Carol Cirulli Lanham10.01.01
Should nutraceuticals makers court the media or run for their lives from them? The answer is: It depends.
Strong science and high quality products are the twin pillars upon which any supplement maker must build when trying to achieve positive media coverage. Without that kind of foundation, a company might be better off keeping a low profile in the media and reaching consumers through other channels.
But even companies that do make quality products backed by independent research often find that they must negotiate mine fields when dealing with the press. Negative media has been cited as the top obstacle for growth in most surveys of the supplement industry, according to the 2001 annual industry overview in Nutrition Business Journal.
The sad fact of life for nutraceuticals makers is that they can exercise professional due diligence and still suffer from guilt by association if another company is responsible for dispensing supplements that either do harm or don't work. It is unfair, but adverse publicity can taint the entire industry.
Still most nutraceuticals companies would agree that media coverage is the most powerful medium for convincing skeptical consumers, medical professionals and government officials that supplements have an important role to play in health care. As anyone who has been the subject of positive news stories can attest, media coverage can generate sales that no form of paid advertising can match.
The key to surviving and even coming out a winner is developing a media strategy for generating positive press and preparing a game plan in case your company or industry does come under fire. The tremendous media attention focused on St. John's Wort in recent years provides a potent example of why it is essential to be prepared for the media's double-edged sword.
To recap, sales of St. John's Wort took off back in 1997 when it became a media darling in the U. S. Although Europeans had been taking the herb to treat depression for decades, Americans did not really jump on the bandwagon until respected news media such as ABC's 20/20 and the New York Times began describing it as a "simple herb that could change the lives of millions of Americans who suffer from depression" and "a rival to Prozac."
Just as quickly, however, the bloom came off the rose. The Los Angeles Times and other media outlets sent selections of St. John's Wort products then on the market to independent labs for analysis and reported that several brands were found to contain less than the standard amount of hypericin, one of the product's active ingredients.
Earlier this year, there was another blow to the industry when the Journal of the American Medical Association published a study that questioned St. John's Wort's efficacy in treating major depression. At a news conference, the Council for Responsible Nutrition fought back by releasing a review of more than 30 clinical trials by an 11-member panel of physicians and pharmacologists who concluded the herbal remedy was safe and effective when used by people with mild to moderate depression. They also used the opportunity to explain why alternatives to prescription drugs are important and who can safely and effectively take the herbal supplement.
What is the lesson for other nutraceuticals makers? The press can make or break your business, so a media strategy is essential for any company that hopes to profit from positive coverage and minimize the damage from negative reports. Companies that are caught flatfooted in an onslaught of negative publicity can suffer tremendously and some may not even survive.
As a former reporter and medical writer, I have firsthand knowledge of what the media expects. But having worked as a public relations consultant for the last six years, I also know what makes good business. With those two viewpoints in mind, let's take a look at 10 essential steps any company should know when dealing with the media.
1. Achieve high standards. This fact was alluded to at the beginning of the article, but bears repeating. The best way to combat negativity or adverse publicity is for nutraceuticals makers to concentrate on the quality and safety of ingredients both during product development and in the manufacture of products. Clearly, the media will be reluctant to endorse the use of dietary supplements unless they are proven both safe and medically effective. That is why sound clinical research, scientific claims and pharmaceutical-quality products are essential in the dietary supplement industry.
2. Work to generate good press. Once the strong science is in place companies should plan to release desired messages at strategic times. If you send the media information on a regular basis, they will become familiar with your company. This can be one of the most effective methods of establishing your company's image as well as enlightening the public about your products. Why? Consumers tend to be jaded about advertisements and inherently suspicious about their contents. Positive public relations rises above this hurdle because people tend to more readily believe a positive message about your company or product if it is delivered by what they consider a trusted, independent and reliable source-the news media.
3. Build a long-term relationship with the media. When reporters are closing in, the best line of defense is good existing relationships. A sense of rapport could very well mean that your explanation will get a fair hearing and perhaps even result in the diffusion of a negative story. Building these types of relationships takes time and perseverance. Find out which reporters typically cover your industry, then keep them in the loop and maintain open lines of communication. This is the best way of becoming "visible" and a good source of news and information. But remember that what is news to you may be not considered news by a reporter. The worst thing that can happen is that you will send lots of press material that the media never use, but it is still time well spent in times of crisis.
