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NPs in the Media Spotlight:

Preparing for Your Media InterviewKey Steps for Success!

R. Mimi Secor, MS, M.Ed, FNP-BC, FAANPUpton, Massachusetts

Mimi Secor, MS, M.Ed, FNP, FAANP FNP for 35 years specializing in Women’s Health Newton Wellesley ObGyn, Newton, Massachusetts Speaker, Consultant Inspiration in Women’s Health Award, NPWH, 2011

– Honorable mention Award winning NP Radio Host for ReachMD Inspiration in Women’s Health Award, 2011, NPWH Coauthor, The GYN Exam 2012, and Advanced Health

Assessment of Women: Skills and Procedures, Springer, 2010 Visiting Scholar, Boston College, School of Nursing Fellow in American Academy of Nurse Practitioners Owned a private practice for 12 years in Massachusetts (1984-96) Worked in Alaska for 7 years (1992-99)

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Secors in Alaska, Jan 2012

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Mimi Secor, MS, M.Ed, FNP, FAANP

Disclosure

Speaker for GenPath Laboratory

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Program Objectives:

1. Discuss how to secure media interviews, 5 minutes

2. Explain how to prepare for an interview, 25 mins

3. Describe do’s and don’ts of being interviewed, 25 mins

4. Discuss media “type specific” do’s and don’ts including radio, print and social media, 25 mins

NP Radio Host on

ReachMD

“Partners in Practice”

Co-hostLisa Dandrea Linnell PA

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Filming TV Promofor

NP Hosted ShowPhilip Gittelman: Film Director

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Speak Up, Speak Out:Who We Are, What We Do, How We Make a Difference

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Current Trends and OpportunitiesOur Time is NOW

Primary care expansion More positions More autonomy

CNM/NP/PA businesses, practices, consulting

More Specialties Higher pay $$$ Hospital based Acute Care Elder care, Home care Subspecialties; OAB etc.

Psych, Pain management Retail health Concierge care, cash pay Aesthetics, cosmetic care Wellness, prevention,

complementary Occupational “Coaching” More online/on call services EMR International expansion You name it!

“Nurse Practitioner Associates” 1984-1996Cambridge, Massachusetts:

Owned a private practice specializing in women’s health

Inspired by Jean Steele, NP in private practice w/ MD

Entrepreneurial business Clinical services Education for students, clinicians &

consumers Marketing & media work Health policy & legislative work

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NPACE 1980National Leader in Education

and Development of the NP Profession

Media Experience: Necessity is Mother of Invention

Newspaper:Boston GlobeBoston Herald Wall Street Journal

Magazines:Cosmo, Redbook, Bridal Guide

TV:People Are Talking

w/ Tom BergeronGood Morning America 1992

Radio: 2 ½ years live show in RI, AZ

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My Media Goals for TV, Radio, Print, Online

To educate the public about NPs

Enhance the NP image

Showcase how NPs are helping to meet the health care needs of our nation and the world

To “media coach” NPs

Filming at NPACEConference

Boston, Oct 201114

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How to Get a Media Interview? HOOK Resource to media, community, patients Comment on news, join your orgs “Pay it forward”

Be available! Prepared Positive Expert Articulate Thorough! Memorable (sound bites)

“Winging it”, That’s a Don’t…

DO... think about the outcome you want to create as a result of the interview.

What would make it worth the time and effort.

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“Rehearsing in Your Head”That’s a Don’t

DO... Rehearse with a video camera whether it's for TV, print, radio, or internet media.

There will be far more information to help you.

Much like videotaping a golf swing.

“Hope Interviewer Asks Great Questions”, That’s a Don’t!

DO... Write out answers you WISH you could say in the interview.

Then, try to SAY them.

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“Repeat What the Interviewer Says” - even if it makes you look bad:

That’s a don’t !

Do NOT repeat negative or inaccurate statements.

People can quote YOU as saying them!

Do, Help Your Interviewer!

