Public and Media Relations Manual

Transcription

1 Public and Media Relations Manual

2 Public and Media Relations Manual Table of Contents Public Relations Department Staff Contacts... 1 Introduction: Public Relations Overview... 2 Developing a Public Relations Plan... 3 Using the Internet as a Public Relations Tool... 6 Media Relations... 9 Media Training Tips and Technologies Addendum Sample Press Releases Sample Letter-to-the-Editor Revised April 2015

3 PUBLIC RELATIONS DEPARTMENT 9400 W Higgins Road Rosemont, IL / Fax: 847/ Public Relations Department Staff Contacts Melissa Leeb Director, Public Relations Work Phone: Cell Phone: leeb@aaos.org Lauren P. Riley Sheryl Cash Manager, Public & Media Relations Manager, Media Relations Work Phone: Work Phone: Cell Phone: Cell Phone: pearson@aaos.org scash@aaos.org Kayee Ip Kelly King Digital, Public and Media Relations Specialist Coordinator, Public & Media Relations Work Phone: Work Phone: Cell Phone: Cell Phone: ip@aaos.org king@aaos.org Pat Julitz Public Relations Assistant Work Phone: julitz@aaos.org **If after reading this manual you have questions about public or media relations, don t hesitate to contact any AAOS PR staff member. We are happy to help you! 1

4 Introduction: Public Relations Overview The Academy s Public Relations Department developed this Public and Media Relations Manual for state and specialty societies, as well as individual orthopaedists, to help increase orthopaedic visibility, nationally and in local communities. What It Is Public Relations (PR) is defined as the promotion of a favorable image: the practice or profession of establishing, maintaining, or improving a favorable relationship between an institution or person and the public, according to the Encarta World English Dictionary. It sounds easy enough, but in reality public relations is a mix of strategic planning, careful program implementation and good timing, that leads to better relationships. A good public relations program incorporates many activities: from media relations to community outreach to public affairs. While most people do not distinguish between the different activities that create an effective public relations campaign, your practice, hospital, clinic, specialty or state society can use this manual as a guide to learn which avenues will most effectively reach your targeted audiences. Media relations, the business of building relationships and contacts through radio, television, Internet, print, blogs and other media, is a critical component of a successful public relations plan. By establishing and diligently maintaining relationships with news reporters and communicators, you can consistently convey your key messages to a wider audience. A good public relations program is a long-term effort. One-shot publicity may raise awareness of a specific issue or program, but only a long-term, sustained campaign will permanently establish those important relationships and reinforce your reputation and that of your specialty. How to Use Public and Media Relations When used correctly, public relations and media relations can help raise awareness of the medical expertise of orthopaedic surgeons; establish you or your society as a source of information on a particular orthopaedic specialty; and increase patient and public awareness of the range of procedures and treatments available through orthopaedics. The AAOS and its membership are the source for information about all issues related to orthopaedics and the musculoskeletal system, which includes bones, joints, tendons and ligaments. The Academy s national public relations campaigns provide ongoing education for the media, legislators, patients, and other medical professionals and stakeholders. A local campaign can help to reinforce national messages with local angles that will appeal to a local audience. It has been said that all news is local. No matter how big the national issue, the media, patients, legislators and others are always looking for the local angle to the story. Your local public relations campaign can supplement the Academy's national public relations efforts to increase the visibility of orthopaedics and promote important injury prevention issues. At the end of a public relations campaign, the public should have an understanding for and goodwill towards a physician, practice or institution, which can dramatically raise the profile of orthopaedic surgeons in the state, communities or hospitals where members practice. When used properly, a good public relations program illustrates a surgeon as a compassionate expert and a patient advocate on issues that affect patients and their medical care. 2

5 Developing a Public Relations Plan Setting Goals What does your practice, state or specialty society want to accomplish with its public relations program? There are several options: To raise awareness of orthopaedic surgery To promote a new medical procedure or treatment To provide prevention tips To promote a specific legislative issue The first step in the process is to properly identify public relations issues and opportunities. Many public relations opportunities present themselves every day, but which ones should you pursue? There are a few key questions to ask when considering whether or not to begin a public relations campaign: 1. What are your goals? 2. What are your key messages? 3. How will this benefit orthopaedics/our practice/our state or specialty society? 4. Who are the audiences for this message? 5. What do you want them to do? What is the call to action? 6. What additional information is needed to decide if this is worth investing more resources? Planning a Campaign You should never pursue a public relations campaign unless you feel that a positive outcome can be achieved using the available resources. Even a limited campaign requires staff time and budget How much of your resources can be devoted to a campaign may affect the outcome, but creative planning and implementation can help supplement limited resources. Creating Strategies The plan of action you choose for a public relations campaign will determine its outcome. There may be many different possible strategies, but as you consider the final options, one will emerge as the leading candidate. There are many elements to consider when building a strategy, including: What is the current situation? What is the goal of the program? Who are the target audiences? What are the available resources? What is the time frame of the program? How will we measure success? The answers to these questions will help create a foundation for your public relations program and will help define your campaign goals. 3

