Getting your point across in today\'s media world.

1. Advanced Media Relations Getting Your Point Across Dr. Jim Humphries The Veterinary News Network

5. The Perfect Answer: Q: _______________?? A: Positive Statement  Bridge  Message Point  That sounds good, doesn’t it?

6. The Perfect Answer: This takes practice It does not come naturally!

7. The Perfect Answer: Craft Your Message Points from these answers Q; Crafted answer Q; Crafted answer Q; Crafted answer Q; Crafted answer Q you haven’t practiced for….. Take bits and parts of your crafted answers and craft a new one thinking on your feet.

9. Answers: This is very rare and sometimes unavoidable. We did everything possible to prevent this from happening. The client made the decision not to do the pre-anesthetic blood work. We believe that is an important step. The dog had an allergic reaction to the anesthetic medications. This occurs in only one in 10,000 cases, but for us that’s one too many. This case was monitored with our ECG, respiratory rate and temperature monitors. That is a very high standard of care. We recognized the reaction very quickly and began all necessary emergency procedures. The good news is that this is a very rare…. I don’t know about that, what I do know is that this is very rare and sometimes unavoidable. We are all pet owners and we can completely empathize with the owners.

14. Depends on what “it” is: BAD Answer: Q: Won’t this pet insurance really just drive up the cost of vet care? A: Well, many of my clients have it and they seem to like it. I have several clients that don’t have it and they just have to pay for the bill or maybe put it on a credit card. I don’t think any of that will affect my fees, as they have remained very constant over the past few years and we are very proud of that.

15. GOOD Answer: Q: Won’t this pet insurance really just drive up the cost of vet care? A: ! Pet Insurance is designed to help pet lovers pay for the cost of pet medical bills. ! Veterinary care is advancing every day and now, more than ever, we need third party payment for our veterinary bills. ! Pet Insurance is very inexpensive and pays for thousands of medical and surgical conditions in dogs and cats!

16. How we talk: What the Media Wants ! ! ! ! !

22. Ask the questions they have never heard before – then make them think out loud on the air. Chris Mathews - MSNBC Insight from the Pros! The best follow-up question is: “What did you mean by that…” Then they have to elaborate and get off their talking points. Bob Schieffer – CBS News

24. Q: Aren’t all these advances just driving up the cost of pet care? A: The cost of good care is increasing, but the good news is more pet owners can afford that care with advances like pet insurance! Q: Yes, but isn’t this going to create more paperwork and more hassle? A: There is some paperwork, but what’s really important here is someone else is paying most of your veterinary bill!

25. Q: We’ve spoken with a dog owner who says her dog died immediately after receiving a rabies vaccination. That can’t be a safe procedure. A: (answer and deflect) Millions of doses of rabies vaccine have been given safely. With such large numbers, you will see a few adverse reactions. I don’t know what happened in that case……… (bridge)…. but what I can tell you is (key message point) Rabies vaccine and all the other vaccines we use have been tested extensively and used safely. We believe that the diseases these vaccines prevent are far more dangerous than a few adverse reactions. More Bridging!

26. Q: Yes, but yearly vaccinations are obviously good for you and your practice, isn’t this just an economic issue for you? A: (don’t restate anything negative) We make every decision based on good medicine and what is best for our patients and pet owners! (Bridge) The key point here is……… (key message point) that without vaccinations, we will have epidemic outbreaks of preventable disease. It would be horrible to see healthy pets die because a simple, low cost preventative was not used due to some mis-information or scare tactic.

28. More Bridging: Q: I’ve read recent news reports that say regular vaccines are not necessary either as often as veterinarians recommend or at all. What do you say to that? A: (answer and deflect) I don’t know what reports you are referring to… (bridge) but what I DO know is.. (key message point) Vaccine administration is one of the most effective and cost efficient tools that veterinarians have to protect animal populations and individual animals from serious and deadly diseases.

29. Q: Yes, but why would you make blanket recommendations for vaccinations when every individual is different? A: (don’t restate anything negative) No single vaccination protocol is appropriate for every patient. (Bridge) In fact, an important point here is.. (key message point)…that each pet in a veterinary hospital gets a risk assessment and a customized vaccination protocol is implemented based on that assessment.

30. ABC Formula for…The Perfect Answer: Positive Statement (or answer/deflect) I’m proud of the medicine we deliver… I don’t know what report you refer to… It’s too early to tell…. Costs are increasing… There is some paperwork… Bridge What I do know is… What I can tell you is… I am not sure of that, here is what I’m sure of… The key point here is… The good news here is… What’s really important here is… Message Points A B C

37. Dirty Bomb In City: Monday morning there was a dirty bomb disaster in your city. 1,500 people and 520 pets were exposed. 100 people will die (50/50) 100 are needing serious treatment and 320 are being decontaminated. DVM’s are on site to decontaminate the pets. It is 7 days from the disaster. Message Points We have the animal situation under control. Most pets have been treated and are reunited with their owners We were on the scene within 5 hours There are 10 DVM’s and 10 Tech’s here 24/7 Sick animals are in a specific treatment site Signs include diarrhea, vomiting, blood changes, breathing problems. We handle the animals according to USDA/EPA guidelines Some of these animals will most assuredly die a horrible death. As veterinarians we are dedicated to preventing pain and suffering. Therefore it is the most humane action and we have identifications and approvals from most owners. We are very fortunate to have dedicated DVM response teams with specific resources for these animals. No human medical resources are used to help these animals. We have five volunteer veterinarians here today, and five are federal employees with the Federal Department of Emergency Management.

39. Q: Why is their modality the practice of vet med? A: The practice of veterinary medicine is dictated by the Florida Practice Act which is designed to protect the public from incompetent and unliscensed care for their pets. The definition of veterinary medicine is important because veterinarians are doctors and have trained intensively for many years to be able to properly diagnose and treat animal diseases. And these procedures by definition constitute the practice of veterinary medicine. The good news is… Because your family veterinarian is the best professional for the delivery of medicine and care for your pets. AND…there are many veterinarians that ARE providing these therapies. This maintains the doctor client relationship.

40. Q: Why do you feel these professionals should be limited? A: These therapists are trained in human medicine. They are not trained in the care of pets and have the potential to do harm. The good news is … that they are veterinary medicine who have advanced training in these therapies and who understand animal anatomy and diseases. What’s really important here is … These licensed professionals are the best for delivering care for your family pet.

41. Q: Isn’t this just about money?? A: Our concern is always the well being of the animals. Veterinarians always the best source of quality care for your pets. We at Riverside Animal Hospital always want the best for your pets. We deliver only the best in quality care for all our patients. We are all pet owners ourselves!! We understand the bond between people and their pets, therefore we only want the best in care for these family members. I have real concerns in allowing unlicensed and untrained care. I don’t know what kind of background most of these therapists have…. WHAT I DO KNOW IS…. Your family veterinarian is the best source of professional care for all your pet’s medical and surgical needs.

42. Contact Information: Dr. Jim Humphries [email_address] 719-495-2100

43. NOTICE: To all veterinarians If you are interested in becoming a veterinary reporter with the [email_address] 719-495-2100 Please see me after the seminar!