… AND HOW TO WORK WITH IT EFFECTIVELY ADAPTED FROM SILBERMAN (2007) The Role of the Media

Who are the media? Media = forms of communication Mass media = communication meant to reach the masses or large groups of people Examples? ElectronicInternet PrintOutdoor Public speaking

Who cares about the media and why? Health policy Who cares? Why? Health managers Who cares? Why?

Quick review: What is policy? Policy = the rules, written and unwritten Programs = systems of services to meet a public need (implementation plans) Policymaking = the process Politics = who gets what and under what terms

Quick review: Who is a stakeholder? An individual or group with a stake in an issue or problem May be part of a formal group  Ex. Professional or trade association May be part of an informal group  Ex. Coalition or community network Interested in influencing the shape, pace or direction of a policy AKA: Interest groups

Examples of Stakeholders Consumers: Patients Providers: Health professionals, hospitals Payers: Insurers, MCOs, government Government: Administration, legislators Accreditation organizations Employers: Large, small Suppliers: Drug and device companies Labor: Unions, professionals organizations Political parties Researchers and consultants Media

The media influence(s) policy Affects social climate by:  Extent of (or lack of) coverage of an issue  Angle and sources chosen for commentary  Prominence of story placement  Timing of stories Filter through which stakeholders perceive policy process

Forms of media Print  Newspapers, magazines Electronic  TV, radio, movies, etc. Internet  Search engines  Blogs  Social networking (Twitter, FB, others) Outdoor  Billboards, signs, posters, etc. Public speaking  Campaigns, press conferences, speeches, etc.

Using the media to influence policy Advantages  Direct attention to issues otherwise ignored  A story may grab the eye (or ear) of policymakers  Media coverage may help cultivate a climate conducive to change Disadvantages  You can’t control the content of the message  Cultivating media relationships is time-consuming

Discussion Pick and describe a current health policy issue (ex. Childhood obesity epidemic) Who are some of the stakeholders involved in the issue? (What are their policy interests?) How have the media affected the social climate on the issue? Which forms of media have been used? (Which media forms have been the most effective? Why?)

Working with the Media: Preparing Your Message What is the problem you want to highlight?  Think carefully about how to best convey the message  You should be able to sum up the problem in one sentence What is the solution to the problem?  Have a proposed solution to the problem you are describing

Preparing Your Message Practice your message, and prepare answers for anticipated questions  Have no more than 3 major points to convey  Test it on your neighbor or friend who knows nothing about the issue to make sure your message is understandable to a lay audience  Talk to someone who is very knowledgeable about the issue and have them ask questions  Use plain language (no jargon), and be concise

Preparing Your Message If possible, humanize the story  Real stories can help humanize the story  Reporters are often interested in talking with a real person to help put a face on a complex health problem  Before giving the name of a real person to a reporter, contact the person to make sure they are willing to talk to the reporter

Potential Media Hooks Find the “hook” that will make the story interesting to the media  Make sure your issue is timely  Is there a controversial policy being debated in the government or being decided in the courts?  Is there a national report being released on a similar topic?  Is there a major celebrity that might bring attention to the issue?

Potential Media Hooks  Can you localize the story  If national or state issue, can you explain how the problem affects local community?  Is the problem new?  If the problem is not new, you need to think about a new way to describe the problem or a new solution

Small Group Discussions Pick a health policy problem and describe it in one sentence. Think of a proposed solution. Prepare a compelling message to convince others of your position. (Decide on no more than 3 key messages.) Practice your pitch. What tactics could you use to make your position more interesting to the media? Which media outlets would you pitch this to and why?

Creating a Media List Create a list of media contacts  Local, state and/or national, depending on your issue  Names, addresses, phone numbers, fax and addresses of reporters, editors and producers  Include print media, radio, TV and blogs  Can contact local media outlets and ask for names of reporters who cover health “beats”

Creating a Media List  May be able to get lists from other groups with similar interests  Must be continuously updated  Ideally, should keep notes on past interactions with reporters

Create Relationship with Media Ideally, create a relationship with reporters before you ask them to cover a story  Send package of information about your organization  Call and introduce yourself, introduce yourself at event, or meet for lunch/coffee  Explain how your organization can be a resource to the reporter  When reporter calls, take the request  Find out deadlines and try to be responsive  If you don’t know the answer, say so, and see if you can refer them to another person who knows the information  Keep reporters in the loop with information (call to give them “heads up” on new information)