6 Choosing Tactics There are a wide range of tactics available to support a campaign. Some of these are media relations tactics and will be expanded upon in the section on media relations: news releases brochures newsletters (hospital, alumni, association) letters to the editor photo opportunities special events speaking opportunities awards competitions polls and surveys social media postings (Facebook, Twitter, YouTube, etc.) opinion-editorials public service advertisements the Internet (websites, chat rooms, blogs, bulletin boards) The tactics chosen should support the long-term objectives of your public relations program by bringing key messages to the appropriate audience within the right timeframe. Decide today what tactics will put your practice s or society s message in front of the people most able to process and act on the information. Working with the Community to Spread the Message Local event opportunities are often available to promote the work of practices, state and specialty societies. You will need to determine if the event fits into the overall goals of your public relations program and if it provides a forum to spread key messages. Suggested options are as follows: Career night at local schools PTA events Hospital events, such as health fairs (Let the staff of the PR or Media department of your local hospitals know that you are interested in obtaining media training and acting as a spokesperson on orthopaedics or speaking to groups.) Civic or business organization meetings (i.e., Lions, Kiwanis, Rotary) High school booster clubs Debates and panel events at scientific meetings or annual conferences Speakers bureaus as a method of interacting with the community Internet or website blogs Your practice, state and specialty societies also can sponsor an event to increase awareness of orthopaedic surgery in the community, but that requires staff time and a financial investment to be successful. Examples might include little league sports game or a 5k run. Be certain to consider the following before deciding to create and implement an event: What is the goal you wish to achieve? Who is the target audience? How will these people impact the organization? Is a special event the most appropriate strategy for reaching the stated purpose? What are the resources (i.e., staff time, event budget, etc.) necessary to create a successful event? How will you know if you succeeded? 4

7 Getting the Word Out Whether you are participating in an event at the invitation of the sponsors or creating an event yourself, there are numerous ways to spread the word. Consider the following when promoting a public event: Determine which reporters can help you spread your message by paying attention to the topics covered on local radio and TV programs and health and business columns in your paper. Another option is to commission a local PR expert to create a statewide and community media list for you. Write and then send a press release to the appropriate people on your media list and follow up with a personalized or phone call. Create a Facebook page and a Twitter account and begin to follow others who have similar messages or interests. Re-tweet helpful health and injury-prevention messages from the AAOS, your society or your local hospital. Follow experts you admire, reporters in your community and your circle of friends, colleagues and family. When possible, engage in a conversation rather than send messages out in a constant, one-way communication. On Facebook, post videos you think are topic-specific and interesting. Make sure to share, consumer or patient-friendly a-ha moments. Make it fun, lively and conversational. Most importantly, make it consistent. Send an announcement to the events calendar editors at local newspapers asking them to publish the details of your event. Include the who (sponsors, speakers, special guests), what, when, where, why, how much it will cost in a brief paragraph. Send a postcard to inform patients of the event and your role. Post information about the event on your website. Generate post-event media interest by having photos taken during the presentation or event. Be sure to send newsworthy photographs to reporters with captions describing the event and the society s participation. 5

8 Using the Internet as a Public Relations Tool The Internet is a cost-effective, powerful and potentially effective tool in helping to promote your message, and a key component of an integrated public relations plan. Developing a Website A website is your primary tool for communicating with the general public and your would-be patients. AAOS has a Build Your Own Website link (available at aaos.org) that will guide your practice through the website development process. When considering the development of a website, keep in mind a few simple rules for ease of use: Smaller is Always Better. The longer it takes to download the site and the information within it, the less likely it is that visitors will return again and again. Consider linking to the Academy s patient education website, orthoinfo.org or to the A Nation in Motion campaign, ANationInMotion.org, or other websites for additional reference sources. Strive for Simplicity. Keep design elements, graphics, photos, colors and other aspects of the website simple so that it is easy to move around the site. Animation and sound are interesting, but also increase the amount of time it takes to find the important information that brought the visitor to the site. Build Visual Contrast into Each Page. Create a zone of interest on each page by using a contrasting color or breakout text. Just as too much activity creates a site that is slow and difficult, straight lines of text make for a boring and difficult-to-read site. Put the Important Items First. On the home page, create links to the most important areas of the website. Make it easy for visitors to find the things that most emphasize your key messages. Choose a Limited Color Palette. Using fewer colors helps to achieve uniformity. Try limiting the colors on the website to the colors of your materials to help create a branded image for the organization. Visit Other websites Regularly. What is interesting and what makes other websites user-friendly? Use that information to help create the perfect website to reflect your society or practice. Designing a Website The most important thing to remember when designing a website is the intended audience. The layout of a website will make it easy or difficult for the audience to browse the site. The websites links will help visitors quickly and easily locate additional information on related topics of interest. When planning a website, remember that it is not necessary to recreate all of the information available on a single topic. Carefully selected links will establish your site as a good location for repeat visits. When starting the website design process, consider it an extension of the overall public relations campaign. What are the key messages? Are there patient advocacy issues that should be highlighted? Are there new treatments for patients to consider? Unlike newspapers and magazines, web browsers prefer shorter articles. Consider providing a synopsis of an article on the screen with a link to the full article. If the visitor is interested he/she will open the full article to read or print. Maintaining a Website A good website is a work in progress. It should be filled with timely, useful information that is updated on a regular basis. Be certain to visit the site regularly to see what information needs to be removed, updated or 6

