Administrative Issues inAdministrative Issues inOutbreak InvestigationsOutbreak Investigations

OROR . . . . . .

How to OptimizeHow to OptimizeYour 15 Minutes of FameYour 15 Minutes of Fame

M. Joan Mallick, R.N., Ph.D.M. Joan Mallick, R.N., Ph.D.

Part APart A

Getting to Know the MediaGetting to Know the Media

Before an EmergencyBefore an Emergency

StrikesStrikes

BackgroundBackground The anthrax “outbreak” of 2001 brought the

issue of public health and the media to the national forefront The Centers for Disease Control has developed

materials discussing how to work with media personnel during bioterrorism events (CDC Responds: Risk Communication and Bioterrorism http://www.sph.unc.edu/about/webcasts/2001-12-06_risk/)

There are specialists who focus on risk communication in public health emergencies (www.psandman.com )

Media relations are the topic of a three-hour continuing education course at the 2002 American Public Health Association annual meeting

BackgroundBackground

However there is a need for succinct and However there is a need for succinct and widely available guidance, from a local widely available guidance, from a local perspective, about working with mediaperspective, about working with media for departments have no media specialistsfor departments have no media specialists when public health staff do not have when public health staff do not have

extensive experience with the mediaextensive experience with the media

BackgroundBackground I have been extensively involved with the media I have been extensively involved with the media

in two different situations:in two different situations: as a media-designated topical expertas a media-designated topical expert as health commissioner of a large city during as health commissioner of a large city during

both emergency and non-emergency situationsboth emergency and non-emergency situations I also have access to I also have access to

a neighbor who is a local television news a neighbor who is a local television news anchorpersonanchorperson

a local public relations firm that deals with a local public relations firm that deals with companies experiencing emergencies that companies experiencing emergencies that affect the publicaffect the public

Course PurposeCourse Purpose

The purpose of Part A of this course is The purpose of Part A of this course is to provide ideas from a personal and to provide ideas from a personal and local perspective regarding how to local perspective regarding how to learn about how your local media worklearn about how your local media work

ObjectivesObjectives

At the completion the reader should be At the completion the reader should be able to describeable to describe goals of media personnel in pursuing goals of media personnel in pursuing

public health “stories”public health “stories” personal factors that may affect media personal factors that may affect media

staff attitudes and interviewing stylesstaff attitudes and interviewing styles methods of making media personnel methods of making media personnel

personal alliespersonal allies

and . . .and . . .

ObjectivesObjectives

anticipate working with the media anticipate working with the media without feeling likewithout feeling like

The Topical ExpertThe Topical Expert When I finished my doctoral dissertation, the When I finished my doctoral dissertation, the

public relations department of my university public relations department of my university employer decided (without informing me) to send a employer decided (without informing me) to send a news release to the wire services about my findingsnews release to the wire services about my findings the topic was dieting behaviors of teenage girlsthe topic was dieting behaviors of teenage girls the findings were that girls will accept many the findings were that girls will accept many

adverse health effects of dieting for the sake of adverse health effects of dieting for the sake of weight lossweight loss

the topic corresponded to current media focus on the topic corresponded to current media focus on anorexia and bulimiaanorexia and bulimia

Information Sent Around the Information Sent Around the WorldWorld

The “bulletin” went The “bulletin” went around the worldaround the world

Because it Because it originated from a originated from a university, its university, its content was content was perceived as perceived as profound and profound and importantimportant

The Magic of The Magic of the Mediathe Media

Before the first media Before the first media person ever talked to person ever talked to me, the magic of me, the magic of communications had communications had made me an expertmade me an expert

The sun, moon & stars will know of the

great knowledge she can share

Working with TV & RadioWorking with TV & Radio

The Pursuit of InformationThe Pursuit of Information Television and radio Television and radio

stations responded to the stations responded to the “new” faster than “new” faster than newspapersnewspapers

Once the “news” was out Once the “news” was out the phone began ringing atthe phone began ringing at workwork homehome even at my parents’ houseeven at my parents’ house

Messages were Messages were left on my left on my answering answering machine: machine: Call Call anytime, day or anytime, day or night!!!night!!!

