American Society of Veterinary American Society of Veterinary JournalistsJournalists

Basic Study Guide Basic Study Guide

For ASVJ Certification ExamFor ASVJ Certification Exam

Dr. Jim HumphriesDr. Jim HumphriesExecutive DirectorExecutive DirectorDr.Jim@ASVJ.orgDr.Jim@ASVJ.org

In Learning Media In Learning Media Interactions, One Must Learn Interactions, One Must Learn How To Be:How To Be:

• PROACTIVE - “Sell” Them On Your Story Idea

• REACTIVE – How To React When The Media Calls

• EFFECTIVE – Learning and fully understanding the basic skills of a one on one interview

• PREPARED – This is done by practicing the skills

Media Interview skills are THE SAME SKILLS you use in Client Communications! In a poll of 100 veterinarians who took at least one day of media training, this is what they said about how it will help them outside of the interview setting:

“Helps me not repeat negatives”“Helps me bridge to my points and my directions”“I’m more efficient with my time because I control the conversation” “I now use more visuals”“My clients are less confused because I’m more clear”“Informed clients have more work done”“I now exercise more control over what’s said in the exam room”“I now have message points for our practice”“I’m more compassionate in my communications”“I offer fewer choices and my clients are happier”“We all have paid more attention to our professional appearance”“We seem to listen and empathize more now”“We have less confused clients!”

Media Interview skills are THE SAME SKILLS you use as an expert witness!

Medical / Legal Communications:

Media Interview skills are THE SAME SKILLS you use as a good spouse / business partner / teacher / dean / leader / CEO etc… !

General Communications:

Media Skills are helpful in ALL types of communications:

Let’s Begin With A General Let’s Begin With A General Look At Today’s Media Look At Today’s Media

Journalism Journalism

Local News! Local News! ““LocalLocal television news and daily newspapers television news and daily newspapers remain Americans’ favorite news sources”remain Americans’ favorite news sources”

The Pew Council on Civic JournalismThe Pew Council on Civic Journalism

Why is this true?Why is this true?There is a distance and a distrust with national news. And There is a distance and a distrust with national news. And because busy Americans can get news, sports, weather and local because busy Americans can get news, sports, weather and local events in 30 minutes on their local news.events in 30 minutes on their local news.

What is the biggest money generating show on any local What is the biggest money generating show on any local station?station?

The news!The news!

Because it has the highest ratings. Because it has the highest ratings.

““LocalLocal television continues to be far television continues to be far and away American’s primary and most and away American’s primary and most credible source for news and credible source for news and information.” information.” Roper OrganizationRoper Organization

Daily Information Sources

Percentages of Americans who say they consult the following information sources at least once a day.

10%10%

20%20%

30%30%

40%40%

50%50%

60%60%

70%70%

Local TV News-84% Local TV News-84% Flat little growthFlat little growth

Radio-70%Radio-70% National TV News-68% - Katie Couric dead last (MSNBC Last)National TV News-68% - Katie Couric dead last (MSNBC Last)

Newspapers-60%Newspapers-60%

Internet-35%Internet-35%

Magazines-8%Magazines-8%Phone Help Lines-4%Phone Help Lines-4%

*Neilsen

80%80%

Traditional Newspaper Media is quickly dying

Personal Health 89% **

Computers & High Tech 81%

Consumer 76% **

General Medical News 63% **

Business 53%

Offbeat/Kicker Stories 48% **

Environment 39%

Entertainment 35%

Travel 25%

Fashion

** Where veterinary stories may apply

16%

Categories of Television News Interest Categories of Television News Interest and the percentage of audience interest:and the percentage of audience interest:

© O’Dwyer’s

Good News Good News About TelevisionAbout Television

Up to the minute “moving pictures” will always work! Up to the minute “moving pictures” will always work! Content Is King! Internet gives video new future.Content Is King! Internet gives video new future.

If you come in with a story ready, you relieve the If you come in with a story ready, you relieve the staffing burdens of the News Directorstaffing burdens of the News Director

Animal stories can fall into many high scoring TV News Animal stories can fall into many high scoring TV News categoriescategories

Animals are VERY visual and BOTH newsworthy and Animals are VERY visual and BOTH newsworthy and entertaining.entertaining.

Good News Good News About RadioAbout Radio

Reaches 75% of 12+ audience each day. Reaches 75% of 12+ audience each day. AND 95% of 12+ audience AND 95% of 12+ audience each weekeach week Satellite Radio giving radio new Life!Satellite Radio giving radio new Life! The average person spends 21 hours, 30 minutes The average person spends 21 hours, 30 minutes listening to radio each week. listening to radio each week. 81% of all Adults listen to radio in the car each week81% of all Adults listen to radio in the car each week Talk Radio has LOTS of time to fill!! Talk Radio has LOTS of time to fill!! Easy to do! Easy to do!

There is There is SOMESOMEGood News About Good News About

Print MediaPrint Media

Much electronic media comes from print (lazy)Much electronic media comes from print (lazy) Still half of Americans read print news daily Still half of Americans read print news daily Easy to achieve – they need the helpEasy to achieve – they need the help Offers instant credibility/celebrityOffers instant credibility/celebrity You don’t have to have a “personality” to do print You don’t have to have a “personality” to do print LOTS of resources LOTS of resources Staff can get involved Staff can get involved Can do in “spare” time Can do in “spare” time Can be re-purposed for your clients/web site/ Can be re-purposed for your clients/web site/ newsletter/fact sheets/how to articles etc. newsletter/fact sheets/how to articles etc.

1.1. We have to be a little media savvyWe have to be a little media savvy2.2. We have to have a good story We have to have a good story 3.3. We have to be We have to be “easy to produce”“easy to produce”

• Remember news is happening NOW• News is VISUAL• News is information and…• News can be entertaining as well • Local news is LOCAL• News Producers are very pressed for time • Therefore you have to pitch properly and quickly

How Can We Be Successful In Today’s How Can We Be Successful In Today’s Media? Media?

• You have great information, with excellent visual and entertainment value.

• Have the story ready in this format: Problem, Solution, Action Step.

• Tie your story to news of the day and make it local.

• Remember the purpose is to inform and promote veterinary medicine.

• Be confident because you are an expert and the media loves an expert.

Be A Good Be A Good TV Guest! TV Guest!

• Deliver information with Deliver information with attention to being attention to being up-beat, fun up-beat, fun and entertainingand entertaining and they will and they will love you. love you.

• Practice your performance in advance so you don’t ramble Practice your performance in advance so you don’t ramble and avoid medical jargon. and avoid medical jargon.

• Make your points then let the anchor or host have it back. Make your points then let the anchor or host have it back.

• Be ready to answer “off point” questions, then “bridge” back Be ready to answer “off point” questions, then “bridge” back to your main message. to your main message.

• Don’t hang around the station. Get yourself, guests and Don’t hang around the station. Get yourself, guests and props out politely and quickly. props out politely and quickly.

• Send a thank you note and an idea for your next story. Send a thank you note and an idea for your next story.

Now Be A Now Be A Good RADIO Good RADIO

Guest! Guest! 1.1. ENERGY!ENERGY! Producers hate Producers hate dull, boring guests. dull, boring guests. Artificially Artificially boost your energy and keep it boost your energy and keep it fun.fun.

2. 2. ENTERTAINMENTENTERTAINMENT. Be compelling. The audience is . Be compelling. The audience is constantly switching channels so you must help the radio constantly switching channels so you must help the radio host keep the audience listening. This also means host keep the audience listening. This also means speaking in everyday language. speaking in everyday language.

3. 3. CONTROVERSY.CONTROVERSY. Controversy is good. Controversy is Controversy is good. Controversy is your friend. Controversy is why you are even on the radio. your friend. Controversy is why you are even on the radio. This gets the phones ringing and makes you a good guest. This gets the phones ringing and makes you a good guest. Simply be prepared to stand confidently in your positions. Simply be prepared to stand confidently in your positions.

Be A Good Be A Good RADIO Guest! RADIO Guest!

4. 4. INFORMATION!INFORMATION! In a sound bite world, radio In a sound bite world, radio let’s you deliver more let’s you deliver more information. information.

