BD Awarness Day June 20

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Bipolar Disorder Awareness Day Raising Awareness through Public Relations June 20, 2007

Today’s Agenda: 

Today’s Agenda A Crash Course in Public Relations About Bipolar Disorder Awareness Day Media Relations 101: How You Can Raise Awareness of BDAD Toolkit Overview

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What is Public Relations?

What is Public Relations?: 

What is Public Relations? Public relations is communication with the public to influence their attitudes & opinions in the interest of promoting a person, product or idea.

Value of Public Relations for Bipolar Disorder Awareness Day: 

Value of Public Relations for Bipolar Disorder Awareness Day Communicate key messages Generate awareness of: NAMI Mental Illness Awareness Week Bipolar Disorder Awareness Day Draw attendees to events Increase membership, volunteers, donations Editorial credibility

How Do You Do PR?: 

How Do You Do PR? Research, research, research Set objectives, target audiences Formulate a sound strategy; platform Develop a tactical plan bringing the strategy to life Monitor outcomes, refine approach

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About Bipolar Disorder Awareness Day

About Bipolar Disorder Awareness Day: 

About Bipolar Disorder Awareness Day Thursday of Mental Illness Awareness Week (MIAW): October 11, 2007 Opportunity for NAMI to raise public awareness of both “poles” of bipolar disorder - depression & mania Shape public commitment to early intervention & provision of effective treatments Supported by Abbott through an unrestricted, educational grant

Bipolar Disorder Awareness Day: Public Relations Goals: 

Bipolar Disorder Awareness Day: Public Relations Goals Increase awareness of bipolar disorder (including both mania & depression) Promote early detection & accurate diagnosis Reduce stigma Minimize the impact on those who live with this medical illness

How NAMI Affiliates Can Help: 

How NAMI Affiliates Can Help Make Bipolar Disorder Awareness Day an integral part of MIAW Use the MIAW/Bipolar Disorder Awareness Day Affiliate Toolkit tactics & materials for further support Information also available at www.nami.org/miaw

Be a Resource for the Media: 

Be a Resource for the Media NAMI chapter leaders are experts in mental illness Bipolar disorder - mania, depression; eating disorders, etc. NAMI National offers statistics, news Prevalence of mental health services available NAMI chapters can offer insight as local nonprofits Help the media find you -- Make sure your affiliate contact information is correct on the NAMI Web site!

Bipolar Disorder Awareness Day:2007 Theme: 

Bipolar Disorder Awareness Day: 2007 Theme Bipolar Opposites: Understanding the Balance Between Mania & Depression Bipolar disorder is a complex medical illness of the brain. People diagnosed with bipolar disorder experience alternating episodes of mania (severe highs), depression (severe lows) & mixed states which contain elements of both. Though often overlooked or misunderstood, mania can be just as destructive as depression. While someone experiencing an episode of mania may feel productive & self-confident, mania can also cause reckless decision-making that can have long-term consequences (financial, relationships, etc). Conversely, when depressed, people with bipolar disorder may experience a profoundly sad, irritable or 'flat' mood, losing interest in usual activities. Depression can also be physically debilitating, preventing a person with bipolar disorder from even getting out of bed. With accurate diagnosis & treatment, people with bipolar disorder can lead full & productive lives. Essential components of the treatment process for people living with bipolar disorder include medication, psychotherapy, support groups, & education about the illness.

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Media Relations 101

The Value of Media Relations: 

The Value of Media Relations Major tool for communicating messages to key audiences Create or maintain support among various stakeholders Opportunities to enhance image & reputation Vehicle to tell NAMI’s story

About the Media: 

About the Media Print Media Newspapers, magazines Editors vs. reporters Beat reporters Medical/health Lifestyle/features General assignment

About the Media: 

About the Media Television Networks: ABC, NBC, CBS, FOX, CNN Local Affiliates: KDFW-TV Dallas, KRON-TV San Francisco, WCBS-TV New York City News assignment editors, show producers, medical producers & reporters Public affairs programming

About the Media: 

About the Media Radio News directors, show producers Live vs. taped Public affairs programming

About the Media: 

About the Media Internet WebMD Local organizations, news outlets Non-profit organizations NAMI local affiliate Web sites

What is News?: 

What is News? Change Timeliness Impact Prominence Proximity Conflict The Unusual Currency

What Makes Healthcare News: 

What Makes Healthcare News How is the story presented Provide written news in a timely, clear manner Adapt to needs & style of specific outlets Translate scientific information to consumer-friendly Highlight relevance, answer “why is this important?” Third party expert to offer credibility Researcher, author, academic / research institution, non-profit organization, government body Personal anecdote First-person account brings emotion to story Related to current hot topic