9 added. If a person on the society or practice staff is assigned the responsibility of updating the information as part of his/her job duties, it is more likely the site will regularly be monitored and updated. Social Media Twitter, Facebook, YouTube and other popular Web-based social networking sites allow a society, practice or individual orthopaedist to share health messages and timely information, and to promote and drive traffic to your website. Each of these tools offers free accounts, and different rules and parameters of engagement. Twitter (twitter.com) allows registered users to send very brief (140 character) messages, including website links and photos, to other registered users patients, physicians, researchers and/or members of the community who choose to follow your postings or tweets. Twitter is a quick way to share information on orthopaedic topics, along with a link back to your society, practice, medical institution or the AAOS website for more information. Your tweets may spread or go viral if they are of interest to many individuals, and can bolster your image and the image of your society or practice. Because of character limitations, links should be shortened through a free site such as bitly ( You also can follow other individuals, institutions and AAOS through Twitter to stay on top of the buzz in the health care community. Information from these sources can be retweeted to your followers. Facebook (facebook.com) allows registered organizations to establish a free Fan Page to post information and photographs. Through a Fan Page, the public can view information linked to your website, newsletter or other information. Fan page followers can read your postings, post comments and ask questions. There is no character limit on Facebook, however, postings should be concise. YouTube ( youtube.com) allows registered users to post videos of a presentation, interview, health message or public service announcement. Maintaining Social Media Sites To optimally utilize social media, a staff member should regularly monitor all accounts and respond to postings and questions from followers in a timely manner typically within 24 hours. You can set up your social media accounts so you get a notification anytime someone mentions your name. All postings and responses should be carefully reviewed to ensure that content is appropriate. Remember that ideally this is a conversation. And, be prepared for various opinions social media is about engaging your audience and your fans and followers might not agree with everything you post. Be prepared to thoughtfully and politely respond as appropriate, and remember that once you post something it s visible to everyone in your network and beyond. QR Codes Some societies and practices are beginning to use QR codes a square box with a matrix barcode that can link a smart phone user directly to a website, video, patient brochure or other marketing tool or information source. A QR code can be placed on a brochure, flyer or newsletters; at community event display tables; on patient feedback and satisfaction surveys; on signatures; and/or on social media pages. There are many websites that will allow you to create a QR code for your society or practice at no charge. A couple websites include qrstuff.com or quikqr.com 7

10 Promoting Your Website and other Internet Tools Once your website and social media pages have gone live on the Internet, how will others know this information is available? Here are some ideas to get started: Always post your website address and social media links on society or practice communications. Send a news release to local media announcing the new website address and unique features and information that can be found there. Include an article in your patient/society member newsletter about your website and social media accounts. Highlight your new communication tools in a postcard and mail to your patients, family, friends, professional contacts, and anyone else you think can help you spread the word. Link your website to the OrthoInfo.org or ANationInMotion.org websites. Publicize your web and social media links through local hospital and community resources. Work with the state medical societies to spread the word. Submit the new website address to search engines (such as Google, Bing, Yahoo, Ask or Alta Vista) on the Internet. Develop links with web media or public interest sites. 8

