Bipolar Disorder Awareness Day Raising Awareness through Public Relations June 20, 2007

1. Bipolar Disorder Awareness Day Raising Awareness through Public Relations June 20, 2007

2. Today’s Agenda • A Crash Course in Public Relations • About Bipolar Disorder Awareness Day • Media Relations 101: How You Can Raise Awareness of BDAD • Toolkit Overview

3. What is Public Relations?

4. What is Public Relations? Public relations is communication with the public to influence their attitudes & opinions in the interest of promoting a person, product or idea.

5. Value of Public Relations for Bipolar Disorder Awareness Day • Communicate key messages • Generate awareness of: • NAMI • Mental Illness Awareness Week • Bipolar Disorder Awareness Day • Draw attendees to events • Increase membership, volunteers, donations • Editorial credibility

6. How Do You Do PR? • Research, research, research • Set objectives, target audiences • Formulate a sound strategy; platform • Develop a tactical plan bringing the strategy to life • Monitor outcomes, refine approach

7. About Bipolar Disorder Awareness Day

8. About Bipolar Disorder Awareness Day • Thursday of Mental Illness Awareness Week (MIAW): October 11, 2007 • Opportunity for NAMI to raise public awareness of both “poles” of bipolar disorder - depression & mania • Shape public commitment to early intervention & provision of effective treatments • Supported by Abbott through an unrestricted, educational grant

9. Bipolar Disorder Awareness Day: Public Relations Goals • Increase awareness of bipolar disorder (including both mania & depression) • Promote early detection & accurate diagnosis • Reduce stigma • Minimize the impact on those who live with this medical illness

10. How NAMI Affiliates Can Help • Make Bipolar Disorder Awareness Day an integral part of MIAW • Use the MIAW/Bipolar Disorder Awareness Day Affiliate Toolkit tactics & materials for further support • Information also available at www.nami.org/miaw

11. Be a Resource for the Media • NAMI chapter leaders are experts in mental illness • Bipolar disorder - mania, depression; eating disorders, etc. • NAMI National offers statistics, news • Prevalence of mental health services available • NAMI chapters can offer insight as local nonprofits • Help the media find you -- Make sure your affiliate contact information is correct on the NAMI Web site!

12. Bipolar Disorder Awareness Day:2007 Theme Bipolar Opposites: Understanding the Balance Between Mania & Depression • Bipolar disorder is a complex medical illness of the brain. • People diagnosed with bipolar disorder experience alternating episodes of mania (severe highs), depression (severe lows) & mixed states which contain elements of both. • Though often overlooked or misunderstood, mania can be just as destructive as depression. • While someone experiencing an episode of mania may feel productive & self-confident, mania can also cause reckless decision-making that can have long-term consequences (financial, relationships, etc). • Conversely, when depressed, people with bipolar disorder may experience a profoundly sad, irritable or 'flat' mood, losing interest in usual activities. • Depression can also be physically debilitating, preventing a person with bipolar disorder from even getting out of bed. • With accurate diagnosis & treatment, people with bipolar disorder can lead full & productive lives. • Essential components of the treatment process for people living with bipolar disorder include medication, psychotherapy, support groups, & education about the illness.

13. Media Relations 101

14. The Value of Media Relations • Major tool for communicating messages to key audiences • Create or maintain support among various stakeholders • Opportunities to enhance image & reputation • Vehicle to tell NAMI’s story

15. About the Media • Print Media • Newspapers, magazines • Editors vs. reporters • Beat reporters • Medical/health • Lifestyle/features • General assignment

16. About the Media • Television • Networks: ABC, NBC, CBS, FOX, CNN • Local Affiliates: KDFW-TV Dallas, KRON-TV San Francisco, WCBS-TV New York City • News assignment editors, show producers, medical producers & reporters • Public affairs programming

17. About the Media • Radio • News directors, show producers • Live vs. taped • Public affairs programming

18. About the Media • Internet • WebMD • Local organizations, news outlets • Non-profit organizations • NAMI local affiliate Web sites