5. 5. A CALL TO ACTION. A CALL TO ACTION. Your time is wasted if you don’t Your time is wasted if you don’t tell the listeners what to do, where to go and who you are!! tell the listeners what to do, where to go and who you are!!

6. 6. A CLEAR SIGNALA CLEAR SIGNAL. A wired high quality phone line . A wired high quality phone line makes a difference is how you sound for phone interviews. makes a difference is how you sound for phone interviews. No cordless, no cheap, no speaker phones. No cordless, no cheap, no speaker phones.

Be A Good Be A Good RADIO Guest! RADIO Guest!

7. 7. POLISHED PRACTICED POLISHED PRACTICED INTERVIEW..INTERVIEW..

Two Types: Live and TapedTwo Types: Live and Taped

8. 8. CREDENTIALS.CREDENTIALS. You are an expert and if the host doesn’t You are an expert and if the host doesn’t set you up with your credentials, you should be proactive in set you up with your credentials, you should be proactive in doing so. This establishes you as someone the listener doing so. This establishes you as someone the listener should pay attention to. should pay attention to.

9. 9. A THANK YOU LETTER.A THANK YOU LETTER. Thank the host and or Thank the host and or producer. Send your card and some ideas for follow-up producer. Send your card and some ideas for follow-up interviews. You can use email interviews. You can use email

Who Are These Media Who Are These Media People? People?

Adversaries or Truth Seekers?Adversaries or Truth Seekers?Neither!Neither!

They are NEWS PeopleThey are NEWS PeopleTherefore you have to Therefore you have to

understand how News People understand how News People thinkthink

Some Characteristics of the Mind of a News Professional:

• Ignorant of your issues• In a huge hurry – driven by deadlines• Working in a station that has had staff cut backs and have to produce more news programs• Just doing a job – rarely have underlying agenda • Not interested in too much detail• Motivated by the negative or sensational• Skeptical and probing• Really just concerned with “getting the story” and moving on

• Thinking in sound bites or headlines• Not your friends• Not your enemies• People who carry your properly delivered message

Therefore to be effective we should:

• Think in sound bites and headlines• Respect their time• Prepare your information so that it is “consumable” by them first, THEN their audience• Don’t try to become their friend• Be professional and be prepared• Offer lots of resources• Make your schedule flex to theirs • Give them an up-beat well rehearsed interview or press conference

• Help them do their job – become their assistant •-------------------------------------------------------

How Can We Be Successful?

• Understand them• Learn the skills• Practice the skills• Don’t be shy about calling them• Become a valuable “source” • Make and keep up to date your media contacts• Help them with stories unrelated to your work• Thank them • Send them story ideas•---------------------------------------------------

Being Proactive Being Proactive

How To “Sell” Your Story

PR is the process of supplying information to the media that you don’t control, in hopes that they will run your story for their audiences. Some call it “earned media”.

Using the media for publicity means providing them a steady stream of interesting, newsworthy stories that reporters and editors want to run – with few adjustments.

What Makes What Makes A Good A Good StoryStory::• Something that is happening NOW

• A seasonal event• An unusual case• The results of a new survey• The local angle on national news• A new product or service that will benefit people• “How to” stories that help people accomplish something• Things that make people’s lives easier• Local happenings• Good causes• Controversial issues• Government approval of something new

Promoting That First Story:

1. LOCALIZE LOCALIZE LOCALIZE - Keep an eye on NEW veterinary trends, research or activities that will or are currently affecting your community. Local Radio, Television and Newspapers are only interested in stories that affect their own listeners, viewers and readers. Localize national news!

3. PITCH PROPERLY - Write down a short idea chart for a telephone call to your newfound contact at the newsroom. Always write and think in the present tense.

2. WHAT CAN YOU OFFER?  - Do you have a case example for the story? Would the pet owner help with a story?  Can the video crew or photographer show the owner at home with their pet?  Can you schedule a surgery or treatment at a time convenient to the newsroom? Be EASY to produce. Be available on short notice.

• You must first ask yourself what type of show is this?

•Morning drive radio, noon news, evening news, public service, general interest,

specialty…

• Determine stories that will work (news, softer, visual, serious)

• Medical is HOT, veterinary medical is NOT unless you make it so.

Selling Your Story:

• Story done as consumer service is good.

• Story tied to human medical is Great.

• Story tied to news of the day is BEST!

• Pitch quickly, remembering viewer service!

• “Get the producer to say “Really, I didn’t know that!”

News“Hard News”

General Interest ShowMartha Stewart

Heartworm Disease is spreading throughout the country at an alarming rate.

Heartworm Disease is just one of the problems we can prevent with regular visits to the veterinarian.

Good nutrition prevents deadly disease in pets

Store bought or home made pet foods – an expert tells us which is best

Fleas and Ticks can transmit deadly disease to people and pets

Spring time brings pesky pests. Now, simple treatments can prevent most problems.

Know The Media You Are Pitching!

Story idea Crafted for Media

Good Pet Care The 5 Best Ways To Save Money On Your Vet Bills

Proper Flossing Ways To Stay Out Of The Dental Chair

High Blood Pressure The 6 Point Couch Potato Check Up

Regular Auto Maintenance The Best Way To Avoid Costly Auto Repairs

Home Mortgage Refinancing Refinancing is NOT for everyone – Learn The Inside Facts

New X-ray Machine The Top Ten Strangest X-rays

Health Insurance Health Insurance Nightmares and The Ways To Avoid Them

CRAFT your story for media interest!!!

• Mention any visuals you have. Cases, your hospital, models, etc.

When You Talk To Producers…

• Do a good job of pitching, and give an energetic and informative interview and you will be asked back.

• Follow up with a phone call, email or fax. Fine art of how much is too much.

• Flow of a story should be: Set up problem The news Solve the problem Where to go for more information

That’s also how you pitch it!

Selling Your Story:Examples For News: (Controversy is GOOD!)

Heartworm? Should Pit Bulls Be Banned? Mad Cow Disease?Guardianship? Fleas and Ticks? West Nile Virus? Over-Vaccination Issue? Anthrax? Frostbite? FIV Vaccine?Weird Case? Geriatrics? Alternative Medicines? Heart Disease? Deadly Bugs? Book? Local Event? Survey or Poll of Clients?Outbreak?

THE NEWS STORY CHECKLISTTHE NEWS STORY CHECKLISTThese may be unsaid, but they are in the These may be unsaid, but they are in the reporter’s mind.reporter’s mind.

1. Who1. Who Who would be affected by this story?  Hopefully a substantial population in your community would be interested - even if not directly affected.

2. What2. What What is the story about?  Is it a new cure? A new disease? A new technology?  A new trend? What makes the story VISUALVISUAL? What visuals are available? Think of how you would use a visual in a radio setting to help draw word pictures!

3. When 3. When When is the event/study/trend coming to town?  When are you available for the story?  When can you have both patient and owner available for footage and interviews?

4. Where4. WhereWhere could this story happen?  (Your clinic, your hospital, the home of your client)

5. Why5. WhyWhy is this happening?  Why is this important?  Why does this information make a good story?

6. How6. HowHow is this story coming to be?  How can this story affect my readership, listenership or viewership?

Being ReactiveBeing Reactive

Just Look At The Just Look At The Following Headline Following Headline

Examples!Examples!

http://www.thebostonchannel.com/mostpopular/16410586/detail.html

1.1.What do you do? What do you do? 2.2.How do you prepare? How do you prepare? 3.3.What do you say? Your What do you say? Your

position? position? 4.4.What impact will this have? What impact will this have? 5.5.Do you do the interview? Do you do the interview?

The Two Main Goals When Doing Any Interview:

1) Meet The Reporters Needs

2) Get Your Point AcrossWhat is Your Point ?Your reason for being there. Your PR goal.

• Why have they called you? • How did this story come to their attention? • Who else are they interviewing? • What is the news of the day? • What type of show is this? • What impact will this have on your practice,

the association or the profession?• Can you have some time to prepare? • Do you know the reporter from their work on

the air?• Will they come to you or do they need you

in-studio?• What is their contact information? • Is this one story or a part of a series of

reports?

Before Granting An Interview Ask These Questions:

• Is this interview a soft program or hard news?

