Media Basics
Talking With The Media
Raising public awareness of and sharing education about midwifery, its benefits, and its accessibility (or lack thereof) is one of the goals of Nebraska Friends of Midwives. Being featured, as a representative of NFOM or as a private, concerned citizen in a news story online, in the newspaper, on television, or on the radio is one way to reach both specific segments and a broad spectrum of the public in large numbers.
When unaccustomed to interactions with members of the media the opportunity can elicit feelings ranging from excitement and hope to vulnerability and cynicism. Regardless of one's individual response, there are important things to remember when considering whether or not to become the subject of a media interview.
Although there are many helpful suggestions on this page, rule number one is: Remember that the press is not "with us.” Reporters just want interesting stories that sell, and to cover the news. Generally an effort is made by journalists to present stories in a balanced, unbiased manner, with information and opinions from both or multiple sides. A friendly interaction with a journalist does not guarantee a media piece friendly to the cause. Despite a midwifery supporter's sincere desire to share a positive experience or "to get the word out" it is important to remember the public and permanent venue, the considerable lack of control over the end product, to think carefully about possible implications of sharing, and to prepare in advance for interviews.
When unaccustomed to interactions with members of the media the opportunity can elicit feelings ranging from excitement and hope to vulnerability and cynicism. Regardless of one's individual response, there are important things to remember when considering whether or not to become the subject of a media interview.
Although there are many helpful suggestions on this page, rule number one is: Remember that the press is not "with us.” Reporters just want interesting stories that sell, and to cover the news. Generally an effort is made by journalists to present stories in a balanced, unbiased manner, with information and opinions from both or multiple sides. A friendly interaction with a journalist does not guarantee a media piece friendly to the cause. Despite a midwifery supporter's sincere desire to share a positive experience or "to get the word out" it is important to remember the public and permanent venue, the considerable lack of control over the end product, to think carefully about possible implications of sharing, and to prepare in advance for interviews.
Sharing Names
Speaking about others with the media always requires extra thought and care. Especially delicate is the situation surrounding direct entry midwifery in Nebraska.
In the photos and status updates shared in social media by mothers who have given birth in their Nebraska homes with the support of direct entry midwives, the keen observer sees that the attending midwives are conspicuous in the absence of their images and names. The care providers attending births in Nebraska hospitals can be found in online images with new parents, and lauded by name, but not the Nebraska DEM. That is because those in the home birthing community know that sharing identifiable information about a midwife attending home birth in Nebraska can draw the attention of the Department of Health and Human Services and possibly increase the risk of legal prosecution.
Even more protective is the home birth community with names and personal information about DEMs in Nebraska when it comes to speaking with a public media source.
Also important to remember is the possibility of defamation. It is critical to be accurate in statements, and clear about what is offered as opinion and what is offered as fact. Not naming names of individuals and entities (unless simply stating so-and-so might be a good contact, or relating other previously published or public knowledge) are good ways to avoid this legal nightmare.
Sometimes, despite best efforts, individuals find themselves subjected to SLAPP suits- filed in order to discourage citizens from participating and having a voice in important public matters. The transcript of "SLAPP Back", Nazanin Rafsanjani's On the Media interview about the subject, is available online. Some homeowner insurance policies provide coverage for legal defense against such a suit- it is easy to find out specific provisions and limitations with a simple phone call.
This general information is for educational purposes only. Please consult an attorney for legal advise.
In the photos and status updates shared in social media by mothers who have given birth in their Nebraska homes with the support of direct entry midwives, the keen observer sees that the attending midwives are conspicuous in the absence of their images and names. The care providers attending births in Nebraska hospitals can be found in online images with new parents, and lauded by name, but not the Nebraska DEM. That is because those in the home birthing community know that sharing identifiable information about a midwife attending home birth in Nebraska can draw the attention of the Department of Health and Human Services and possibly increase the risk of legal prosecution.
Even more protective is the home birth community with names and personal information about DEMs in Nebraska when it comes to speaking with a public media source.
Also important to remember is the possibility of defamation. It is critical to be accurate in statements, and clear about what is offered as opinion and what is offered as fact. Not naming names of individuals and entities (unless simply stating so-and-so might be a good contact, or relating other previously published or public knowledge) are good ways to avoid this legal nightmare.
