How to work with the Media

Communications Toolkit

How to work with the media

This How To guide offers basic tips on to help you engage with traditional news and broadcast media, such as news agencies, newspapers and magazines (hard copy and online), TV and radio.

The way the media operate varies from country to country. You may wish to contact friends in the communications business in your area to check out local practice or speak to the Press Office of your Psychoanalytical Society, if they have one.

If you gather any information about regional differences in relating to the media, please let us know so we can include it in updates to this guidance.

Please note:  This guidance is designed to help you communicate to the public as individual practitioners. 

Be careful not to communicate on behalf of or suggest you are representing the views of: - The International Psychoanalytical Association - Any Psychoanalytical Association, Society or Institute affiliated to the IPA (unless you have their written permission to do so).

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Why do it?

Psychoanalysis is often viewed as outdated, ineffective, too expensive and based on debunked theories.

The media is a powerful channel though which you can potentially reach a large audience to:  Address these concerns and  Highlight the benefits of psychoanalysis as a treatment as well as a unique understanding of the world we live in.

Fostering wider awareness and understanding of psychoanalysis in this way can also help lead to more students seeking careers in psychoanalysis and therefore a growing profession and a larger patient-base.

Many colleagues have found that having a media presence enhances their practice by building visibility and credibility.

What makes something newsworthy?

A first step when working with the news media is to know what journalists think of as newsworthy.

The essential criteria by which news are judged are:    

Is it new?

Is it unusual?

Is it interesting or significant?

Is it about people?

Other considerations that contribute to a story being newsworthy include:  Controversial - the media love to pitch interests against each other  Human interest - people want to hear about other people  An ongoing and important trend, e.g. gun violence in the U.S.  Impact - how does the news affect the audience?  Local - where is it happening?  Prominence - e.g. is the news connected to a celebrity or politician?  Novel - something strange or unique  Amusing or quirky - much social media comes from the inconsequential, funny things in life, and these are often picked up by the media

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Therefore, you need to think about how to frame your news or discussion to satisfy these journalistic criteria.

Building relationships with the media It is important to take time and effort if you want to build relationships with the media.

For example, you may want to connect with particular journalists on particular journals/ magazines who have shown an interest in the psychoanalytical perspective on issues.

Media relations can be both proactive and reactive:  Proactive - contacting the media, e.g. sending out press releases, pitching story ideas Reactive - responding to the news, acting as an expert commentator Remember:  You have to earn space in the media through the quality of what you can offer it.  It helps to get an understanding of the journalism profession, how journalists work and how media newsrooms operate.  Unlike self-driven communications (e.g. your own website, blog or social media), the media have editorial control of what content they choose to publish or transmit.

You have limited scope to influence this.

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How to contact the media

Develop a media contact list Media-conscious organisations have a press officer or team managing proactive and reactive media relations. They maintain databases of relevant media contacts and issue targeted press releases or media advisories according to the story and intended audience.

Press Release: a one to two-page document emailed to journalists for a specific news story.

A press release includes a headline, facts that answer the standard questions: who, what, where, when, how and why, quotes, background information and details of a contact person for more information. It should be written in ‘pyramid’ format, with the most important news information first. See more tips and examples .

Media Advisory/ Operational Note: a one-page alert, typically used to give advance notice of an event such as a news conference, public event or fundraiser, to which you want to invite the media. See examples here.

Remember: You are always representing yourself and your personal professional views, not your Society or the IPA. The only exceptions to this rule are if you are the President of a Society or if your Society’s Board has passed a position statement on a particular issue, in which case you can represent it as the official viewpoint of the Society.

Here are some ideas on how to develop your own media contact list or identify journalists with whom you want to develop a relationship:   

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When you see a story that has a psychological perspective, email or tweet the journalist saying you liked the story and introducing yourself.

You may meet and network with journalists at relevant events.

Keep track of who is reporting on issues you would like to be seen as an expert on.

Journalists may pick up on your profile and views through social media. See How to blog; How to use Twitter. This is one way you can become known as a potential expert to the media and increase your credibility.

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When to contact the media Contact the media when you have:  News to announce, e.g. a new book you’ve written (but do this in concert with your publisher), a new study or an upcoming event.  When you have a unique perspective on something newsworthy.

Tips for effective contact  

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Know what is newsworthy (see above).

Do your homework: - Know what the journalist covers, i.e. health, politics, education.

- Familiarize yourself with their style and news interests.

- Review the journalist’s Twitter profile and Google them to learn more.

Understand that journalists are busy, and work under pressure, constantly on deadlines.

Contact by email is usually the best option.

State clearly your area of expertise and why the journalist should want to interview you. (This can also be done by a third party, such as a press officer or committee chair at your Society).

