Advanced Media Relations Getting Your Point Across


Published on

Getting your point across in today\'s media world.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Advanced Media Relations Getting Your Point Across

  1. 1. Advanced Media Relations Getting Your Point Across Dr. Jim Humphries The Veterinary News Network
  2. 2. Goals: 1) Meet The Reporters Needs 2) Get Your Point Across <ul><li>Remember News Is: </li></ul><ul><li>Immediate </li></ul><ul><li>Personal </li></ul><ul><li>Relevant </li></ul><ul><li>Complete </li></ul>News You Can Use!!
  3. 3. <ul><li>Anticipate the questions you will receive </li></ul><ul><li>Write 7-15 second answers. Craft them! </li></ul><ul><li>Practice about 10 points knowing you will get in about 4-5. </li></ul><ul><li>Begin to practice. (Mirror, Spouse, Technician) </li></ul><ul><li>Be sure to practice your answers “out of order” </li></ul><ul><li>NOW; write all the “Hot Seat” questions – then practice them. </li></ul><ul><li>Practice working in the important key points early in the interview!! </li></ul><ul><li>Be prepared to support what you say with examples, cases, a “recent study”, CDC… </li></ul>The Preparation:
  4. 4. Here is how you do that: <ul><li>Write down all questions you can think of: </li></ul><ul><li>Write down all the answers: </li></ul><ul><li>Craft Your Message Points from these answers: </li></ul><ul><li>Identify Some Good Bridging Statements: </li></ul><ul><li>List Some Positive Points You’d Like To Bridge To: </li></ul>
  5. 5. The Perfect Answer: Q: _______________?? A: Positive Statement  Bridge  Message Point  That sounds good, doesn’t it?
  6. 6. The Perfect Answer: This takes practice It does not come naturally!
  7. 7. The Perfect Answer: Craft Your Message Points from these answers Q; Crafted answer Q; Crafted answer Q; Crafted answer Q; Crafted answer Q you haven’t practiced for….. Take bits and parts of your crafted answers and craft a new one thinking on your feet.
  8. 8. Dog Dies In Surgery: <ul><li>Dog died during surgery. Client went to the media. Bulldog reporter </li></ul><ul><li>wants the story to get a promotion. </li></ul><ul><li>Questions: </li></ul><ul><li>Why did it die? </li></ul><ul><li>What anesthetic was used? </li></ul><ul><li>Who monitored the anesthetic? How monitored? </li></ul><ul><li>How much was given? </li></ul><ul><li>How often does this happen? </li></ul><ul><li>What tests did you run? </li></ul><ul><li>Why does the vet want to be paid? </li></ul><ul><li>Should you refund their money? </li></ul><ul><li>Should they be rewarded for pain and suffering? </li></ul><ul><li>Aren’t all animals like members of the family? </li></ul><ul><li>Wouldn’t you expect such action if you lost a son or daughter? </li></ul><ul><li>Who monitors the hospital and sets professional standards? </li></ul><ul><li>Were those standards followed here? </li></ul><ul><li>How much money does the doctor make on these procedures? </li></ul><ul><li>How much money do veterinarians make in general? </li></ul><ul><li>Did they do everything possible to prevent this from happening? </li></ul><ul><li>What changes will be made to prevent this from happening again? </li></ul>
  9. 9. Answers: This is very rare and sometimes unavoidable. We did everything possible to prevent this from happening. The client made the decision not to do the pre-anesthetic blood work. We believe that is an important step. The dog had an allergic reaction to the anesthetic medications. This occurs in only one in 10,000 cases, but for us that’s one too many. This case was monitored with our ECG, respiratory rate and temperature monitors. That is a very high standard of care. We recognized the reaction very quickly and began all necessary emergency procedures. The good news is that this is a very rare…. I don’t know about that, what I do know is that this is very rare and sometimes unavoidable. We are all pet owners and we can completely empathize with the owners.
