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Veterinary News Network Media Insider
April 19th, 2012
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Greetings!
 
Video cameraNext week will be a very busy week for your VNN staff.   We are heading back to Texas A&M in order to provide more detailed media information through our lectures AND also make sure that we have plenty of video footage to continue producing our monthly stories.

Don't worry...we will still be available via phone if you run into any media type of crisis or if you just needed to run an idea past us.   You can ALWAYS call Tom at 317-281-8658 or Dr. Jim at 719-963-6852 if you are in need of media advice.

But...just so I stay ahead of the curve...here are some reminders for upcoming events in May.   National Dog Bite Prevention week will be observed May 20-26th and May also sees the observances of Arthritis Awareness Month and Asthma and Allergy Awareness Month.  Use these ideas to think how you can tie in a pet related topic and then go reach out to your local media.   Just don't make the common mistakes that Dr. Jim outlines below!!


Animals, Veterinarians and VNN Members in the News   
In the seemingly never-ending debate over non-anesthetic teeth scaling in California,Newspaper Bundle Assembly Bill 2304 was reviewed by committee this past week.  The bill died right there in committee without a single yes vote.  I know that this is not the end of the line for this type of procedure, but it's good to know that we are making a difference in educating legislators and pet owners about the dangers.

The chicken jerky treat issue is yet another news story that shows up each and every week.  This week, an Illinois man has actually filed a lawsuit against Purina and Wal-Mart after his Pomeranian died.  This has the potential for becoming a class action lawsuit.   You might consider using our Messaging on this topic as staff and client education.  From the stories that continue to cross the wires each week, it seems that the general public is still somewhat unaware of the potential for danger.  One woman is now claiming she was offered a check for half of her veterinary bills in exchange for her silence.

The important thing to remember with the whole chicken jerky treat issue is that we NOT SPECULATE.  No contaminant or problem has been found with significant testing (yet) and the FDA continues to work towards resolving the issue.  I believe that you can use our messaging to inform and educate your clients without causing any sort of panic.

In an interesting story from the West Coast, Multnomah County Animal Services is testing zinc gluconate (Esterisol) on four dogs as a means of chemical sterilization.

Any easy way to keep up with important animal health or veterinary news is to "Like" our Veterinary News Network Facebook page.  Daily posts will help keep you up to date and recommendations for using VNN resources will occur routinely as well!  If you are more interested in a private setting to discuss media stories affecting the veterinary profession, join our VNN Linked In Group.

Dr. Jim Humphries and Taylor 2011
PublicityDon't Make These Mistakes When Reaching Out to Your Local Media!

Jim Humphries, BS, DVM, CVJ
President, Veterinary News Network
Founder, American Society of Veterinary Journalists.

As Tom has mentioned in several of our latest communications, there is a lot of potential for getting your story "on the air" during this time of year.  Between the return of many parasites, potential for severe weather and high profile legislation or court cases, you have a golden opportunity!  So. at the risk of ripping off David Letterman, here are the top 10 reasons your story pitch to a reporter or producer failed. If you don't find them funny, chances are you're guilty of one or more of these PR blunders.

10) YOU BEGIN YOUR PHONE CONVERSATION WITH A REPORTER BY SAYING, "NOW, ARE YOU THE GUY WHO IS ON CAMERA, OR ARE YOU BEHIND THE SCENES?"
Reporters have egos. TV reporters like to believe you tape their stories and show them to the kids. Newspaper reporters like to believe you cut out their articles and hang them on the fridge. Make them believe it. Don't pick up the phone until you know who you're going to be talking to.

9) THE HEADLINE ON YOUR NEWS RELEASE IS "MEDIA ADVISORY"
I don't know what PR books people are reading, but they certainly aren't written by people who have ever worked in a newsroom. Far too often the only phrase in big, bold letters is "PRESS RELEASE." We know it's a press release, you sent it to a newsroom! That's like going to the grocery store, looking for toilet paper and seeing on the package "TOILET PAPER" instead of "CHARMIN."

Since most folks in the newsroom are only going to read your headline and the first sentence of your news release, don't waste the space by emphasizing something that's already obvious. And don't forget that VNN is here to help you craft that perfect press release that gets a reporter's attention!