• Will this interview be controversial or general care?

• Do they want short answers or extensive answers?

• Is this print or electronic media? • Do I have to do this immediately, or do I have

some notice? • The angle or their “take” on the story• What are their needs – then try to meet them

Questions You Should Ask To Help You Identify The Objective of a Reporter:

• You do NOT have to agree to an interview• You do not have to agree to their terms• Reporters are neither your enemy nor your

friend• Reporters are driven by deadlines, in a

hurry, not interested in too much detail, they are drawn to negative or sensational things, and they are skeptical and probing!

• Stay with the subject at hand• The call might be a “pre-interview”. Your

goal here is to “sell the story” a little, and prove you are a good interview.

Things To Remember!

• Anticipate the questions you will receive

• Write 7-15 second answers. Craft them! • Practice about 10 points knowing you will get

in about 4-5.

• Begin to practice. (Mirror, Spouse, Technician)

• Be sure to practice your answers “out of order”

• Practice getting your points in early!

• Be prepared to support what you say (examples, case studies, CDC, State Veterinarian)

Now take some time to prepare!!

NOW, write all the “Hot Seat” questions – then practice them.

• When did you stop beating your wife?

• How much money do you make?

• How could your agency let this happen?

• It appears there was severe negligence here!

• This failure has put many animals in danger!

• It seems this is a very scary disease…

• Would boarding at a vets office be risky?

• Should we stop eating chicken (beef) now?

• Should this family be awarded money for pain

and suffering?

Here is how you do that:

• Write down all questions you can think of

• Write down all the answers

• CraftCraft Your Message Points from these answers

• Identify Some Good Bridging Statements

• List Some Positive Points You’d Like To Bridge To

Here’s what that looks like:

Q: Was Mrs. Pickens right to withdraw her donation to the OSU Vet School?

A: Mrs. Pickens can certainly do what she wants with her money. Perhaps she does not know all the facts and made a hasty and emotional decision. I do know veterinary schools in the US are governed by strict animal care protocols for humane treatment.

MP: It’s possible this was an emotional decision and not based on the strict humane standards veterinary schools must use.

Bridge: The good news in this issue is…

Positive: our veterinary students get a great education and also learn compassion, dignity and medical ethics.

The Perfect Answer:

Q: _______________??

A: Answer / Deflect…Perhaps a Positive Statement

Bridge Message Point

This technique takes practice

It does not come naturally! Because we do not normally talk this way….

NEVER “WING” AN INTERVIEW!

Q: Honey did you take the trash out?

A: I have the trash ready, but the good news is this recycling is saving our city millions and protecting our fragile environment!

The Perfect Answer:

Interview is going nicely…Interview is going nicely…

Q; Crafted answer Q; Crafted answer

Q; Crafted answer

Q; Crafted answer

Q you haven’t practiced for….. ????

ANSWER: Take bits and parts of your crafted answers – EDIT IN YOUR HEAD - and craft a new one thinking on your feet.

Dog Dies In Surgery:Dog died during surgery. Client went to the media. Bulldog reporterwants the story to get a promotion.

Questions: Questions: • Why did it die? • What anesthetic was used? • Who monitored the anesthetic? How monitored? • How much was given? • How often does this happen? • What tests did you run? • Why does your hospital want to be paid? • Should you refund their money? • Should they be rewarded for pain and suffering? • Aren’t all animals like members of the family? • Wouldn’t you expect such action if you lost a son or daughter? • Who monitors the hospital and sets professional standards? • Were those standards followed here? • How much money does the doctor make on these procedures? • How much money do veterinarians make in general? • Did your staff do everything possible to prevent this from happening? • What changes will be made to prevent this from happening again?

Answers:Answers:This is very rare and sometimes unavoidable. We did everything possible to prevent this from happening.

The client made the decision not to do the pre-anesthetic blood work. We believe that is an important step.

The dog had an allergic reaction to the anesthetic medications. This occurs in only one in 10,000 cases, but for us that’s one too many.

This case was monitored with our ECG, respiratory rate and temperature monitors. That is a very high standard of care.

We recognized the reaction very quickly and began all necessary emergency procedures. The good news is that this is a very rare….

I don’t know about that, what I do know is that this is very rare and sometimes unavoidable. We are all pet owners and we can completely empathize with the family.

If you wish to end the If you wish to end the interview! interview!

Say something like this…Say something like this…

“Due to the request of the AVMA Professional Liability Trust, I am not able to comment on this case. However, I can tell you that our hearts go out to the dog owner’s family. This is a very rare and unfortunate occurrence and we did everything we could to prevent this from happening.

That is all I can say at this time.”

How To Be How To Be EffectiveEffective

Interview SkillsIt’s All In The TellingIt’s All In The Telling

It’s just like story telling, but you It’s just like story telling, but you have 7 seconds, 15 seconds, 1 have 7 seconds, 15 seconds, 1 minute, 2 minutes, 5 minutes, minute, 2 minutes, 5 minutes, 15, 30, 60 etc. Adjust your story 15, 30, 60 etc. Adjust your story to fit the media style, time to fit the media style, time frame etc. frame etc.

Prepare and Practice!!

The Three Pillars of Interview Skills!!

Keep It Simple!!

Never Wing It!!

• LIVE• TAPE• RADIO• TELEVISION• PRINT• STANDING• SITTING• STUDIO• HOSPITAL• LIVE REMOTE• SCENE OF ACCIDENT• MORNING DRIVE• GOOFY / SERIOUS / LIGHT HEARTED /

TRADITIONAL• CONSUMER • PUBLIC BROADCASTING

Your Prep & Performance Depends On The Type Of Media

Match The Energy Level Of Your Host!

YouYou

HostHost

Most hosts will have a higher energy level than you. You will most likely need to artificially increase your energy to appear even with the pros.

• Know your show / host / reporter for style, format, dress, happy talk or serious, energy

level…

• Know your audience – colleagues, customers, friends, adversaries

• Know who you are - expert ready to teach a few simple points. Be confident and stay on message.

• Know that the reporter or host is not your audience – they are facilitator

• Know that becoming a good interview will cultivate a relationship with reporters and you can become a “source”.

Know:

• Newspaper reporters = A Good Quote

• FIELD TV reporters = A Good Sound Bite!

• ON SET TV Hosts = Energy and Concise

Information

• Radio hosts = Energy, Enthusiasm,

Information

What The Reporter Is Looking For:

What To Say:

• We are unfocused in normal conversation and fairly boring to a TV audience, therefore we have to speak in concise bits!

• Problem is - we know too much to give a good interview!

• Therefore we must learn to focus and keep it simple!! (KISS)

• If you don’t know, say: “I Don’t Know, but I’ll find out”….

• If a reporter asks several questions, pick the one you want to answer

FOR TAPED INTERVIEWS: • Repeat the essence of the question in your answer.

Repeat the essence of the question

in your answer!!!

Q: Won’t banning Pit Bulls make our communities safer?

A: No, it won’t! Such actions do not work.

Q: Won’t banning Pit Bulls make our communities safer?

A: Banning Pit Bulls is a bad idea. It will not make our communities safer.

Depends on what “it” is: BAD Answer: Q: Won’t this pet insurance really just drive

up the cost of vet care?

A: Well, many of my clients have it and they seem to like it. I have several clients that don’t have it and they just have to pay for the bill or maybe put it on a credit card. I don’t think any of that will affect my fees, as they have remained very constant over the past few years and we are very proud of that.

GOOD Answer:

Q: Won’t this pet insurance really just drive up the cost of vet care?

A: ! Pet Insurance is designed to help pet lovers pay for the cost of pet medical bills. ! Veterinary care is advancing every day and now, more than ever, we need third party payment for our veterinary bills.

! Pet Insurance is very inexpensive and pays for thousands of medical and surgical conditions in dogs and cats!

How we talk:

What the Media Wants!

!

!!

!None of us talk this way – it takes practice!

Message Points (Communication Foundation)

Veterinarians do not see populations but individual patients. Therefore we cannot base our vaccination recommendations on limited studies on populations of animals. We must make decisions based on what’s best for our individual pets.

