Depression in the Media: Strategies for Talking to Reporters

U-M Depression Center Colloquium

Kara Gavin, M.S.UMHS Public Relations

Why does it matter?

In today’s information-saturated society, the

news media and informal media influence public

opinion, patient/parent/clinician behavior

and public policy like never before.

Who do we need to reach & how?

• Journalists and editors• The undiagnosed and under-treated• “Empowered” patients, families & advocates• Publicity-conscious industry & government • Discerning donors hoping to make a difference• Clinicians and payors who need evidence-based

aid in depression and related disorders

All of these audiences need:

• Information spoken/written in language they can understand & use

• Credible, independent sources• Context and lack of “hype”• Information readily available via

accessible channels, especially Web• Constant stream of “newness”

Depression in the News: Good News

• Clinical trial recruitment and results • Rx, behavioral, combined, wellness, complementary

• Genetic findings – differences in “vulnerability”• Neuroscience – differences in “chemistry”• Outcomes & economics - better understanding• Celebrities who use fame to bring attention• “Teachable moments” linked to news events• Public-service pieces on depressive disorders

Therapy Said Good as Drugs for Some Depression

Hollywood.comShields Reveals Depression Hell

Contents under pressure:Academic communities pay increased attention to graduate students' mental health

Steroid addiction a risk for young athletesWithdrawal can cause depression, suicidal behavior

Newer Antidepressants Work 2 WaysSSRIs boost serotonin levels on two fronts, study shows

The Oprah Winfrey Show, 4/5:Depressed, Mentally Ill & Famous

Depression in the News: Bad News• Medication backlash

– Adolescent SSRI controversy – Vague or conflicting data – General mistrust of mental health profession

• High-profile crime/tragic events – “Prozac defense” – Suicides

• Lack of progress on parity policies• Individual patients’ “horror stories”

Issaquah schools grapple with suicide

Shooter's family wonders about medication effectWeise's aunt says Prozac dose recently upped

Red Lake teen wasn't alone in his despair

SSRI Data Continue To Confound Researchers

Compromise mental health bill advances

Legislature rejects mental health bill: Lawmakers cite budgetary concerns

Depression in the News: No News

• Wary researchers and clinicians• Lack of willing first-person

spokespeople• Lack of visual appeal limits TV news• Missed opportunities to use natural

“news pegs”

Recent UMDC Newsmakers• Michelle Riba: April Health Minute video & press

release on cancer depression, APA lead spokesperson• Reg Williams & Bonnie Hagerty: Arch. Psych. Nursing

paper (U-M news release)• John Greden: US News & World Report grad school

mental health• Dan Maixner: TV interviews on TMS trial• Huda Akil: FGF Pritzker Consortium paper in PNAS

(UMHS press release)

The PlayersUMDC

• Clinicians• Researchers• Administration• Outreach staff• Affiliates

MEDIA• Newspapers• TV & radio• Magazines• Health web sites• Trade publications

PRstaff

U-M Depression Center’s Roles• First, best, only – national leadership• Reliable, credible, responsive source of experts

for reporters– Top-of-mind, top-of-Rolodex (or Google)

• Continuous stream of research results• Useful web site & programs for the public• Clinical guidance and training for providers• Evidence & advice for payors & policymakers

Special Challenges• Finding patients who will “tell their story”

is difficult because of stigma• Media & public perceptions and preconceptions

get in the way• Retaining credibility means disclosing ties to pharma,

and being careful about what you allow in your name• Other usual risks and challenges:

– Talking to reporters takes time– Responsiveness and agility in communications

are hard work – especially with breaking news

Aren’t there risks to media exposure?Yes.

But we risk moreif we don’t work with the media!

