Start the presses!

By Victoria Houghton, assistant managing editor

When Anne Chapas, MD, arrived in New York City and set up shop as a dermatologist 12 years ago, she noticed a glaring omission in many of the news clips she was seeing on skin care. “I was reading all of these articles in different magazines and newspapers about skin, hair, and nail care, but I didn’t see dermatologists really positioned as the experts. A lot of the information that I was seeing was misinformed.” As a result, Dr. Chapas started offering her expertise to reporters. “I really wanted to get more involved in the media because I think it’s important as physicians that we educate not only our patients, and our residents or medical students, but also the public at large who are really eager for all of this information.” Dr. Chapas is now a member of the Academy’s Media Expert Team and does multiple interviews each month.

Carrie Kovarik, MD, chair of the Academy’s Council on Communications, encourages all members to get involved in media relations like Dr. Chapas did. “We really need a variety of dermatologists who engage in media relations. We’re always searching for people who have different interests.” But where to start? Dermatology World talks with media experts about how to be successful in both proactive and reactive media relations.

Proactive media relations

For the physician looking to get their feet wet in media relations, conducting some proactive outreach with the local press is a natural entry point. “Proactive media relations means that you have an idea and you want to get it out to the media,” said Sara Conley, vice president of Public Communications, Inc. “You are the one proactively contacting the reporter — whether that be through emails, a phone call, or on social media.”

For the busy practitioner, it might be hard to fathom taking time out of a busy day to talk to a reporter, but for Melanie Tolley Hall, the Academy’s senior director of integrated communications, the advantages of engaging in proactive media relations are worth the time. “Proactively reaching out to media with helpful information for their readers and viewers helps establish you as an authority on the subject and a trusted source.”

Building a proactive strategy

For both the experienced and green, developing an organized strategy is the first step in any media campaign. “This is definitely a job for those who are planners and detail-oriented,” said Hall. However, Hall recommends spending time focusing on the big picture and determining your overall objective. “In a nutshell, you must determine your expertise first and foremost — what you want to be known for and how it relates to your brand.”

After defining your objective, Conley recommends developing a message that matches a specific audience. “Think through who your target audience is. Is it the general public that you want to have this information? Is it a hospital administrator or other health care industry leaders?” Hall agrees. “You need to remember when crafting a plan that media is not your audience. It is the reader or the viewer to whom you want to talk.”

Once the message and audience are identified, there are a number of ways to get that message out and according to Hall, the tactics you use will differ depending on the message and audience. “A press release, for example, is good to announce a collaboration, a new service you are offering in your practice, or a new physician joining your practice. A media brief with handouts is ideal when discussing a complicated study or subject you’d like to make more digestible for the audience.” Photos and video footage (also known as B-roll), according to Hall, may be necessary sometimes, but the press more often than not may choose to use their own photos and video. “It is generally not necessary for the average practice to invest in those materials,” said Hall.

Physicians will then need to spend some time researching the specific media targets to pitch. “You don’t want to send information broadly out to a variety of different journalists,” cautions Conley. “You want to target them specifically for their publication and the types of articles that they write. It takes some legwork to do research on the media to figure out which outlets are reaching that audience who you ultimately want to have your information in their hands.” According to Hall, when targeting an older audience, print media outlets are ideal. “They tend to read print more than younger audiences, and it is seen to have more authority.” Radio is ideal for engaging stories that offer crisp anecdotes, says Hall. “For TV, you will need to have a compelling visual to go with your story. Keep in mind that HIPAA compliance is key and that lay audiences generally don’t want to see graphic before-and-after photos of skin diseases. However, if you have a clever way to visually tell your story, TV is a good medium.” Ultimately, Dr. Kovarik recommends focusing on the outlets that you’re most comfortable with. “Some people may not like anything live — radio, TV. That’s okay. Stick with what you’re comfortable doing.”

Fortunately, with the advent of the internet, it doesn’t take too much digging to find the right fit for your pitch. “Certainly PR people have a lot of tools and databases that they use to secure journalist contact information to learn more about the outlets, but frankly just hopping on any media outlet’s website, and reading through the articles, can help,” said Conley. “A lot of times outlets will have a page that lists their staff members, the topics that they write about, and also their contact information. That’s a great way to start combing through the media outlets to figure out who you specially want to target.”

Building a media strategy in four steps

> Step 1: Determine objective
> Step 2: Define message and audience
> Step 3: Outline tactics
> Step 4: Select media outlets

Pitching 101

“Once you’ve identified the media outlet where you’d like to get coverage, what we typically do is draft an email that we send to the journalist as a starting point, and in that email we include information about the topic that we want to cover. In a lot of cases we include a tip sheet, maybe a media alert, or a new release,” said Conley. “In many cases, that’s something that the journalist can actually take and run whole cloth, or if we’re lucky they may want an interview to learn more.” However, don’t forget the basics, says Hall. “Make sure you include ways to get a hold of you in your pitch and make sure your headline will deliver information that appeals to their readers or viewers. Make sure it has local appeal and is relevant to your practice.”