11 Media Relations Regardless of whether you have a public relations campaign currently in place, you or your organization may be called upon to provide expert opinion to the media on various orthopaedic related issues. Something as simple as a story about a celebrity undergoing orthopaedic surgery can lead to a local news station asking for input from an orthopaedist. Every interview is an opportunity to promote the views and vision of the AAOS, your practice, state or specialty society and most importantly the expertise of all orthopaedic surgeons. Media Relations includes: Developing relationships with media from your community. o Learn who these reporters are and identify their key reporting topics. o Write them quick s or handwritten notes when they write a great story on any topic. o When they write or report on a topic that is related to your expertise, let them know your unique qualifications related to the story for the future make it a conversation. o them story ideas or patient stories that are really strong or unique. o Nominate the reporters in your community for a MORE award (visit the AAOS news bureau at aaos.org/newsbureau more information). Promoting or pitching stories to the media Responding to the media when called upon to provide an expert opinion. o The overall goal is for you to be seen as that expert, a valuable news source who responds quickly and competently to media requests, and who provides an opportunity to build relationships with members of the media. Writing a News Release The news release is the staple of most public and media relations campaigns. Whether it s advising parents how to reduce the risk of sports injuries, providing background information on a specific orthopaedic treatment or announcing new research results, a well-written press release is a critical source of information. Writing a news release is about capturing the story in a very succinct way. The most important information always appears at the top. The first paragraph should include as many of the five Ws : who, what, where, why and when, that apply. All supporting information should follow. And, the release should have hyperlinks for more information throughout, that way the editor or reporter can choose the level of information they need. Another option is to summarize the news of your release in the headline and the first paragraph. Then, add a quote from yourself as the expert and the bullet background and supporting information. This format is even simpler for reporters to scan to determine their interest and evaluate the components of the story. (Sample news releases that you can use to promote orthopaedic issues in your community can be found in the Addendum of this manual.) Since news releases are now distributed to more than just the media, they must be more user friendly. Through the Internet, the public and your patients now have access to this information as well. The release headline should be attention grabbing whenever possible, something to spark the reader s interest. However, that headline should always be medically correct and never contain false claims or untruths. 9

12 Here are some other tips on writing a winning news release: Complex medical terms should be translated into everyday speak. Sentences should be short and to the point, utilizing bullet points, where appropriate, to reduce any excess verbiage. Highlight key words within the release.. Hyperlink key words back to related topic pages on orthoinfo.org, which is the Academy s patientcentered website, Key words can also link back to your practice, state, or specialty society s informational pages. The goal is to provide journalists, the public and patients with several informational options for all their musculoskeletal questions and concerns. One new way to provide that information is through the use of a Multimedia News Release or MNR. The MNR combines written information with video, audio and illustrations supporting the topic in an interactive news release. For example, in the AAOS campaign promoting doctor/patient communication, the written release was accompanied by a Public Service Announcement (PSA) 60 second TV Ad entitled Osteophyte. The PSA showed an orthopaedic surgeon and his patient in counseling, trying to improve their communication with each other. There also was an audio version of the PSA and posters about improving doctor/patient communication. These give the same messages as in the written release, but serve to capture more attention and spark the viewer s interest. The videos may be downloaded to You Tube or by bloggers and other websites writing about this topic. Internet sites are constantly looking for new and informational content. Distribution Wire services can send your news out nationally and help further search engine optimization. There are several paid and unpaid services including Eurekalert.org (science and research news), PR Newswire (all news), PR Web, Business Wire, Marketwire and many others that can send out your news. Post your release on your website and use , social media and all existing communications channels (newsletters, etc.) to drive people to your release. Use the media list you have developed and these contacts your release. Research the fax numbers for the news desks for high news value or for events, research the assignment and photo desks fax numbers and send your press releases to them via fax. What Makes News An effective media relations campaign is made or broken on the validity of your news, as defined by the media.. The following are the most common elements used to define a good story : Human impact the human and personal impact of every story Problems or issues of current interest or public concern Elements of drama or controversy Newness never before done or seen Trends and comparisons Visual elements telling the story through pictures, video 10