The Media EventsThe Media Events Over a two-month Over a two-month

period I conducted period I conducted multiple radio and multiple radio and tv interviews tv interviews includingincluding ““on the scene on the scene

interviews”interviews” in-studio radio in-studio radio

interviewsinterviews

The Media EventsThe Media Events

both individual tv interviews and both individual tv interviews and panel-formatted tv showspanel-formatted tv shows

Lessons Learned- the ProcessLessons Learned- the Process

Constant requests from the media can Constant requests from the media can stimulate an unnecessary sense of urgencystimulate an unnecessary sense of urgency the media’s goal is to inform the community the media’s goal is to inform the community

of issues it perceives as importantof issues it perceives as important the caller’s sense of urgency does not necessarily the caller’s sense of urgency does not necessarily

reflect the state of concern about the topic in the reflect the state of concern about the topic in the general communitygeneral community

the caller’s sense of urgency may reflect a need to the caller’s sense of urgency may reflect a need to meet a deadline or get a story before a meet a deadline or get a story before a competitor does more than the importance of the competitor does more than the importance of the informationinformation

Lessons Learned- Your Personal Lessons Learned- Your Personal Response StyleResponse Style

For a while, the attention seems For a while, the attention seems like a magic carpet ride. However, like a magic carpet ride. However, after a while the process becomes after a while the process becomes irritatingirritating.. it interrupts your scheduleit interrupts your schedule it interferes with your workit interferes with your work

It is important not to alienate the media It is important not to alienate the media by being irritable or refusing interviews. by being irritable or refusing interviews. But don’t do an interview if you are But don’t do an interview if you are stressed or tiredstressed or tired

inform the media that your interest in inform the media that your interest in working with them must be balanced working with them must be balanced with work demandswith work demands

treat an interview request as a request treat an interview request as a request for an appointment and work it into your for an appointment and work it into your scheduleschedule

Lessons Learned – Your Personal Lessons Learned – Your Personal Response StyleResponse Style

Repeated interviews also become boring. Use Repeated interviews also become boring. Use boredom as an opportunity to study the boredom as an opportunity to study the interviewersinterviewers Reverse the interviewing process by asking the Reverse the interviewing process by asking the

interviewers questions about themselves and interviewers questions about themselves and their jobstheir jobs making personal connections helps establish making personal connections helps establish

friendly relationships for the futurefriendly relationships for the future their responses will provide insight into their their responses will provide insight into their

styles and potential as allies in future styles and potential as allies in future instances, especially outbreaksinstances, especially outbreaks

I’m just here for the factsI’m just here for the facts

Lessons Learned—Media StylesLessons Learned—Media Styles

What are media personnel like? . . What are media personnel like? . . They’re like everyone elseThey’re like everyone else some dislike their jobs and are some dislike their jobs and are

irritable when doing themirritable when doing them this alone may account for a this alone may account for a

negative attitude during interviewsnegative attitude during interviews

some are meticulous in preparing for the some are meticulous in preparing for the interviewsinterviews they will read background information on the they will read background information on the

interview subject or they will have someone interview subject or they will have someone else do it for themelse do it for them

these types are more likely to ask relevant these types are more likely to ask relevant questions and may also be more likely to questions and may also be more likely to recognize they are not expertsrecognize they are not experts questions are likely to be thoughtful and questions are likely to be thoughtful and

gentlegentle questions may ask for elaboration on questions may ask for elaboration on

something the interviewer has readsomething the interviewer has read

others have conducted thousands of interviews and feel others have conducted thousands of interviews and feel they can skate through any interview whether they are they can skate through any interview whether they are familiar with a subject or notfamiliar with a subject or not they will ask questions that key off your previous they will ask questions that key off your previous

answers—answer carefully!answers—answer carefully! they may ask questions that have less to do with they may ask questions that have less to do with

your subject than whether their shows focus onyour subject than whether their shows focus on entertainmententertainment informationinformation

check in advance with someone who knows about check in advance with someone who knows about the type of show the type of show

Some interviewers like to Some interviewers like to play “gotcha”play “gotcha”

Expect provocative Expect provocative questions that challenge questions that challenge whether or not your basic whether or not your basic ideas are relevantideas are relevant

A frightened look will A frightened look will stimulate more provo-stimulate more provo-cative questionscative questions

practice over-coming a practice over-coming a deer in the headlights look deer in the headlights look (this is a serious suggestion).(this is a serious suggestion).

Some interviewers are bubbleheads who aren’t interested in information. Expect

questions that may pertain to personal issuestangentially-related comments

Learn to ask for clarification of a questionsmile politely and note the interesting comment

And what advice do you have for us

on this subject?

Time SlotsTime Slots Radio and television shows air at all times of Radio and television shows air at all times of

the day or nightthe day or night don’t discount the importance of shows that will don’t discount the importance of shows that will

air during the early morning hoursair during the early morning hours the number of people who watch tv or listen the number of people who watch tv or listen

to the radio while getting ready for work or to the radio while getting ready for work or school in the morning is often extremely highschool in the morning is often extremely high

people who work evening shifts often people who work evening shifts often watch/listen during the wee hourswatch/listen during the wee hours

