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Letters to
LLLI:
In the Public Eye
From: LEAVEN,
Vol. 35 No. 5, October-November 1999, pp. 117-118
Dear LLLI,
I enjoyed the
article "Lights, Camera, Action" in the October-November 1998
issue of LEAVEN which reminded me of an experience I had about a year
ago.
During a baby
fair a woman from a local radio station came to our LLL booth and asked
if someone from LLL could be interviewed immediately. I was the
only Leader present and I felt a bit terrified by the idea. However,
I didn't want to miss this opportunity to help mothers in our community
learn about LLL. So I went along and did the interview with barely
the time to take a deep breath! Perhaps I should have refused
to be interviewed, considering my lack of preparation and limited experience
with the media.
Afterward I thought
how helpful it would be for Leaders to have tips on giving interviews,
possible questions and suggested answers, to be somewhat prepared for
such unexpected situations. Do such materials exist within LLL
and what is LLLI policy on Leaders doing media interviews?
Christine DeSchepper
Wéris, Belgium
Dear Christine,
Thank you for your letter
about handling interviews with the media. Opportunities like
yours are wonderful for acquainting others with La Leche League and
with the importance of breastfeeding. Sometimes Leaders are not comfortable
with this type of publicity. Congratulations for overcoming your
fears and taking the chance!
Here are some guidelines
for Leaders who are in contact with the media. For an impromptu
interview like yours, there is no chance to notify any support people,
but, whenever possible, Leaders should remember to notify their Area
Coordinator of Leaders before giving interviews. It is also a
good idea to notify the Area Professional Liaison, as she will probably
have information that will be helpful in preparing for the interview.
According to the LEADER'S HANDBOOK (1998), reporters should never be
invited to regular Series Meetings (pp 73-74). Areas and Affiliates
may have additional guidelines, so Leaders will want to check on these
as well.
When asked to do an interview,
a Leader should consider whether she is the best person for the interview.
For example, if she is being asked to comment on a new study, it might
be a better idea to put the reporter in touch with a Professional Liaison
Leader. If information is requested on the history of LLL in your
Area, perhaps a long-time Leader is the best person. There are
also instances where LLL would be better served if the Leader refuses
the interview altogether.
Here are some tips for Leaders
preparing for an interview courtesy of Cynthia Sherar and Betty Crase,
LLLI Board of Directors, and Kim Cavaliero and Mary Lofton, from the
LLLI Public Relations Department.
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Respond with the same
sensitivity as if you were talking to a pregnant mother at her first
meeting who is not sure if she is going to breastfeed.
-
Ask for a list of interview
questions ahead of time. Explain that you can provide better
or more in-depth information for their audience if you know which
topics will be of most interest.
-
Keep their audience in
mind. Are they expectant mothers? Working mothers?
Health care providers? Others? Gear your discussion
toward that audience in length and depth of material.
-
Avoid the use of words
like "success," absolutes like "always" or "never"
or phrases such as "all mothers can breastfeed."
These can be easily taken out of context.
-
Recognize that breastfeeding
is an emotional subject for many people. You may be asked
to comment on a current "hot" issue. Acknowledging
concerns and responding in a positive manner will be more effective
than ignoring or refuting these concerns.
-
Realize that interviewers
may not know what to ask. Be prepared to lead them in a favorable
direction if this appears to be the case. Have a specific
agenda in mind, take the lead, tell LLL's story.
-
Do some background study,
but don't let it overwhelm you. Read the pertinent material
and then condense into a few crucial points that you can plan to
include in your response.
-
State health benefits
of breastfeeding succinctly. It's tempting to go on and on
when a few well-stated facts can have more impact.
-
Put your best foot forward
with attention to dress, grooming and attitude.
-
Consider whether your
baby or toddler will be present and how that will be received by
those interviewing and those in the audience.
-
Clarify the role of a
La Leche League Leader and what services you offer.