13 The main types of news are as follows: Breaking News is immediate. It's happening now and demands an immediate response such as a new law limiting a person's access to medical specialists, a new orthopaedic medical study being released or an injury to a high-profile athlete or celebrity. Hard News is recent, but less immediate. A new medical breakthrough that can change patient treatment options, like the use of stem cells or an announcement of the number of children's sports injuries is another. Feature Story, or soft news, is not time sensitive. It has a human-interest angle that requires more in-depth coverage. For example; a story about a patient with osteoarthritis of the hip who is now able to walk after receiving a total hip replacement. The media is always very interested in a patient case history to flesh out the story. Viewers and readers can relate to patient stories very easily and effectively. Whether it is broadcast or print, making the story relatable by including a patient story is almost a sure sell to the media. The primary goal of all good reporters is to determine what happened, where, when, why and how an event has occurred, also who is involved and affected. Building a strong and trusting relationship with the media is a gradual process. You must nurture the relationship by offering information that is newsworthy, but not self-serving. The respect of the media can be won by: Being a valuable source of all musculoskeletal information Suggesting story ideas with local angles and responding promptly to media inquiries. Today s media moves at lightning speed. Bloggers and websites also are hungry for good and interesting content. The quicker a spokesperson can be identified and connected with a reporter the better the chance our position will be the one communicated or represented. When someone from the AAOS Media Relations staff or your own media staff calls you, it is important to respond as quickly as possible. Reporters understand that your practice and your patients come first, but they are working under very tight deadlines. The first question a PR staff member asks is: What is your deadline? When it comes to breaking news we never have the luxury of waiting very long for a reply. If reporters cannot get it quickly from us, make no mistake they will find an answer elsewhere. On the other hand, there are specific ways to destroy a relationship with the media. One is to say, No Comment. There is always an answer, and the AAOS Public Relations staff, as well as your own public relations staff should always be available to help formulate an answer for you, no matter how difficult or sensitive the topic. Another way to destroy your credibility is to be untruthful. This is never appropriate on any level. 11

14 Who Should Say It For topics related to orthopaedic surgery, the expert should: Be a board-certified orthopaedic surgeon Have media training and be comfortable talking with the news media Be familiar with the issue at hand Have treated patients affected by the topic, especially for topics related to clinical or medical issues Other issues such as coding, practice management and legislative relations may require collaboration with other experts. For orthopaedists who are spokespersons, there is one key underlying message that must always come through: patient care is the first priority of all orthopaedic surgeons. Everything said in a public relations campaign should reflect the ability of orthopaedic surgeons to provide the best patient care for each individual that comes into his/her office, as well as a general concern that all people receive access to the best medical care available. Your main objectives as a spokesperson are: To provide the media with a professional medical resource. o REMEMBER: YOU ARE THE EXPERT! To take advantage of opportunities to work with the media by suggesting possible story ideas. o For example; taking a national story like doctor/patient communication and highlighting what you are doing to encourage this in your practice. o Offering a patient success story. To be familiar with the local media who cover topics related to the national topic. o Watch or read the news or visit the outlet s web page. Find out who covers medical topics and what topics they cover. To help educate as many audiences as possible about topics related to orthopaedic surgery. To accurately represent the AAOS, your practice, your specialty and orthopaedic surgeons in general. 12

15 Media Training Before a media relations program begins, it is critical and should be a prerequisite that each spokesperson receives media training. The way a spokesperson answers questions can dramatically impact public opinion just as much as the spokesperson s clothing and mannerisms. The AAOS Public Relations Department has many resources from media training tips to contact information for media training consultants which can help you present your best image in all media interviews. Contacting Reporters When you start a public or media relations campaign, you will need to know which reporters are most likely to cover your story. The importance of background research on this issue is critical. Staff members must be familiar with all forms of media that may cover orthopaedics, locally, nationally and in the trade press (trade press refers to those media that write about a specific issue such as orthopaedics). Generally, most reporters cover a specific area of news such as business, health, features, and legislation. Knowing who to approach with your story will greatly increase the chances for success. Take time to read the publication in which you want coverage, or watch/listen to the program. This will help you to become familiar with the format and content. This is the best way to discover the media contacts who regularly report on the type of news you want them to cover. Before any contact is made with the media, it is important to have a complete and up-to-date media list. To generate an initial list, collect media articles from local and national newspapers and the Internet and make note of which television and radio reporters cover medical stories. Don't forget about talk radio programs, cable television segments, television talk and news interview shows, weekly newspapers and the myriad online media. Also, be certain to update the media list regularly. There is a high turnover of personnel in the media. When sending information to the media, it is important for it to reach the right people. Arranging an Interview There are two ways to become the subject of an interview: The reporters initiate the contact and call a specific physician or your society office. You or your public relations staff can contact reporters to suggest a specific topic for story consideration, otherwise known as pitching. If the reporter calls, that's great. Most often, though, you will need to contact reporters until a relationship is established. (Sample pitch letters are included in the Addendum.) A proactive program begins with the appointed representative contacting the media with story ideas. Pitches are handled via , usually, or if it s a crisis situation, breaking news or very newsworthy, a telephone call to reporters outlining the topic, supporting research and a story idea is an effective channel. Pitches also can be subtler, such as sending a handwritten note or attached to a research journal article. It is important to remember that building a relationship with the media takes time. It is not unusual to strike out several times before getting an interview. 13