DO... Go out of your way to make INTERVIEWER’S job easier

Makes THEM look better

Keeps THEIR audience happy

And YOU get asked back!

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Media Tips: General

Key message and 3 main points Practice “out loud” Trick questions

Say what YOU want to say! Sound bites = memorable

Return to your KEY points Summarize with a BANG!

Moose Attack in Alaska, January 2012

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Media Tips: General Speak slowly

Articulate

Try to avoid jargon

Breathe

SMILE

Drink room temp fluids only

Lip balm

Water

Tissue

Mints: avoid during interview

How to Get Quoted? Sound Bites Health care crisis “spinning out of control” “Perfect storm” of opportunity for NPs Shortage of PCPs “Tsunami of chronic disease”

Good news is.. 140,000 NPs “stepping up to the plate” helping to meet health care needs of our nation

NPs are unique because: Combine “best of nursing and medicine” NPs are the “Best kept secret” in health care

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Speak up, Speak out: WHO we are, WHAT we do, HOW we make a difference

Elevator Speech: NPs expert nurses Advanced degrees Examine, diagnose, prescribe

medications and treatments Minor to complex problems See Millions of pts. every day

Personalized, high quality, affordable care

Unique: Combine BEST of Nursing

and Medicine

Media Tips: Radio

Help host develop questions and Script: takes time Your answers: short, memorable, exciting! Bullets/key words only for actual interview notes Back / forth flow important Be available to host: HUGE PROBLEM !!!

For practice runs Practice on your own-verbally too Voice inflection, speak slowly! Bring ENERGY!!!!

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Media Tips: TV Look directly at the camera Relaxed smile 24/7 What to wear? Dress up, Not Down! Blue Avoid prints Powder your face If sitting - lean forward (avoid sitting) Hands, posture, stand sideways (thinner) Video tape practice Teleprompter: Key words only!

Media Tips: Print

SAY only what you want to SEE in print!

Preview draft before printed: RARELY HONORED

Don’t trust “this is off record”

Pray they get it right

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Media Tips: Social Media

Be careful what you post esp. personal Always be positive Blogs move you up in search engines Respond to blogs, etc. Key words help too Facebook professional page LinkedIn HARO.com: “Help a reporter out”

Think Like a Media Host

Think of Hot Topics, esp. in the Media Prepare an interview, be ready on short notice! Take some risks Step out of your comfort zone! HAVE FUN! Over prepare: Videotaping is BEST Practice, practice, practice – OUT LOUD FEAR: of the unknown, so get ALL the details

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Skate skiing in AlaskaJanuary 2012

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Media Strategies to Grow Your Practice

…AND enhance the image of the NP/PA professions

MediaTraditional: Print, radio, TVSocial Media: Internet, Twitter, Facebook, LinkedIn,

Blogs, You Tube, etc Local, Regional, National, International

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Bibliography and Resources

Jess Todtfeld - Media Coach www.successinmedia.com

Toastmasters www.NSA.com National Speakers Association

Gladwell, M. (2009). Outliers. Amazon Burestein, J. (2011). Spark; How Creativity

Works. Harper Collins: New York

Resources

barbaracphillips@gmail.com www.npbusiness.org www.nursepractitionerbusinessowner.com

SCORE: Service Corp of Retired Executives SBDC: Small Business Development Center Chamber of Commerce

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Program Objectives: Summary

1. Discuss how to secure media interviews, 5 minutes

2. Explain how to prepare for an interview, 25 minutes

3. Describe do’s and don’ts of being interviewed, 25 mins

4. Discuss media “type specific” do’s and don’ts including radio, print and social media, 25 minutes

From Best Kept Secret to Household WordSpeak up, Speak Out!

Who you are, what you do How you make a difference

You can do it I can help

Together We can spread the word About NPs !

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Thanks and Good Luck!

Questions Welcome

R. Mimi Secor, MS, M.Ed, FNP-BC, FAANP

WWW. MimiSecor.com

Twitter @mimisecorFacebook (my professional page)

LinkedIn, YouTubeBlog: MimiSecor NP