42
Working With the Media: How to Reach the Widest Audience Possible Christian Sinclair, MD Paula Spreitzer Kansas City Hospice & Palliative Care

Working With the Media: How to Reach the Widest Audience Possible

Embed Size (px)

DESCRIPTION

A talk given by myself and Paula Spreitzer at the 2007 NHPCO conference.

Citation preview

Page 1: Working With the Media: How to Reach the Widest Audience Possible

Working With the Media:

How to Reach the Widest Audience

Possible

Christian Sinclair, MDPaula Spreitzer

Kansas City Hospice & Palliative Care

Page 2: Working With the Media: How to Reach the Widest Audience Possible

Overview

• Introduction• From the Journalists’ Perspective• Practical Tips for Interviews• Success Stories

Page 3: Working With the Media: How to Reach the Widest Audience Possible

What are the benefits?

• Public education for hospice• Increased exposure for your

hospice and palliative medicine program

• Highlighting staff and volunteers who do good work

• Bringing meaning and purpose to a patient

Page 4: Working With the Media: How to Reach the Widest Audience Possible

What are the risks?

• Possible errors in communicating information to the public

• Appearing uninformed or unprofessional

• Time and money to work with media

Page 5: Working With the Media: How to Reach the Widest Audience Possible

What is news?

• Consider:– Timeliness– Proximity– Conflict– Prominence – Unusual-ness– Reach – Recurrence

Page 6: Working With the Media: How to Reach the Widest Audience Possible

Journalists’ Constraints

• Work time• Print space/air time• Resources• News flow

Page 7: Working With the Media: How to Reach the Widest Audience Possible

Types of Coverage

• News• Features• Editorials• Calendar listings

Page 8: Working With the Media: How to Reach the Widest Audience Possible

Inverted Pyramid

Page 9: Working With the Media: How to Reach the Widest Audience Possible

Examples

Page 10: Working With the Media: How to Reach the Widest Audience Possible
Page 11: Working With the Media: How to Reach the Widest Audience Possible
Page 12: Working With the Media: How to Reach the Widest Audience Possible
Page 13: Working With the Media: How to Reach the Widest Audience Possible
Page 14: Working With the Media: How to Reach the Widest Audience Possible
Page 15: Working With the Media: How to Reach the Widest Audience Possible
Page 16: Working With the Media: How to Reach the Widest Audience Possible
Page 17: Working With the Media: How to Reach the Widest Audience Possible

Media Outlets

Page 18: Working With the Media: How to Reach the Widest Audience Possible

Newspapers

• Large dailies vs. small weeklies• Words, details, photos• Press releases, tip sheets, columns• Editors• Beat reporters• Short deadlines

Page 19: Working With the Media: How to Reach the Widest Audience Possible
Page 20: Working With the Media: How to Reach the Widest Audience Possible

Magazines

• Consumer, business, association• Words, details, photos• Press releases, tip sheets• Editors• Free-lance writers• Longer deadlines

Page 21: Working With the Media: How to Reach the Widest Audience Possible
Page 22: Working With the Media: How to Reach the Widest Audience Possible

Radio

• Interview programs• Sound• Pitch letters, PSAs, press releases• Producers• News directors• Public affairs directors• Deadlines vary

Page 23: Working With the Media: How to Reach the Widest Audience Possible
Page 24: Working With the Media: How to Reach the Widest Audience Possible

Television

• Producers• Assignment editors• Health reporters• Deadlines vary, usually short

•News vs. interview formats •Visuals, sound•Press releases, pitch letters

Page 25: Working With the Media: How to Reach the Widest Audience Possible

Internet

• Often driven by other media• Words, details, photos, video, sound• Blogs• E-newsletters• Deadline is now

Page 26: Working With the Media: How to Reach the Widest Audience Possible

www.pallimed.org

Page 27: Working With the Media: How to Reach the Widest Audience Possible
Page 28: Working With the Media: How to Reach the Widest Audience Possible

Practical Tips - Overview

• Know your audience• Avoid technical words• Make the story about somebody• Important facts first• HIPAA – Release form

Page 29: Working With the Media: How to Reach the Widest Audience Possible

Practical Tips - Overview

• Do not argue• Never say “No comment”• Don’t exaggerate• Tell the truth

Page 30: Working With the Media: How to Reach the Widest Audience Possible

Practical Tips for Interviews

• Television - Appearance– Nonverbal communication– No stripes, blue/navy is a safe choice– Avoid flashy jewelry– Think props– Lights are HOT!!!!– Makeup (not just for women)– Look at the interviewer

Page 31: Working With the Media: How to Reach the Widest Audience Possible

Practical Tips for Interviews

• Broadcast– Watch for gestures– Avoid fidgeting– Control verbal ticks– Tape yourself to learn for next time

Page 32: Working With the Media: How to Reach the Widest Audience Possible

Practical Tips for Interviews

• In General– Printed information– Know when to STOP!– Be conversational but not

condescending– Advance notice of questions– “Good question”

Page 33: Working With the Media: How to Reach the Widest Audience Possible

Practical Tips - Other

• Call in to radio shows• Always be looking for topics

Page 34: Working With the Media: How to Reach the Widest Audience Possible

Europe wrestles with child euthanasia

Page 35: Working With the Media: How to Reach the Widest Audience Possible
Page 36: Working With the Media: How to Reach the Widest Audience Possible

Practical Tips – Writing Op-Ed Pieces

• Have a clear message – controversy is good

• Show how topic affects readers• Explain scope• Describe problem• Describe your solution• End with call to action or

reinforce your message

Page 37: Working With the Media: How to Reach the Widest Audience Possible

Practical Tips – Writing Op-Ed Pieces

• Find a topic• Read the paper often• Think broadly

• Respond quickly• Ask for input from your agency• Enlist a ghost writer

Page 38: Working With the Media: How to Reach the Widest Audience Possible

From Letters, The Kansas City Star, 7/4/05

Terri Schiavo case Right on, Leonard Pitts Jr. (6/28, Opinion, “Governor adds insult to

injury”). And peace be to Michael Schiavo. This has been a mess of unbelievable proportions and an invasion into the life and death of a private citizen. It causes me concern for my basic freedoms as we seem to slip from “the land of the free and the home of the brave.” Our brave are dying far from home while the politicians toil over one man’s right to make decisions for his critically/chronically ill wife. Shame on Jeb Bush, shame on George W. Bush, shame on the Republicans!

Beverly Kemper, RNJohnson County Nursing Center

Olathe

Page 39: Working With the Media: How to Reach the Widest Audience Possible
Page 40: Working With the Media: How to Reach the Widest Audience Possible

Professional Journals

• Think about the different tiers• Regional versus national• Another form of media

– Letters to the editor– Original articles– Correspondence

Page 41: Working With the Media: How to Reach the Widest Audience Possible

Bibliography

• AAP Communications Handbook (membership required)

– www.aap.org/moc/pressroom/handbook/

htm

• The Television Interview (inactive)– www.bremmercommunications.com/T

he_Television_Interview.htm

Page 42: Working With the Media: How to Reach the Widest Audience Possible

Share Your Success Stories!

Christian Sinclair, [email protected]

Paula [email protected]