Stay calm while dealing with the media

By Tina L. Pugliese, APR, Pugliese Public Relations

tina puglieseOne of my former clients, a national medical specialty association, holds an annual meeting where physicians present the results of their research.  Two months before one of these meetings was to take place, a national uproar erupted when The Chicago Tribune reported that a physician who participated in one study had fabricated patient data.  The past president of the association was the lead researcher in charge of this study.

Because the meeting attracted almost 100 journalists — both print and electronic — from around the country, we feared that this negative story might overshadow the meeting.  We developed a crisis strategy.

During the meeting, a reporter from a national news magazine appeared with a camera crew and asked to interview the past president on the clinical trial results.  A physician, who was the chairman of the association’s public relations committee, became involved in a discussion with this reporter.  The reporter made an off-hand remark that provoked the physician.

The situation quickly escalated.  I attempted to disengage the physician, but he was reluctant to leave.  Meanwhile, the camera was rolling.  The physician was unaware of this until it was too late.  Had this event been featured on the weekly news magazine, it would have made both the PR chair and the association look foolish.

I took the reporter aside and asked him if we could discuss the matter off camera and he agreed.  Another member of our PR team escorted the physician back to the meeting.

The reporter agreed not to use film footage of the argument with the physician if we could arrange for a short interview with the association’s past president regarding the study.  We agreed, and the reporter was satisfied.

It is critical to remain calm when dealing with the media.  Remember, they always have the last word.

Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual — A Guide for Entrepreneurs.  She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com.  Her web site is www.PugliesePR.com

Article excerpted from e-book, Public Relations Manual — A Guide for Entrepreneurs, by Tina L. Pugliese, APR.

 

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