PR Perspectives on Media: 

PR Perspectives on Media When it comes to media, public relations initiatives typically fall into three categories: Announcing the news when you have something to say Making news when you need something to say Responding to news when someone else is saying, or likely to be saying something, about you or your area of expertise

Reporters are:: 

Reporters are: Curious Deadline-driven Have space to fill

Media Relations: A Step-by-Step Guide: 

Media Relations: A Step-by-Step Guide Key messages Packaging the story Media list Press materials The “pitch” The preparation The interview The follow up

Step 1: Prepare Key Messages : 

Step 1: Prepare Key Messages Message Checklist Who am I trying to reach? What do I want them to remember? What is the audience concerned about? Are my messages understandable? Would I be persuaded… if I didn’t know what I already know?

Step 1: Prepare Key Messages: 

Step 1: Prepare Key Messages The NAMI Identity Guide – A Great Resource! Ensures consistency of message across chapters & national efforts Outlines the most appropriate language to use in talking about mental illness, treatment plan Available at www.nami.org/identity

Step 1: Prepare Key Messages: 

Step 1: Prepare Key Messages Messages should be strategic Be concise, simple, straightforward Use positive words & memorable quotes It’s all about the “sound bite” Know & rehearse 2-4 key messages

Sample Key Messages: 

Sample Key Messages Bipolar disorder is a medical illness that causes extreme shifts in mood, energy, & functioning. Bipolar disorder is characterized by recurring episodes of mania (severe highs), depression (severe lows) & mixed states which contain elements of both. Over 10 million people in America have bipolar disorder, & the illness affects men & women equally.

Sample Key Messages: 

Sample Key Messages If mania & depression are left untreated, people with bipolar disorder are at great risk for suicide, substance abuse, incarceration, & other harmful consequences. The mortality rate for people with untreated bipolar disorder is higher than it is for most types of heart disease & many types of cancer. Approximately 40% of people with untreated bipolar disorder abuse alcohol or drugs.

Sample Key Messages: 

Sample Key Messages Bipolar disorder is a treatable & manageable illness. After accurate diagnosis, most people with bipolar disorder can achieve an optimal level of wellness. Essential components of the treatment process for people living with bipolar disorder include medication, psychotherapy, support groups, & education about the illness. 80 – 90% of people with bipolar disorder can be treated effectively with medication & psychotherapy. With accurate diagnosis & treatment, people with bipolar disorder have better treatment success rates (80%) than people with heart disease (45%).

Sample Key Messages: 

Sample Key Messages October 11, 2007 marks the fifth annual Bipolar Disorder Awareness Day. Part of NAMI’s Mental Illness Awareness Week Aims to increase public commitment to early intervention & provision of effective treatments Bipolar Disorder Awareness Day is sponsored by Abbott through an unrestricted, educational grant For more information, go to www.nami.org/miaw

Step 2: “Packaging” Your Story/Angle: 

Step 2: “Packaging” Your Story/Angle Make your story local! Local spokespeople (people with mental illness, NAMI representatives, physicians) Local events, trends Use national news/trends & create local tie National survey results/statistics Human interest angle (e.g., patient story)

Step 3: Creating Your Media List: 

Step 3: Creating Your Media List Create an accurate list of local news outlets Newspapers, TV networks, radio stations Identify most appropriate contact Print: medical reporter, features/lifestyle editor TV: news assignment editor, health/medical reporter or producer Radio: news director

Step 3: Creating Your Media List: 

Step 3: Creating Your Media List Resources Search Internet Call media outlets Track reporters of relevant newspaper articles Consult Bacon’s MediaSource books (available in your library)

Step 4: Create Your Media Materials: 

Step 4: Create Your Media Materials Localize templates Press release Media alert Use fact sheets Bipolar disorder fact sheet Create pitch letter Introduce NAMI, Bipolar Disorder Awareness Day, & the story angle Develop bios for local spokespeople

Step 5: “Pitching” the Media: 

Step 5: “Pitching” the Media Most “cold call” pitches begin with an email, followed by a phone call Start with a pitch letter or “save the date” card Send press materials to the media (email, fax, mail) Follow up via phone Prepare yourself to answer reporters’ questions by establishing key messages, reviewing possible questions Offer interview with local spokesperson

Step 5: “Pitching” the Media: 

