2. Our Goals
Learning about messaging
Learning how to tell your recovery story to your friends and family
Learning how to use recovery messages in all parts of your life, including representing the organized recovery community in the media and other public places

3. Why the language matters….

4. Recovery Community
People in recovery from alcohol and other drug addiction, their family members, friends and allies

5. Faces & Voices of Recovery
Organizing and mobilizing the millions of Americans in long-term recovery from alcohol and other drug addiction, our families, friends, and allies, to speak with one voice. 
Changing public perceptions of recovery
Promoting effective public policy in Washington, D.C. and in all 50 states
Keeping a focus on the fact that recovery works and is making life better for over 20 million Americans.

6. Faces & Voices of Recovery
Raises the recovery movement’s national profile
Supports local recovery advocacy and recovery community organizations
It is our mission to bring the
power and proof of recovery
to everyone in America!

7. Many Pathways to Recovery
Mutual support/mutual assistance
Professional treatment
Faith/religious
Medication-assisted
Criminal justice/Drug Court
“Natural” or on your own
And many more 7

8. Message of Hope
“Many of us have carried a message of hope on a one-to-one basis; this new recovery movement calls upon us to carry that message of hope to whole communities and the whole culture. It is time we stepped forward to shape this history with our stories, our time and our talents.”
-William White
Author and Recovery Advocate

9. View from the Newsroom Battling Addiction With Those Who Know It Best
By ERIK ECKHOLM, October 22, 2009
PHILADELPHIA — As a teenager, Keith Garrett …..

10. What is a Message?
An exchange of information using words
The most important information you want your listener to hear
It is crucial that you know what you want to say and leave in people’s minds.

11. Faces & Voices’ recovery messaging is based on research
Grounded in Research
Faces & Voices’ recovery messaging is based on research
Survey of the Recovery Community
Survey of the General Public
Focus groups of the recovery community & the general public (8 groups in 4 cities)
Conducted by Peter D. Hart & Associates & Robert M. Teeter’s Coldwater Corporation

12. Grounded in Research
Recovery Community
88% believe it is very important for the American public to see that thousands get well every year
General Public
A majority of Americans (63%) have been affected by addiction
A majority (67%) believe that there is a stigma toward people in recovery
A majority (74%) say that attitudes & policies must change

13. Family Friends Neighbors Co-workers Media Public officials
Who are You Talking to?

14. Your Messaging Goals
Have effective, credible language that you can use to talk about your life and experiences
Know how to use the message in different situations
Make it possible for more people to get well

15. Personalizing the Message
There are many ways to develop a message
Messages aren’t designed as one-size-fits-all
Our message has been adapted for many different groups:
People using medication in their recovery
Family members who have lost loved ones to addiction and others
Find your own voice by using these messages as a guide.

16. Your Frame of Mind
Speak with one voice
Make it personal; it adds credibility and breaks down misperceptions
Talk about your recovery, not your addiction – your recovery story

17. 12-Step Anonymity
These messages don’t violate the traditions of your 12-step fellowship
Help us educate others in 12-step groups about their right to speak out!

18. Core Message
The Problem:
Need more opportunities for people to achieve long-term recovery
Need more effective treatment and recovery support services
There are discriminatory policies
The public and policymakers don’t know about the reality of recovery

19. Core Message
The Solution:
A strong national recovery movement organized at the local, state and federal levels
Putting a face and a voice on recovery to break down misperceptions that will change attitudes (stigma)
Advocating to change policies (discrimination)

20. Putting a Face & a Voice on Recovery: Message for a Person in Recovery
I’m in long-term recovery which means...
• Have not used alcohol or other drugs for x number years
Long-term recovery has given me new hope and stability
I’ve been able to create a better life for myself, my family and my community
I’m speaking out so that others have the opportunity to achieve long-term recovery

21. Putting a Face & a Voice on Recovery: Message for a Family Member
My family and I are in long-term recovery, which means …
(My son/daughter/husband/wife) hasn’t used alcohol or other drugs for x years
We’ve become healthier together, enjoying family life in our home
Long-term recovery has given me and my family new purpose and hope for the future
I want to make it possible for others to do the same

22. What’s Not in the Message and Why
I’m an addict (or alcoholic)
I’m a recovering addict (or alcoholic)
Addiction is a disease
Information about 12-step programs, for examples membership in AA or NA or Al-Anon
A “definition” of recovery

23. “Words have immense power to wound or
Words have Power
“Words have immense power to wound or
heal…The right words catalyze personal
transformation and offer invitations to
citizenship and community service. The
wrong words stigmatize and dis-empower.”
-William White
Author
and Recovery Advocate 23

24. Thinking about Language
Words/Concepts We Need to Abandon
Abuse
Self-Help
Untreated Alcoholics/Untreated Addicts
The Language of Self-Pity
Words/Concepts to Discuss and Debate
Treatment Works
Consumer
Stigma, Enable, Relapse
Recovering/Recovered

25. Thinking about Language
Words/Concepts We Need to Elevate and Celebrate
Recovery, Recovery Community/ Communities of Recovery
Advocacy, Sustainability
Recovery Support Services/ Recovery Coach
Recovery-Oriented Systems of Care
Living Proof
Story
Responsibility, Gratitude, Service

26. Tried, True and Tested
Be confident, people all across America are using this messaging
Thousands of people have been trained and are using recovery messaging
IT WORKS!

