Media & TV Training

MEDIA POINTERS:

TELLING YOUR VA RESEARCH STORY

PRESENTED BY KERRI CHILDRESS
VA Research and Media Inter

y New York Times: Better Antiseptic Curbs Post-Surgery Infections

‐ “The stud

y’s leader, Dr. Rabih Darouiche, of the Michael DeBake

y VA Medical Center in 

other experts expect the newer antiseptic to replace iodine.”

y New York Times: Older Bypass Method is Best, a Study Shows

‐ “...In the study...2,203 patients were randomly assigned to have their bypass surgery on 

off...A year later, those who had had off‐pump surgery had poorer outcomes. Dr. Fred

Grover, the principal principal investigator investigator for the study and

a heart surgeon surgeon at the Denver VA

was analyzing the costs of the two types of operations.”

y Reuters: New Tool Can Help Predict Alzheimer’s Risks: Study

- “U.S. Researchers have developed

a checklist that can accurately predict whether

a per

at high risk of developing Alzheimer’s disease within six years.”

y Los Angeles Times: Mammogram Guidelines Spark Heated Debate

‐ “A government panel’s recommendation Monday that women under the age of 50 do n

regular mammograms set off

a furious debate about the importance of the routine s

leaving many women confused about how best to protect their health.”

y N Y k Ti New York Times: S i O M R G U E l Screening: One More Reason to Get U

p Early

‐ “...a new study suggests that early morning is an ideal time to schedule

a colonoscop

study looked at the results from 477 colonoscopies at the West L.A. VA Medical Cent

y Washington Post: VA is Testing an Advanced New Prosthetic Arm

‐ “Last week, VA announced announced the start of

a three‐year clinical clinical trial that represents represents the first 

testing of the arm,

a critical step before it can be made widely available. The first pat

with an arm in April.”
VA Research and Media Inter

NPR Science Friday (website) (2009): 

Living Band-Aid Beats Like A HeartJordan Lancaster and Steven Goldman researchJordan Lancaster and Steven Goldman, research

Southern Arizona Veterans Administration and thArizona, put rat heart cells on a piece of synthetic a few days, it started beating. The hope is that dopatch of cells could be used to treat damaged he

Cell therapists— Dr. Steven Goldman (right) and predoctoral fellow Jordan Lancaster view a microscope image of an implantable, synthetic mesh patch seeded with living

y

of an implantable, synthetic mesh patch seeded with living

heart cells. (Photo by Daniel Stolte/U. of Arizona).
VA Research and Media Inter

PRESIDENT HONORS OUTSTANDING EARLY-CAREER SCIENTFocuses on Need to Maintain World Focuses on Need to Maintain World-Class Science and Engine

Class Science and Engine

Workforce 

President Barack Obama talks with the Presidential Early Career Award for Scientists an

(PECASE) winners in the East Room of the White House, Jan. 13, 2010. VA Palo Alto 

System’s Alex Sox‐Harris, Ph.D is in the back row under George Washington’s arm. M

from Jesse Brown VAMC.
CURRENT EVENTS

y TIME Magazine/CNN: Haiti: After the Devastation, the Emot

Wreckage

y By JEFFREY KLUGER - Sunday, Jan. 17, 2010 y

-

“It ma

yp , seem 

premature to think about now, but Haitians who survive the 

earthquake will be at risk of developing post-traumatic stress disorder (PTShave become increasingly familiar with PTSD in the wake of 9/11 and Hurrnot to mention in the experiences of veterans returning from the wars in IraAfghanistan — who have suffered such s

yp p y m

ptoms as de

pression, anxiet

y, 

numbing, sleep difficulties, substance abuse and more. The Veterans Admestimates that 7% to 8% of the U.S. population will suffer from the disordeand 5.2 million Americans experience it in a given year.”
CURRENT ISSUES

y Minneapolis Star-Tribune: Brain Scans Pinpoint Stress Dis

Veterans

y

There's never been a simple test to diagnose post-traumatic stress, but a gr

Minnesota scientists sayy g the 've found a hi

gh-tech way yp p to identify

people w

disorder -- by studying their brain signals.

y The discovery could have huge implications for the way PTSD is diagnosed 

the future says Dr the future, says Dr. Apostolos Apostolos Georgopoulos Georgopoulos, who led the research as direct

who led the research as direct

Sciences Center at the Minneapolis VA Medical Center.
3 Basic Assumptions

1. Reporters are not out to get you.

2. You h li

ave contro

l over 

inter

3. Interviews = Opportun

*4. Assume no one else is a scientis
Mother Theresa:

y “It is harder to face media than 

to bathe a leper.”
Interview Basics

y Know why you were asked for the 

interview

y Know the audiencey Know the format and theme of the 

program

y Establish ground rules
Do Your Homework

y Know your subjecty Anticipate questionsy Current eventsy Look for good B

-roll

y Potential Veteran participatio
Cautions

y Cameras & microphonesy Opinions (DoD)y Hypotheticalsy Suspicionsy Endorsements
Dos & Don’ts

