Originally published in Pet Partners Newsletter, Vol. 10, No. 1, 2000

by Liz Teal

Ah, the media - at times we curse them with the same breath that we covet their attention! How can we make the most of this relationship? How can we court them to show off our activities and portray our teams in the best way possible?

I asked several experienced Pet Partners and one professional media expert for some guidance:

Question:

If you could share one tip about dealing with the media, what would it be?

Answer:

Kathy Montgomery, with Lend-a-Heart Animal Assisted Therapy and Shriners Hospital for Children: "Be prepared. Have questions ready that you can answer about Pet Partners, Delta Society, AAA/T, how you became involved in visits, and your animal. Practice responding to these questions in front of another person. Try variations in your vocal tones and always remember to smile. Smiling adds sparkle to your voice; practicing adds polish to your answers. Because you are prepared, when it is time for the interview, it seems as though nerves just disappear."

Question:

How do you get the attention of the media when you need it?

Answer:

Tammy Renaud, Team Evaluator: "A well-written press release is a good way to get media attention. (It) should include basic information, written so that in a few short paragraphs, you are able to tell the reader the necessary details and entice them to find out more.

"Another way is through special events. Last summer, Hope Therapy used a dog wash event to help promote our program. Although we weren't doing visits at the time, we were mentioned in the newspaper, along with the mission of our organization."

Kathy Montgomery: "If it's your local newspaper… know the sections of the paper… Give yourself plenty of time. Call in advance, and learn their ground rules, as different sections have various deadlines. If you want the TV or paper to come to a specific therapy session, you will need to pitch the story… what makes this attractive/warm/educational/interesting to the public. This is a story about pet visits, the benefits, patients' physical reactions, etc.…not a story about your dog."

Question:

Can you fail-safe your interviews?

Answer:

David Frei, Delta's PR consultant and announcer for the Westminster Kennel Club show: "No, but you can come close by knowing your subject matter thoroughly and knowing your messages. Then you have the best chance of taking the interview the direction you want it to go."

Doug Howie, Pet Partner: "You need to be careful about using the media's ideas, because they have their own agenda, and it doesn't necessarily match yours. You have to watch what you say, because it may be slanted by the reporter's viewpoint."

Sharlene Lauretz, from Love on Four Paws: "Absolutely. It requires being part benevolent dictator and part dragon lady; smile and encourage the media people, let them know they are doing a great job and at the same time continue to give direction. I usually talk with or meet the media people beforehand… we planned for a TV segment exactly what we wanted to show the dogs doing (assisting children in wheelchairs, helping a child with an emotional disability talk about his problems, and encouraging developmentally delayed students to talk and interact with each other). When the people from the… advertising agency wanted to portray the students as pitiful and drooling (their words), we refused. We enlisted Dianne Bell's aid and stood firm together. These students are not mentally handicapped or pitiful but courageous and love life."

Question:

What can you do If your animal does something embarrassing?

Answer:

Kathy Montgomery: "Just go with it! Do what you would do if the camera or interviewer wasn't there…One very important tip …use only experienced handlers and animals to cut chances of something really embarrassing happening."

Molly DePrekel, MA, LP, Minnesota Linking Youth, Nature and Critters, Inc.: "Acknowledge [the accident] - don't get shamefaced. Ask for help if you need it. Use [the incident] as an educational opportunity. For example, 'you can't control animals' is a metaphor for life in that sometimes things come up and we have to deal with them head on."

Sharlene Lauretz: "I think the worst thing you can do is try to make excuses ("Oh, Fluffy is having a bad hair day"). If you have to deal with an incident, deal with it honestly."

Tammy Renaud: "If you look at it lightheartedly, it can often be pretty funny. Perhaps it is the animal's way of saying, 'hey, when do I get a chance to be interviewed?'"

Question:

Any last thoughts you wish to share?

Answer:

Tammy Renaud: "Be careful what you let the photographer, cameramen or producers ask you to do for that great shot. Remember you are always your animal's advocate."

Sharlene Lauretz: "I think that people are afraid that if they tell people what they want, or have a different idea about what to portray, that the press will go away. I have found just the opposite. Unless the media is doing an in-depth story, they generally have not done their homework and want 'quick in and quick out.' Any reasonable and professional help you can give them is usually appreciated…I believe in 'overkill' and not leaving things to chance…persistence pays off."

The media is not our enemy. The media is a tool to help us get the word out to those who truly need our services. Delta is available to help provide tips, techniques, and support when you are dealing with the press.