27. Faces & Voices Message Goals
Expand opportunities for recovery
Mobilize and organize the recovery community to advocate for own rights and needs
Break down discriminatory barriers
Build our national recovery advocacy movement
Achieve a just response to addiction as a health crisis

28. When can I Use the Message?
When talking to your family, friends and neighbors
When writing (articles, newsletters, blogging, etc.)
When talking to elected officials, public policy makers and others in government
When being interviewed or speaking in public
ALWAYS!

29. Using the Message with the Media
Understand your role
Know your audience
Know what you want to say
Say it
Say it again
Preparation is key!

30. Applying your Message
2 or 3 key points supported by examples
Everything you say should restate or reinforce your message
Stick to your message – don’t offer the other side a platform by bringing up their position
Don’t be afraid to repeat your message
You want to be sure that everything that is used from the interview includes your message

31. Remember – don’t stray from the message!
Roles
The reporter’s role is to tell a story, provide timely and interesting information and sell newspapers, or attract listeners and viewers
Your role is to tell your recovery story and build support for your position
Remember – don’t stray from the message!

32. Audience
Who Is Your Audience?

33. Never lose sight of who you are trying to reach
Audience
The reporter is NOT your audience – it is the viewer, listener or reader
Think about talking to someone you know
Never lose sight of who you are trying to reach

34. At all times keep your message in mind
Take control of the interview
Stay on message
This may seem hard, but with practice, you can do it!
If you don’t take control of the interview, you will lose the opportunity to deliver your message.
Rules of the Road

35. Part 1
Part 2
Part 3

36. Campbell’s Soup Girl?
Source: Congressional Quarterly, CQ Researcher 2/9/2007

37. Rules of the Road
Understanding media terms
On the record – anything you say can show up on radio, TV or in the newspaper (don’t go off the record with reporters)
Background – information you provide a reporter may be included in the story but your name won’t be used (be very careful)

38. What a Difference a Messaging Training Makes…
Source: Congressional Quarterly, CQ Researcher 2/9/2007

39. Techniques: Working with a Reporter
Don’t allow the reporter to set the tone of the interview.
Set a comfortable pace for yourself by pausing and gathering your thoughts
NEVER lie to a reporter
If you don’t know the answer, say so but tell the reporter you will get the information

40. Techniques: Working with a Reporter and Staying on Message
If you get a question you don’t want to answer, change the question by using a transitional or “pivoting” phrase such as:
“Another thing to remember…”
“That’s not my area of expertise, but what I can tell you is…”
“Another way of thinking about this is…”
“Thank you for asking…”
“The most important thing to remember…”

41. Techniques: Staying on Message
Q. “Some people believe addiction is a personal or moral weakness. How do you respond?”
A. “More important than addiction…is recovery. The fact is that treatment and recovery have proven to work for millions of Americans like me.”

42. Techniques: Staying on Message
Q. “What was it like to be an addict?”
“What I can tell you about is recovery. As a person in long-term recovery, I’ve been able to create a better life for myself and my family. Over the last 15 years, I’ve bought a house, have a great job and am a parent to three wonderful kids.”

43. Recovery Messaging Resources
Recovery Messaging from Faces & Voices of Recovery
Recovery Messaging Questions & Answers
The Tip Sheet for Media Interviews
Our Stories Have Power DVD featuring interviews by people in recovery, family members and friends

44. Faces & Voices of Recovery Website44

45. Summary
Use Faces & Voices recovery messaging to tell your recovery story
Make it personal
Use your message in all parts of your life with
Family and friends
Neighbors and co-workers
Media and public officials
Always!

46. Supported in part by the Substance
Trainers
Tom Coderre
Betty Currier
Kathy Vance
Supported in part by the Substance
Abuse and Mental Health Services Administration’s (SAMHSA) Center for Substance Abuse Treatment (CSAT) and Faces & Voices donors.