4. Help reporters do their job. There is always the potential for an adversarial relationship between business and the media. Companies that believe in taking their time can clash with reporters up against a pressurized deadline. The conflict boils down to business expectations versus news realities. It is important to remember that for reporters to properly do their job and meet those daily deadlines they frequently have to have instantaneous answers to questions. So if you want your side of the story told, respond to media inquiries quickly.
5. Clarify the topic with reporters. Responding quickly in no way negates the need to go into an interview prepared. Being prepared means establishing your priorities and organizing your thoughts. When in doubt, promise to call back in a few minutes, or better still, at the end of the day. Use that time to create an actual priority list. Write down two or three key messages you absolutely must get across. Then practice them, emphasizing key phrases until it all comes off casually yet professionally. Don't stray from the topic, be brief and try to avoid jargon. This approach works. Also, ask questions to determine the reporters' version of the story and what angle they are taking. Often, these types of conversations will yield much of the background information that reporters have gathered and make you better prepared to answer their questions.
6. Develop a crisis management plan. Tough times bring out the best-and the worst-in people. Be prepared for the potential of negative press by developing a plan and ensuring that employees understand what it is designed to do and the role they will play in it. Appoint a company spokesperson, preferably your most effective and knowledgeable communicator, and make sure employees direct all media inquiries to this individual. Such a plan will ensure that your side of a breaking story is the one that reporters will hear. Above all, don't panic. A good plan eliminates the unknown and enables your employees to follow an established script. They will know exactly what to do and a proper reaction on their part can actually result in enhanced esprit de corps when the crisis finally does pass. And it will.
7. Even if things turn ugly, be as open and transparent as possible. Anyone who caught Gary Condit's interview with ABC's Connie Chung understands why the congressman's approach was such a comprehensive debacle. He repeated what we all knew-that he was not a perfect man-and dodged all queries about what everyone did want to know. In scandal-ridden Washington, a tried and true media strategy is to get the worst news out first. Obviously, what applies to elected officials does not always work for a corporation. But the point is, it is generally advisable to be as open and accessible as possible. Artful obfuscation-stonewalling-makes reporters suspicious and motivates them to dig deeper. The best policy, to the extent possible, is to provide accurate and factual information and respond to questions quickly. Again, this should not be difficult if you deliver products that live up to their billing.
8. "No Comment" is not an option. "No comment" is a response that evokes radioactively negative emotions. It is an invitation to be regarded as evasive and perhaps hiding secrets too terrible to even articulate. The key thing to remember is that there is always something to say, even if nothing much of meaningful substance is contained in the response. One possibility is to reiterate the mundane; recite the company mission statement or universally held beliefs about helping the most people by delivering the best product for the lowest price. Taking the "no comment" approach means that tomorrow's paper and anchorperson will be working from an identical script: "We contacted 'your company'" and they had 'No comment.'" Your company, by its silence, will resoundingly be judged "Guilty."
9. The media are doing their job; don't blame them. It may be cliche, but most members of the media consider it their duty to dig for the truth. Old-fashioned approaches to fighting back-issuing transparent denials and harassing reporters with lawsuits-is asking for trouble. Preventive steps work better. For example, if you learn bad press is headed your way, get your company's side out first. Launch a pre-emptive strike. Use the printed press, television, the Internet or whatever outlet works best according to the situation. An ounce of prevention is worth a pound of cure, as the saying goes.
10. You think you need them, but they need you too. Finally, it is worth remembering that a relationship with the media is a two-way street. Although some reporters don't want to admit it, many great story ideas come from PR sources. Capitalize on the media's need for good information and make sure that you relay a message that is positive and will stand up under scrutiny. That is the best way of ensuring your company will stay above the fray in good times and in bad.NW
About the author:
Carol Cirulli Lanham is a former journalist who is co-founder of BWG, a public relations agency that specializes in media relations for the health industry. She can be reached at 972-818-0895; E-mail: cclanham@aol.com; Website: www.bwgagency.com.