Sometimes, despite best efforts, individuals find themselves subjected to SLAPP suits- filed in order to discourage citizens from participating and having a voice in important public matters. The transcript of "SLAPP Back", Nazanin Rafsanjani's On the Media interview about the subject, is available online. Some homeowner insurance policies provide coverage for legal defense against such a suit- it is easy to find out specific provisions and limitations with a simple phone call.
This general information is for educational purposes only. Please consult an attorney for legal advise.
Cautionary Tale
While interactions can go smoothly resulting in newspaper articles, radio interviews, or television spots communicating what subjects intend, sometimes the published results do not convey what a subject had hoped. One such real life cautionary tale occurred in 2009 in the Midwest.
In an effort to raise awareness about the home birth plight in Nebraska a mother from a neighboring state agreed to be the subject of a feature news story. Through her midwife she was contacted by a reporter and photographer interested in attending the home birth of her child. In negotiating terms of the attendance of the journalists and the family's willingness to participate in the story, the mother and her husband reached what they understood to be a verbal agreement with the media representatives regarding specific, limited photograph permission, and a thank-you gift of the images from the birth.
The baby was born at home that summer without a hitch; both the reporter and the photographer in attendance were quiet and unobtrusive throughout. Before publication of the story, the mother was contacted to help select images for the story, as per the standing arrangement. It was at this meeting she discovered that the agreement she thought they had reached together had not been respected. The mother felt pressure to allow the publication of graphic images of the birth she had understood were not to have been captured at all. Additionally, although she had understood she would be granted the right to approve the use of any images, not all of those eventually published received her okay.
Despite the mother's efforts to assert her wishes, the final selection published showed more of the mother's body than her personal standard of modesty and position in her community permitted. While happy with the work of the reporter, the situation with the images has been a source of stress, embarrassment, and regret for the mother. And while she very much wishes she had not permitted the media to attend her baby's birth, she is willing to share her story in hopes that others will be informed by her experience.
In an effort to raise awareness about the home birth plight in Nebraska a mother from a neighboring state agreed to be the subject of a feature news story. Through her midwife she was contacted by a reporter and photographer interested in attending the home birth of her child. In negotiating terms of the attendance of the journalists and the family's willingness to participate in the story, the mother and her husband reached what they understood to be a verbal agreement with the media representatives regarding specific, limited photograph permission, and a thank-you gift of the images from the birth.
The baby was born at home that summer without a hitch; both the reporter and the photographer in attendance were quiet and unobtrusive throughout. Before publication of the story, the mother was contacted to help select images for the story, as per the standing arrangement. It was at this meeting she discovered that the agreement she thought they had reached together had not been respected. The mother felt pressure to allow the publication of graphic images of the birth she had understood were not to have been captured at all. Additionally, although she had understood she would be granted the right to approve the use of any images, not all of those eventually published received her okay.
Despite the mother's efforts to assert her wishes, the final selection published showed more of the mother's body than her personal standard of modesty and position in her community permitted. While happy with the work of the reporter, the situation with the images has been a source of stress, embarrassment, and regret for the mother. And while she very much wishes she had not permitted the media to attend her baby's birth, she is willing to share her story in hopes that others will be informed by her experience.
Top Ten (okay, sixteen) Tips
Not scared away yet? If you are still reading, you could very-well be a good candidate for sharing publicly about midwifery. These suggestions are intended to help you create positive interactions with members of the media.
1. Remember that the press is not "on our side" or "with us". Members of the media just want good stories and to cover the news. The obligation of the press is to report, and to sell papers, not promote a cause.
2. Find out what the reporter already knows about the subject, and who else is being interviewed. (You are not looking for names, but rather categories: a physician, a member of the Health and Human Services committee, a couple from Colorado that had a home birth with a CNM, etc.) Remember that reporters generally work on multiple stories simultaneously, and may have very little frame of reference for your efforts or the information you share.
3. In a scheduled interview (as opposed to impromptu, on the spot) it is fine to ask the reporter what questions will be asked so you can begin thinking through your answers. This will provide the opportunity to gather any needed facts and information.