DO:

ÙB ii e pos

i

tive

ÙConclusion first, then expand to b

facts

ÙUse short quotesÙMake 

yp p our 

point and stop

ÙListen carefullyÙSpeak the public’s English
Dos & Don’ts

DON’T:

Ù Li

e

Ù Avoid jargon & acronyms- speak everydÙ Say “no comment”Ù Accept reporter’s misinformation/factsÙ Give information “off the record”
Reporter’s Questions

y Puffb ll ay Hypotheticaly Fall

se Facts/Fa

lse Assumpt

y Leading or Loadedy Putting Words in Your Mouy Forced Choices
The 4 C’s

y Commercialy Credibilityy Cosmeticsy Control
The 4 C’s

yCommercialy C dibili Credibili

t

y

y C i osmet

ics

y Contro

l
The 4 C’s

y CommercialyCredibilityy C i osmet

ics

y Contro

l
The 4 C’s

y Commercialy CredibilityyCosmeticsy Contro

l
The 4 C’s

y Commercialy Credibilityy CosmeticsyControl
Being Quotable

y “If it doesn’t fit, you must aquit.”

y –Johnny Cocheran, during the OJ Simpson trial.

y “I did not have sex with that woman.” 

y –President Clinton during the Monica Lewinsky scandal.

y '‘...I'm the decider...”

y —President George W. Bush, defending Secretary of Defense Donald Rumsfeld

y "I truly believe that that is going to take an individual that has testicular 

y --Paul Gibson, president of the Sheet Metal Workers' Union, explaining at a Hillary Clinton rally w

strength to take on tough problems like NAFTA.

y "Forgiveness is not an occasional act: it is a permanent attitude

y -- Dr Martin Luther King Dr. Martin Luther King

y "What does not destroy me, makes me strong." 

y -- Friedrich Nietzsche

y "When in doubt, tell the truth." 

y -- Mark Twain 
“ABC” Method of Control

A = 

Acknowledge the question

B = 

Bridge

ph h rase to where you want to go

C = 

Use your Commercials
REVIEW

y 4 C’s: Commercial, Credibility, Cosmetics, Controly Question ≠ Answer: Remember your key my Work with your PAOs & alert to publicaty Practice, practice, practice!
Media & TV Trainin

g

Questions?

MEDIA POINTERS:

TELLING YOUR VA RESEARCH STORY

PRESENTED BY KERRI CHILDRESS
M di & TV T i i M

edi

a & TV Tra

i

n

ing

http://abclocal.go.com/kgo/story?section=news/health&id=7

TO VIEW A PRIME EXAMPLE OF MEDI

COVERAGE ON VA RESEARCH VISIT TH

WEB ADDRESS LISTED ABOVE
Media and 

Interview Tips 

for VA Employees 

Who Work With 

News Media 

MEDIA Guide 
Notes

17
Your Basic Checklist

Before you accept the interview:

Who is the audience?

What is the issue to be discussed?

What is the format?

Who will be the interviewer?

Is there a hidden agenda?

What is the cost/benefit?

Prior to the interview:

Practice questions and answers.

Avoid acronyms and jargon but be prepared 

to explain those you must use.

Be familiar with current news items...some 

may trigger a question.

Check dress, grooming

Establish a rapport with the reporter.

Review the ground rules.

During the interview:

Avoid hypothetical questions.

Be confident and calm.

Listen carefully.

Keep eye contact with interviewer.

Don’t forget your key messages.

Never say “no comment”.

16

Table of Contents

Introduction.....................2

Media’s Point of View........3

Radio Tips.......................5

Print Tips........................6

TV Tips...........................7

Telephone Interview Tips...8

Preparing Your 

Messages........................9

Interview Basics.............11

Bridging Techniques......13

Body Language..............15

Your Basic Checklist.......16

1
Introduction

A

s an government agency, VA has a 

responsibility to provide accurate and 

timely information to the general 

public and the media.

As a VA employee, you may be asked 

to speak to media as a subject matter expert or 

to respond to an inquiry. That’s why this 

guide was developed.

Dealing with media can be a daunting, 

but understanding how media operates, 

focusing on your messages and learning a few 

helpful tips can make the process 

comfortable, positive and controlled. It’s 

important to see that media presents us with 

an opportunity to tell our stories.

