Welcome to…

1. Welcome to… Working with reporters and the news media Healthcare Waste Conference Wednesday, May 22, 2013 1:30 pm - 2:45 pm

2. Healthcare Waste Conference 2013 Media Relations… An opportunity to tell your story... a responsibility to defend your organization.

3. Today’s presentation: • Media Relations 101 • The basics • Terminology • The medium • Media Relations 201 • Media Relations – Practical Applications • Media Relations 500 level

4. What is the News Media? • Print • Newspapers • Magazines • Broadcast • Radio • Television • Internet • Web-based • Blogs • Editorial • Opinions

6. Print • Weekly vs. Daily vs. Continuous • National vs. Regional vs. Local vs. Trade • All are on-line • All have deadlines • Print typically has more space than typical radio and television news programming

7. Radio Transmission of information using AM and FM radio waves Need a transmitter and a receiver. Information - Sound bites (concise information) Very quick form of mass media

8. Television Transmission of information and images using UHF and VHF radio waves Need for visual Traditional News = 30-minute news program Need for concise information 24 hour national/regional coverage

9. Internet Super fast, super easy, free Twitter makes everyone a reporter… Speed vs. Quality vs. Accuracy issues Easy to post, share, re-post, spread

10. What does the news media cover? • News • Politics • Business/Finances • Weather • Sports • Entertainment • Crisis/Emergencies • Local events • National Events • Channel for everything

11. What is news? • Something new (just happening) • Important/interesting to a large number of people • Anything an editor or news director says it is

12. Is it news worthy?

13. End of News Media 101 Questions?

14. Media Relations 201 • Audience • Information flow • The challenges we face • Proactive and Reactive • The News Vacuum

15. The people you want to communicate with: Customers Existing Potential Financial Community Investors Lenders Rating Agencies Government Officials Elected Professional Regulatory staff Employees Vendors/Suppliers General Public Community/Civic/ Environmental Organizations Neighbors

16. How do these audiences get their information, news, facts, opinions?

17. Information flows from multiple sources… Media relations is just a part of a communication strategy that you can use to promote, protect and enhance your organization’s image and reputation.

18. How can we reach these audiences? • One-on-one interpersonal communication • Printed Material • Fact Sheets • Brochures • Newsletters • Annual reports • Web site/Blogs • Social Media • Presentations • Letters, flyers, post cards • Meetings • Investor presentations • Advisory groups • News media

19. Challenges of communicating our messages: • Scientific/technical • Subject to interpretation • Easily distorted • Skeptical audience

20. Where does healthcare waste come from? Simple questions… Complex answers

21. Where does waste come from?

22. Addressing the challenge Know your subject. Listen to the question. Have clear, concise and accurate messages. Use in house experts who can effectively deliver the message. Use outside experts who can support and echo your message.

23. Addressing the challenge Immediately address misinformation Stay consistent Expect emotional concerns Be human and use human terms and values

24. Media Relations Proactive vs. Reactive

25. Proactive outreach • Have a story that is worth telling • Newsworthy • Impacts lots of people • Timely • Interesting or different • Make the story fit the medium • Remember, television and newspapers need visuals

26. What do we need to talk with the media? • Common language or signals • A message • Method to give and receive information • Knowledge of the media

27. It helps to know the reporter • What is the reporter’s interest or “beat” • General news • Business • Feature • Understand the reporter’s challenges • Deadlines • Space • Workload

28. Reactive Hi, this is 60-Minutes calling… Can I ask you a few questions?

30. Just a few questions…

31. Reactive Crisis situations Misplaced waste Loss of confidential information Fires Accidents Fatalities Regulatory action and fines Natural disasters Financial issues Strikes

32. Reactive • What is the reporter’s deadline? • What is the reporter’s interest? • Who do you need to talk with to get information? • Is the story expanding, contracting or static? • Does legal need to weigh in?

33. The News Vacuum When something happens, there is a demand for information. This need for information creates a vacuum which must be filled.

34. Filling the news vacuum Who do you want talking about your company, organization or project?

35. End of Media Relations 201 • Questions?

36. Practical Applications • Being prepared • Issue management • Prescription for good media relations • Common mistakes to avoid • Components of an effective communications program

37. Be prepared • Pre-written news releases and action plans • Pre-written talking points • Contact information including cell phone numbers, home numbers and office numbers

38. Issue Management • Red bag waste • SARS • H1N5 - Bird Flu, • Medical records found in the recyclables/trash • Accidents/Spills • Regulatory issues (inspections, fines, violations, OSHA, DOL) • Permitting • Development issues • Sharps • Body parts • Whistle blower • Fires/Explosions • Strikes • Community protests • Pharmaceuticals • Illegal employees

39. Words that scare the public: • Bio-hazards • Radioactive • Bodily fluids • Human tissue • Biological cultures • Chemotherapeutic waste • Mercury • Laboratory waste and solvents • Disinfectants • Expired pharmaceuticals • “Sharps"---needles and syringes • Medical waste

43. The Rx for good media relations: • Communicate early and often • Maintain communication • Keep it simple • Use a variety of tools to communicate • Most of all, be honest

44. The Rx for good media relations: • Give total attention - listen carefully. • Keep your comments brief. • Don’t get defensive. • Remain calm and in control. • It’s OK to say “I do not know.” • If the answer to a question is proprietary, say: “I am not at liberty to share that information. It is proprietary.” • Do not speculate. • Don’t feel obligated to resolve any issues on the spot. Say you will check into the situation and get back to the reporter.

45. Common mistakes • Not returning phone calls

46. Head in the sand…

47. Common mistakes • Not returning phone calls • Not knowing your subject matter • Not minding deadlines • Not understanding the media • Not having empathy for the issue • Slow to respond

48. Components of a media relations program • Understanding of the media. • Knowledge of the subject. • Appropriate resources that match the need for the program. • Regular evaluations and adaptation. • An openness and a willingness to accommodate differing opinions.

49. What to say when a reporter calls: Tell the reporter that you’d be happy to work with them on their inquiry but you must first get some information from them. Then, get the following information: • Reporter’s name • Phone number • Name of media outlet (newspaper, television, radio) • Topic of inquiry • Any specific questions • Deadline (when they need a response) Let them know that we always make sure we have accurate, up-to-date information before we respond to media inquires. Tell them that someone will get back to them by their deadline. Next, contact your spokesperson to determine how to proceed.

50. Room Exercise • Handout • Take 10 minutes to discuss and answer three questions. • Be prepared to share your responses with the group.