How to reach the media Options  News release  Press conference or press briefing  Editorial Board meeting  Op-Ed  Letter to the Editor  Interviews

News Release or News Statement News release used to give new information or to announce an upcoming press conference. For example:  You are releasing a new study or report card  You are reacting to proposed policy changes that would have major negative (or positive) impact on the health of a group of people

Press Conference or Press Briefing Press conferences and briefings are ways to reach multiple press outlets at the same time  Press conference is used to announce major stories  Press briefing used to provide background information to media

Editorial Page Opinion leaders and policy makers often read the editorial page Hierarchy of influence  Editorial from newspaper  Op-Ed piece  Letter to the editor

Meeting with Editorial Board The goal of a meeting with the Editorial Board is to encourage them to write an editorial from local newspaper  Call editorial page editor  Prepare for the meeting  Identify most important points you want to convey  Why is it important to the media  You should only anticipate 5-10 minutes to present your case  Leave supporting materials  Be prepared to answer questions

Meeting with Editorial Board  Give Board members information about your organization  Goal is to influence the content of the editorial (not just getting an editorial)

Op-Ed Pieces Op-Eds are opinion pieces that run in the editorial section of the paper  Generally longer than letters to the Editor You need to know the newspaper’s submission guidelines  Generally no more than words

Writing Op-Ed Pieces Know the message you want to convey Make it timely Use persuasive language to express your opinion Include a few key facts or statistics to support your argument Be brief and use plan language

Letter to the Editor Shorter than op-ed pieces, and generally responding to story that appeared in the newspaper  Should try to mail your letter within a few days of when the news item was published in the paper Writing the letter  Be brief (no more than words, depending on newspaper) and use plain language  Start letter by referring to the article to which you are responding (introduction)  In body of letter, explain why you agree or disagree with article  Sign your letter and give your contact information.

Interviews Slightly different techniques depending on whether you are talking to print reporters, or TV/radio For all different types of media, you should:  Know the message you want to convey  Have no more than 3 key messages you want to convey (e.g., simple problem statement, and one or two solutions)  Don’t agree to an interview unless you know what you want to convey  You can bring a fact sheet or bulleted information to use when you are speaking to the press

Interviews  Hone down your message  You may only have an 8 second sound bite, or one sentence in a news report  Convey your message in simple terms, using lay language Know your medium and your audience  Prepare questions you think you are likely to be asked  Practice in advance of the interview

Interviews: Newspaper Generally, you will have more time when you talk to a newspaper reporter  May be able to give the reporter some background information if you recognize that the reporter doesn’t understand the issue  Need to understand reporter’s time constraints  Try to respond when reporter first calls  Keep message focused, and use plain language

Interviews: Newspaper You should assume that everything you say is “on the record” unless…  You know and trust the reporter, and you clearly state (and agree) before talking that the information will be off the record  Generally, information that is given “off the record” cannot be reported and cannot be attributed to you. However, reporter can try to obtain the same information from another source.  “Background” information or “not for attribution” is information that can be used, but not attributed to you

TV and Radio Different formats  Single interview that will be used as a short clip on the daily news or part of a longer TV or radio show  Panel discussion  Is the radio being taped for immediate use, or will it be edited  Can you ask to stop the tape and correct any misstatements Speak clearly, but in more animated way than you normally speak

TV and Radio Is the reporter/show considered conservative or liberal?  This can help you tailor your message, e.g., the focus of the message to conservatives may be based on economic development or worker productivity; the message to liberals may be based on impact to families Special rules for TV  Dress professionally (don’t wear white, light-colored clothing, or black)  Look at the interviewer (not the TV)  Sit up straight but lean slightly forward to interviewer

Bottom Line Know the message you want to convey Keep it simple Use plain language Keep it brief Understand the news medium, and try to be responsive to the needs of the reporters

Media Resources There are lots of media resources on the web:  APHA Media Advocacy Manual  Families USA Media Advocacy advocates/tips/impressive.html advocates/tips/impressive.html Other recommended resources:  News for a Change: An Advocate’s Guide to Working with the Media. Lawrence Wallack, Iris Diaz, et. Al. Sage Publications, Inc