19. Change Timeliness Impact Prominence Proximity Conflict The Unusual Currency What is News?

20. What Makes Healthcare News • How is the story presented • Provide written news in a timely, clear manner • Adapt to needs & style of specific outlets • Translate scientific information to consumer-friendly • Highlight relevance, answer “why is this important?” • Third party expert to offer credibility • Researcher, author, academic / research institution, non-profit organization, government body • Personal anecdote • First-person account brings emotion to story • Related to current hot topic

21. PR Perspectives on Media When it comes to media, public relations initiatives typically fall into three categories: • Announcing the news when you have something to say • Making news when you need something to say • Responding to news when someone else is saying, or likely to be saying something, about you or your area of expertise

22. Reporters are: • Curious • Deadline-driven • Have space to fill

23. Media Relations: A Step-by-Step Guide • Key messages • Packaging the story • Media list • Press materials • The “pitch” • The preparation • The interview • The follow up

24. Step 1: Prepare Key Messages • Message Checklist • Who am I trying to reach? • What do I want them to remember? • What is the audience concerned about? • Are my messages understandable? • Would I be persuaded… if I didn’t know what I already know?

25. Step 1: Prepare Key Messages The NAMI Identity Guide – A Great Resource! • Ensures consistency of message across chapters & national efforts • Outlines the most appropriate language to use in talking about mental illness, treatment plan • Available at www.nami.org/identity

26. Step 1: Prepare Key Messages • Messages should be strategic • Be concise, simple, straightforward • Use positive words & memorable quotes • It’s all about the “sound bite” • Know & rehearse 2-4 key messages

27. Sample Key Messages • Bipolar disorder is a medical illness that causes extreme shifts in mood, energy, & functioning. • Bipolar disorder is characterized by recurring episodes of mania (severe highs), depression (severe lows) & mixed states which contain elements of both. • Over 10 million people in America have bipolar disorder, & the illness affects men & women equally.

28. Sample Key Messages • If mania & depression are left untreated, people with bipolar disorder are at great risk for suicide, substance abuse, incarceration, & other harmful consequences. • The mortality rate for people with untreated bipolar disorder is higher than it is for most types of heart disease & many types of cancer. • Approximately 40% of people with untreated bipolar disorder abuse alcohol or drugs.

29. Sample Key Messages • Bipolar disorder is a treatable & manageable illness. After accurate diagnosis, most people with bipolar disorder can achieve an optimal level of wellness. • Essential components of the treatment process for people living with bipolar disorder include medication, psychotherapy, support groups, & education about the illness. • 80 – 90% of people with bipolar disorder can be treated effectively with medication & psychotherapy. • With accurate diagnosis & treatment, people with bipolar disorder have better treatment success rates (80%) than people with heart disease (45%).

30. Sample Key Messages • October 11, 2007 marks the fifth annual Bipolar Disorder Awareness Day. • Part of NAMI’s Mental Illness Awareness Week • Aims to increase public commitment to early intervention & provision of effective treatments • Bipolar Disorder Awareness Day is sponsored by Abbott through an unrestricted, educational grant • For more information, go to www.nami.org/miaw

31. Step 2: “Packaging” Your Story/Angle • Make your story local! • Local spokespeople (people with mental illness, NAMI representatives, physicians) • Local events, trends • Use national news/trends & create local tie • National survey results/statistics • Human interest angle (e.g., patient story)

32. Step 3: Creating Your Media List • Create an accurate list of local news outlets • Newspapers, TV networks, radio stations • Identify most appropriate contact • Print: medical reporter, features/lifestyle editor • TV: news assignment editor, health/medical reporter or producer • Radio: news director

33. Step 3: Creating Your Media List • Resources • Search Internet • Call media outlets • Track reporters of relevant newspaper articles • Consult Bacon’s MediaSource books (available in your library)

34. Step 4: Create Your Media Materials • Localize templates • Press release • Media alert • Use fact sheets • Bipolar disorder fact sheet • Create pitch letter • Introduce NAMI, Bipolar Disorder Awareness Day, & the story angle • Develop bios for local spokespeople

