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For information on public relations events or to suggest or volunteer for upcoming events contact Kim Matwiejow at 954-714-0681 or kim.matwiejow@med.va.gov Working with the media can be exciting but a bit nerve wracking.
Since every member of BCDA has the potential to represent us in
the media setting, the following information has been compiled to
help you prepare and present with less butterflies. BCDA Media Training Information Ready, Set, Intro………. There is something about the adrenaline rush of taping a TV segment or a fast action phone interview that tends to be slightly addicting. Once you get past the anxiety of your first media encounters, chances are good you will even start to seek them out. The goal of this handout is not only to give you some good practical tips for media relations but also to motivate you to get the licensed nutrition professional in the news more often. Story Ideas
Making Contact Know who you want to print the article or do the story and send a query e-mail or letter their way. Ideas in writing tend to be preferred to phone calls but every reporter may have a different communication preference, ask them what theirs is. Determine interest before you invest significant time in the project unless you have plans to submit it to other media outlets until accepted. If you read the paper regularly or watch a certain TV station you pick up a feeling for what reporters would be the best choices for your story and it also allows you to know what they have recently covered. Newspapers Nutrition articles can fit nicely into either the food section or lifestyle/health/science sections of bigger newspapers. If one editor at the paper is not interested, another might be. Try to make them timely so they will match a theme such as back to school, summer vacations, holidays etc. They generally work months in advance on feature stories so now would not be too early to submit an idea for a holiday article. Make sure the reporter is aware that you don’t expect any payment since this may be a deciding factor on their part. Don’t discount the smaller community papers! Hundreds of readers are still better than none! Television There are plenty of TV stations to submit ideas too. Prioritize where you would like to get your story in and work your way down if you receive “No Interest” feedback. Send a letter or e-mail to the Medical/Health or Consumer Reporter. Radio Be familiar with the format and the audience of the station you have in mind. Contact the talk show producer or host with an idea for a single appearance. Send your business card and/or your association information to them so they can keep it on file for future contact. If the first session is a success than you have opened the door for additional projects which may even include a nutrition series. Press Release Preparation
Interview Tips Hooking – The story hook, also known as a “news peg”, is simply the reason for the reporter to publish this news story right now. The peg makes the story timely, and thus defines the story as news. Automatic hooks that capture interest are those that deal with Health, Heart or Wallet. For example, the McDonalds lawsuit closure, another study showing Vitamin E does not have the cardiovascular benefits we once thought, sandwich wrappers of the future will be edible and made from fruits and vegetables. Flagging – This simple trick reinforces your main message(s) with the use of simple phrases such as, "the key point is..." or "most importantly." Repetition is another way to emphasize your key messages. For example, “The key point to remember is that any manner of eating that cuts your calorie intake, whether its Atkins or a well balanced, portion controlled plan, will help with weight loss. Keeping the loss off is the real challenge and this only comes after permanent changes in eating habits are made. Bridging – This technique lets you control the interview from going off on a tangent. Answer their question first and "bridge" to the point you want to make. Even if the implication of the question is negative, answer it and then move on to your point. For example, “Yes, some dietary supplements can be helpful if used appropriately and safely BUT the priority remains to make sure your dietary choices are also healthful. Sound Bites – Learning to speak in short sentences that end on a focus point are an editing staff’s dream. Answer with brevity but get your point across quickly. Remember that impressions are made in the first 30 seconds. A viewer remembers 90% of the presentation but only 10% of the message! Invisible Camera – Just try to forget it is there. Do not look at it, unless they tell you to do so. Focus on the reporter even when you know the camera is on him or her. The Interview Timing – You want to respond to reporters as quickly as possible to get quoted in their story or to assist them in story development. While it is important to ask them what their deadline is, it is equally important that you respond on your terms when you’re ready. Buy yourself some time to think about your key messages and potential pitfalls before you begin answering reporters’ questions. Most deadlines are not so urgent that they can’t give you a hour or so to get your thoughts together on a story. Prepare – Develop two-three main points you want to make. Rehearse