breakout a: communication and collaboration: work with the media to get your message out...

Breakout A: Communication and Collaboration:

Work with the media to get your message out Facilitators:

John Gordon Harold, MD, MACC, President-Elect, ACCVincent T. Covello, Ph.D., Director,

Center for Risk CommunicationBeth Casteel, Director, ACC Media Relations

Why You?• You are the Cardiology Expert.• The American College of Cardiology is the

pre-eminent source of information and education about cardiovascular disease in the World.

• You represent the College, collectively, and your colleagues separately as a Fellow of the ACC.

Your Message• Focus on three key messages.• Say most important message first.• Repeat your message using examples,

phrases, ordering.• Avoid jargon. Sound sincere and authoritative.• Be a good listener.• Know your audience.

Media 101

• Ask about the story angle.• Convert messages into sound

bites.• Analogies, bold action words,

emotions and examples make good sound bites.

• Reporters just want an interesting story.

Blocking and Bridging• “Blocking and bridging” is a technique to help

an interviewee stay on message• “Blocking” is when you acknowledge and

quickly answer the journalist’s question and then bridge to the key message you want to deliver

• “Block” by acknowledging and briefly addressing the question – then “Bridge” to the key message

• Don’t ignore or evade the question• Address the topic of the question

Flags and Bridges• Message points are safe havens.• “Flag” important information: – “The key point is….”

• Bridge to safe havens:– “But what’s really important here is…”– “What people should understand is…”– “Let’s look at the big picture…”–Context is your friend: “That’s not correct … Here’s

what we have right now …”

Islands in the Storm• Visualize main

message points as “islands” or safe havens.

• Block negative questions with simple bridges back to your islands.

• Stay dry!

Top Ten List1. Be Prepared2. Know Your Story3. Remember The Real Audience4. Be Proactive5. Use Flags and Bridges6. Turn Negatives Into Positives7. Say What You Don’t Know8. Avoid Medical Jargon9. Focus on Your Objectives10. Beware of Interview Traps

Difficult Conversations

Appropriate Use of Coronary Stenting

JULY 6, 2011

Heart Treatment Overused Study Finds Doctors Often Too Quick to Try Costly Procedures to Clear Arteries

Feds Probe HCA for Unnecessary StentingBy Chris Kaiser, Cardiology Editor, MedPage TodayPublished: August 07, 2012A Florida nurse's complaint has led to a federal probe of potentially unnecessary cardiac procedures at HCA Holdings, the largest for-profit hospital chain in the U.S., according to news reports. At Lawnwood Regional Medical Center in Fort Pierce, Florida, for example, about 1,200 cardiac catheterizations were deemed to be unnecessary, according to a report in the New York Times.

11.30.30 to to 22.97.97 (57)(57)11.1.1 to < to < 11.30.30 (47)(47)0.90.9 to < to < 11.10.10 (83)(83)00.75.75 to < to < 00.90.90 (51)(51)00.35.35 to < to < 00.75.75 (68)(68)Not PopulatedNot Populated

But is this Appropriate?Variation in rates of PCI - USA

Source: Dartmouth Atlas

Difficult Conversations

• Through a public-private partnership, the American College of Cardiology and the National Heart, Lung, and Blood Institute (NHLBI) have joined together to support women's heart health through The Heart Truth® Red Dress Collection℠ 2013 Fashion Show on February 6 as part of Fashion Week in New York City. With the support of the fashion industry, The Heart Truth will once again spotlight the Red Dress℠ as the issue's national symbol and prompt women to take action and protect their hearts.

• ACC is working with national consumer products companies to help deliver CardioSmart™ strategies for people with or at risk for heart disease.

• These companies have great expertise in understanding and communicating with consumers on a daily basis.

• On February 8, 2012 the Coca-Cola company engaged heart health supporters on Twitter by encouraging them to “donate” their tweets to women’s heart health programs and research. The response was overwhelming – with more than 30,000 re-tweets, #HeartTruth became a trending topic on Twitter and reached more than 20 million people.

Thank You