COMMUNICATIONS

Embracing the Pandemic’s Changes to Health Care Media Relations and News Gathering
Using a statistically-based media training model as a tool to prepare spokespeople will help health care communicators navigate the new era of virtual journalism.

Metallic speech, pixelated screens and poorly lit rooms — familiar and acceptable scenes of broadcast media footage in a post-pandemic world. Like many workplaces during the COVID-19 pandemic, media organizations shifted to a remote model, embracing virtual meeting technology like Zoom and other video chat programs to interview spokespeople, gather research and produce news stories from their homes. While the general public adjusted well to low quality video interviews during stay-at-home orders and after, there still remains best practices for delivering news on screen.

“Virtual Zoom interviews may be the biggest change to journalism since digital video changed it 20 years ago,” said leading media trainer Russ Rhea, founder of Predictive Media Network and a former broadcast journalist. Rhea and his team trained providers and executives from health care organizations like Baylor Scott & White Health in Dallas and Ascension Seton in Austin, Texas. “While Zoom has its advantages, there are still pitfalls to avoid.” 

The Predictive Interviewing Model
Health care public relations and communications teams are now navigating a new dynamic in using digital broadcast tools to participate in media coverage. Providers, health care executives and other experts are also adjusting to the lesser polished way of going on record. Keeping spokespeople comfortable while aligning with the new needs and wants of journalists can help establish positive relationships, and position health care organizations as a trusted resource in their local communities.

To confront the changes brought on by the pandemic, Rhea’s organization is conducting a survey of newsrooms nationwide to gauge the long-term impact to news gathering and how it could change the way communications and public relations professionals work with the media. The firm also worked with a research partner to analyze more than 500 media interviews. The results showed that reporters have a predictable pattern to asking interview questions, including six common question types they tend to ask.

“It is the only statistically-based media training model that helps spokespeople better anticipate questions and craft messages,” says Rhea. “It demystifies the experience and gives a process to go through in answering media questions so [spokespeople] feel more confident and prepared.”

The Predictive Interviewing Model is a trademark of Predictive Media Network.

Participants of the recent newsroom survey provided data on what news organizations now prioritize and what to avoid on Zoom interviews. For example, quick tips like avoiding back lighting, keeping computer or webcams at eye level and keeping minimal space above the head on screen is recommended.

“With Zoom interviews, are reporters less inclined to interview people who tend to use virtual keyed backgrounds? How many interviews will media plan to do virtually post pandemic? Answers to these questions, among others, will help shape the future of media relations.”

Adam Bagni, communications director at Wentworth-Douglass Hospital in Dover, New Hampshire, and also a former journalist, will join Rhea in presenting the Predictive Interviewing Model in a preconference workshop at SHSMD Connections 2021 in San Antonio, Texas, September 19.

Bagni shared how the model helps hospitals and health systems anticipate patterned questions from reporters and suggests offering high level answers.

“Think what the average Joe would want to know,” said Bagni. “Reporters typically ask questions at a high level, so thinking what a novice might be interested in can help your organization prepare for incoming questions, whether positive or negative. You may get into nuance with a reporter, but make sure you are prepared with broad catchy quotations. Sometimes emotional statements can be a hard-hitting quote —think about making a sound bite. Trap questions — if you are anticipating negative questions, be ready to pivot on talking points. Always think broadly. Always try to craft your messages as high level as you can.”

Rhea adds that going through a step-by-step process to condense and simplify messages with spokespeople helps them prepare for tough questions and strategize when and how to share key messages on behalf of their health care organizations.

“If you have more than something that is going to fit with bullet points on a piece of paper going into an interview, that is too much information that you want to convey, particularly for a broadcast interview,” said Rhea. “Set up interviews with a key theme in answering the first question. It’s good to have a few anecdotal stories as back up to hit on, bridge with a 'gotcha' question, and have a strategy in place for [journalist’s] final question, which is usually, ‘Anything you’d like to add?’.”

Bagni, who was a broadcast journalist for 13 years, said answering a final open-ended question proactively can be pivotal for gaining air time.

“Asking that last question — ‘Anything you’d like to add?’ — gave me some of the best soundbites of my career. It is the final opportunity for you to get a final thought across. If you are worried that last question won’t come, don’t be afraid to pivot right into.”

Rhea and Bagni suggest doing a dry run when coaching executives and medical experts ahead of interviews.

“Do not be afraid to practice, especially on a sensitive issue,” said Bagni. Practice with a spokesperson will go a long way in helping people feel comfortable. Coaching people to feel natural and genuine is key. If you don’t want to answer a question, just pivot. Pivot to what you feel comfortable talking about, and most times reporters will move on even after a second attempt.

The Post Pandemic Future of Media Relations
As COVID-19 vaccinations increase across the country, the question remains if a virtual, more informal way of interviewing is here to stay. Bagni predicts video chat interviews will continue to be the norm and that it may even benefit health care organizations.

“Zoom interviews present a huge opportunity for health care organizations who can get spokespeople to respond to media requests in an pinch,” said Bagni. “Doctors can sit in front of a computer for 15 minutes even though they are busy. If it’s hard to get a camera crew to a hospital, we can do Zoom. We can also give live expert advice for breaking news.”

Bagni also notes virtual interviews gave his health system more earned media opportunities during the pandemic.

“At Wentworth-Douglass, we have really established ourselves as a go-to local source now for expert health information in New Hampshire. Zoom has helped push that to the forefront. When you are in the media consistently, not just paid ads, but in an earned way, that really establishes your organization as a trusted messenger in the community.”

In light of COVID-19 and variants of concern, public health remains the cornerstone of news today, making journalists more inclined to connect with hospitals and health systems.

Public health has been a big deal for news rooms, but the pandemic has prioritized it more. So it is a huge opportunity for health care organizations. Reporters working remotely are now more receptive to pitches when you can also provide visual content and are more open to accepting outside content.

Rhea recommends hospitals and health systems stay ahead of the curve by investing in equipment for Zoom interviews to enhance the quality of b-roll, like clip-on USB mics or portable LED lights.

“We are big on simple, easy-to-implement things that will enhance media relations efforts, not only to increase PR coverage, but also to make spokespeople more comfortable and confident so they are more willing to do interviews,” said Rhea.

Moving forward, hospitals and health systems should approach the new form of video chat interviews like giving a presentation. In the end, establishing good relationships with media will showcase health care organizations’ expertise in important local health matters.

“Earned media is valuable and powerful and important,” said Bagni. “It is a great way to promote public health initiatives and boost internal morale. Make yourself the go-to health care organization for health care media in your market.”

Register today for Russ and Adam’s in-person workshop at SHSMD Connections 2021 taking place in San Antonio, Texas, Sept. 19.

 

This article features interviews with:

Adam Bagni
Director, Communications & Community Relations
Wentworth-Douglass Hospital
Dover, New Hampshire

Russ Rhea
Founder
Predictive Media Network
Austin, Texas