16 Preparing for Interviews Once you get a reporter interested in the topic, preparation and practice become critical. Many people fear or distrust the media because they feel that much of what is printed or broadcast is beyond their control. Well prepared spokespersons can mitigate this tension by doing the following: Know your audience and his or her audience: Be familiar with the reporter or their media outlet before the interview. Make sure you know what the interview is about and the key topics to be covered. Know your audience. Readers of AAOS Now are different than readers of Good Housekeeping or Sports Illustrated. Make sure to tailor your comments with the specific audience in mind. Get YOUR message into the conversation: Develop your top three to five essential messages and write them down these are the key points to which you can always come back during the interview. Make sure you have at least one example of each. Remember, it s your job to get these messages IN, not the interviewer s job to give you that opportunity. Always state the most important messages at the beginning of the interview. Messages should always have a musculoskeletal focus. Be concise and explain details in easy to understand language or everyday speak. Be specific with each comment. Rambling statements often lead to fragmented quotes or sound bites. Constantly visit the AAOS patient education website, orthoinfo.org to see what information it provides on a particular topic. And, suggest the viewers, listeners or readers to which the reporter is reporting do the same. Media Relations Tips: Assume that every microphone is ALWAYS on and every camera is ALWAYS rolling. Nothing is ever off the record. Remember what you casually say to a reporter before or after the actual interview can often wind up being included in the story. Use personal stories and experiences. It is an immediate way to connect with your audience. Remember, YOU are the EXPERT. Never say No Comment. Do not be afraid to say I don t know, That s a good question or Let me do some research and get back to you on that. Always provide correct titles and spellings no matter how obvious they may seem. Each reporter, whether broadcast or print, has a different deadline. Always ask what that deadline is during the initial call and respond well before that date and time. Remember to mention the AAOS website, orthoinfo.org as an additional source of information for the audience on topics relating to orthopaedics. Never ask the reporter to review his/her article. On occasion reporters will ask that a story be factchecked by an orthopaedic surgeon when medical terms are being used. Write a follow-up or thank you letter to the reporter. If they wrote or broadcast a good story, tell them. Try to cultivate relationships with reporters over time by sending pertinent information or interesting articles that might help them understand the orthopaedic specialty better. 14

17 Reiterate your Expertise: Refer to yourself as an orthopaedic surgeon, and remember to indicate that you are first and foremost, a spokesperson for the American Academy of Orthopaedic Surgeons. If you are a specialist, use orthopaedic surgeon with a specialty in hand, or foot and ankle, etc. Be sure to identify yourself as an orthopaedic surgeon first. Define any medical terms that are typically used as professional jargon. Be natural and let your medical expertise shine. Be honest, answering all questions with the facts available, avoiding speculation. Offer patient case studies wherever possible, to illustrate points as appropriate or better yet, offer a real patient to tell his/her success story. Be prepared with visuals that relate to the interview topic like a replica of a bone or joint or even animation. Offer time comparisons, to really illustrate the advancements and trend Ten years ago this would have happened, but today Suggest graphics, charts or photographs to help add depth and interest to the story. Exercise caution not to make the photographs too graphic in nature. ON-CAMERA OR TELEVISION: Body Language, Appearance and Eye Contact Count: Never focus on the camera. Always direct your attention and conversation to the reporter or the person conducting the interview. Relax and speak naturally: Avoid nervous gestures such as playing with jewelry, clearing the throat, crossing and uncrossing legs or folding your hands. If you are doing a satellite interview you may be without a reporter and directed to look straight into the camera. Always grab the ends of your suit coat or jacket, pulling it down under you before you sit. This helps to avoid the bunching of material around your neck and gives you a smoother line. Sit up straight, leaning slightly forward in the chair when talking Gestures to make a point or to list several key points are always good. If you do gesture, make sure those gestures are done chest high, right in front of you but do not cover your face. Also, never point directly at the interviewer. For an in-studio interview: Men should wear a dark suit with a solid blue or gray shirt and a simplypatterned or solid color tie. Avoid a pure white or off-white shirt, as it will make you look washedout under the bright studio lights. Women, should also stay away from white suits or blouses and opt for outfits with solid colors and simple patterns. If a news crew is taping at your office or in a hospital setting, it is very appropriate to wear your white coat. Encourage the reporter to interview you in one of your exam rooms, an actual medical setting, versus your office. Women should avoid wearing large jewelry and heavy make-up. Never wear expensive jewelry especially rings, necklaces and watches. 15

