Study Guide for the Certification Exam for applicants to the American Society of Veterinary Journalists. www.ASVJ.org

1. American Society of Veterinary Journalists Basic Study Guide For ASVJ Certification Exam Dr. Jim Humphries Executive Director [email_address]

4. 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:

5. Let’s Begin With A General Look At Today’s Media Journalism

7. Daily Information Sources Percentages of Americans who say they consult the following information sources at least once a day. 10% 20% 30% 40% 50% 60% 70% Local TV News-84% Flat little growth Radio-70% National TV News-68% - Katie Couric dead last (MSNBC Last) Newspapers-60% Internet-35% Magazines-8% Phone Help Lines-4% *Neilsen 80%

8. Traditional Newspaper Media is quickly dying

17. Be A Good RADIO Guest! 4. INFORMATION! In a sound bite world, radio let’s you deliver more information. 5. A CALL TO ACTION. Your time is wasted if you don’t tell the listeners what to do, where to go and who you are!! 6. A CLEAR SIGNAL . A wired high quality phone line makes a difference is how you sound for phone interviews. No cordless, no cheap, no speaker phones.

18. Be A Good RADIO Guest! 7. POLISHED PRACTICED INTERVIEW.. Two Types: Live and Taped 8. CREDENTIALS. You are an expert and if the host doesn’t set you up with your credentials, you should be proactive in doing so. This establishes you as someone the listener should pay attention to. 9. A THANK YOU LETTER. Thank the host and or producer. Send your card and some ideas for follow-up interviews. You can use email

19. Who Are These Media People? Adversaries or Truth Seekers? Neither! They are NEWS People Therefore you have to understand how News People think

23. Being Proactive How To “Sell” Your Story

24. 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.

26. 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.

28. Know The Media You Are Pitching! Spring time brings pesky pests. Now, simple treatments can prevent most problems. Fleas and Ticks can transmit deadly disease to people and pets Store bought or home made pet foods – an expert tells us which is best Good nutrition prevents deadly disease in pets Heartworm Disease is just one of the problems we can prevent with regular visits to the veterinarian. Heartworm Disease is spreading throughout the country at an alarming rate. General Interest Show Martha Stewart News “ Hard News”

29. CRAFT your story for media interest!!! Health Insurance Nightmares and The Ways To Avoid Them Health Insurance The Top Ten Strangest X-rays New X-ray Machine Refinancing is NOT for everyone – Learn The Inside Facts Home Mortgage Refinancing The Best Way To Avoid Costly Auto Repairs Regular Auto Maintenance The 6 Point Couch Potato Check Up High Blood Pressure Ways To Stay Out Of The Dental Chair Proper Flossing The 5 Best Ways To Save Money On Your Vet Bills Good Pet Care Crafted for Media Story idea

31. 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?

32. THE NEWS STORY CHECKLIST These may be unsaid, but they are in the reporter’s mind. 1. Who Who would be affected by this story? Hopefully a substantial population in your community would be interested - even if not directly affected. 2. What What is the story about? Is it a new cure? A new disease? A new technology? A new trend? What makes the story VISUAL ? What visuals are available? Think of how you would use a visual in a radio setting to help draw word pictures! 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?

33. 4. Where Where could this story happen? (Your clinic, your hospital, the home of your client) 5. Why Why is this happening? Why is this important? Why does this information make a good story? 6. How How is this story coming to be? How can this story affect my readership, listenership or viewership?

34. Being Reactive Just Look At The Following Headline Examples!

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

40. The Two Main Goals When Doing Any Interview: 1) Meet The Reporters Needs 2) Get Your Point Across What is Your Point ? Your reason for being there. Your PR goal. News You Can Use!!

47. 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.

48. The Perfect Answer: Q: _______________?? A: Answer / Deflect… Perhaps a Positive Statement  Bridge  Message Point 

49. This technique takes practice It does not come naturally! Because we do not normally talk this way…. NEVER “WING” AN INTERVIEW!

50. 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! 

51. The Perfect Answer: 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.

53. 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.

54. If you wish to end the interview! 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.”

55. How To Be Effective

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

57. Prepare and Practice!! The Three Pillars of Interview Skills!! Keep It Simple!! Never Wing It!!

59. Match The Energy Level Of Your Host! You Host 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.

64. 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.

65. 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!

66. How we talk: What the Media Wants ! ! ! ! ! None of us talk this way – it takes practice!

67. 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:

72. Message Points Sound Bites How do I get to my messages from a leading or negative question??? Q

73. 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 Of Bridging!! ! ! !

74. 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!

75. 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.

76. 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.

77. 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.

78. 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.

79. 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.

82. 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?

83. 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?

84. 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?

85. 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

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

88. 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.

89. 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.

90. 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.

91. 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.

92. 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.

93. IN SEVERAL STATES THIS STORY IS HAPPENING, AND WILL BE MORE COMMON. BE PREPARED! A Reporter Might Call With This Basic Question: “ Doctor, we are doing a story on the top ten drugs you prescribe at your office. Would you be willing to do an interview on your veterinary prescriptions?” And you may confidently say…SURE, Come On Over!

94. 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

95. “ 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.

96. “ 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.

97. “ 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.

98. “ 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.

99. 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:

100. 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”!

102. 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.

103. 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.

104. 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.

111. 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

112. Never answer the question they have asked. Answer the question you WISHED they had asked! Robert S. McNamara Sec. of Defense 1962-1968 Insight from the Pros!

113. The Perfect Answer: Q: _______________?? A: Positive Statement (or answer/deflect)  Bridge  Message Point  That sounds good, doesn’t it?

114. 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

115. (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.

116. 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:

118. 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!

121. SOCIAL MEDIA

122. NEW Media! Why The Explosion? 60% believe traditional media does not report facts or are biased! Only 39% Trust Today’s Media In 1995 the opposite was true! New Gen SEEKS news/information

131. LinkedIn

138. 25 Steps for Handling a Media Crisis:

139. In a communications crisis, an organization without a plan is like a blind man trying to feel his way out of a burning building!! In an image crisis, the worst case scenario is the one most likely to occur!

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

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

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

148. 5. Put public interest ahead of yours. Decide on your main message. Do the right thing. You will have to live with what you do here.

149. 6. Develop a list of message points Short, to the point, statements that cut to the heart of the issue. Include the “hot seat” questions. Get everyone to approve. Practice them many times.

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

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

152. 9. Write a press release with only basic facts In this initial communication, show concern for the public and your employees. Make sure an audience is left with an impression of concern and compassion.

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

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

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

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

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

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

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

160. 17. Follow-up on all information you promised Make sure the media receives any promised detailed information as quickly as possible. Correct any problems with those affected by the crisis and do whatever is required to restore your reputation and public confidence.

161. 18. Change! Actively correct problems . Do something different in an effort to forestall this happening again. Revise your communications plan based on what you learn.

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

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

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

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

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

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

168. 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.

171. Contact Information: Dr. Jim Humphries Executive Director [email_address] 719-495-2100 Save your exam in Word as: Yourname.exam.doc And email to: exam@asvj.org www.ASVJ.org