Sound Bites (A Media Bullet Point) We base our recommendations on an individual risk assessment and make a decision on what’s best for the patient.

Examples of:

Essentials of Sound Bites and Quotes:

• They are brief, forceful, to-the-point statements.

• They cut to the heart of the issue.• Remember, you are not telling the story • The reporter wants you to add color,

credibility, facts and expertise. • Incorporate the question into your answer• Take a brief pause (for editing) • Practice 5-10 points• Plan on delivering 4-5• Reporter will use (or audience will remember) 1-3!

• Remember to use visuals both ……..on TV and Radio!

• Good visuals include a pet, models, x-rays, video, pre-produced graphics, book, instrument, even bottle of medication…

Always have a Prop!

1. Use your visuals to drive home your message points

2. Use your visuals to “Guide” the interview

3. Use your visuals to decrease nervousness

WHY?WHY?

Example of Guardianship Issue Message Points Written as Sound Bites!

• Veterinarians are caring professional people. We’ve dedicated our lives to relieving animal suffering.

• Veterinarians are also pet owners, so we truly understand the bond we have with our pets. This bill is loaded with unintentional consequences.

• We also understand the heartache that occurs when a pet is sick or dies. Legislation such as HB 1260 does absolutely nothing to ease this heartache.

• Veterinarians are the most important link in your pets’ health care delivery and nothing about making people “guardians” will improve that care, compassion and dedication.

• In fact, legislation like this makes it harder for us to deliver good care and it will make care more expensive for all pet owners.

• If this bill passes it will make pet care more expensive. There will be an increase in costs of insurance, paperwork, recordkeeping, tests and procedures.

• This bill will also cost our state more money for implementation and execution. This will only compound our court system challenges.

• Animal Shelters and other welfare organizations provide a very valuable service to our city. This bill will also make it more difficult for these humane shelters to provide care for abandoned, stray or lost pets. That’s just bad policy.

• I feel for the man who lost his pet. But we should not let one man’s grief turn our system upside down and increase the financial burden for everyone.

Message PointsSound Bites

How do I get to my messages from a leading or negative question???

QQ

Answers should not be simple answers. Simple answers “beg” another question.

Answers should always bridge to key messages!

Especially when questions are leading or negative…Answer and deflect quickly, then use a bridging statement and get back on the message point page!

The Crucial Art OfBridging!! ! ! !

Q: Aren’t all these advances just driving up the cost of pet care?

A: The cost of good care is increasing, but the good news is more pet owners can afford that care with advances like pet insurance!

Q: Yes, but isn’t this going to create more paperwork and more hassle?

A: There is some paperwork, but what’s really important here is someone else is paying most of your veterinary bill!

Q: We’ve spoken with a dog owner who says her dog died immediately after receiving a rabies vaccination. That can’t be a safe procedure.

More Bridging!

A: (Start Positive) Millions of doses of rabies vaccine have been given safely. (answer and deflect) With such large numbers, you will see a few adverse reactions. (don’t speculate) I don’t know what happened in that case, (bridge) but what I can tell you is…

(key message point ) Rabies vaccine and all the other vaccines we use have been tested extensively and used safely. We believe that the diseases these vaccines prevent are far more dangerous than a few adverse reactions.

More Bridging:Q: I’ve read recent news reports that say

regular vaccines are not necessary either as often as veterinarians recommend or at all. What do you say to that?

A: (Don’t Speculate) I don’t know what reports you are referring to…

(bridge) but what I DO know is..

(key message point) Vaccine administration is one of the most effective and cost efficient tools that veterinarians have to protect animal populations and individual animals from serious and deadly diseases.

Pit Bull Ban:

Q: Pit Bulls bite and kill more people than any other breed. Why shouldn’t they be banned?

Banning a breed is an emotional response to the real problem. The real issue at hand is irresponsible ownership of dogs. A ban on one breed does not prevent dog bites from all the other dogs that can cause a problem.

IT IS IMPORTANT TO REMEMBER… The right training, socialization and supervision is crucial in living safely with dogs.

In reality… breed bans don’t work.

Q: So why does Denver say they have not had a problem since the implementation of the ban?

I do not know who you talked with, but what I do know is.... Communities that enforce well thought out existing laws have shown a reduction in problems with dangerous dogs. Q: So what community has done this right?

Lakewood is a good example of a community that has done this right. They have properly enforced good animal control laws, educated the public and have been able to address this issue of dangerous dogs without breed specific bans.

Q: Wouldn’t a breed ban immediately make our community safer?

A breed ban will actually put us in more danger. Many people will abandon these potentially dangerous dogs, and the effect of a ban will put us at more risk.

An important point to remember… We WANT our communities to be safe. But breed bans miss the mark because they expect responsible behavior from irresponsible owners.

Q: Is it true that home owners insurance companies won’t insure a home that has a dangerous dog? If so, why do you think that is?

1. It is true that some insurance companies have a list of some dogs of concern, our key message point is….

2. Historically, breed bans don’t work well.

3. Breed bans also do not address the social issues if irresponsible ownership.

4. Breed bans LOOK Good on the surface, but are really a simplistic answer to a complex problem.

5. The answer is… Socialization, Sterilization and Supervision. In addition the community should report dangerous dogs and expect enforcement of our existing laws.

A: One brand of prescription diet was recalled simply because that one brand used wheat gluten in order to help make the very unique formula. None of their other dry food products contain wheat gluten.

The good news is… it was recalled immediately, 25,000 veterinary hospitals were notified over the weekend and the formula is being re-worked now to no longer contain wheat gluten. This was a precautionary response and a very positive response. This was also a very unique case and a very small percentage of this company’s brands.

I am happy to say… veterinarians knew of this immediately and took all the right actions.

Q: Doctor, this weekend one of the most respected names in the pet food business, Hill’s prescription diet was recalled for the same tainted wheat gluten in a dry food. It appears no pet food is safe anymore – is it?

A: I have always fed my pets a high quality premium dry food. They have done very well, they are healthy and it could not be better for them and frankly more convenient for me.

Further let me say that should any pet owner have a question about pet nutrition, your family veterinarian is THE source for this advice. While pet store attendants, breeders and others in the field do have some training by the manufacturers, your family veterinarian is the only professional who can properly consider the entire pet’s physiology and special medical needs.

Remember your veterinarian is a doctor and nutrition is an important part of animal health.

Q: In light of this dangerous situation, what do you feed your pets?

A: No. What I’m saying is get your initial recommendations from your veterinarians, then let the pet food retailers help you select what your veterinarian has recommended.

You should know that many veterinarians actually sell many superb brands of food in their clinics or hospitals. I believe you can feel perfectly safe in choosing a brand recommended by your veterinarian.

Q: Are you saying we should not buy food from pet food stores?

A: It is true. This one brand, one case was unique and handled exactly right. There are hundreds of high quality dry and canned foods on the market today that are not only safe but high quality.

Most people don’t know… that pet food is made to exacting standards. Pet food manufacturers are regulated by the FDA.

In fact, according to the Pet Food Institute, these diets often undergo more screening and testing than human foods. I believe that in a situation like this contamination, it is good for the industry and our profession to re-examine and always be improving what is an industry with a fantastic track record.

Q: But you said all dry food was safe. That’s not true is it

Going To Be A HUGE Category of Negative Media Stories for a few years!

High Cost Of Veterinary Care / Competitive Veterinary Fees:

1. In a situation where you are asked to comment on or to criticize another professional – you simply cannot. It almost always calls for speculation and you must not speculate in front of a camera, microphone or a print reporter.

2. To steer away from speculation simply state that you do not know the facts in that particular case BUT WHAT YOU DO KNOW… then tell them what you DO know.

3. When or if you are personally attacked or even receive the insinuation of personal attack, take the high road. Be proud of what you do because you have nothing to hide. Nor do you have to answer for the whole profession. You can only speak to what you

know.

4. You may very well know that "most" veterinarians do things correctly, professionally and honorably – don't be shy about telling them that.

5. Don't be afraid to refute a leading question with a simple NO… then

correct the mis-guided assumption.

