to hammer home your message
• Use cueing phrases, such as, “Consider…,” “Think through…,” and “Picture yourself…”
Responding to Tough Questions
• Diffuse difficult questions
– Keep your cool, smile (even if doing on the phone), respond patiently and don’t repeat the negative
– Be honest and straightforward
– Stay positive and deliver your positive message
– Bridge back to your core message
Responding to Tough Questions
• Recognize different types of difficult questions, and respond accordingly
– Hypothetical questions – “That’s completely hypothetical. What I can tell you
is…” and bridge to positive core message
– Loaded/leading questions – “That’s not true, let’s put this in perspective because
it’s a very important point…” and bridge back to a core message
– Unnamed sources/unsubstantiated charges – “I don’t know who is saying that
but it’s not accurate. The issue here is…” and bridge back to a core message
– Inaccurate information within a question – “That’s not accurate, so, let me make
this clear because it’s a very important point…” and bridge back to a core
message
– Multi-part question – choose the question you want to answer
– Off-the-record questions – don’t go off-the-record, because nothing is off-the-
record
• If you get into a difficult situation:
– Tell the truth
– Bridge back to a core message
• Prepare
• Have a core message and
proof points
• Stick to your core message
and proof points
• Remember:
Bridge, Flag, Repeat
Elizabeth Morris MD FACR FSBI
Chief, Breast Imaging Service
Larry Norton Chair & Professor of Radiology
Memorial Sloan Kettering Center
@DrLizMorris
What has SBI been doing?
If You Want To Catch Fish…
Go Where The Fish Are
Association of Health Care Journalists
Denver, CO 3/27/14 to 3/31/14
700 health care journalists from U.S. & Canada
What did we do?
• SBI booth in exhibit hall
• Written materials on benefits of screening
– Kopans’ review of screening
– Kopans’ critique of Bleyer and Welch overdiagnosis
NEJM article
– RCTs, CNBSS etc.
• Interface with registrants at breaks/lunch
– Met 60 journalists
• Foster new relationships with journalists
– Elaine Schattner (science background) Forbes and
HuffPost
Overall Successful
Establish media contacts
• Introduce yourself at press conference
• Correspond to HCJ praising article and
offer future comments
• Work with PR departments - offer services/
inform them of important coverage
• Promote unique practice features/firsts
Tips For Different Media
• Television
• Radio
• Social
TV
• Prepare, prepare, prepare
• Know the format (live or taped) & length
• Listen and think about each question
• Voice and facial expression
• Simple language
• Personal questions
• Clothing and make up
Preparation
• Broadcasters look for snappy soundbites
• Identify a couple of key simple messages you want to get across - make sure you stick to them
• Prepare & rehearse the points you want to make in advance
– This will help in the interview
• For a studio interview, – find out how long the interview will be – How many people will be there – whether it will be live
• SBI/Amplify resources are at your disposal – Position statements
– Articles
– Recommendations
– Advice
Format
• If a TV crew is coming to your site to film the report, it will usually take an hour or two
• Find out the news angle of the report
• Be prepared to be asked to 'perform' as a radiologist in front of the camera - the film crew may want shots of you in front of a monitor or mammo machine
TV - Clothing and appearance
• People pay attention to what you look like before they listen to what you are saying
• Dress smartly, but be comfortable
• No distracting clothes - stripy jackets, checks, novelty ties and garish colors
• For studio interview, they will make you up before the program
• Look in the mirror before you go on camera – unruly hair or food in teeth
Look and Listen
• Maintain eye contact directly with interviewer
• Don't look into the camera, or look down when you are answering a question remember to smile
• Try not to be distracted by the lights and cameras when being filmed
• Don't feel you must say something if you don't know how to answer a question
• Don't feel pressured by silences during an interview - it's a trick to make you say more than you intend
• When giving an answer, say what you mean, then stop
Voice & facial expression
• Be yourself • Speak slowly • Practice in front of a mirror • Don't be afraid to repeat yourself, this is often a
good way to bring your point across • Be positive, honest, and straightforward -- think
of the interview as a good conversation, not a debate
• Think about the tone pitch tempo of your voice instead of the words
Keep it VERY simple
• Avoid technical jargon and “doctor” language – Don't use acronyms that
the viewer won't understand
• Avoid saying short 'yes', 'no', or 'no comment’ – makes you appear closed
or uninformed
• If possible, use personal stories & analogies to illustrate points
Useful phrases
• Think about how to express your subject in everyday terms such as: – "size of a penny”
• If you get your words muddled, stop and start again with: – "Let me put it another way..."
• You don't have to be interrupted, instead say: – "Hold on. Just let me finish..."
• Don't let the reporter switch topics: – "Before we tackle that, I need to add..."
• Start important points with signal expressions, such as: – "The real issue is..." – "The most important issue is..." – "I feel strongly that..."
• For difficult or tricky questions try: – "I don't know... but what I do know is..."
Print interviews
• Know who you are speaking to – There are biases (NYT vs WSJ)
• Prepare! • Use everyday language – don’t be academic!!