18 If you need glasses, remember to leave those that automatically darken when exposed to bright lights at home. The lights have non-glare coating that will make them look like sunglasses, shading your eyes. Other Tips from the Pros: The reporter may have one style off-camera and another once the lights turn on. Just react to the on-camera style when answering questions. Television interviews are short. Be certain to make key points early. Don t simply answer questions with a yes or no. Be certain to offer additional details to support each answer. For example: Yes, and let me tell you why that is so important or No, I believe we need to approach it from this Don t feel obligated to fill empty airtime. Wait for the reporter to ask the next question before continuing to speak. Always be ready with a final point if you are asked if you want to add anything. Always mention the AAOS website, orthoinfo.org as an additional source of information for the audience on topics that relate to orthopaedics. RADIO OR PHONE: Find out what is going to be discussed and how long the interview will last. Check to see if the interview will be on tape or live. With a taped interview there is more time to make key points as the interview will most likely be edited. In a live interview, know how much time is available for all your key points. Use short sentences to make each key point. The reporter will most likely use a 15-second sound bite, not the longer explanations. Never answer questions with a yes or no. Always offer additional details to support your answer. Speak in a natural, conversational tone with different inflections based upon the point being made. Do the interview in a quiet spot where you will not be interrupted. Stand and walk around while doing the interview; this will keep your energy up. Use gestures while talking, even though they cannot be seen. This will help with voice inflection and to make important points. Never feel obligated to fill empty airtime, but if you feel there is an important point to make, make it. Remember, you do have some control of the interview. Do not speak over the reporter and always wait for the reporter to finish the question before speaking. OR ONLINE INTERVIEWS: If the interview will be conducted via , be certain to write only things that you would not mind seeing in print on the Internet. Online media have an opportunity to expand stories that appeared earlier in the daily newspaper or on the evening news. However, they often have tighter deadlines due to the rapid pace of the Internet. 16

19 Remember to include the AAOS website, orthoinfo.org as an additional source of information for the audience on topics relating to orthopaedics. SKYPE INTERVIEWS: Ahead of the scheduled interview with a reporter, you should do a practice run with a colleague or friend to ensure you don t have any connection, sound or video problems. Use a secure, broadband connection as opposed to wireless. Think about the location of your webcam. Whatever that can be seen in that camera, can be used by the reporter. Turn your cell phone on silent. Media Training Techniques Before every interview, write out three to four important key points and try to make them as often as possible during the interview, and at the appropriate times. Each interview has a who, what, when, where, why and how aspect to it. By understanding this part of the interview, spokespersons will be able to use a few techniques to help set the agenda for the interview. The spokesperson s challenge is to help a reporter understand how AAOS and the spokesperson view the story the reporter is covering. BRIDGING uses transitional phrases to bring key messages into the conversation. Words like such as, and, but, however, or in addition, help attach key messages to the reporter s question. Bridging is also an effective technique to change a negative question into a positive response. For example: While that might be true for some.or While I understand your point the AAOS feels. HOOKING is answering a question by offering statistics or new research to support the response. It is possible to hook a reporter with interesting facts or a visual way to explain a topic that will help add color to a story. For example: Let me tell you about a patient who or Imagine your spine as a stack of jelly filled doughnuts or Your knee feels like a door with rusty hinges. FLAGGING key messages makes reporters stop and listen. Use phrases like the 3 most important things to remember are, the key issue to consider is, or I want to reiterate that. There are many AAOS resources available to help complete a better interview. Be certain to contact the AAOS Public Relations Department prior to any interview or visit the AAOS website (aaos.org) for current position statements, press releases, etc. In all interviews the spokesperson represents not only the Academy, but also his/her own practice. If your personal opinion differs from AAOS policy, be certain that fact is clarified with reporters when responding to questions. Handling Hostile Interviews Sometimes the interview feels like a courtroom cross-examination. While it is easy to get drawn into the debate, it is important that the spokesperson never loses control of his/her temper or takes personal offense at a reporter s question. It is possible to calmly take control of the interview through four techniques: 1) Sticking to the facts and figures available 2) Making key points clearly and concisely as often as possible and ALWAYS bridging back to your key messages. 17