4. Be absolutely accurate. It is fine to take a moment, breathe, and collect your thoughts. Don't guess. If you don't know, say "I don't know." If you can find out the information provide it later, before the reporter's deadline.
5. Plan ahead. Figure out in advance what you want to tell people and whom you want to tell. Use talking points (see below), and consider the audience. Practice the important art of bridging (see the bridge up to the left?), and stick to your subject.
6. If you don’t say it, the information or quote can't be attributed to you. If you don't share the information, it can't be published (this covers the good, bad, and ugly)- unless the journalist finds it elsewhere.You must share the information you want to share, or the media can't report it.
7. Don’t let a reporter put words in your mouth. This might sound like, "Would you say that [fill in the blank]?" Do try to be as open, honest and friendly as possible. Refrain from speculating and stay away from conjecture. If you don't know, say so.
8. Avoid being defensive. Saying “no comment” can suggest guilt or concealment. Explain calmly why you can’t or won’t answer the question. "I can't answer that kind of question because I am not a midwife/attorney, or I am otherwise without that information." Or , "I can't answer that question because it is too personal and not something I want to share with everyone." Or, "Our organization has a policy not to comment about..." There is no obligation to answer a reporter’s questions.
9. Get any important arrangements in writing. Read anything you sign. The media has broad license to publish under the heading of "news", and media groups often has a large legal team. Ask questions such as "Who owns the copyright to digital images captured of me/my family/my baby, and what can that person/entity legally do with them in addition to publishing them in for this story? Who will view and make selections of the digital images?" and, "Can you use information and quotes from this interview in another story even if it is not published in this story?" Ask about anything that concerns you, but do not expect to read or approve anything, other than quotes attributed to you, in advance of publication except in a limited fashion, under unusual circumstances.
10. It is fine to let the journalist know that you are willing to talk for a specified amount of time, and to hold to it.
11. Be clear about for whom you are speaking. Are you speaking on your own behalf, that of a community, or an organization? If you are representing anyone other than yourself be certain that your message is in line with that of the group. Be clear that you are speaking only for yourself if it could be misunderstood otherwise.
12. There is no such thing as “off the record” when you are speaking with a reporter.
13. Steer clear of jargon that only those already familiar with the issue will understand. Acronyms like DEM, CNM ACNM, NARM, EFM, NCB, VBAC, TOLAC, and FTP are lost on the general public. Use every day words like directed pushing and contractions rather than terms like purple pushing or surges so that everyone understands your message.
14. Be concise. Much like square footage on a cruise ship or in downtown New York, space is a premium commodity in any story. Newspaper article space is limited, radio and television time is limited. Even blog entries and podcasts won't go on forever. Speak slowly, but skip complicated, drawn-out answers. State that something has many reasons, perspectives, or factors, and move on. Allow for the possibility of a follow-up question.
15. Have a short, colorful, interesting, original quip up your sleeve that you have considered and prepared in advance. Reporters are on the alert for unique, quotable bits of material. On the flipside, if you do not wish to be quoted, provide dry, general information.
16. If a reporter makes a major mistake, contact the reporter to ask for a correction. If necessary contact the editor. Requests for corrections are common, and not a bad or demanding thing. If the mistake is minor, it may be better not to bother. Reporters appreciate thank-yous for well-done stories, and for drawing attention to issues.
1. Remember that the press is not "on our side" or "with us". Members of the media just want good stories and to cover the news. The obligation of the press is to report, and to sell papers, not promote a cause.
2. Find out what the reporter already knows about the subject, and who else is being interviewed. (You are not looking for names, but rather categories: a physician, a member of the Health and Human Services committee, a couple from Colorado that had a home birth with a CNM, etc.) Remember that reporters generally work on multiple stories simultaneously, and may have very little frame of reference for your efforts or the information you share.
3. In a scheduled interview (as opposed to impromptu, on the spot) it is fine to ask the reporter what questions will be asked so you can begin thinking through your answers. This will provide the opportunity to gather any needed facts and information.
