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page 1 | page 2 | page 3 | page 4 | page 5 | page 6 page 7 | page 8 | table of contents | references | test Proactive Media Relations Sending a letter to the editor, disseminating a news release, and telephoning a reporter are all examples of proactive media relations. As your nursing organization becomes more involved in using media as a strategic tool, its leaders will want to be more proactive, not simply wait for reporters to contact the organization. (Waiting for reporters to reach out is termed "media services" or "reactive" media relations.) Most organizations use both proactive and reactive media strategies. What Makes "News?" The word tells the story -- news most often is something new. News also may be an existing issue that can be "packaged" as new or on which the latest development can be reported. News may be controversial, or may carry a strong human-interest angle. As you approach the priority goals of your nursing organization in terms of using media relations as a tool, keep in mind what reporters and their audiences consider news. This can help you position your story so that it has a better chance for coverage. Advice for First Timers As someone approaching a media interview for the first time, it may seem natural to feel nervous. Remember, however, that as a nurse you are already an effective communicator. You were educated to develop and communicate life-and-death messages every day. You are an expert on your profession, on your specialty area of nursing, and, more broadly can speak to health care issues in a more authoritative "voice" than that of a layperson. As an RN, you are a premier patient advocate. Nurses are trusted professionals. The public is ready to hear your message. Preparing for the Interview Whether a reporter is referred to you by ANA Communications or by your CMA, or the reporter contacts you directly, here are some questions you can ask him or her. Asking these questions may help to better ensure that the interview best meets your nursing organization's objectives and serves the reporter's audience. Feel free to inquire of the reporter why he or she is covering the particular story - and why now? Ask who are the other individuals who've already been interviewed for the story. Ask the journalist how far along he or she is in developing the story. If you can get answers to these questions, it will help you better position your contribution to the story. However, reporters generally don't like to share their questions in writing with an interviewee before an interview. They want the flexibility that the give-and-take of an interview can give, and they're not looking for "canned" responses to canned questions. Strive for a Patient Focus An important tip is to keep the focus of your story on the health care consumer. With imagination and preparation, this is almost always possible - even if, on first consideration, the story appears only to be about nurses, rather than about their patients. Reporters and their audiences are always more attentive if they can see themselves in the story. Remember that you are not speaking to your fellow nurses in most media interviews. Strive for a patient-focused story that will awaken that "what's in it for me" ("WIIFM") response on the part of the audience - The goal of "shooting for the WIIFM" is not to appeal to peoples' base or crass motives, but to frankly recognize that everyone in today's culture is bombarded by hundreds - often thousands - of messages every day. Making the audience care can spell the difference between a story that only momentarily engages people's interest and a story they actually might act on. Plan ahead to craft an approach and a message that will appeal to your audience's "enlightened self-interest."
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