– Talk to a 12 year old
• “Off the record” comments don’t exist! – Don’t say anything you don’t want to see in print
• Ask to see a draft • Keep in touch with the reporter once story
finished
• Most often done by phone
• Get to most important points 1st
– unlikely all comments used
• Cheat sheet/highlighted documents
• Be polite, courteous and thank reporter for opportunity to comment.
• Do not argue!!
• Email- more time- double check reply-
– if uncertain talk to colleague/SBI experts
Preparation - Print
• Journalists also look for snappy sound bites – Prepare a couple of these in advance - will help a lot!!!!
• Rehearse the sentences and answers you want to give • Identify a couple of key simple messages
– 4 or 5 sentences you want to get across – Talk in quotable sentences
• Before starting an interview ask the reporter – what the focus of the story is – who else is being interviewed – type of questions you are going to be asked
• Negotiate an interview time which gives you at least 30 minutes to prepare
Radio interviews
• Often live over the telephone
• May be in studio
• Prepare
– Cheat sheet/highlighted documents
• Informal – try not to be nervous
• Sharp short animated well illustrated
• Never assume knowledge
Radio
• Find out how long it will be – Short 5 minutes/less –short responses with
minimal elaboration- highlight key points- why favor/oppose
– Longer- short answers but more time for elaboration
• Radio may allow you more time to get your point across
• Take the listeners on a journey
• Thank host for opportunity
Your voice on radio says everything
• Vary your pitch and tone
• Smiling can help improve your tone of voice
• Remember to speak slowly
• When you are under pressure, it is very easy to speed up
Avoid
• Talking too fast
• Going on too long – not getting to the point
• Mumbling
• Conflicting information
• Not connecting with the audience
• Saying “No comment.” Admit when you don’t know the answer to a question
Remember the press • Are not the enemy • Has a job to get the story out • Are looking for an angle and
some good quotes • It’s their job to ask tough
questions • Have word limits • Are coming to you because
you are the expert • Sometimes come to a story
with false assumptions which they will give up when you give them proper evidence to the contrary
Social Media is where
it is at!!
• Get FB/Twitter accounts and use them
• Follow bloggers who support your
positions and comment
• Comment on online media sites
MEDIA FOLLOWS AND RESPONDS TO
SOCIAL MEDIA
Welcome to the Society of Breast Imaging
SA-CME Questions
1. Which of the following statements is NOT a good method of establishing media contacts?
a. Introduce yourself to healthcare media at press conferences
b.Compliment a healthcare journalist via email if you see an article you believe is well written
c. Reach out to the media to promote unique features of your practice
d. Inform your PR department of your willingness to be interviewed by the media
e.Organize and participate in a protest against biased reporting of a media outlet
1. Which of the following statements is NOT a good method of establishing media contacts?
a.Introduce yourself to healthcare media at press conferences
b.Compliment a healthcare journalist via email if you see an article you believe is well written
c.Reach out to the media to promote unique features of your practice
d.Inform your PR department of your willingness to be interviewed by the media
e.Organize and participate in a protest against biased reporting of a media outlet
2. Which of the following statements regarding an interview with the media is TRUE?
a.Be aggressive and attack the opponents of your position
b.Do not research the background of your interviewer or the media company they work for
c.Fill any silence with your thoughts
d.Tailor your replies to reinforce/refute the interviewer’s questions and/or statements
e.Never mention the opponents of your position unless you are asked to comment on them
2. Which of the following statements regarding
an interview with the media is TRUE?
a.Be aggressive and attack the opponents of your
position
b.Do not research the background of your
interviewer or the media company they work for
c.Fill any silence with your thoughts
d.Tailor your replies to reinforce/refute the
interviewer’s questions and/or statements
e.Never mention the opponents of your position
unless you are asked to comment on them
3. Which of the following statements regarding social media is FALSE?
a.It is important to increase your exposure to social media
b.You should follow bloggers who support your positions
c.The media does not pay attention to medical bloggers
d.You should get Facebook and/or Twitter accounts and use them
e.SBI is available to help you optimize your use of social media
3. Which of the following statements regarding social media is FALSE?
a.It is important to increase your exposure to social media
b.You should follow bloggers who support your positions
c.The media does not pay attention to medical bloggers
d.You should get Facebook and/or Twitter accounts and use them
e.SBI is available to help you optimize your use of social media
4. If you do not know the answer to a
reporter’s question you should?
a.Guess
b.Say “no comment”
c.Give them the name and contact information
of someone who does
d.Tell them you do not know but will look it up
and get back to them with the answer as soon
as possible
e.Ignore the question
4. If you do not know the answer to a
reporter’s question you should?
a.Guess
b.Say “no comment”
c.Give them the name and contact information
of someone who does
d.Tell them you do not know but will look it up
and get back to them with the answer as soon
as possible
e.Ignore the question
5. What is NOT one of the strategies for
controlling your message during an
interview?
a.Leading
b.Bridging
c.Repetition
d.Flagging
e.Blocking
5. What is NOT one of the strategies for
controlling your message during an
interview?
a.Leading
b.Bridging
c.Repetition
d.Flagging
e.Blocking