Step 5: “Pitching” the Media Remember: Be brief, quickly provide who, what, where, when, & why this story will be of interest to their audience Respect “deadlines” – typically, a reporter will have limited time in the late afternoon Call before 3 p.m. – stories filed in late afternoon If they’re busy, ask when is a good time to call back Like everyone, reporters enjoy positive “feedback” about their work – a brief email about a particular story could help “open the door”

Step 6: Prepare Your Spokesperson: 

Step 6: Prepare Your Spokesperson Value of Spokespeople: Provide expertise Local NAMI leaders, physicians Localize a story, event Local residents with mental illness Communicate key messages Generate awareness of NAMI

Step 6: Prepare Your Spokesperson: 

Step 6: Prepare Your Spokesperson Interviewee’s “Bill of Rights” Know what the story is about Know the topic Help define the agenda Know how long the interview will take Know if the story will be used & when Know whether you will be quoted Know if the interview is live or taped Know your interviewer Ask questions Receive courteous treatment

Step 6: Prepare Your Spokesperson: 

Step 6: Prepare Your Spokesperson Create a “Q&A” list Conduct a mock interview to prepare them to answer questions candidly Provide talking points to ensure consistent messaging

Key to a Successful Interview: 

Key to a Successful Interview It’s a PRESENTATION… not a CONVERSATION

Tips for a Successful Interview: 

Tips for a Successful Interview Brainstorm potential questions in advance You can typically guess 95% of what will be asked Practice in advance Set an agenda Know what you want out of interview, steer discussion appropriately Keep your messages concise, back them up with proof points, & repeat as appropriate

Tips for a Successful Interview: 

Tips for a Successful Interview To ensure message delivery, remember bridging & flagging: Bridging: A = Q + 1 Flagging: “What’s most important is…”, “The thing I really want to emphasize…”, etc Time is your friend and foe: Listen to questions No need to rush Don’t over-answer Remind your spokesperson – Be Yourself!

Step 7: Follow Up: 

Step 7: Follow Up Thank the reporter for time, interest Communicate NAMI’s expertise Establish a long-term relationship Watch for the story to run, make copies

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Your MIAW/BDAD Affiliate Toolkit

Your MIAW/BDAD Affiliate Toolkit: 

Your MIAW/BDAD Affiliate Toolkit Includes tactics & supporting materials to help you bring Bipolar Disorder Awareness Day (BDAD) to your community Materials request form Sample mayoral proclamation & intro letter Local press release template Local media alert template Bipolar disorder fact sheet Feedback form

Tactic #1: Display Posters, Brochures & Pins: 

Tactic #1: Display Posters, Brochures & Pins Order BDAD posters, brochures, pins from NAMI National Submit materials request form by September 11th Display posters in high-traffic areas within the community Hospitals, libraries, churches, schools Distribute pins for NAMI representatives, family, associates to wear on Oct 11th

Tactic #2: Secure a Mayoral Proclamation: 

Tactic #2: Secure a Mayoral Proclamation Call your local city hall to find out the appropriate contact person, procedure & deadline Use the sample proclamation & letter provided in the Affiliate Toolkit

Tactic #3: Host Educational Seminars: 

Tactic #3: Host Educational Seminars Host seminars to educate your community on the unintended consequences of mental illness Suggested speakers include: Local law enforcement official Emergency department physician Host event at a local hospital, library, church or high school/college Use the materials provided in the BDAD Affiliate Toolkit to publicize your event

Tactic #3: Publicize your seminars: 

Tactic #3: Publicize your seminars Order the event-specific posters from NAMI National Write in the dates, times & locations of your events Post in high-traffic areas within your community

Tactic #3: Publicize your seminars: 

Tactic #3: Publicize your seminars Use the media alert or press release template provided in the Affiliate Toolkit to develop a press announcement Submit announcement to local media & request your event be included in the local calendar listings Personally invite local media to attend & cover your event

Tactic #4: Conduct local media outreach: 

Tactic #4: Conduct local media outreach Secure a spokesperson for your media interviews Use the media alert or press release template provided in the Affiliate Toolkit to develop a press announcement Include reason for the interviews, specifics on your spokesperson & his/her availability

Tactic #4: Conduct local media outreach: 

Tactic #4: Conduct local media outreach Submit press release to local media Follow up with your media contacts via phone to secure the press interview Provide media contacts & spokespeople with the press release & bipolar fact sheet prior to interview Prepare spokesperson for interview Follow up after interview Continue relationship to secure expert position

Next steps: 

Next steps Toolkits soon to be available at www.nami.org/miaw Materials request form due to NAMI National by SEPTEMBER 11th Questions? Email miaw@nami.org

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Questions?