35. Step 5: “Pitching” the Media • Most “cold call” pitches begin with an email, followed by a phone call • Start with a pitch letter or “save the date” card • Send press materials to the media (email, fax, mail) • Follow up via phone • Prepare yourself to answer reporters’ questions by establishing key messages, reviewing possible questions • Offer interview with local spokesperson

36. Step 5: “Pitching” the Media Remember: • Be brief, quickly provide who, what, where, when, & why this story will be of interest to their audience • Respect “deadlines” – typically, a reporter will have limited time in the late afternoon • Call before 3 p.m. – stories filed in late afternoon • If they’re busy, ask when is a good time to call back • Like everyone, reporters enjoy positive “feedback” about their work – a brief email about a particular story could help “open the door”

37. Step 6: Prepare Your Spokesperson Value of Spokespeople: • Provide expertise • Local NAMI leaders, physicians • Localize a story, event • Local residents with mental illness • Communicate key messages • Generate awareness of NAMI

38. Step 6: Prepare Your Spokesperson • Interviewee’s “Bill of Rights” • Know what the story is about • Know the topic • Help define the agenda • Know how long the interview will take • Know if the story will be used & when • Know whether you will be quoted • Know if the interview is live or taped • Know your interviewer • Ask questions • Receive courteous treatment

39. Step 6: Prepare Your Spokesperson • Create a “Q&A” list • Conduct a mock interview to prepare them to answer questions candidly • Provide talking points to ensure consistent messaging

40. Key to a Successful Interview • It’s a PRESENTATION… not a CONVERSATION

41. Tips for a Successful Interview • Brainstorm potential questions in advance • You can typically guess 95% of what will be asked • Practice in advance • Set an agenda • Know what you want out of interview, steer discussion appropriately • Keep your messages concise, back them up with proof points, & repeat as appropriate

42. Tips for a Successful Interview • To ensure message delivery, remember bridging & flagging: • Bridging: A = Q + 1 • Flagging: “What’s most important is…”, “The thing I really want to emphasize…”, etc • Time is your friend and foe: • Listen to questions • No need to rush • Don’t over-answer • Remind your spokesperson – Be Yourself!

43. Step 7: Follow Up • Thank the reporter for time, interest • Communicate NAMI’s expertise • Establish a long-term relationship • Watch for the story to run, make copies

44. Your MIAW/BDAD Affiliate Toolkit

45. Your MIAW/BDAD Affiliate Toolkit • Includes tactics & supporting materials to help you bring Bipolar Disorder Awareness Day (BDAD) to your community • Materials request form • Sample mayoral proclamation & intro letter • Local press release template • Local media alert template • Bipolar disorder fact sheet • Feedback form

46. Tactic #1: Display Posters, Brochures & Pins • Order BDAD posters, brochures, pins from NAMI National • Submit materials request form by September 11th • Display posters in high-traffic areas within the community • Hospitals, libraries, churches, schools • Distribute pins for NAMI representatives, family, associates to wear on Oct 11th

47. Tactic #2: Secure a Mayoral Proclamation • Call your local city hall to find out the appropriate contact person, procedure & deadline • Use the sample proclamation & letter provided in the Affiliate Toolkit

48. Tactic #3: Host Educational Seminars • Host seminars to educate your community on the unintended consequences of mental illness • Suggested speakers include: • Local law enforcement official • Emergency department physician • Host event at a local hospital, library, church or high school/college • Use the materials provided in the BDAD Affiliate Toolkit to publicize your event

49. Tactic #3: Publicize your seminars • Order the event-specific posters from NAMI National • Write in the dates, times & locations of your events • Post in high-traffic areas within your community

50. Tactic #3: Publicize your seminars • Use the media alert or press release template provided in the Affiliate Toolkit to develop a press announcement • Submit announcement to local media & request your event be included in the local calendar listings • Personally invite local media to attend & cover your event