• Missed patient care & trial recruitment opportunities

• Lost chance to reach clinicians & gov’t

• Incomplete/incorrect public perception of key issues

• Lack of recognition for U-M achievements

What kinds of interactions might you have with PR staff & reporters?• Press release & interviews on your latest research• Publicity for new clinical trial/clinical service• Expert opinion on a topic in your sub-specialty• Health Minute feature story: video & press release• Commenting on someone else’s research• Commenting on a societal event, issue or trend• Compelling stories about patients• Crisis/problem situations

What makes a reporter tick?• Most reporters serve a general audience

– Most have no (or basic) medical/scientific knowledge– Might ask “dumb questions” or seek better quotes– See themselves as serving the “public interest”– Audience: speaking to “ordinary people”

• Reporters are on tight deadlines– Respond quickly to requests or tell PR you can’t do it

• Reporters have little space/time to tell the story– Keep your answers short, especially with TV/radio

• Reporters value their independence– You probably won’t see questions or stories

ahead of time, but you can ask to verify quotes

Timing is everything: The embargo system• Embargoes are designed to increase media coverage

– “Scout’s honor” system: Reporter agrees that if given the news in advance, he/she will not publish it until set date

– Increases newsworthiness and coverage of research news– Gives reporter time to prepare, increases accuracy

• Journals/professional societies routinely use them• Only select reporters get embargoed news

– Privilege can be revoked if embargo is “broken”• Activity permitted during embargo period:

– Sharing paper/abstract with reporters, interviews by authors/outside experts, video/audio recording

How to talk to a reporter• Work with PR office to anticipate questions

and prepare for interview– Media training is available!

• Have key messages and “sound bites” in mind• Avoid jargon, don’t assume knowledge, speak

colloquially and at high school level• Except for live TV/radio, it’s OK to repeat answers • Forget about “off the record”• Don’t play favorites or ignore “small”

media requests

The Role of UMHS PR Staff• Seek out news ideas• Devise best publicity

strategies for stories• Write accurate &

readable materials• Release & “pitch”

stories to media• Prepare for crisis and

strategic communication

• Consult with leadership• Fill requests for expert

sources & patients• Counsel patients &

families, handle consents • Escort cameras in

patient areas• Report PR results to

UMHS community

…and it’s all free!

UMHS Publicity VehiclesFor news media

• Press releases• Health Minute series (TV,

radio, print)• Pitch calls or e-mails• Response to inquiries• UMHS, UMMS, UMDC

web sites• External web sites and e-

mail lists

For other audiences• UMHS web sites• Bulletin, Star, E-News,

Applause!, M News Now• University Record• Medicine at Michigan• Advertising, brochures

(charges may apply)• Referring MD fax

(small charge)

When to contact PR staff• You have an interesting paper or abstract accepted• There’s breaking news on a topic in your specialty• You’re starting a unique or new clinical service• You need patients for a clinic or subjects for a trial• A company, journal, society, patient advocacy

group or patient contacts you about publicity• A reporter calls your office or e-mails you directly

– Let your support staff know they can run requests through PR first!

• You have an idea for a Health Minute feature story on a topic important to public health

How to handle bad news or crisis• First: Call or page PR staff for help and advice• Don’t panic or clam up (ask “Can I call you back?”)

• Put the best face on information, but don’t distort or omit key facts

• Try to understand reporter’s perspective, goals and time constraints

• Empathize with any expressed concerns• Refer reporter to other sources and

experts for context and balance

The End Result:Talking to reporters can be good for you!

• Better public/peer awareness of research results• Better public understanding of the importance of

depression research• Increased chance that your findings will have an

impact on future research or clinical practice• Visibility within UMHS, U-M & beyond• Clinical trial/patient recruitment• Funding agency/donor appreciation• Unexpected benefits!

How to contact UMHS PRCall: 647-1154 (Kara Gavin direct) or 764-2220 (if it’s urgent, ask to speak with my colleagues)

E-mail: kegavin@umich.edu (or Groupwise)Fax: 615-2169Page: 9554 (There’s a PR person on-call after hours & on weekends)

Submit events at: www.med.umich.edu/prmc/subform.htmFax broadcasts to referring MDs, and Telecare recordings for public calls: Lynn Bryant