4. Be absolutely accurate. It is fine to take a moment, breathe, and collect your thoughts. Don't guess. If you don't know, say "I don't know." If you can find out the information provide it later, before the reporter's deadline.
5. Plan ahead. Figure out in advance what you want to tell people and whom you want to tell. Use talking points (see below), and consider the audience. Practice the important art of bridging (see the bridge up to the left?), and stick to your subject.
6. If you don’t say it, the information or quote can't be attributed to you. If you don't share the information, it can't be published (this covers the good, bad, and ugly)- unless the journalist finds it elsewhere.You must share the information you want to share, or the media can't report it.
7. Don’t let a reporter put words in your mouth. This might sound like, "Would you say that [fill in the blank]?" Do try to be as open, honest and friendly as possible. Refrain from speculating and stay away from conjecture. If you don't know, say so.
8. Avoid being defensive. Saying “no comment” can suggest guilt or concealment. Explain calmly why you can’t or won’t answer the question. "I can't answer that kind of question because I am not a midwife/attorney, or I am otherwise without that information." Or , "I can't answer that question because it is too personal and not something I want to share with everyone." Or, "Our organization has a policy not to comment about..." There is no obligation to answer a reporter’s questions.
9. Get any important arrangements in writing. Read anything you sign. The media has broad license to publish under the heading of "news", and media groups often has a large legal team. Ask questions such as "Who owns the copyright to digital images captured of me/my family/my baby, and what can that person/entity legally do with them in addition to publishing them in for this story? Who will view and make selections of the digital images?" and, "Can you use information and quotes from this interview in another story even if it is not published in this story?" Ask about anything that concerns you, but do not expect to read or approve anything, other than quotes attributed to you, in advance of publication except in a limited fashion, under unusual circumstances.
10. It is fine to let the journalist know that you are willing to talk for a specified amount of time, and to hold to it.
11. Be clear about for whom you are speaking. Are you speaking on your own behalf, that of a community, or an organization? If you are representing anyone other than yourself be certain that your message is in line with that of the group. Be clear that you are speaking only for yourself if it could be misunderstood otherwise.
12. There is no such thing as “off the record” when you are speaking with a reporter.
13. Steer clear of jargon that only those already familiar with the issue will understand. Acronyms like DEM, CNM ACNM, NARM, EFM, NCB, VBAC, TOLAC, and FTP are lost on the general public. Use every day words like directed pushing and contractions rather than terms like purple pushing or surges so that everyone understands your message.
14. Be concise. Much like square footage on a cruise ship or in downtown New York, space is a premium commodity in any story. Newspaper article space is limited, radio and television time is limited. Even blog entries and podcasts won't go on forever. Speak slowly, but skip complicated, drawn-out answers. State that something has many reasons, perspectives, or factors, and move on. Allow for the possibility of a follow-up question.
15. Have a short, colorful, interesting, original quip up your sleeve that you have considered and prepared in advance. Reporters are on the alert for unique, quotable bits of material. On the flipside, if you do not wish to be quoted, provide dry, general information.
16. If a reporter makes a major mistake, contact the reporter to ask for a correction. If necessary contact the editor. Requests for corrections are common, and not a bad or demanding thing. If the mistake is minor, it may be better not to bother. Reporters appreciate thank-yous for well-done stories, and for drawing attention to issues.
Talking Points- Keeping My Big Mouth Open
In the future, NFOM will post talking points specific to the midwifery issues faced in Nebraska. For now, please use these links to help inspire and create a list of talking points you'd like to use, based on your specific situation.