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Promote the public image
of LLL by having appropriate resource names and phone numbers ready.
-
Go to an interview or
health fair prepared with up-to-date information or statistics that
might be requested, such as the number of Leaders or Groups in your
Area.
-
Know the difference between
your personal parenting and breastfeeding choices and LLLI philosophy,
policies and procedures.
-
Share only what truly
reflects the LLLI position and collective experience.
-
Quote directly from THE
WOMANLY ART OF BREASTFEEDING, THE BREASTFEEDING ANSWER BOOK, Facts
About Breastfeeding, or other LLLI publications.
-
Instead of responding
directly to questions such as, "How long did you nurse your
baby?" it is better to say something such as "LLL recognizes
that each nursing relationship is different and we encourage mothers
to look for signs the baby is ready for solids or weaning,"
or "LLL encourages mothers to look at weaning, not as an event,
but as a process that begins with the introduction of that first
solid food and continues until the baby outgrows the need."
-
Rephrase as many times
as necessary. If the reporter is really insistent, you may have
to be more blunt, "We prefer not to share our own experience
because we don't want mothers to feel they have to measure up to
specific standards. Any amount of breastfeeding is a good
start for a baby."
-
If you are unsure of
the subject matter, feel "funny" about the questions being
asked, or just aren't feeling confident, refer the reporter to a
more experienced Leader. If it's a controversial issue, refer to
the LLLI Public Relations Department, who will, in turn, work with
or refer the questions to the Center for Breastfeeding Information,
as appropriate.
-
Suggest that, in return
for the interview, the journalist provide local contact information
so the audience can reach LLL. Insist politely.
-
Set limits before the
interview. For example, "LLL has no official position
on the family bed, but I can explain a variety of ways parents handle
nighttime feedings." Or "I'd be happy to do this
interview, but I'd rather meet you at the restaurant than do it
in my home."
-
Avoid conversations with
reporters "off the record." Your comments may be
used in their introduction to the piece or may be brought up by
the reporter once the interview starts.
-
If you don't know the
answer to a question, don't say "no comment." Say
that you don't have the answer but that LLL has many resources and
you can get back to them or suggest that mothers with a similar
question contact an LLL representative who will have her resource
materials at hand.
-
If you are asked to comment
on a specific statement by another person or organization, check
with that source before you respond. Don't assume the reporter
is giving you accurate information about the subject in question
or someone else's statement.
-
Invite the reporter to
contact you when the article is written to verify any quotes they
are going to attribute to you. They may or may not do it.
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Don't insist on editorial
control. It is rarely granted. Newspapers are under very tight
deadlines. They will most likely consider this an unreasonable
request and choose not to do the piece.
-
Smile!
Rule of thumb: Don't
talk yourself out of it! Most interviewers want basic information
and you know your stuff!
Judy Minami, US Western Division
Professional Liaison Editorial Advisor, suggests that Leaders may also
wish to read the following articles from LEAVEN: "Meet the
Public: Tips for Giving LLL Interviews," Jul/Aug 1986, "Making
Public Relations Work for You," Sep/Oct 1991, and "Sounding
Off," Feb/Mar 1997, and "Who, Me? Speak in Public?,"
Dec 1997/Jan 1998. The first of these articles, "Meet the
Public" contains several potential questions along with suggestions
for responding to them. "Sample Radio Announcements" on page
289 of the LEADER'S HANDBOOK also includes some succinct statements
that might be handy in an impromptu interview situation. These
articles and pertinent pages from the LEADER'S HANDBOOK would also be
useful for a Leader or A/CLA to share with a Leader Applicant when discussing
outreach or explaining the role of the Professional Liaison Department
or LLLI Public Relations Department.
I hope that these suggestions
have given you some ideas to prepare for interviews. Best wishes and
good luck with future public relations!
Warmly,
Anne Easterday
LLLI Board of directors
Page last edited Sun Oct 14 09:31:09 UTC 2007.
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