  10. 10. <ul><li>Your prep and performance depends </li></ul><ul><li>on type of media : </li></ul><ul><li>TV: live, tape, remote, long, short, news or happy talk </li></ul><ul><li>Radio: live, tape, news, crazy morning show, PS long, SB’s. </li></ul><ul><li>Carefully construct your message points </li></ul><ul><li>No one is going to remember more than about 2-3 key message points – SO relax and just give them 3-5 golden nuggets of information. </li></ul><ul><li>Many people only “listen” to TV (especially morning) so be sure it’s said simply </li></ul>Interview Skills!!
  11. 11. Interview Skills!! <ul><li>Your prep and performance depends on type of media: </li></ul><ul><li>LIVE </li></ul><ul><li>TAPE </li></ul><ul><li>RADIO </li></ul><ul><li>TELEVISION </li></ul><ul><li>PRINT </li></ul><ul><li>STANDING </li></ul><ul><li>SITTING </li></ul><ul><li>STUDIO </li></ul><ul><li>HOSPITAL </li></ul><ul><li>LIVE REMOTE </li></ul><ul><li>SCENE OF ACCIDENT </li></ul><ul><li>MORNING DRIVE </li></ul><ul><li>GOOFY / SERIOUS / LIGHT HEARTED / TRADITIONAL </li></ul><ul><li>CONSUMER </li></ul>
  12. 12. <ul><li>Know your show / host / reporter for style, </li></ul><ul><li>format, dress, happy talk or serious, energy level… </li></ul><ul><li>Know your audience – colleagues, customers, friends, adversaries </li></ul><ul><li>Know who you are - expert ready to teach a few simple points. Be confident and stay on message. </li></ul><ul><li>Know that the reporter or host is not your audience – they are facilitator </li></ul><ul><li>Know that becoming a good interview will cultivate a relationship with reporters and you can become a “source”. </li></ul>Know:
  13. 13. What To Say: <ul><ul><li>We are unfocused in normal conversation and fairly boring to a TV audience, therefore we have to speak in sound bites </li></ul></ul><ul><ul><li>Problem is - we know too much to give a good interview! </li></ul></ul><ul><ul><li>Therefore we must learn to focus and keep it simple!! (KISS) </li></ul></ul><ul><ul><li>You always have an out, if you don’t know, say: “I Don’t Know”. </li></ul></ul><ul><ul><li>If a reporter asks several questions, pick the one you want to answer </li></ul></ul><ul><ul><li>Repeat the essence of the question in your answer. </li></ul></ul>
  14. 14. Depends on what “it” is: BAD Answer: Q: Won’t this pet insurance really just drive up the cost of vet care? A: Well, many of my clients have it and they seem to like it. I have several clients that don’t have it and they just have to pay for the bill or maybe put it on a credit card. I don’t think any of that will affect my fees, as they have remained very constant over the past few years and we are very proud of that.
  15. 15. GOOD Answer: Q: Won’t this pet insurance really just drive up the cost of vet care? A: ! Pet Insurance is designed to help pet lovers pay for the cost of pet medical bills. ! Veterinary care is advancing every day and now, more than ever, we need third party payment for our veterinary bills. ! Pet Insurance is very inexpensive and pays for thousands of medical and surgical conditions in dogs and cats!
  16. 16. How we talk: What the Media Wants ! ! ! ! !