8) YOU BEGIN A PITCH WITH THE PHRASE; "WE'D LIKE YOU TO GIVE US SOME PUBLICITY"
Reporters aren't interested in giving publicity to people. They're interested in good news stories. If that story happens to cast positive publicity on an organization or company, so be it. But reporters bristle when they hear that and think, "My job is to find news, not do your PR!"

7) A REPORTER CALLS YOU FOR A STORY AND YOU SAY "CAN I CALL YOU BACK NEXT TUESDAY?"
We have had this exact thing happen during top news story research here at VNN.  When someone says that to me, I say to myself, "Next Tuesday? I won't even remember your name next Tuesday." News moves so fast these days, opportunities don't knock, they just wave at you as they are passing by.  Be available for that reporter or you might miss something big!

6) YOU SEND YOUR NEWS RELEASE TO SOMEONE WHO HAVEN'T WORKED IN THE NEWSROOM SINCE CARTER WAS PRESIDENT
Don't laugh. You'd be surprised at how many groups and organizations never update their mailing list.  And in many newsrooms that's an excuse to make another 3-point attempt at the trash can with your crumpled up press release.

5) YOU SEND US A NEWS RELEASE ON YOUR RIBBON CUTTING THE DAY AFTER THE WAR BREAKS OUT
If there is a major news story going on, postpone your event or realize that you aren't going to get publicity for it. It amazed me that in the days after the start of the war how many PR firms continued to send us news releases on stuff that had nothing to do with the war. When it's "All war all the time," it's senseless to try and compete.  This is another good reason for you to stay on top of your local, as well as national, events all the time.

4) YOU CALL A TV REPORTER MINUTES BEFORE AIRTIME AND ASK THEM IF THEY HAVE TIME TO TALK
Most of us would hang up on our own mother if she called just before airtime. Nuff said?

3) YOU OVERSELL A STORY
Don't tell us there are going to be 300 people there when you know you'll be lucky to get 30. Working with reporters for the first time is like setting up a blind date. You wouldn't tell your best friend that the person you're setting them up with looks like Tom Cruise when you know he looks like Tom Arnold, would you?

2) YOU SAY THE TWO UGLIEST WORDS EVER TO BE UTTERED TO A REPORTER-- "NO COMMENT"
Most people think that when a negative news story is happening, the words "no comment" will kill the story. The story just goes on without you. Trust me. It's better with your input than without.

1) YOU LIE
The truth always comes out. Just ask Bill Clinton. He spent two years dodging the Monica Lewinsky scandal and then finally had to admit that he actually did have sexual relations with that woman.  If you mess up, fess up. Tell the truth and get it over with.

There is still a lot of power in traditional media...don't let the glamor and glitz of the emerging web-based media blind you to some very realistic opportunities.

Until next time...

"Dr. Jim"

This is just one of more than 50 media training articles that can be found in the Media Training Articles library at MyVNN.com.
 
New at MyVNN.com

Last weekend we released a print only story on the potential for genetic disease testing in our pets.   I have been very impressed with the views this story is getting and this is certainly something that you can let your clients know about, even if you don't offer the service. 

On May 1st, we anticipate a new video release looking at the role physical therapy and rehabilitation can play in the recovery of pets from injury, surgery or just helping to keep them fit.  You might recall that we have done a rehabilitation story during the very first year VNN was in existence and it was extremely well received.  So...just imagine how nice this one will be with new HD video and updated information!!
ASVJ Logo American Society of Veterinary Journalists

Our organization designed with a goal of bringing professionalism back to journalism involving veterinary medicine and animal care is continuing to grow!!  Are you someone who should be credentialed as a Certified Veterinary Journalist or do you know someone who should be??

If you would like to know more about becoming a Certified Veterinary Journalist, visit http://asvj.org.  We highly encourage all VNN members to get their certification!
 

At VNN, we are here, 24/, to help you with your media needs.  Please don't hesitate to contact us whenever you need help!

Sincerely,

Thomas Dock
Managing Editor
719-445-7065
[email protected]

Dr. Jim Humphries
President and Founder
719-495-2100
[email protected]