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Working with the media Duke Medicine Marketing and Communications Faculty and Fellows Development Series June 26, 2015

Who we are •  A team of communications professionals

•  Experienced in news writing, TV production, media relations

•  Expert in strategic communications for external and internal

•  Parallel offices at university, VA hospital

What we do •  Internal communications for faculty and

staff

•  Organizational communications about new buildings, strategic plans, major initiatives

•  External communications

What we do •  Media relations •  Issues and crisis communications

management

Dr. Lisa Pickett speaks to WNCN News, 2014

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How media relations works •  Target top-tier national media, local media,

some trade publications •  Track, predict trends and emerging issues

•  Develop packages for research and patient stories

•  Promote you and your strongest work

When is science newsworthy? •  Studies: Your findings are noteworthy advances in

science

•  Trends: Your expert insights inform current events

•  People: You and your patients experience dramatic outcomes

•  Firsts: New techniques and clinical innovations show you and Duke at the vanguard.

We love Larry Hester •  Medical first + great people = winning

story

Video on “bionic eye” patient Larry Hester – produced by Shawn Rocco/Duke Medicine.

Frequent questions •  First publication date (often online first) is what we

use

•  Studies are newsworthy once there are findings

•  A press release is an invitation for coverage

•  Patients or trial participants make a story

•  Need availability for interviews (phone and TV)

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Who are the big players? •  Audiences increasingly getting their news

from the Internet, social media, and aggregators

•  Network news still strong; newspapers

continue to decline

New media •  Non profits such as ProPublica and Kaiser

Health News •  Industry-funded sites like WebMD

•  New sites including Health.com (TIME Inc.) and HealthDay (a syndication that goes to U.S. News & World Report, BusinessWeek, etc.)

Why news stories? •  Maximize exposure for research and

clinical innovation

•  Establish you as a thought leader

•  Reinforce the brand and reputation

•  Build familiarity and support from donors

When it comes together well

Screen grab of “Killing Cancer,” double segment on 60 Minutes.

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News is NOT… •  Marketing. Not a way to drive sales, trial

participation, etc. •  Inside baseball. No routine grant awards,

departmental changes, anniversaries, etc.

•  In the past. Alert us BEFORE it happens.

Call us … •  You receive a call from a reporter •  Your paper or presentation is being

published

•  You observe a trend or great patient story (consent required) that could be newsworthy

Or we’ll call you. •  You forgot to tell us about your paper

(oops!)

•  We receive a request for an expert on a trend or policy

•  You can provide independent perspective

on a study

Our commitment to you •  Will only call when important

•  We understand if you can’t do it

•  Context of request

•  Easy, accessible opportunities

•  Feedback, coaching if needed

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Interview tips •  Develop three key points.

•  Be concise.

•  Nothing is off the record.

•  It’s OK to say “I don’t know.”

•  Disclose industry relationships early.

Being a go-to source •  Access

•  Presence

•  Opinion Dr. Jeffrey Swanson is a go-to source on shootings and gun ownership.

Things to remember

•  3 Ps – Papers, Presentations, Patients

•  All media must be escorted

•  If a reporter calls you, send it our way.

Get in touch Sarah Avery sarah.avery@duke.edu

Samiha Khanna samiha.khanna@duke.edu

Shawn Rocco shawn.rocco@duke.edu

Duke Medicine Marketing & Communications (919) 681-4148

Website >>

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Get in touch – VA inquiries Megan Warren-Moore Public Affairs Officer Megan.Warren@va.gov (919) 286-0411 x6986