Strong science and high quality products are the twin pillars upon which any supplement maker must build when trying to achieve positive media coverage. Without that kind of foundation, a company might be better off keeping a low profile in the media and reaching consumers through other channels.
But even companies that do make quality products backed by independent research often find that they must negotiate mine fields when dealing with the press. Negative media has been cited as the top obstacle for growth in most surveys of the supplement industry, according to the 2001 annual industry overview in Nutrition Business Journal.
The sad fact of life for nutraceuticals makers is that they can exercise professional due diligence and still suffer from guilt by association if another company is responsible for dispensing supplements that either do harm or don't work. It is unfair, but adverse publicity can taint the entire industry.
Still most nutraceuticals companies would agree that media coverage is the most powerful medium for convincing skeptical consumers, medical professionals and government officials that supplements have an important role to play in health care. As anyone who has been the subject of positive news stories can attest, media coverage can generate sales that no form of paid advertising can match.
The key to surviving and even coming out a winner is developing a media strategy for generating positive press and preparing a game plan in case your company or industry does come under fire. The tremendous media attention focused on St. John's Wort in recent years provides a potent example of why it is essential to be prepared for the media's double-edged sword.
To recap, sales of St. John's Wort took off back in 1997 when it became a media darling in the U. S. Although Europeans had been taking the herb to treat depression for decades, Americans did not really jump on the bandwagon until respected news media such as ABC's 20/20 and the New York Times began describing it as a "simple herb that could change the lives of millions of Americans who suffer from depression" and "a rival to Prozac."
Just as quickly, however, the bloom came off the rose. The Los Angeles Times and other media outlets sent selections of St. John's Wort products then on the market to independent labs for analysis and reported that several brands were found to contain less than the standard amount of hypericin, one of the product's active ingredients.
Earlier this year, there was another blow to the industry when the Journal of the American Medical Association published a study that questioned St. John's Wort's efficacy in treating major depression. At a news conference, the Council for Responsible Nutrition fought back by releasing a review of more than 30 clinical trials by an 11-member panel of physicians and pharmacologists who concluded the herbal remedy was safe and effective when used by people with mild to moderate depression. They also used the opportunity to explain why alternatives to prescription drugs are important and who can safely and effectively take the herbal supplement.
What is the lesson for other nutraceuticals makers? The press can make or break your business, so a media strategy is essential for any company that hopes to profit from positive coverage and minimize the damage from negative reports. Companies that are caught flatfooted in an onslaught of negative publicity can suffer tremendously and some may not even survive.
Keys To Media Survival
As a former reporter and medical writer, I have firsthand knowledge of what the media expects. But having worked as a public relations consultant for the last six years, I also know what makes good business. With those two viewpoints in mind, let's take a look at 10 essential steps any company should know when dealing with the media.
1. Achieve high standards. This fact was alluded to at the beginning of the article, but bears repeating. The best way to combat negativity or adverse publicity is for nutraceuticals makers to concentrate on the quality and safety of ingredients both during product development and in the manufacture of products. Clearly, the media will be reluctant to endorse the use of dietary supplements unless they are proven both safe and medically effective. That is why sound clinical research, scientific claims and pharmaceutical-quality products are essential in the dietary supplement industry.
2. Work to generate good press. Once the strong science is in place companies should plan to release desired messages at strategic times. If you send the media information on a regular basis, they will become familiar with your company. This can be one of the most effective methods of establishing your company's image as well as enlightening the public about your products. Why? Consumers tend to be jaded about advertisements and inherently suspicious about their contents. Positive public relations rises above this hurdle because people tend to more readily believe a positive message about your company or product if it is delivered by what they consider a trusted, independent and reliable source-the news media.
3. Build a long-term relationship with the media. When reporters are closing in, the best line of defense is good existing relationships. A sense of rapport could very well mean that your explanation will get a fair hearing and perhaps even result in the diffusion of a negative story. Building these types of relationships takes time and perseverance. Find out which reporters typically cover your industry, then keep them in the loop and maintain open lines of communication. This is the best way of becoming "visible" and a good source of news and information. But remember that what is news to you may be not considered news by a reporter. The worst thing that can happen is that you will send lots of press material that the media never use, but it is still time well spent in times of crisis.