In addition to an email pitch, Conley recommends following up by phone. “We actually find that journalists are inundated with email, so a phone call can quite often cut through the clutter.” However, Hall cautions, “Do not badger your reporter. One follow up or two is the most I would give a pitch.” If your pitch is unsuccessful, don’t lose hope, says Conley. “Radio silence from a journalist doesn’t always mean that the story won’t ever come to fruition. We have had a lot of instances where we reach out to a journalist, and six to nine months later we hear back. They filed away your information and they’re ready to do your story.” Essentially, even if the reporter is not interested, by simply contacting the reporter in the first place, you will have opened the door for future press. “It’s always a good idea to ask the journalist what else they’re working on and if there’s any way you might be able to serve as a resource for the story they’re preparing.”

When dealing with the press, it’s important to remember that Rome wasn’t built in a day. “Reporters are doing double and triple duty these days, especially at smaller outlets, so rejection rates can be fairly high,” said Hall. Conley agrees and adds, “If you’re just starting out, have some realistic expectations. It does take time to develop relationships with journalists, so don’t get discouraged.”

Reactive media relations

For some physicians, reaching out to the press may not be necessary, as inquiries often come knocking on the door. “Reactive media is when your phone rings or you get an email in your inbox with an interview request or query that you did not go out and try and secure,” said Conley. These calls don’t always come out of the blue, however, says Hall. “Reactive media relations can be outreach or response based on something that happens from the outside. You may, for example, be approached by a reporter if a local celebrity is diagnosed with a skin condition to give more information to the public about the disease.” Darrell Rigel, MD, member of the Academy Media Expert Team, remembers his first media interview. “The first one I did was when President Reagan had a skin cancer on his nose in 1985. He had just been diagnosed with colon cancer right before that, so of course the media was calling asking, ‘is he riddled with cancer?’”

Almost 35 years later, Dr. Rigel has been very active in media relations, participating in several interviews each month. Indeed, Conley argues that participating in reactive media relations affords a physician many opportunities. “There are people in this world whose entire jobs revolve around getting the media interested in something that’s going on with their clients. To have the media call you is a great opportunity to establish and deepen that relationship with the journalist, get your name out there, and give good health information to the public.”

Of course, there are times when the inquiry simply isn’t a good fit. In these situations, says Dr. Kovarik, it’s okay to say no to an interview. “If it’s a topic that I don’t like to talk about or it’s something that I don’t think I know enough to talk about, I will say no. I may say no if I think that the media source may be confrontational. Also, if it’s a type of outlet that I just don’t really like — for example, live TV — I might say no.” If a reporter calls and you’re not sure if you should take the interview, Hall recommends contacting the Academy. “You can always call or email the Academy’s media relations department at mediarelations@aad.org. We know many of the national and some local reporters and can help guide you through the steps to take in responding to the request. We have many subject matter experts to refer to the reporter if you feel you are not best suited to the subject.”

PREPPING FOR REACTIVE INQUIRIES

Unlike in a proactive pitch, physicians likely won’t have their ducks in a row when a reporter contacts them on deadline. Therefore, the first step when responding to a media inquiry is to gather as much information as possible. “If a reporter cold calls the office, my staff does a little background work for me on where they’re calling from and the nature of the article. Also, the deadline is really important to find out,” said Dr. Chapas. For Hall, the reporter’s deadline is a key linchpin in whether or not you should agree to the interview. “That can determine whether or not you will be able to meet the time commitment. Reporters who are on an active or developing story may be on deadline when they call you for a quote or they may be more flexible, depending on how fast any given story is moving.”

If the deadline stars align with your schedule, Conley recommends doing a little background research on the subject before the interview. “Ask for questions in advance. More often than not, journalists are happy to provide questions in advance and that will help you prepare and feel confident.” Many times, says Dr. Chapas, it won’t take too much research to get up to speed. “If it’s something that’s in my area of expertise, I don’t necessarily have to do some background on it.” However, there are times when you may have to dig a little. “If it’s a topic that I’m not completely familiar with, I always want to make sure that I have all of the evidence that I need to back up what I’m going to say,” said Dr. Kovarik. “Sometimes I will look up articles and just a few facts to circle back to.”