6. More image and impression than fact are communicated in the media! Burn that into your brain.

7. Be the voice of reason! Hold your head high and answer questions honestly and stick with what you know.

8. There is nothing wrong with saying that you keep an eye on cost and use common sense. That is part of your "art" of practice and your humanity. Show me (as the viewer) that you are human and that you care.

9. Don't be afraid to agree that some cases may not be handled in a way that you would handle them. Then talk about how YOU would handle such a case. Slightly agreeing with an accusing reporter (frankly that has a real point) makes you look human and real. If you come across as defensive all the time, you'll appear as part of the problem.

Q: Why is veterinary care so expensive?

A: Veterinary Care is actually a bargain. We care for our animal patients medically and surgically at a fraction of the cost of human medical care. Most good practitioners do take into consideration the cost of good care, yet we strive to deliver high quality medicine using the best equipment and diagnostics available.

Q: We took a dog that was pronounced healthy by a respected veterinarian to two other animal clinics and they said we needed up to $700 in tests and treatments. That sounds like gouging doesn't it?

A: (you cannot speculate – just don't do it) I'm not familiar with that case, but what I can tell you is, our concern is always the well being of the animals. We have to asses and treat each case individually and we are proud of the level of both good medicine and good common sense we practice at this hospital.

Q: Yes, but in this scenario, isn't it wrong for one doctor to say that a pet is fine, and two others find "hidden" problems and want to charge hundreds of dollars?

A: (it is okay to agree in principle with a general wrong doing, and then tell them what most good practitioners do)On the surface that does seem wrong, but I can't be pulled into a game of speculation.

What I am happy to tell you is that most veterinarians are kind and caring doctors and we want what's best for both the pet and the owner. That means taking an overall view of the relationship. If a veterinarian runs unneeded tests or performs unnecessary procedures there is a state board of examiners in place for just that type of complaint.

The good news is that it is a rare and unusual case as most veterinarians understand both good medicine and the economics of such care.

IN SEVERAL STATES THIS STORY IS IN SEVERAL STATES THIS STORY IS HAPPENING, AND WILL BE MORE COMMON. HAPPENING, AND WILL BE MORE COMMON. BE PREPARED! BE PREPARED!

A Reporter Might Call With This Basic Question: A Reporter Might Call With This Basic Question:

““Doctor, we are doing a story on the top ten Doctor, we are doing a story on the top ten drugs you prescribe at your office. Would you drugs you prescribe at your office. Would you be willing to do an interview on your veterinary be willing to do an interview on your veterinary prescriptions?”prescriptions?”

And you may confidently say…SURE, Come On Over!

The first reporter’s question is:

“Why do vets markup their drugs by outrageous amounts like 300% - when human drugs aren’t marked up at all?”

A: Ahaaa…….

(you have been caught off-guard and unprepared – on camera!)

You see now why preparation is so important

“Why do vets markup their drugs by outrageous amounts like 300% - when human drugs aren’t marked up at all?”

A: First, it's not true that human drugs are not marked up. Human pharmaceuticals have a tremendous markup.

Pets are living longer because of good preventive care and new therapies. Most of these drugs are reasonably priced, others are more. A veterinary hospital will mark up a drug to cover the cost of purchase, stocking, dispensing and recordkeeping which is a very normal process.

The good news is your primary care veterinarian is best suited to decide what drugs are right for your pet, prescribe the latest technology, and deliver that to you directly – without making a separate stop at the pharmacy, for a very reasonable fee.

“Why does Wal Mart offer hundreds of prescriptions for only $4 a month, yet our survey shows veterinary hospitals charge many times that?”

A: I can't speak for Wal Mart's policies, but I can say they buy nationally in huge quantities and can get an excellent price for many common drugs. Also remember the ONLY drugs such pharmacies offer for a small price are very common generic prescriptions which are very inexpensive.

It is wrong to compare common generics with more modern and newly discovered therapeutic medications that cost more.

I am happy to say that veterinarians do a very good job in keeping costs low yet offer the very best in medicine and surgery for our pet patients. Veterinary Medicine is and has always been quite a bargain.

“In Europe, pet owners get their drugs at the local pharmacy. Why shouldn’t pet owners do the same here?”

A: Some veterinary drugs are available at the local pharmacy and veterinarians often write prescriptions for a pet owner to do exactly that. However, many of our newest and most effective drugs are not available at human pharmacies. This is the reason veterinarians must order, stock and dispense these drugs at the veterinary hospital.

Further in today's busy world most pet owners don't need the hassle of an extra stop on the way home with kids and pets in the car. Veterinarians can directly control and assure the proper medication, and make this convenient for the pet owners at the same time.

“Pet owners can get their drugs online at a fraction of the price – without a prescription. Why should they come to you at all?”

A: I don't know where you are getting your information but I can tell you a pet owner must have a prescription for any prescribed drug – it's the law. Even on-line, a prescription from a licensed veterinarian must exist.

You must remember that veterinary hospitals are individual businesses and we do not have the ability to buy in huge volumes on a national scale. While some dispensed drugs may cost more from your veterinarian, remember your pet's doctor knows you and your pet, prescribes the proper medication and assures the correct drug at the right dose is given. They also assure the drugs are not expired!

Something else to consider is that most people use their health insurance's drug benefit plan to purchase drugs at a pharmacy – which makes it appear as though the prescriptions are cheaper. Human health insurance does not cover a pet’s prescriptions.

Why would you (the vet) charge a mark-up on drugs when you’re already charging the client for an examination?

Why wouldn’t you inform your clients that they have the option of filling their script at a pharmacy where it’s probably cheaper?

Adding a mark-up on top of an already costly drug makes it unaffordable for pet owners. Don’t you care that a pet might die if his owner can’t afford the treatment?

Why are some veterinary drugs so much more expensive than their human equivalents?

Aren’t you veterinarians worried that in a bad economy your high fees and markups will cause you to lose business and further cause animals to go without care?

Other Reporter Question Examples:

Q: “What can pet owners do to save money if their pet is on an expensive maintenance drug?’’

A: Veterinarians are aware of the hard economic times and want the best for their client’s pets. Many veterinarians are usually willing to work with the clients with whom they have a long standing relationship. But veterinarians also understand that clients might want to shop around to find the best price.

Q: “Is there any way a veterinarian can help his or her clients save money on prescriptions in these tight economic times?’’

A: That is a conversation that should take place between a client and their veterinarian. Many veterinarians are willing to work with clients if they are in dire straits, but it would be addressed obviously on a case-by-case basis. The veterinarian is still a business owner and has obligations of his or her own as well.

BAD Examples of this same story – Done By A “PR Pro”!

Allied Professional Care In Vet Med

Florida Case Example:• Why is their modality the practice of vet med? • Do you provide these services in your practice? If not, why not? • Why do you feel these professionals should be limited? • These things help people, why wouldn’t they help animals. • Why would you be against that? Why shouldn’t we have the right to choose? • Isn’t this just about money?? • Why is their training not appropriate? • What’s the harm in this extra care for our pets? • Is this a legitimate need that vet med is not meeting? • Aren’t you just trying to push drugs for profit?

Q: Why is their modality the practice of vet med?

A: The practice of veterinary medicine is dictated by the Florida Practice Act which is designed to protect the public from incompetent and unlicensed care for their pets.

The definition of veterinary medicine is important because veterinarians are doctors and have trained intensively for many years to be able to properly diagnose and treat animal diseases. These procedures by definition constitute the practice of veterinary medicine.

The good news is… your family veterinarian is the best professional for the delivery of medicine and care for your pets. AND…there are many veterinarians who ARE providing these therapies. This maintains the doctor client relationship.

Q: Why do you feel these professionals should be limited?

A: These therapists are trained in human medicine. They are not trained in the care of pets and have the potential to do harm.

The good news is … that there are veterinary professionals who have advanced training in these therapies and who understand animal anatomy and diseases.

What’s really important here is … These licensed professionals are the best for delivering care for your family pet.

Q: Isn’t this just about money??

A: Our concern is always the well being of the animals. Veterinarians are always the best source of quality care for your pets.

We at Riverside Animal Hospital always want the best for your pets.

We deliver only the best in quality care for all our patients. We are all pet owners ourselves!! We understand the bond between people and their pets, therefore we only want the best in care for these family members.