47. KEYS TO SUCCESSFUL INTERVIEWS

48. Our Goals
Learn tips to prepare for interviews
Learn techniques for working with reporters
Learn tips on how to look, act and speak your best

49. Preparation
Decide if this interview makes sense for you and your organization
Determine your primary goal in participating in the interview
Role play the interview and rehearse hard questions
Visualize your audience and speak to them as though they were in the room
Assume that everything you say will be recorded or written down

50. Prepare for Interviews: Know Your Message
Know in advance which points you want to get across – work them into your responses
Focus on your key points, not the interviewer’s points

51. Prepare for Interviews: Deliver Your Message
Use colorful language such as metaphors or analogies that help to make your point to increase the likelihood of being quoted
Example: “Recovery helped me pick up the shattered pieces of my life.”
Use anecdotes from your work, your life and your community to support your points
Speak in lay person’s terms – if you must use jargon or technical language, explain it

52. Prepare for Interviews: Facts You Can Use
Tens of thousands of Americans recover from addiction every year
Over 20 million Americans are in long-term recovery from addiction
Untreated addiction costs the US over $450 billion every year

53. Prepare for Interviews: Facts You Can Use
75% of people with alcohol or other drug problems are employed.
Jails and prisons are over crowded with a majority of inmates having committed alcohol or drug-related crimes.
More than eight out of every ten Americans who need services for addiction to alcohol and other drugs are not receiving the help they need to get well.

54. Techniques: Working with a Reporter
Don’t allow the reporter to set the tone of the interview
Set a comfortable pace for yourself by pausing and gathering your thoughts
NEVER lie to a reporter
If you don’t know the answer, say so but tell the reporter you will get the information

55. Techniques: Working with a Reporter and Staying on Message
If you get a question you don’t want to answer, change the question by using a transitional or “pivoting” phrase such as:
“Another thing to remember…”
“That’s not my area of expertise, but what I can tell you is…”
“Another way of thinking about this is…”
“Thank you for asking…”
“The most important thing to remember…”

56. Techniques: Staying on Message
Q. “Some people believe addiction is a personal or moral weakness. How do you respond?”
“More important than addiction…is recovery. The fact is that just like me, over 20 million Americans are in long-term recovery from addiction.

57. Techniques: Staying on Message
Q. “What was it like to be an addict?”
“What I can tell you about is recovery. As a person in long-term recovery, I’ve been able to create a better life for myself and my life. Over the last 15 years, I’ve bought a house, have a great job and am a parent to three wonderful kids.”

58. Techniques: Speaking Effectively
Make Your First Words Count

59. Techniques: Speaking Effectively
Lead with a positive conclusion and then state supporting facts. All other remarks should support your lead statement.
Example: “Long-term recovery is working for millions of Americans…”
Tell ‘em what your going to tell ‘em. Tell ‘em. Tell ‘em what you told ‘em.

60. Techniques: Speaking Effectively
Be brief – responses to questions should be short; second sound bites.
THE HARD TRUTH: IF IT ISN’T SHORT IT DOESN’T GET USED
“For the first time, the recovery community is speaking in one voice to change the public perception of recovery and to promote effective public policy.”

61. Keys to Successful Television Interviews
Be prepared to make only one point
Talk as though you were talking with a friend
Expressions
Overemphasize positive expressions (negative characteristics are exaggerated on TV)
SMILE

62. Pre-Interview
Make sure you have water
Introduce yourself to the technicians
Chat with the interviewer before it starts
Make clear what you want to cover
Get a sense of what s\he wants to discuss

63. Posture and Eye Contact
Sit as far back in your chair as possible
Lean slightly forward
Maintain eye contact with the interviewer

64. Physical Gestures
All gestures should be in the triangle from the bottom of your chin to your lower chest, in the area below your shoulders

65. Varied Vocal Patterns
Highlights points with variation in voice pitch and intensity
Pause for effect
Speak slightly slower than normal
Keep a relaxed informal tone

66. Appearance
Take off nametags and buttons before your interview
Eyeglasses – If you can, go without them

67. Appearance
Men
Darker suits are best
Red, maroon or gray ties without distracting patterns are best
Socks should be same or darker color than suit

68. Appearance
Women
Dress in neutrals and avoid large patterns
Don’t wear big jewelry
Don’t wear too much or too bright lipstick

69. Everyone Can Improve

70. Keys to Successful Radio Interviews
Keep your answers short
Generally only one or two sound bites will be used
If it’s a phone interview, stand up
Be expressive and animated
Speak clearly and at a moderate pace

71. Keys to Successful Print Interviews
While often longer, use only a small portion of what you say gets used
In the longer format, it’s easier to get off track
Remember your key message and deliver it
Flag your key messages by saying things like “the most important point” or “what people should really know is”

72. Keys to Successful Print Interviews
Don’t let your guard down. Remember anything you say can be included in the story
Hard questions don’t mean that the reporter has taken a side
If you are unsure of an answer, tell the reporter that you will get back to them

73. Summary
Prepare for your interview
Know your key messages
Practice
Dress appropriately
Deliver your key messages
Think about your audience
Use your voice
Maintain eye contact
Stay on message

74. Use Faces & Voices recovery messaging to tell your recovery story
Conclusion
Use Faces & Voices recovery messaging to tell your recovery story
Make it personal
Use your message in all parts of your life with
Family and friends
Neighbors and co-workers
Media and public officials
Always! 74

75. Supported in part by the Substance
Trainers
Tom Coderre
Betty Currier
Supported in part by the Substance
Abuse and Mental Health Services Administration’s (SAMHSA) Center for Substance Abuse Treatment (CSAT) and Faces & Voices donors.