Establishing Media RelationshipsEstablishing Media Relationships

For public health personnel who may not be For public health personnel who may not be spontaneously “discovered” as experts, it is spontaneously “discovered” as experts, it is important to interact with radio and tv media important to interact with radio and tv media on a regular basis. Establish relationships byon a regular basis. Establish relationships by Issuing press releases relevant to current topics to Issuing press releases relevant to current topics to

attract interestattract interest Offer expertise when public health topics are Offer expertise when public health topics are

being discussed, especially when hospital-based being discussed, especially when hospital-based personnel are being designated as expertspersonnel are being designated as experts

Ask for help in promoting upcoming important public Ask for help in promoting upcoming important public health eventshealth events make media staff honorary public health officials at make media staff honorary public health officials at

these eventsthese events have them be the first to receive services at an eventhave them be the first to receive services at an event work with those who may have discussed health work with those who may have discussed health

problems with youproblems with you Never turn down an interview requestNever turn down an interview request

if you have no experts on staff, find someoneif you have no experts on staff, find someone establish the health department as an information establish the health department as an information

referral sourcereferral source

The Bottom LineThe Bottom Line In non-emergency situations people In non-emergency situations people

pay attention to what you say but pay attention to what you say but usually see no need for actionusually see no need for action those with a problem may contact youthose with a problem may contact you the people whom you hear the most from the people whom you hear the most from

are your family and friends who are are your family and friends who are tickled pink to have a star in their midst.tickled pink to have a star in their midst.

Therefore, use these opportunities toget to know the media and to developyour own media style

Working with the PressWorking with the Press

Working with press staff presents a different Working with press staff presents a different set of challengesset of challenges Your personality doesn’t come out as it would in Your personality doesn’t come out as it would in

audio/visual formatsaudio/visual formats Print media staff take notesPrint media staff take notes

some notes are quotessome notes are quotes some notes paraphrase what you are sayingsome notes paraphrase what you are saying all are subject to misinterpretationsall are subject to misinterpretations

It is easier for the press to edit your It is easier for the press to edit your comments in a way that, while preserving the comments in a way that, while preserving the facts, may put them into a context that alters facts, may put them into a context that alters their meaningtheir meaning

Print statements that a person was Print statements that a person was “unavailable for comment” imply refusal to “unavailable for comment” imply refusal to respond but are considered accurate even respond but are considered accurate even if/whenif/when a person is temporarily unavailable to answer a a person is temporarily unavailable to answer a

phonephone on another lineon another line in a meetingin a meeting

someone is out of town on business or pleasuresomeone is out of town on business or pleasure

It is also easier for the press to It is also easier for the press to engage you in debates with third engage you in debates with third parties whom they have also parties whom they have also interviewedinterviewed Suggest a conference call so that you Suggest a conference call so that you

can verify that what you are can verify that what you are responding to is accurateresponding to is accurate

Request time to check with the other Request time to check with the other party before responding.party before responding.

Managing Press InformationManaging Press Information Strategies for working positively with Strategies for working positively with

press staff includepress staff include Fax or e-mail an outline of available Fax or e-mail an outline of available

information and ask that it be the basis of information and ask that it be the basis of an interview.an interview.

Ask for the interview to be conducted in Ask for the interview to be conducted in person rather than on the phone. In either person rather than on the phone. In either case ask the interviewer to read back/his case ask the interviewer to read back/his her notes so you review them for her notes so you review them for misunderstandings.misunderstandings.

If you are not availableIf you are not available designate someone else to temporarily fill designate someone else to temporarily fill

inin have your staff get a name, phone number have your staff get a name, phone number

and time when the person can return the call and time when the person can return the call OR give the same information to the OR give the same information to the interviewerinterviewer

have your staff send prepared written have your staff send prepared written information for review until the call can be information for review until the call can be returnedreturned

If an article misstates your If an article misstates your comments or changes their contextcomments or changes their context the best way to respond is through a the best way to respond is through a

letter to the editorletter to the editor time the letter so that it will NOT be time the letter so that it will NOT be

printed on Saturday—no one reads printed on Saturday—no one reads Saturday editorials (or for that Saturday editorials (or for that matter, follow-up interviews matter, follow-up interviews intended to correct the record)intended to correct the record)

Bottom LineBottom Line

As will be discussed in Part B of this As will be discussed in Part B of this course, newspapers are easier to work course, newspapers are easier to work with during emergencies. So, it is with during emergencies. So, it is necessary to develop cordial necessary to develop cordial relationships with them as well. One relationships with them as well. One way, especially in smaller newspapers, way, especially in smaller newspapers, is to volunteer to write a regular health is to volunteer to write a regular health column or a health-advice column.column or a health-advice column.

Part BPart B

The next part of this course will deal with The next part of this course will deal with working with the media during an outbreak working with the media during an outbreak situation. Having developed working situation. Having developed working relationships in advance as described in this relationships in advance as described in this section is vital to successful outbreak section is vital to successful outbreak communications.communications.

To Be Continued . . .To Be Continued . . .