I have real concerns in allowing unlicensed and untrained care. I don’t know what kind of background most of these therapists have….WHAT I DO KNOW IS…. Your family veterinarian is the best source of professional care for all your pet’s medical and surgical needs.

Dog Flu!A reporter has heard of this news story. She is a dog lover and has been assigned this story for the 5 PM news. You have agreed to do the interview and she is on the way over.

Potential Questions: Potential Questions: • Can you tell us the situation on Canine Flu? • Is it the same as people flu or avian flu? • I’ve heard it came from horses, it that true? • What are the symptoms? • How do you distinguish it from Kennel Cough? • How would a pet owner know if their dog had flu? • What action should pet owners take?• Wouldn’t it be dangerous to take dogs to a kennel or vet’s office now? • What percentage of dogs die from flu?• How do we prevent it? Why is there no vaccine? • Should old, young or people with weak immune systems be concerned? • Why are we seeing so many flu viruses in the world? • It’s it true these viruses can mutate and jump species? • Then why do you believe it is of no concern for people? • What will happen if this virus is found in people / cats? • We really should just keep our dogs inside – right? • What drugs are used to treat this disease?

Answers: (Notice you don’t just Answers: (Notice you don’t just answer)answer)

Canine Influenza is a new, virus that can affect dogs. It has been identified in several states. The good news is the cases we’ve seen so far are in racing dogs and dogs kenneled in stressful environments. The disease is not likely to affect your dogs.

It is a different virus than the avian or human flu and it is not likely this virus will infect people.

The virus apparently did mutate from an Equine strain of Influenza.

Influenza viruses can mutate, but you should know that this is a rare occurrence.

Affected dogs develop a cough and can develop high fevers. If you see any such symptoms you should visit your veterinarian. It is important to know that there are many less severe diseases that show similar symptoms.

Dogs also get a runny nose that usually resolves with antibiotic treatment. Such infections are usually easy to treat.

Happily I can tell you there is a new vaccine for this disease. Also many respiratory diseases look similar so you should speak with your veterinarian about this.

It is not thought to be contagious to humans or other animals. The good news is most of these viruses are very species specific.

Veterinarians are best suited to care for your pet and prevent disease. All precautions necessary are taken in animal hospitals to prevent spread of any infectious disease.

For now prevention is best done by avoiding unnecessary contact with other dogs especially if your dog is old, young or has a compromised immune system. Fortunately most dogs are not at high risk of becoming sick.

Influenza viruses have taken various up and down cycles throughout history. An important point here is that these viruses can be controlled and the CDC is monitoring this disease carefully.

Historically these viruses remain within a species and have been controlled with proper precautions. We do watch Influenza viruses closely.

(Reporter asks a question that requires speculation)…I cannot speculate on that, but what I can tell you is normal precautions and the advice of your veterinarian will help you prevent any exposure to this disease.

It is not necessary to keep your dogs inside. I would avoid unnecessary exposure of your dogs to other dogs especially if your dog is very old, young or has immune system problems. Remember, it is very unlikely your dog will be exposed to this disease.

Currently the treatments we have are supportive care and antibiotics, even if a dog gets this flu virus, it is most likely it will recover with good care from your veterinary hospital. Don’t forget to ask your veterinarian about flu vaccination.

The Bridging Statements Extracted:The Bridging Statements Extracted:

The good news is ….

..you should know that …

It is important to know …

I can tell you…

Happily this is very rare…

Fortunately most dogs…

An important point here is that…

I cannot speculate on that, but what I can tell you is…

The Positive Points Extracted:The Positive Points Extracted:

The disease is not likely to affect your dogs.

..you should know that this is a rare occurrence.

It is important to know that there are many less severe diseases that show similar symptoms.

I can tell you there are vaccinations for other respiratory diseases and you should speak with your veterinarian about this.

The good news is most of these viruses are very species specific.

All precautions necessary are taken in animal hospitals to prevent spread of any infectious disease.

Fortunately most dogs are not at high risk of becoming sick.

..the CDC is monitoring this disease carefully.

..normal precautions and the advice of your veterinarian will help you prevent any exposure to this disease.

Ask the questions they have never heard before – then make them think out loud on

the air. Chris Mathews -

MSNBC

Insight from the Pros!

The best follow-up question is: “What did you mean by that…” Then they have to elaborate and get off their

talking points. Bob Schieffer – CBS News

Never answer the question they have asked.

Answer the question you

WISHED they had asked! Robert S. McNamaraSec. of Defense1962-1968

Insight from the Pros!

The Perfect Answer:

Q: _______________??

A: Positive Statement (or answer/deflect) Bridge Message Point That sounds good, doesn’t it?

The Perfect Answer:Positive Statement (or answer/deflect)

I’m proud of the medicine we deliver…

I don’t know what report you refer to…

It’s too early to tell….Costs are increasing…There is some paperwork…

Bridge What I do know is…What I can tell you is… I am not sure of that, here is what I’m sure

of…The key point here is…The good news here is…What’s really important here is…

Message Points

A

B

C

(bridge AGAIN) I can also tell you that today, these pets being taken care of because of the time and dedication of our staff and volunteers.

Q: How much money do you make?

A: (Sometimes you just can’t answer) It is our hospital policy not to talk about matters of finance, insurance or security….

(bridge) but what I CAN tell you is..

(key message point) Veterinarians make a comfortable living and we are proud of the service we offer for both our clients and the community.

We’ve made a substantial personal investment in this hospital and we are proud to be a valuable part of our area’s public health.

Avoid certain topics (litigation, trade secrets, confidentiality, security)

Never use the phrase “No Comment” - Sounds guilty.

It’s a bit too early to talk about that…but what I can tell you is… I find that interesting…and that’s all I can say at the moment. That deals with just one aspect of the issue…..then bridge

Jokes don’t work in an interview

Funny analogies are okay “Changing Washington would be like teaching an elephant to tap-dance” (Ross Perot)

More Interview Tips:

• Avoid using too many numbers. If you must, round them! “243,350 = about a quarter a million” or “1,231 is about 12 hundred”.

• If you make a mistake, stop and restate! “I’d like to do that over”. Don’t get flustered. “I’d like to restate that….I’d like to go back to something I said earlier” etc…

• If you find yourself getting angry – don’t. (Eg. nasty radio, combative radio)

• Nothing is “off the record”

More Interview Tips:

Aaahh’s…………..AndAaahh…YaNo….. Actually………………………………….So…..Basically…………So……………………………She was like… It was like…NamSayen…? AndUmmmm

PRACTICE is what will allow you to avoid using meaningless filler words and phrases like these!

• Breathe• Practice• Sit on the front part of the chair• Beware of swivel chairs!• Use Your Props!• Use hand gestures – carefully (they help pacing, look

alive and involved)• Maintain eye contact with the host/reporter. (nose or

chin?)• Live – okay to look away briefly, or to emphasize a point

to the camera, then look back to the host. (careful with this)

• Exercise your voice before going on, drink something hot

• Coffee helps• Stay away from carbonated drinks before an interview! • Pause before you answer

How To Relax, and other tips:

What To Wear?

• Business or business casual• Dark colors better for men• Navy coats are conservative and trustworthy• No stripes or plaids – NO white coats! NO goofy

prints!• Avoid bright red shirts or blouses (accents okay) • No logos (unless you get a Nike contract!) • Make up – if at all possible• No dangling jewelry, accessories to a minimum. • Prevent “shine”• Hairspray, trim your beard and fly-aways etc. • Always wear a smile! • Watch TV and listen to radio …..you will learn a lot!

….and other tips:

SOCIAL MEDIASOCIAL MEDIA

NEW Media!NEW Media!Why The Explosion?Why The Explosion?

60% believe traditional media does 60% believe traditional media does not report facts or are biased!not report facts or are biased!

Only 39% Trust Today’s MediaOnly 39% Trust Today’s Media

In 1995 the opposite was true! In 1995 the opposite was true!

