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Bipolar Disorder Awareness Day

Raising Awareness through Public Relations

June 20, 2007

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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?

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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.

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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?

• 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

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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

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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

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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

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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!

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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

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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

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About the Media

• Print Media• Newspapers, magazines • Editors vs. reporters• Beat reporters

• Medical/health• Lifestyle/features• General assignment

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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

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About the Media

• Radio• News directors, show producers• Live vs. taped • Public affairs programming

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About the Media

• Internet• WebMD• Local organizations, news outlets• Non-profit organizations• NAMI local affiliate Web sites

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What is News?

• Change• Timeliness• Impact• Prominence

• Proximity• Conflict• The Unusual• Currency

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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

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

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Reporters are:

• Curious

• Deadline-driven

• Have space to fill

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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

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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?

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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

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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

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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.

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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.

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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%).

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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

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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)

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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

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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)

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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

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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

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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”

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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

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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

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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

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Key to a Successful Interview

• It’s a PRESENTATION…

not a CONVERSATION

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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

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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!

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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?