  17. 17. What The Reporter Is Looking For: <ul><ul><li>Newspaper reporters are looking for a Good Quote </li></ul></ul><ul><ul><li>TV reporters are looking for a good Sound Bite ! </li></ul></ul><ul><ul><li>Radio hosts are looking for Energy, Enthusiasm, </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Long, rambling, unfocused explanations will never see the light of day! </li></ul></ul><ul><ul><li>Energy, project, be happy, if you’re dull – you won’t make it. </li></ul></ul><ul><ul><li>If a reporter doesn’t ask you a key question, bring it up yourself!! </li></ul></ul>
  18. 18. Essentials of Sounds Bites and Quotes: <ul><li>They are brief, forceful, to-the-point statements. </li></ul><ul><li>They cut to the heart of the issue. </li></ul><ul><li>Remember, you are not telling the story – the reporter is. </li></ul><ul><li>The reporter wants you to add color, credibility, facts and expertise. </li></ul><ul><li>Don’t forget to incorporate the question into your answer </li></ul><ul><li>Take a brief pause (for editing) </li></ul><ul><li>Practice 5-10 points </li></ul><ul><li>Plan on delivering 4-5 </li></ul><ul><li>Reporter will use (or audience will remember) 1-3! </li></ul>
  19. 19. <ul><li>Remember to use visuals both </li></ul><ul><li>…… ..on TV and Radio! </li></ul><ul><li>Use your visuals to drive home your message points </li></ul><ul><li>Use your visuals to “Guide” the interview </li></ul><ul><li>Use your visuals to decrease nervousness </li></ul><ul><li>Good visuals include a pet, models, x-rays, video, pre-produced graphics, book, instrument, even bottle of medication… </li></ul>Always have a Prop:
  20. 20. Professional Interview Tips! <ul><li>Be truthful. Be proactive. Be enthusiastic </li></ul><ul><li>Use brief examples or cases to drive a point home </li></ul><ul><li>(I had a case where the bill was $1800, and insurance paid $1500 of that!) </li></ul><ul><li>Role play for your practice </li></ul><ul><li>Be sure to answer the “hot seat” questions </li></ul><ul><li>Think of any visual tools that will help </li></ul><ul><li>Don’t use medical jargon </li></ul><ul><li>Don’t be too slick or over prepared </li></ul><ul><li>Don’t be too anticipatory </li></ul>
  21. 21. <ul><li>Cite experts or organizations where ever possible (CDC, USDA, FDA) </li></ul><ul><li>Colorful comparisons to make your point are also good </li></ul><ul><li>Rhetorical questions are also okay: “That sounds good doesn’t it?” </li></ul><ul><li>Be sure to make your key points early. </li></ul><ul><li>Relaxed delivery is easy on the eyes and ears! </li></ul><ul><li>Don’t be afraid to repeat key points </li></ul><ul><li>Don’t elaborate – make your key point, then stop! </li></ul>Professional Interview Tips!
  22. 22. Ask the questions they have never heard before – then make them think out loud on the air. Chris Mathews - MSNBC Insight from the Pros! The best follow-up question is: “What did you mean by that…” Then they have to elaborate and get off their talking points. Bob Schieffer – CBS News
  23. 23. <ul><li>After long years of answering questions directly, it is unusual to NOT answer someone’s question, OR to steer the person over to a point we want to make and not answer their question. </li></ul><ul><li>You have already made your key points – perhaps several times, now the questions begin to become unrelated to your message OR even negative? What Do Your Do?? </li></ul><ul><li>You bridge! Deflect or answer quickly, then use a bridging statement and get back on message!! </li></ul>The Crucial Art Of Bridging!! ! ! !
  24. 24. Q: Aren’t all these advances just driving up the cost of pet care? A: The cost of good care is increasing, but the good news is more pet owners can afford that care with advances like pet insurance! Q: Yes, but isn’t this going to create more paperwork and more hassle? A: There is some paperwork, but what’s really important here is someone else is paying most of your veterinary bill!
  25. 25. Q: We’ve spoken with a dog owner who says her dog died immediately after receiving a rabies vaccination. That can’t be a safe procedure. A: (answer and deflect) Millions of doses of rabies vaccine have been given safely. With such large numbers, you will see a few adverse reactions. I don’t know what happened in that case……… (bridge)…. but what I can tell you is (key message point) Rabies vaccine and all the other vaccines we use have been tested extensively and used safely. We believe that the diseases these vaccines prevent are far more dangerous than a few adverse reactions. More Bridging!
  26. 26. Q: Yes, but yearly vaccinations are obviously good for you and your practice, isn’t this just an economic issue for you? A: (don’t restate anything negative) We make every decision based on good medicine and what is best for our patients and pet owners! (Bridge) The key point here is……… (key message point) that without vaccinations, we will have epidemic outbreaks of preventable disease. It would be horrible to see healthy pets die because a simple, low cost preventative was not used due to some mis-information or scare tactic.
  27. 28. More Bridging: Q: I’ve read recent news reports that say regular vaccines are not necessary either as often as veterinarians recommend or at all. What do you say to that? A: (answer and deflect) I don’t know what reports you are referring to… (bridge) but what I DO know is.. (key message point) Vaccine administration is one of the most effective and cost efficient tools that veterinarians have to protect animal populations and individual animals from serious and deadly diseases.