New Gen SEEKS New Gen SEEKS news/informationnews/information

Social Media EvolutionSocial Media Evolution

• Advertising is failing (14% trust & 18% Advertising is failing (14% trust & 18% ROI)ROI)• Traditional Media Is FailingTraditional Media Is Failing• 24 our of 25 top papers in record 24 our of 25 top papers in record declinesdeclines

------------------------------------------------------------------------------------------------------

• In 2010 Gen Y will surpass Baby Boomers • 96 % of them have a social media profile. • 71% of those have 2 or more• Gen Y’s are introverted, uncomfortable with face to face communications, need instant gratification, search for news and information rather than wait for it.

Other Important Facts:Other Important Facts:

• 78% Trust Peer Recommendations 78% Trust Peer Recommendations • The fastest growing demo on Facebook is55-65 yr. females!• #2 Search engine is You Tube! • Wikipedia has 13 M articles and now more accurate than Encyclopedia Britannica. • 78% non-English! • Russians are the most engaged in Social Media. 6.6 hrs. per day.

Many radio and TV operations are not listening to this! And don’t have a plan.

New Media is……..New Media is……..

Using new digital technologies to Promote Using new digital technologies to Promote a cause / business / product / political a cause / business / product / political viewview

• Citizen JournalistsCitizen Journalists• Business PromotersBusiness Promoters• Activists Activists • Internet methods to build audience or Internet methods to build audience or

narrow-cast to your clients. narrow-cast to your clients.

Veterinarians use New Media for promotion Veterinarians use New Media for promotion and and any type of communicationsany type of communications

What are common What are common New Media Marketing Methods? New Media Marketing Methods?

• Email NewslettersEmail Newsletters• Web SitesWeb Sites• BlogsBlogs• Social SitesSocial Sites• Consumer Review SitesConsumer Review Sites• ForumsForums• Web Ads Web Ads (banner, Pop Up)(banner, Pop Up)• Viral e-mailViral e-mail• Search Engines Search Engines (pay to appear)(pay to appear)• 3G mobile communications3G mobile communications• New Interactive TV New Interactive TV (no longer one way)(no longer one way)

The Benefits ofThe Benefits ofNew MediaNew Media

Helps everyone Helps everyone (awareness is a rising tide)(awareness is a rising tide)

Versatile and Low costVersatile and Low cost Usually highly focusedUsually highly focused You can do itYou can do it Don’t need an agencyDon’t need an agency Can happen immediately! Can happen immediately!

(crisis)(crisis)

So why aren’t we doing more of this??So why aren’t we doing more of this??

Because…Because…

• We don’t understand itWe don’t understand it• We don’t know how to start We don’t know how to start • Takes time + management Takes time + management concernsconcerns• For some, it is out of our For some, it is out of our comfort comfort zone zone

• It’s not client communications – It’s not client communications – it is client it is client ConversationsConversations! !

• But don’t forget… Traditional Media still has huge Audience and need the help

• You simply want to EARN some of their air-time and ink to deliver your message

• And do this now while Traditional Media is transitioning to NEW Media.

We are in a Time of Media Transition!

Social Media Networking

• 96% of all your clients have a social media profile. • 71% of those have 2 or more.

• LinkedIn – business / executive oriented. A powerful connection service for any business person or professional.

• Facebook – friendly, reconnect with friends, make new friends, connect with organizations, hobbies, announce news, post pictures.

• Twitter – instant worldwide comments that gains followers. Also a tremendous research tool that reaches some of the most knowledgeable minds in the world.

• MySpace – Artist and talented oriented. Young audience

• Blogging – your column on the net

• Forums – interactive Q&A (like www.PetDocsOnCall.com)

LinkedIn

25 Steps 25 Steps for for

Handling Handling a a

Media Media Crisis: Crisis:

In a communications crisis, an In a communications crisis, an organization without a plan is organization without a plan is like a blind man trying to feel like a blind man trying to feel his way out of a burning his way out of a burning building!!building!!

In an image crisis, the worst In an image crisis, the worst case scenario is the one most case scenario is the one most likely to occur! likely to occur!

1.1. Tell It All! Tell It All! 2.2. Tell The Truth!Tell The Truth!3.3. Tell It Fast Tell It Fast

Calm Public FearsCalm Public FearsBe the Voice Of ReasonBe the Voice Of ReasonPositive Action Step! Positive Action Step!

Examples of Crisis Scenarios:• Your clinic sent a deceased pet to a crematory. The client

called the crematory and found out you have marked up the cost to them by 30%. They are outraged and they call the media.

• A Pit Bull has killed another child in a neighbor’s back yard.

Reporters are on their way over to discuss banning the breed.

• A veterinarian working at the humane society has been found to not have an active license. It hits the news and they are wanting an interview from you.

• A dog was euthanized before a family could adopt it.

• PETA is picketing a pet store because of bad conditions. The veterinarian who helps the store is a good person and a friend of yours. Reporter is waiting in your front office.

• Why is so much money being made on routine services at veterinary hospitals like selling insurance, vaccinations, grooming?

Examples of Crisis Scenarios:• A cat with Bubonic Plague is brought to your hospital by the

county animal control officials for care. The media finds out you have the case and are out front shooting pictures of your sign and hospital front. You agree to an interview and the reporter is telling the audience you have the Plague in your office and that it is very contagious.

• Horse rescue foundation raises money to survive based on media attention for abused and neglected horses. The sheriff brings you a group of horses that have been severely neglected and the DA is bring a law suit against the owners. Your employee is out front giving an interview about the case, the DA is on the phone fighting mad!

• A burning dog is thrown from a car on the freeway. The humane society brings you the dog for treatment. It is the lead story on the news. The phone rings non-stop and your office is impossible for a week. Phones jammed, media interviews, DA calling you to say stick with the talking points etc.

• Dog was anesthetized for a career day event, then later euthanized. Parents objected and contacted media. You are contacted to do an interview about the case.

• Your national meeting in underway and someone blogs to local media that animals are being put to sleep in your hands-on labs in the hotel. Media calls, hotel manager is calling.

• KNBC takes healthy dogs to a DVM and he pronounces the dog healthy. Same dog is taken to other vets who want to do $$$ worth of diagnostics and treatments. When confronted vets hide from cameras. 2/08

• Chimp Kills Owners Friend – you are asked to comment on aggression in animals.

• Factory farming legislation

• Mrs. Pickens pulls gift and makes headlines stating horrible things happen to animals in veterinary schools.

1.1.Bring the situation Bring the situation under controlunder control

Protect people and pets and property. Stop Protect people and pets and property. Stop the crisis / damage / danger.the crisis / damage / danger.

2. Is it newsworthy?2. Is it newsworthy?

The issue may settle in a few days or weeks. The issue may settle in a few days or weeks. While it may seem like a crisis to you While it may seem like a crisis to you (because it’s personal, or emotional)… (because it’s personal, or emotional)… you do not want give “life” to an issue you do not want give “life” to an issue that has short media legs.that has short media legs.

3. Assess the need for 3. Assess the need for your immediate your immediate responseresponse

If the issue is a small flash in the pan, it’s If the issue is a small flash in the pan, it’s best not to make a statement for 24-48 best not to make a statement for 24-48 hours and see how quickly it goes away. hours and see how quickly it goes away. May dramatically decrease your response May dramatically decrease your response and need for damage control.and need for damage control.

4. Gather all 4. Gather all the facts.the facts.

Don’t speculate. Crisis communications is a Don’t speculate. Crisis communications is a time for delivery of facts, not assumptions. time for delivery of facts, not assumptions. Anything you say, you may have to return to Anything you say, you may have to return to defend or explain, and you are under the defend or explain, and you are under the microscope. microscope.

5. Put public interest 5. Put public interest ahead of yours.ahead of yours.

Decide on your main message. Do the right Decide on your main message. Do the right thing. You will have to live with what you do thing. You will have to live with what you do here. here.

6. Develop a list 6. Develop a list of message pointsof message points

Short, to the point, statements that cut to Short, to the point, statements that cut to the heart of the issue. Include the “hot the heart of the issue. Include the “hot seat” questions. Get everyone to approve. seat” questions. Get everyone to approve. Practice them many times. Practice them many times.