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How to respond to media requests Journalists often contact experts directly for opinions, data and information.

If a journalist contacts you, here are some things to keep in mind:      

Ask what the story is about.

Schedule a later time for the interview, even if it’s 10 minutes later, to give you some time to prepare.

Don’t guess on facts. If you need to, tell the journalist you will get back to them with that information.

Ask if they can provide some sample questions or background information Ask for their deadline.

Prepare for the interview by writing several important you want to make and researching studies or relevant facts.

Developing talking points Talking points are the core message(s) you want to get across - the essence of what you want to communicate on a particular topic.

Creating talking points helps you stay focused during an interview on what you want to say and helps you avoid being rattled when a journalist asks tough or unexpected questions.

Here are some tips for developing talking points:       

Don’t develop too many: 5-7 key points are sufficient.

Keep talking points short - start with the main point, backed by a few supporting facts. Use the KISS method – Keep It Short and Simple.

Keep your statements positive and avoid using scientific jargon or terms.

Be specific and vivid Don’t fear repetition – it is acceptable to repeat the same word/phrase to make a point.

Use short examples, anecdotes, metaphors, analogies or comparisons to make your points resonate with the intended audience.

Write down and practise your talking points.

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Sound bites 

The media love a sound bite (a short sentence or phrase taken from the overall comments made). Taken out of context it can appear misleading or inaccurate.

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You can try to drop in your own sound bite (i.e. your talking point) but, ultimately, the media will edit your recorded comments as they see fit into a sound bite that they think sums up your position on the issue.

Tips for handling media interviews Here are some general tips to consider when taking part in any interview with the media:   

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Always ask the journalist to identify you as a psychoanalyst.

Use short words and simple sentences. Avoid scientific jargon and use images that the listener can picture.

Be assertive - in a pleasant way - so that the conversation centers on subjects you have expertise about. Although you may not have control over this – you always need to be flexible and courteous.

Listen carefully to the question. If you consider it difficult, pause before you answer.

If you don't understand a question, ask that it be repeated.

Be wary if you are joining with other experts representing other viewpoints, e.g. on a panel. The chairperson/ journalist will often prompt the interviewees to take strongly opposing views on an issue to create a sense of controversy.

Don't feel obliged to accept unfamiliar facts or figures. Use your time to set the record straight or present facts. You might say, "This is a common misconception.

Here's why..."

Deflect questions you do not wish to answer by introducing something else of interest. For example, you might say, “I agree this is important but what I feel is more important is…”

If the interview is recorded you can ask to answer again or re-phrase if you make a mistake.

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For radio interviews:  

If you are on a call-in programme, be prepared to respond to questions/ comments from the listening audience.

If it is an interview is conducted over the telephone, consider standing up in your office while doing the interview. This helps make you more energized and sound engaged.

For filmed interviews:   

Always look at the person interviewing you, not the camera (unless asked to do so).

Pay attention to posture and body language; make eye contact; smile and relax.

Wear professional attire: - For men: wear a suit and tie. More tips here.

- For women: avoid patterns and wearing red, black or white clothing. Avoid distracting jewellery. Pants/ trousers are recommended or skirts below the knee.

Don’t assume the TV station will provide make-up. More tips here.

Media relations and ethics The media love stories about celebrities or people in power behaving badly or in crisis, and may think psychoanalysts are in a perfect position to comment on this.

You should never be drawn to comment on the state of mind, presumed diagnosis or mental state of a public figure.

In the U.S., for example, it is unethical - and even illegal - to make a pronouncement about the motivation or inner state of a person you have not personally interviewed. Since you have not interviewed celebrities, don’t diagnose them.

One way to avoid overstepping this ethical boundary line is to limit your comments to the public reaction to the event.

See APsaA’s Position Statement on Providing Commentary on Public Figures for further thoughts and background on this complicated and nuanced issue.

And keep patient confidentiality in mind. It is easy to get caught up in the moment and give an example that actually violates confidentiality. See the IPA Ethics Code.

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Other ways to get into the media Letter to the editor Drafting a letter to the editor for the ‘Letters Page’ provides an opportunity to share your perspective on a particular topic currently in the news.

This website offers great advice and instructions for writing letters, increasing the likelihood that your letter is published. Letters to the editor must be written immediately in response to an article or event and meet the guidelines of the specific publication.

Op-Ed / Editorial / Guest Column Like a Letter to the Editor but longer, op-eds or guest columns provide an additional opportunity to share your perspective on a news item or controversial topic. Use the same principles about newsworthiness as listed above.

Here are more tips on writing op-eds, which also includes some email addresses for some international media outlets.

Wylie Tene with the Member Communication Services Committee November 2015

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