Ten Responses to ACOG's statement on home birth (Home Birth)
Talking Points by Citizens for Midwifery (Home Birth)
Talking Points by Illinois Families for Home Birth (Home Birth)
Talking Points by Alabama Midwives Alliance (Home Birth)
Midwifery Legislation Talking Points by Free Our Midwives of New York (Written Practice Agreement)
Talking Points for the Midwifery Modernization Act- by the New York State Association of Licensed Midwives (Written Practice Agreement)
Talking Points for the “Midwifery Care Access and Reimbursement Equity Act” 2009 (Reimbursement)
Talking Points from the American College of Nurse Midwives (General)
Ten Responses to ACOG's statement on home birth (Home Birth)
Talking Points by Citizens for Midwifery (Home Birth)
Talking Points by Illinois Families for Home Birth (Home Birth)
Talking Points by Alabama Midwives Alliance (Home Birth)
Midwifery Legislation Talking Points by Free Our Midwives of New York (Written Practice Agreement)
Talking Points for the Midwifery Modernization Act- by the New York State Association of Licensed Midwives (Written Practice Agreement)
Talking Points for the “Midwifery Care Access and Reimbursement Equity Act” 2009 (Reimbursement)
Talking Points from the American College of Nurse Midwives (General)
Additional Helpful Considerations and Links
Written by several authors and available in its entirety online, From Calling to Courtroom, a book with several authors, provides an abundance of information regarding mediarelations. A section called "Almost Everything Midwifery Activists Need To Know About Working With The Media", found in the second chapter, gives suggestions that are helpful both generally and in dealing specifically with midwifery. Addressed in the section are topics such as Identifying Your Message, Identifying Your News, Targeting Your Audience, Responding to Negative Coverage, and Other Tips in Dealing With Reporters.
Knowing the source of your information is important- every journalist knows this, and so should activists. Sometimes things that are repeated often enough morph into general "knowledge", despite an absence of or twist on factual foundation. Being the source of any misinformation is embarrassing and can compromise the credibility of all other information provided, and the greater effort. Citizens for Midwifery addresses this issue in an essay entitled Do You Know Where Your Information Came From? by Carolyn Keefe, MLS.
There is plenty to know as the subject of a photojournalist.
-Learn about the ethical standards which should shape the practices of photojournalists here.
-It is a violation of ethical standards recognized by the National Press Photographers Association to alter the editorial content of any digital image.
-Ethics in Photojournalism: Past Present and Future by Daniel R Bersak delves into the philosophies and history which guide the standards of photojournalism.
-Subjects of photojournalism may or may not be asked to sign release forms.
-Privacy law is divided into four areas (scroll down), each of which may apply to the work of a photojournalism. Additionally, where and when photos can be taken is an issue addressed here.
-To reiterate the statement found above: Ask questions such as "Who owns the copyright to digital images captured of me/my family/my baby, and what can that person/entity legally do with them in addition to publishing them in for this story? Who will view and make selections of the digital images? Will I have any access to images?"
For more information check out:
The Successful Media Interview - includes a list of difficult interview questions.
http://www.ereleases.com/prfuel/category/media-interview-tips/ -several articles
http://communicatingscience.aaas.org/-more media interview tips
Tips for Effectively Dealing With the Media -published by North Carolina University
Dealing with Journalists -GDRC
Knowing the source of your information is important- every journalist knows this, and so should activists. Sometimes things that are repeated often enough morph into general "knowledge", despite an absence of or twist on factual foundation. Being the source of any misinformation is embarrassing and can compromise the credibility of all other information provided, and the greater effort. Citizens for Midwifery addresses this issue in an essay entitled Do You Know Where Your Information Came From? by Carolyn Keefe, MLS.
There is plenty to know as the subject of a photojournalist.
-Learn about the ethical standards which should shape the practices of photojournalists here.
-It is a violation of ethical standards recognized by the National Press Photographers Association to alter the editorial content of any digital image.
-Ethics in Photojournalism: Past Present and Future by Daniel R Bersak delves into the philosophies and history which guide the standards of photojournalism.
-Subjects of photojournalism may or may not be asked to sign release forms.
-Privacy law is divided into four areas (scroll down), each of which may apply to the work of a photojournalism. Additionally, where and when photos can be taken is an issue addressed here.
-To reiterate the statement found above: Ask questions such as "Who owns the copyright to digital images captured of me/my family/my baby, and what can that person/entity legally do with them in addition to publishing them in for this story? Who will view and make selections of the digital images? Will I have any access to images?"
For more information check out:
The Successful Media Interview - includes a list of difficult interview questions.
http://www.ereleases.com/prfuel/category/media-interview-tips/ -several articles
http://communicatingscience.aaas.org/-more media interview tips
Tips for Effectively Dealing With the Media -published by North Carolina University
Dealing with Journalists -GDRC