7. Assign a 7. Assign a spokespersonspokesperson

Confirm or change your pre-assigned Confirm or change your pre-assigned spokesperson, back up and technical support spokesperson, back up and technical support persons. Remind them that money persons. Remind them that money estimates, insurance coverages, speculation estimates, insurance coverages, speculation and placing blame are not to be discussed. and placing blame are not to be discussed. Nothing is “off the record”. Sometimes Nothing is “off the record”. Sometimes trained experts – not spokespersons - are trained experts – not spokespersons - are needed (public safety, health)needed (public safety, health)

8. Establish a phone 8. Establish a phone messagemessage

Establish the message and have operators Establish the message and have operators strictly adhere to it – no ad-libing! strictly adhere to it – no ad-libing! ““We’ve just learned of the situation and we are We’ve just learned of the situation and we are gathering all the facts now. We will have more gathering all the facts now. We will have more information later. information later. ““We are working hard to bring the situation under We are working hard to bring the situation under control now so we can’t speculate on that…We will control now so we can’t speculate on that…We will have more information later today.” have more information later today.”

9. Write a press release 9. Write a press release with only basic factswith only basic facts

In this initial communication, show concern In this initial communication, show concern for the public and your employees. Make for the public and your employees. Make sure an audience is left with an impression of sure an audience is left with an impression of concern and compassion. concern and compassion.

10. Share the 10. Share the situation situation with employeeswith employees

If employees don’t feel like insiders, they will If employees don’t feel like insiders, they will act like outsiders. That can cause you to lose act like outsiders. That can cause you to lose control of the information flow. control of the information flow.

11. Rehearse all 11. Rehearse all media message media message pointspoints

This is essential and must be done. Your This is essential and must be done. Your spokesperson team must get in a quiet place spokesperson team must get in a quiet place and practice. Role-play and coach. Practice and practice. Role-play and coach. Practice staying on message. All expected difficult staying on message. All expected difficult questions should be rehearsed many times questions should be rehearsed many times and asked in different ways. Practice and asked in different ways. Practice bridging to positive points. Do not skip this bridging to positive points. Do not skip this vital rehearsal!! vital rehearsal!!

12. Give the media 12. Give the media all the information all the information you canyou can

Give them the bad news too. This allows you Give them the bad news too. This allows you to be in control of the release of bad news. to be in control of the release of bad news. In a crisis, you always attempt to control the In a crisis, you always attempt to control the flow of information. Be confident, tough and flow of information. Be confident, tough and prepared. prepared.

13. Be honest13. Be honestconfident, confident, sincere. sincere.

Tell the media you are being honest and you Tell the media you are being honest and you have nothing to hide. Tell them you have have nothing to hide. Tell them you have corrected the situation and are taking all corrected the situation and are taking all proper steps. When you have done the right proper steps. When you have done the right thing, you come across as honest and sincere. thing, you come across as honest and sincere. Do not volunteer information and stay with Do not volunteer information and stay with message points. message points.

14. Be prepared 14. Be prepared to answer ALL to answer ALL hot seat questionshot seat questions

Answer them, then bridge to a positive Answer them, then bridge to a positive position. Don’t get caught in a Q&A session position. Don’t get caught in a Q&A session because all of the questions will be about the because all of the questions will be about the crisis. Now is the time to tell the press about crisis. Now is the time to tell the press about the positive aspects of what you do and what the positive aspects of what you do and what you will do to prevent this from happening you will do to prevent this from happening again. again.

15. Be 15. Be compassionatecompassionate

More image and impression than fact is More image and impression than fact is delivered in the mediadelivered in the media. Therefore always be . Therefore always be compassionate, understanding, honest, hold compassionate, understanding, honest, hold your head high and deliver your position. your head high and deliver your position.

16. Perform some 16. Perform some act of goodwillact of goodwill

If it is not too contrived, do something good If it is not too contrived, do something good for the community either during or for the community either during or immediately after a crisis. This takes the immediately after a crisis. This takes the “sting” out of bad press and proves you have “sting” out of bad press and proves you have gone the extra mile to help the situation. gone the extra mile to help the situation.

17. Follow-up on 17. Follow-up on all information all information you promisedyou promised

Make sure the media receives any promised Make sure the media receives any promised detailed information as quickly as possible. detailed information as quickly as possible. Correct any problems with those affected by Correct any problems with those affected by the crisis and do whatever is required to the crisis and do whatever is required to restore your reputation and public restore your reputation and public confidence. confidence.

18. Change! 18. Change! Actively correct Actively correct problemsproblems..

Do something different in an effort to Do something different in an effort to forestall this happening again. Revise your forestall this happening again. Revise your communications plan based on what you communications plan based on what you learn. learn.

19. Never Wing It! 19. Never Wing It!

Winging an interview, much less a crisis Winging an interview, much less a crisis situation, is asking for a much bigger situation, is asking for a much bigger disaster. No one speaks in controlled disaster. No one speaks in controlled message point sound bites, therefore things message point sound bites, therefore things will be said that will cause further will be said that will cause further investigation and probing. Especially in a investigation and probing. Especially in a crisis, stick with your plan and never wing it. crisis, stick with your plan and never wing it.

20. Do not get 20. Do not get into into confrontationsconfrontations

If you feel yourself getting mad, don’t. Force If you feel yourself getting mad, don’t. Force yourself to calm down and go into message yourself to calm down and go into message point robot mode. Your job is to deliver pre-point robot mode. Your job is to deliver pre-arranged positions and show compassion, arranged positions and show compassion, humility and honesty. humility and honesty.

21. Stay with the 21. Stay with the issue at handissue at hand

It is easy, especially with issues where you It is easy, especially with issues where you are personally involved, or where there is a are personally involved, or where there is a great deal of emotion, to feel the need to say great deal of emotion, to feel the need to say too much, explain details, give background too much, explain details, give background information or try to win the reporters over to information or try to win the reporters over to your side. Just stay on message and with the your side. Just stay on message and with the subject at hand and then leave. subject at hand and then leave.

22. Feel free to say 22. Feel free to say ““I don’t know,… I don’t know,… but I will find out”. but I will find out”.

You may be caught by surprise by a You may be caught by surprise by a reporter’s question. You should never reporter’s question. You should never LOOK like you are surprised. Your sure-fire LOOK like you are surprised. Your sure-fire “out” is to say “I don’t know, but I can get “out” is to say “I don’t know, but I can get you an answer by this afternoon”. Makes you an answer by this afternoon”. Makes you look human, real and honest. you look human, real and honest.

23. Don’t speculate on 23. Don’t speculate on ““What If” questionsWhat If” questions

““What If” questions are a game the media What If” questions are a game the media plays to get you to speculate. Speculation plays to get you to speculate. Speculation can end up on the headlines. Military can end up on the headlines. Military spokespersons now simply say “We don’t spokespersons now simply say “We don’t answer “what if” questions. answer “what if” questions.

24. Always Bridge! 24. Always Bridge!

This is your safety net and the way you This is your safety net and the way you control a potentially bad situation. Learn control a potentially bad situation. Learn how to answer and or deflect, then get to how to answer and or deflect, then get to something you DO want to talk about. something you DO want to talk about. Practice these! Practice these!

25. Dress conservatively and professionally

Look neat, conservative and trustworthy because on television your physical image is more than half your message! (80%?) More image and impression than fact is delivered in the media.

A Self Study Exercise:Pick A Subject (from the notes)A reporter is coming over in 1 hour!!

Go through the process of quick but proper preparation and practice:

1. Questions2. Answers3. Message Points4. Bridging Statements5. Positive “bridge-to” Statements

Rehearse Interviews: 1. Standing - Live2. Sitting – Taped3. Radio – Wild4. On Set – Morning Show

Here is how you do this:

• Write down all questions.• Write down all the answers.• Then Craft Then Craft these answers into Message

Points.• Identify some good bridging statements.

• Get in your head some positive points you’d like to bridge to.

• Then practice with a friend playing “reporter”.

Contact Information: Contact Information: Dr. Jim HumphriesDr. Jim HumphriesExecutive DirectorExecutive DirectorDr.Jim@ASVJ.comDr.Jim@ASVJ.com

719-495-2100719-495-2100

Save your exam in Word as: Save your exam in Word as: Yourname.exam.docYourname.exam.doc

And email to: exam@asvj.orgAnd email to: exam@asvj.org

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