Whether it’s a face-to-face interview, 

a telephone interview or with a camera 

focused on you, it is important to be at your 

best and project your best image when 

communicating VA’s message. We hope this 

guide will provide you with useful 

information and some easy tips to help you 

with your media interviews. 2

Body Language

N

on-verbal communication is as 

important as your verbal messages 

on television. Impressions often 

outweigh substance and attention must be 

paid to how you look and the subtleties of 

how we communicate with our eyes, hands, 

posture, etc. Here are some key points on 

body language:

Avoid darting eyes and keep 

focused on the interviewer. Do 

not look into the camera.

Keep your head up.

Don’t slouch or lean to one side. 

Hold still in swivel chairs.

Use natural hand gestures for 

emphasis.

Don’t “death-grip” the arms of the 

chair or cross your arms.

Lean slightly forward to convey 

engagement in the conversation.

Don’t play with rings, bracelets 

and other jewelry.

Keep hands out of your pockets 

and avoid rocking when standing.

15
Bridging Techniques, continued...

 Examples of other bridging statements:

“Yes...” (the answer), “and in addition 

to that...” (the bridge).

“No...” (the answer), “let me 

explain...” (the bridge).

“I don’t know...but what I do know 

is...”

“That’s the way it used to be...here’s 

what we do now...”

“The most important thing to 

remember is...”

“I think it boils down to these three 

things...”

“Let’s not lose site of the most 

important point...” 

“That’s not my area of expertise, but 

what I can tell you is...”

“That’s a good point, but I think you’d 

be interested in knowing that...”

“Before we get off that subject, let me 

add...”

That’s an important point because...” 

14

Media’s POV

M

edia have an important job to do. 

They provide a network of 

understanding, decode and interpret 

information and provide a source for 

organizations attempting to speak. More 

importantly they are a 24/7 watchdog. We 

need media...and they need us.

Most reporters are not “out to get you”. 

They have a job to do, one that may require 

them to look to you as the expert who can 

provide accurate information. We must 

respect and understand the challenges they are 

up against...including a revolution in how their 

world is changing and impacting how they 

gather and report news. 

According to recent research, getting 

news in one form or another remains a daily 

habit for most Americans, however fewer than 

half of all Americans now report reading a 

daily newspaper on a regular basis. 

Newspapers across the country are in 

decline and many have already folded. 

Instead, online sources of news are gaining 

viewership against television and newspapers 

across all age groups but particularly among 

young people. 

3
Media’s POV, continued...

Some of media’s challenges are:

Changing Media: The world of 

media is changing... staffing is 

being cut and reporters are being 

required to do more with less.

Short Deadlines: Reporters are 

almost always under short deadlines 

so it is in our best interest to be 

prepared to react on short notice.

Time-Space Limitations: Print and 

electronic media use very little space 

or time to tell a story. Therefore, we 

must be brief and to the point.

Inexperienced Reporters: Many 

reporters know little about VA, 

therefore we need to educate them. 

Also most stories are written as 

though they would be read or heard 

by an audience at an eighth grade 

level. Make sure your responses are 

clear and concise.

Competition: Journalists can be 

aggressive in pursuing a story in 

order to break a story first. Also 

with the speed of online 

information, reporters are even more 

under the gun to get a story filed. 

We must ensure that despite time 

constraints, we tell VA’s story 

appropriately and accurately. 4

Bridging Techniques

B

ridging is a technique used to move from 

one aspect of an issue to another. It is 

especially effective when an interview is 

going in a direction you don’t want to go. You 

“bridge” your way back to the messages you 

want to talk about. This technique is critical in 

maintaining control of an interview.

In this example, the responder does not repeat 

the negative words used by the reporter and 

instead uses the phrase “on the contrary” as a 

bridge to get back to the positive messages that 

VA is a leader in health care. The last phrase is 

very quotable also.

Example:

Reporter: “We hear that some veterans don’t 

want to come to VA because it’s substandard 

care. Should the VA system be retired?”

Response: “On the contrary, VA is now a 

leader in health care and has been cited in major medical publications and general publications like Newsweek, that our system is actually setting the benchmark for quality control, 

computerized record systems and many other 

key areas of modern medicine. This is not your 

grandfather’s VA.”

13
Interview Basics, continued...

 During an interview:

Be yourself.

Listen carefully.

Know your message(s).

Stick to your area of expertise only.

Don’t be afraid to say “I don’t know”.

Avoid jargon, acronyms. Speak 

plainly, briefly and to the point.

Maintain eye contact with the 

interviewer.

Don’t give personal opinions and don’t 

deal with hypothetical questions or 

“what if’s”.

Personalize your answers.

Never repeat or introduce a negative.

Answer questions with a.) a 

conclusion, b.) an explanation/

transition, and c.) your core message.

Keep your cool under fire—don’t 

argue.

Correct misinformation respectfully. 

Never say “no comment”. 

12

Radio Tips

R

adio interviews can be done over the 

phone or in person, but have the great 

advantage of allowing you to have 

notes that you can refer to if you need them 

since no one can see you. 