20 3) Answering each question directly and succinctly 4) Avoiding getting drawn into a reporter s attempt to create a conflict. The spokesperson should not avoid negative questions, as it may appear that he/she is agreeing with the statement. To respond to a negative statement: Provide a courteous and thoughtful answer that doesn t give the reporter a reason to escalate his/her hostilities. Take your time in formulating your response. Try to anticipate negative questions and practice responses as part of your interview preparations. Be certain not to repeat the negative aspect of the question in your response. In doing so, the negative words become the official record and may be quoted in the final story. Handling Tough Questions Keep these points in mind when faced with tough questions: Show concern through words and gestures. In emotional situations this can do much to diffuse the issue. Try to find some common ground in each response by letting the interviewer know the spokesperson understands the reasoning behind the question. Be responsive to the question. Each comment and mannerism should show compassion; no matter how detailed the response is (or is not). Do not argue with the reporter. Avoiding critical comments that make the reporter appear wrong will make the spokesperson look more credible. Stop talking and listen to the reporter. He/she may want to express a point of view before hearing the response. Bridge comments to get out of difficult situations. This can help redirect the interview. Make sure visible body language is in sync with the words. Break the rhythm of a tough interview by pausing to reflect on the question or using words such as Let me try to put this in perspective, or Let s try to frame the question a slightly different way. This technique actually breaks the interviewer s rhythm and helps diffuse a threatening style. Remember that every interview is an opportunity to make your point about issues of importance to orthopaedists. After the Interview Reporters often appreciate a short thank you or note after the interview to reinforce the relationship. Be certain to include any information or follow-up data that was discussed during the interview. Also, remember to let them know you are available for future interviews on topics related to orthopaedics. If you do not have a public relations staff, the AAOS Public Relations Department is a resource for background information and statistics on a variety of orthopaedic conditions and injury prevention issues. The AAOS website, orthoinfo.org also contains information to help prepare for interviews. 18

21 Using Letters and Op-Eds to Spread Key Messages In addition to press releases, appearances at events, and media outreach, letters to the editor and op-ed pieces can be effective tools in a public and media relations program. A short and succinct letter to the editor of the newspaper or magazine on a topic recently reported often results in a published work. Letters to the editor typically appear on the editorial page of the newspaper. A well-written letter to the editor can be as effective as a regular article in spreading key messages. While many letters are written as rebuttals or praise for specific articles that appeared in the newspaper, you can also write a letter to provide a public service. For example, you can write a letter to the editor offering advice on specific orthopaedic issues. Proper timing of a letter to the editor increases its chances of success. For a letter on preventing football injuries, consider writing a letter to coincide with the season opener. (A sample letter to the editor is included in the Addendum.) Also, consider contacting the editorial page editor of the local newspapers for their guidelines on op-eds, or opinion pieces written by a guest author who is an expert on a specific topic. Usually printed on the page opposite the newspaper s official editorial page, these bylined articles are designed to address current issues of broad or major importance. These pieces are typically longer than letters to the editor, requiring more depth and research. Op-eds often represent a specific topic of local interest that has recently been in the news. The op-ed can be used to counter or support a newspaper editorial, state a position on a topic or offer a community service. 19

22 Incorporating AAOS Resources into a Local Public Relations Program Enhancing the Image of Orthopaedic Surgeons: Promoting your practice and your profession through public relations Whatever shape your practice, hospital, clinic, state or specialty society public relations program takes, the AAOS Public Relations Department has an extensive supply of presentation materials, fact sheets, press releases, Position Statements, videos, bookmarks, Public Service Announcements and a stand-alone injury prevention booth for you to use at no cost! To see the entire list of what the Public Relations Department has to offer, visit aaos.org/prresources. Publications Several publications are available for your reception areas and speaking engagements including Moving Stories: Seventy-five Years of Orthopaedic Surgery, emotion Pictures: An Exhibition of Orthopaedics in Art and Wounded in Action: An Art Exhibition of Orthopaedic Advancements, three fullcolor coffee table books produced by AAOS. Films To celebrate the Academy s 75 th Anniversary, two films were produced, Moving Pictures and Orthopaedic Allegro. Play in your reception area or anywhere you have DVD capability to share the story of orthopaedics in a stunning, visual display with your patients, colleagues and the public. Traveling Exhibit An injury prevention patient education booth, Prevent Injuries America!, is offered at no charge and includes tips on injury prevention for topics such as: distracted driving, falls prevention, back pain, youth sports injuries and more. The booth may be used at your institution s health fairs or public events. Bookmarks/Brochures Current bookmarks include Osteoporosis Prevention for Adults and Children, Patient Safety is No Accident, and Orthopaedic Surgeons Tips to Avoid Distracted Driving. Also available is a brochure entitled Orthopaedic Surgeons: Who Are They and What Do They Do? These can be used for reception areas and local speaking engagements as well as community health fairs. Public Service Announcements The AAOS Public Relations Department has created and distributed a Public Service Advertising Campaign every year since Each year television, radio, print and airport ads are distributed to television, cable, radio, print outlets and airports nationwide. Posters and postcards have been produced (in English and Spanish) for your use. Easel backs also are available for the Heroes and Decide To Drive print campaigns. How to Use AAOS PSA Materials: Begin with your own office or hospital. Frame the posters and hang them in your patient reception and examination rooms. Distribute at public events, your local library, veterans office, senior centers, schools, merchants, health clubs, day care centers, health fairs or other community events. Use the postcards as appointment reminders, direct mail pieces or handouts to patients. There is space on each card to include your practice information. Add musculoskeletal-related tips to make them even more useful. 20