getting them across on sound bite form to increase your comfort level. Anticipate difficult questions and prepare positive responses. Have plenty of information but don’t stress yourself out with excess preparation! Ask for a copy of the scrip if it will be a TV interview. It gives you a heads up on how the reporter will ask the questions and knowing that can make a big different in how smooth your reply is. Identity – Make it clear what your credentials are and who you are speaking for such as a local, state or the national dietetic association. Don’t mention your employer unless you are speaking for them so it is not perceived as marketing. IF the reporter makes an error with your credentials or other information, DO NOT CORRECT them on camera especially if it’s live. Let them know afterwards so it can be re-shot or corrected. Always tell the truth – However, you do not need to volunteer any negative information if asked. If you do not know the answer to a question, say so and offer to investigate it and get back with them. Clarify unclear questions – Do not answer a question if you do not understand it, ask for clarification. Avoid Speaking “Off the Record” or saying “No Comment” – EVERYTHING you say to the media is on the record. Never say anything you wouldn't want to read in the newspaper or hear on the air. Maintain your professional image and confidentiality. When you have a chance of gaining some positive publicity, refusing to comment is crazy since it will look suspicious. You can almost always say something even if its “I can’t really talk about that since I don’t know enough about it”. Speak in personal terms whenever possible – Using personal anecdotes to illustrate your point is the most effective way to communicate your message. Keep your Cool – Don’t let the reporter or a caller’s question put you on the defensive or get you flustered. Use the bridge method to bring the subject back under your control. Avoid jargon – Speak in words that your audience will clearly understand. “Nutritionese” may make you look smart but what will make you effective is the education the viewers will get from you if the information is easy to understand. Extra’s Count – If you can provide them with other information that will make the story more complete and consumer friendly they will remember you. For example, provide some resources if the public wants more information, a position paper from ADA, a handy list of foods that provide the nutrient discussed, or even artwork and pictures. These can be put in side bars or even on some of the web sites for these media outlets. For TV or radio, visual teaching tools such as fat, muscle, clogged artery, food portion models etc can be a huge asset to your segment. Remind them that you are available to clarify any parts of the story if needed when they are preparing it. Editing – Don’t expect to see a story in advance for your review, basically once you’ve given them the facts it is out of your hands. In addition, don’t be offended or take it personally if you are heavily edited in the final product. They have strict time and space limits. Yes, it can be frustrating when you don’t feel they got your biggest point across but you have to just appreciate that the topic and you got some notoriety. This is all the more reason to do some repeat flagging of the main points. Don’t Endorse – Unless you are getting paid for it personally off association time, don’t promote specific products, services or companies. Use generalities such as Calcium fortified juices versus Tropicana, sport drinks versus Gatorade etc. Be watchful that you are not “used” for your professional opinion by those with advertising motives. Maintain Contact – Occasionally send them information on some trends you think they may be interested in. This does not necessarily have to be a media pitch but as an FYI. This also serves to remind them that you are out there willing to help out when they need it. It doesn’t hurt to also compliment them on other good nutrition stories they might have run, reminds them you are a loyal reader as well as nutrition contact. Clothes and Makeup Tips for TV DO – Solid Colored long sleeved tops or suits, Dark colors
are best i.e. black, red, maroon, hunter green. Choose a color you
know looks good on you. DO – Try to wear something that has a slimming effect if
you may need to since the camera does put on at least 5 lbs. DO – Wear a top with pants or a skirt so the microphone can
easily be threaded up your back and the base unit clipped on your
waist band. DO – Bring several tops to go with black pants if you have
to do several different shoots requiring clothing changes. Don’t
forget a change of earrings. DO – Put your makeup on a little bit heavier and use powder
to control shine. Bring refreshers if a prolonged shoot. If you
feel that you look good it automatically boosts your self-confidence
which can be helpful when you have a camera in your face. DO – Keep jewelry conservative. DO – Keep a smile on. It helps reduce nervousness and it
projects a more personable voice. Maintain Cutting Edge Nutrition Knowledge
The complete ADA Public Relation handbook can also be located at www.eatright.org. Go to the Media tab and select Working with the Media on the left side. The handbook link is at the bottom of the page.
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