  28. 29. Q: Yes, but why would you make blanket recommendations for vaccinations when every individual is different? A: (don’t restate anything negative) No single vaccination protocol is appropriate for every patient. (Bridge) In fact, an important point here is.. (key message point)…that each pet in a veterinary hospital gets a risk assessment and a customized vaccination protocol is implemented based on that assessment.
  29. 30. ABC Formula for…The Perfect Answer: Positive Statement (or answer/deflect) I’m proud of the medicine we deliver… I don’t know what report you refer to… It’s too early to tell…. Costs are increasing… There is some paperwork… Bridge What I do know is… What I can tell you is… I am not sure of that, here is what I’m sure of… The key point here is… The good news here is… What’s really important here is… Message Points A B C
  30. 31. <ul><li>Avoid certain topics (litigation, trade secrets, </li></ul><ul><li>confidentiality, security) </li></ul><ul><li>Just stay away from these topics. If asked, just state that you cannot talk about these matters publicly. THEN deliver a key message point </li></ul><ul><li>Never use the phrase “No Comment” - Sounds guilty. </li></ul><ul><li>It’s a bit too early to talk about that…but what I can tell you is… </li></ul><ul><li>I find that interesting and that’s all I can say at the moment. </li></ul><ul><li>That deals with just one aspect of the issue…..then bridge </li></ul><ul><li>Jokes don’t work in an interview </li></ul>More Interview Tips:
  31. 32. <ul><li>Funny analogies are okay </li></ul><ul><li>“ teach an elephant to tap-dance” </li></ul><ul><li>Avoid using too many numbers. If you must, round them! “243,350 = about a quarter a million” or “1,231 is about 12 hundred”. </li></ul><ul><li>If you make a mistake, stop and restate! “I’d like to do that over”. Don’t get flustered. “I’d like to restate that….I’d like to go back to something I said earlier” etc… </li></ul><ul><li>If you find yourself getting angry – don’t. (Eg. nasty radio, combative radio) </li></ul><ul><li>Nothing is “off the record” </li></ul>
  32. 33. <ul><li>Unless the reporter has agreed in advance, whatever you say is fair game. </li></ul><ul><li>Just because you say something is off the record, doesn’t mean that reporter can’t bring it up with someone else and get it on the record. </li></ul><ul><li>In going “off the record” you are really asking the reporter not to do their job. </li></ul><ul><li>In government or public agencies everything is public record and it is actually illegal for information to be off the record. </li></ul><ul><li>BottomLine: Never expect anything you say around a reporter not to hit the press. </li></ul>A Word About “Off The Record:
  33. 34. <ul><li>Breathe </li></ul><ul><li>Practice </li></ul><ul><li>Sit on the front part of the chair </li></ul><ul><li>Beware of swivel chairs! </li></ul><ul><li>Use hand gestures – carefully (they help pacing, look alive and involved) </li></ul><ul><li>Maintain eye contact with the host/reporter. (nose or chin?) </li></ul><ul><li>Use Your Props! </li></ul><ul><li>Live – okay to look away briefly, or to emphasize a point to the camera, then look back to the host. (careful with this) </li></ul><ul><li>Exercise your voice before going on, drink something hot </li></ul><ul><li>Coffee helps </li></ul><ul><li>Stay away from carbonated drinks before an interview! </li></ul><ul><li>Pause before you answer </li></ul>How To Relax, and other tips:
  34. 35. <ul><li>What To Wear? </li></ul><ul><li>Business or business casual </li></ul><ul><li>Dark colors better for men </li></ul><ul><li>Navy coats are conservative and trustworthy </li></ul><ul><li>No stripes or plaids – NO white coats! NO goofy prints! </li></ul><ul><li>Avoid bright red shirts or blouses (accents okay) </li></ul><ul><li>No logos (unless you get a Nike contract!) </li></ul><ul><li>Make up – if at all possible </li></ul><ul><li>No dangling jewelry, accessories to a minimum. </li></ul><ul><li>Prevent “shine” </li></ul><ul><li>Hairspray, trim your beard and fly-aways etc. </li></ul><ul><li>Always wear a smile! </li></ul><ul><li>Watch TV and listen to radio </li></ul><ul><li>… will learn a lot! </li></ul>… .and other tips:
  35. 36. <ul><li>Final Points: </li></ul><ul><li>Noddies </li></ul><ul><li>Mic test and mic pulling on your clothes </li></ul><ul><li>Sitting on the tail of your coat </li></ul><ul><li>Location (sun, distractions, noise etc. ) </li></ul><ul><li>Watch TV and listen to radio – you will learn a lot! </li></ul>
  36. 37. Dirty Bomb In City: Monday morning there was a dirty bomb disaster in your city. 1,500 people and 520 pets were exposed. 100 people will die (50/50) 100 are needing serious treatment and 320 are being decontaminated. DVM’s are on site to decontaminate the pets. It is 7 days from the disaster. Message Points We have the animal situation under control. Most pets have been treated and are reunited with their owners We were on the scene within 5 hours There are 10 DVM’s and 10 Tech’s here 24/7 Sick animals are in a specific treatment site Signs include diarrhea, vomiting, blood changes, breathing problems. We handle the animals according to USDA/EPA guidelines Some of these animals will most assuredly die a horrible death. As veterinarians we are dedicated to preventing pain and suffering. Therefore it is the most humane action and we have identifications and approvals from most owners. We are very fortunate to have dedicated DVM response teams with specific resources for these animals. No human medical resources are used to help these animals. We have five volunteer veterinarians here today, and five are federal employees with the Federal Department of Emergency Management.
  37. 38. Allied Professional Care In Vet Med <ul><li>Why is their modality the practice of vet med? </li></ul><ul><li>Do you provide these services in your practice? </li></ul><ul><li>If not, why not? </li></ul><ul><li>Why do you feel these professionals should be limited? </li></ul><ul><li>These things help people, why wouldn’t they help animals. </li></ul><ul><li>Why would you be against that? </li></ul><ul><li>Why shouldn’t we have the right to choose? </li></ul><ul><li>Isn’t this just about money?? </li></ul><ul><li>Why is their training not appropriate? </li></ul><ul><li>What’s the harm in this extra care for our pets? </li></ul><ul><li>Is this a legitimate need that vet med is not meeting? </li></ul><ul><li>Aren’t you just trying to push drugs for profit? </li></ul>
  38. 39. Q: Why is their modality the practice of vet med? A: The practice of veterinary medicine is dictated by the Florida Practice Act which is designed to protect the public from incompetent and unliscensed care for their pets. The definition of veterinary medicine is important because veterinarians are doctors and have trained intensively for many years to be able to properly diagnose and treat animal diseases. And these procedures by definition constitute the practice of veterinary medicine. The good news is… Because your family veterinarian is the best professional for the delivery of medicine and care for your pets. AND…there are many veterinarians that ARE providing these therapies. This maintains the doctor client relationship.
  39. 40. Q: Why do you feel these professionals should be limited? A: These therapists are trained in human medicine. They are not trained in the care of pets and have the potential to do harm. The good news is … that they are veterinary medicine who have advanced training in these therapies and who understand animal anatomy and diseases. What’s really important here is … These licensed professionals are the best for delivering care for your family pet.
  40. 41. Q: Isn’t this just about money?? A: Our concern is always the well being of the animals. Veterinarians always the best source of quality care for your pets. We at Riverside Animal Hospital always want the best for your pets. We deliver only the best in quality care for all our patients. We are all pet owners ourselves!! We understand the bond between people and their pets, therefore we only want the best in care for these family members. I have real concerns in allowing unlicensed and untrained care. I don’t know what kind of background most of these therapists have…. WHAT I DO KNOW IS…. Your family veterinarian is the best source of professional care for all your pet’s medical and surgical needs.
  41. 42. Contact Information: Dr. Jim Humphries [email_address] 719-495-2100
  42. 43. NOTICE: To all veterinarians If you are interested in becoming a veterinary reporter with the [email_address] 719-495-2100 Please see me after the seminar!