4. Help reporters do their job. There is always the potential for an adversarial relationship between business and the media. Companies that believe in taking their time can clash with reporters up against a pressurized deadline. The conflict boils down to business expectations versus news realities. It is important to remember that for reporters to properly do their job and meet those daily deadlines they frequently have to have instantaneous answers to questions. So if you want your side of the story told, respond to media inquiries quickly.
5. Clarify the topic with reporters. Responding quickly in no way negates the need to go into an interview prepared. Being prepared means establishing your priorities and organizing your thoughts. When in doubt, promise to call back in a few minutes, or better still, at the end of the day. Use that time to create an actual priority list. Write down two or three key messages you absolutely must get across. Then practice them, emphasizing key phrases until it all comes off casually yet professionally. Don't stray from the topic, be brief and try to avoid jargon. This approach works. Also, ask questions to determine the reporters' version of the story and what angle they are taking. Often, these types of conversations will yield much of the background information that reporters have gathered and make you better prepared to answer their questions.
6. Develop a crisis management plan. Tough times bring out the best-and the worst-in people. Be prepared for the potential of negative press by developing a plan and ensuring that employees understand what it is designed to do and the role they will play in it. Appoint a company spokesperson, preferably your most effective and knowledgeable communicator, and make sure employees direct all media inquiries to this individual. Such a plan will ensure that your side of a breaking story is the one that reporters will hear. Above all, don't panic. A good plan eliminates the unknown and enables your employees to follow an established script. They will know exactly what to do and a proper reaction on their part can actually result in enhanced esprit de corps when the crisis finally does pass. And it will.
7. Even if things turn ugly, be as open and transparent as possible. Anyone who caught Gary Condit's interview with ABC's Connie Chung understands why the congressman's approach was such a comprehensive debacle. He repeated what we all knew-that he was not a perfect man-and dodged all queries about what everyone did want to know. In scandal-ridden Washington, a tried and true media strategy is to get the worst news out first. Obviously, what applies to elected officials does not always work for a corporation. But the point is, it is generally advisable to be as open and accessible as possible. Artful obfuscation-stonewalling-makes reporters suspicious and motivates them to dig deeper. The best policy, to the extent possible, is to provide accurate and factual information and respond to questions quickly. Again, this should not be difficult if you deliver products that live up to their billing.
8. "No Comment" is not an option. "No comment" is a response that evokes radioactively negative emotions. It is an invitation to be regarded as evasive and perhaps hiding secrets too terrible to even articulate. The key thing to remember is that there is always something to say, even if nothing much of meaningful substance is contained in the response. One possibility is to reiterate the mundane; recite the company mission statement or universally held beliefs about helping the most people by delivering the best product for the lowest price. Taking the "no comment" approach means that tomorrow's paper and anchorperson will be working from an identical script: "We contacted 'your company'" and they had 'No comment.'" Your company, by its silence, will resoundingly be judged "Guilty."
9. The media are doing their job; don't blame them. It may be cliche, but most members of the media consider it their duty to dig for the truth. Old-fashioned approaches to fighting back-issuing transparent denials and harassing reporters with lawsuits-is asking for trouble. Preventive steps work better. For example, if you learn bad press is headed your way, get your company's side out first. Launch a pre-emptive strike. Use the printed press, television, the Internet or whatever outlet works best according to the situation. An ounce of prevention is worth a pound of cure, as the saying goes.
10. You think you need them, but they need you too. Finally, it is worth remembering that a relationship with the media is a two-way street. Although some reporters don't want to admit it, many great story ideas come from PR sources. Capitalize on the media's need for good information and make sure that you relay a message that is positive and will stand up under scrutiny. That is the best way of ensuring your company will stay above the fray in good times and in bad.NW
About the author:
Carol Cirulli Lanham is a former journalist who is co-founder of BWG, a public relations agency that specializes in media relations for the health industry. She can be reached at 972-818-0895; E-mail: cclanham@aol.com; Website: www.bwgagency.com.