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

[email protected]

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

• Print

• 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

Print

• 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

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

how to successfully communicate with the media imaging symposium 2016... · sbi/acr symposium 2016...

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