In addition to the interview subject, Conley recommends doing a little reconnaissance of the reporter. “What have they written about lately? Have they written about this topic before? Is there a particular angle or does this seem like a straightforward interview request?” Similarly, if you are one of multiple people being interviewed, Dr. Kovarik recommends researching your co-interviewees. “If it’s a panel conversation, I will usually find out who the other panelists are, where they work, and what their expertise is so I can engage them appropriately.”

Once you have all the information you need, Hall recommends coming up with one to three key messages. “What do you want the audience to know from their trusted dermatologist? Plan to bridge to these key messages frequently in your interview.” Dr. Kovarik tries to keep her key messages short and simple. “Don’t come out with paragraphs of things that you want to say, because it won’t seem natural and you may lose your audience.” Additionally, within these key messages, Conley recommends adding a call to action. “If you’re doing an interview about skin cancer, let them know where they can go to find information on the web, or where they can go to get a skin cancer screening. It’s not just about your quotes and sharing your expertise. What is the next step that the target audience can take about this topic?”

Responding to a media inquiry in four steps

> Step 1: Get the details
> Step 2: Research the subject/reporter
> Step 3: Plan key messages
> Step 4: Practice

Before any interview Dr. Rigel recommends practicing your key messages, along with some bridging techniques in case the interview gets off track. Dr. Rigel once did an interview with Dateline about a paper that suggested that sunscreen use in children could increase skin cancer risks later in life. “They asked very controversial questions like: ‘as a physician how can you condone a practice that increases a child’s risk of getting cancer later in life?’ The reporter asked the same question 15 times.” However, Dr. Rigel kept bridging the conversation back to his key messages about the benefits of sunscreen use. “When you’re asked a controversial question or a curveball, just deflect it back to your point.”

THE INTERVIEW

Prior to any interview — whether it be via phone, live, or even email — Hall recommends ironing out every detail. “Confirm dates, times, time zones, contact information and most importantly, review your messages that you have carefully prepared,” said Hall. Additionally, “Respect the process. Reporters will have a hard deadline in which to file a story, with or without you. If you want to be a part of the story, make sure you do so when and where you have agreed.”

For an email interview, it’s easier to control your message. However, for a live interview, it will be imperative that you watch your words, said Dr. Rigel. “Nothing is ever off the record. They may tell you that, but you cannot count on that.” Additionally, Dr. Chapas recommends matching your tone and choice of words for the audience at hand. “Sometimes I’m interviewed for trade journals and that’s a different type of language than what you would use when you’re interviewed for a general newspaper or health magazine. Try not to use jargon or scientific language if you’re speaking to the public at large. Think about how you would explain something to your patient who is sitting in front of you.”

While your words and expertise are the most important aspect of a media interview, if doing a TV interview, keep your appearance in mind. “For men, wear a business suit and tie unless it’s an outdoor interview,” said Dr. Rigel. “Don’t wear very small stripes because they shimmer on TV. Don’t wear too much jewelry. You want to look good, but you want the focus to be on your message and not how you look.” Conley agrees and adds, “Neutral tones and solid colors are your best bet. You don’t want clothes that have bright colors that could distract from the messages that you’re providing.”

Successful interviews in four steps

> Step 1: Confirm and deliver
> Step 2: Remember what you can’t say
> Step 3: Consider your appearance
> Step 4: Follow up

Conley also recommends considering how the seating arrangements are for a TV interview. “If they put people being interviewed on a high barstool-type seat, you might want to wear pants as opposed to wearing a dress or a skirt.” Additionally, “Always assume that every part of you — from your shoes up to the top of your head — is going to be on camera. Men should always wear socks.” All told, however, Conley advises that you should try to be as comfortable as possible without forgoing professionalism. “That’s when you’ll do your best in the interview.”

During the TV interviews, focus on your posture, says Hall. “If seated, sit straight and slightly forward, feet planted on the floor. Do not cross your legs. Try not to look away when answering the question and always look at the reporter, not the camera. Keep hand gestures natural but not overly exaggerated. You will want to look engaged in the conversation, not stiff or too formal, but relaxed and confident in your exchange,” said Hall. Focusing on the discussion aspect of the interview helps Dr. Kovarik remain relaxed and on point during an interview. “I used to try to be rehearsed and it just didn’t work very well. Forget about the camera and forget that anything is being recorded. Just relax and have a conversation.”

When all is said and done, whether you successfully pitched a reporter or responded to a press inquiry, you should follow up with them, says Conley. “Always follow up to say thank you and reiterate that you would be comfortable serving as a source in the future. Every step along the media relations continuum has to do with developing relationships, and this step is not to be missed. That is just another brick in that relationship-building wall that you can build to make sure that you’re turned to by that journalist as a source in the future.”

Experts offer advice on how to successfully manage media relations