Other points to remember with radio:

Know the Audience: Target your 

remarks to the interests and 

concerns of that particular audience.

Your Voice is Your Tool: Keep 

your voice interesting through 

variety, tone and inflection. It’s 

your only tool for holding the 

audience’s interest.

Conversational and Brief: Make 

your points in a conversational way. 

Answers over 20-30 seconds are 

over-answering.

Enthusiasm: Be positive and 

enthusiastic and show you have 

conviction. End each segment with 

an upbeat, summarizing benefit.

“On-the-Air”: Assume you’re 

always on-the-air. Don’t say 

anything you don’t want to hear 

broadcast over the air waves.

5
Print Tips

P

rint media has the advantage of being 

able to go further in depth with a story 

than either TV or radio. Other points to 

remember :

Materials: Supply the reporter with 

materials that help clarify a complex 

issue before the interview.

Photos: If a photographer is coming 

with the writer, think about some 

ideas for photos/photo opportunities 

that will help you tell your story.

Third Parties: Reporters often like 

human stories to illustrate the topic. 

For example, if VA pioneered a new 

heart surgery technique, a reporter 

may want to talk to a veteran who 

had the procedure.

Taping: If you have an interview on 

a hot topic or with a particularly 

challenging reporter, you can tape 

record the interview. Let the reporter 

know before the interview begins.

After the Interview: Don’t ask the 

reporter to see the article before it 

goes to print and don’t ask him/her to 

send you a copy. Offer your 

availability if the reporter needs 

further clarification. If the article is 

positive/balanced, call the reporter to 

thank him/her.6

Interview Basics

Your Interview Bill of Rights

 You have the right...

To know who is interviewing you

To have ground rules

To have your public affairs officer 

present

To be told if you are being recorded

To have time to get your points across

To set a time limit on the interview

11
Preparing Your Messages, continued...

 Other points to consider:

Ask yourself, “If I could make just one 

point about this subject, what would it 

be?” Build your responses around this 

key message.

Ask yourself what questions veterans 

or community members would ask.

Determine what facts or statistics you 

should have handy.

Ask yourself what are the most 

controversial or sensitive questions 

that may be asked by the reporter.

Practice, practice, practice!!!

10

Television Tips

T

elevision is visual, therefore, how you 

look, act and body language are as 

important as what you say. Other points 

to remember: 

Format: Watch the show before you 

go on to get an idea of its format—is 

it one-on-one, a panel show or one 

with an audience? Observe the 

interviewer’s style.

Sound Bites: Talk in a conversational tone and keep your answers 

concise. Think in terms of soundbites and don’t use VA “jargon”.

Sitting/Standing: If sitting, don’t 

swivel your chair or drum your 

fingers on the arms. If standing, 

don’t rock back and forth, put your 

hands in your pockets or stand in a 

“fig-leaf” position.

Relax: Take a few deep breaths 

before you go on, smile, keep eye 

contact with the reporter and speak in 

a conversational style.

Attire: Conservative, simple and 

tasteful are best. Lightweight 

clothing helps under the bright 

camera lights. Doctors can wear a 

white coat to convey credibility. If 

make-up is offered by the studio, 

accept it.

7
Telephone Interview Tips

W

hen you are called on the phone by a 

reporter who wants to interview you 

on the spot, here are some helpful 

tips:

Key Information: Never accept an 

interview when first called, but find 

out who you are talking to, when 

their deadline is, their contact 

information and key information they 

are seeking. Always insist on a callback time at which you can call the 

reporter back.

Time Limit: Set a time limit and 

keep it. Remind the reporter of your 

time limit by saying “I only have 

time for one more question.”

Notes: Keep notes handy so you can 

final all information you need.

Vacuums: Don’t fill vacuums of 

silence. The report may be writing, 

thinking, looking something up or 

waiting for you to volunteer 

something more juicy.

Call Backs: If you promise the 

reporter more information, ask 

someone else to call them back with 

it. Otherwise you have re-opened the 

entire interview.

8

Preparing Your Messages

B

efore you do an interview, know why you 

were asked to do it, what you want to say 

and how you want to say it.

You should have 2 or 3 key messages 

(“silver bullets”) that are positive and 

offer something to the audience.

For each message, have 2 supporting 

messages that you can use to back up 

your primary message.

Messages should be brief and to the 

point. Think in terms of “sound 

bites” ( no more than 20 words). This 

helps make them more quotable.

Example:

Key Message #1: VA operates the 

largest integrated health care system in 

the world.

 Supporting Message A: VA employs 

more than 14,000 physicians and more than 

50,000 nurses.

 Supporting Message B: In 2005 alone, 

there were some 57 million outpatient visits 

to VA facilities nationwide.

9