Dealing With Media In A Crisis

Media coverage can affect all AAOS members and the public perception of orthopaedics.

The basis for an Academy-directed plan for dealing with media in a crisis is the following:

• AAOS will appear unresponsive and uncaring if it is not prepared and receptive to the press and its members at all times.
• It is to AAOS's advantage to make sure the media has an accurate story from a responsible AAOS source or representative.
• Any statement made by an Academy officer can, if not handled properly, result not only in damage to AAOS's reputation and prestige (i.e., all of orthopaedics), but also could result in possible legal ramifications.
• AAOS has a responsibility to deal honestly with its community, its members and the public through the news media.
• Refusal to cooperate with the media leads to speculation, unanswered charges and misinterpreted facts. "No comment" implies acceptance of the negative implication of a hostile question.
• Cooperation can help minimize negative implications and reassure Academy fellows and their patients.
• Positive communications can remind patients and the public that the AAOS (e.g., orthopaedic surgeons) is concerned for their safety and well-being.
• Do not use the phrase "no comment" even if the response to a question would prove damaging. Without any explicit or implicit falsehood, try to respond. Also, avoid answering hypotheticals such as, "Would the AAOS do _____, if ______ occurred?"

Understanding the Media

• Reporters want a story . . . period. At times, the news media is on a tight deadline.
• Reporters are neither friend nor foe. They are simply people with whom you are sharing factual information -- not opinion.
• Reporters do not always understand the complexity or even the fundamentals of the topic in question.
• Reporters have specific editorial or procedural styles that must be followed.
• Reporters typically will try to cover both sides of a story.
• Know in advance that reporters do regard everything you say as on the record.

Bottom Line: You CAN control the type of information conveyed to the media, but you have NO control over what is finally reported or how it is reported.

Media Relations Guidelines

Public opinion is formed in great part through the works and images of the media.

Although the AAOS Public and Media Relations Department will train and work with the crisis spokesperson(s) in handling media queries, the following points should be reviewed and integrated into the response process by all potential spokespersons:

• Refer all media inquiries to the AAOS Public and Media Relations Department.
• Have a clear idea at all times of what information can and cannot be released. Discuss with AAOS Public and Media Relations if there is confusion.
• Keep cool; don't respond in kind. If a reporter gets irritated, chances are he/she is either under considerable pressure to get the story, or is trying to bait you into an emotional response.
• Do not place blame for the crisis situation on any individual or party (i.e., "this would not have happened if . . .").
• Never argue with a newsperson about the value of a story.
• In coordination with the AAOS Public and Media Relations Department, make sure all reporters' phone calls are returned, even if it is only to let them know that no new information is available at the moment.
• Never say "no comment." If you don't know the answer, say so and then find it for the reporter, if at all possible. Get back to them either way.
• Don't ask to see a reporter's story before it's printed. If you feel the reporter has been misinformed, check back on that specific point to clarify.
• Remain accessible to media and other concerned publics seeking information until the situation is resolved. If you are unable to maintain accessibility, a back-up, or substitute spokesperson, should be notified/apprised to ensure communications/responsiveness to the media and other concerned publics.
• Deal in facts . . . do not speculate, or make "off the record" remarks. Only verified, factual information prepared by or approved for release by the crisis team should be made public.

Proactive Notification of the Media

In some cases, it is to AAOS's advantage to take the initiative and notify the news media rather than waiting until they specifically call for a response. They will appreciate your forthrightness and report more objectively. Additionally, a relationship of mutual respect and trust in credible information will be established/fostered. This should only be done with the approval of the AAOS Executive Vice President and Crisis Team.

All inquiries and requests for information should be handled in a timely and accurate manner by the AAOS Public and Media Relations Department.

• If the FDA, or other source(s), issues a warning that an orthopaedic device is unsafe and could, or has, caused harm to patients.
• If a moratorium is placed on an orthopaedic implant pending further investigation.
• If news is spread by inaccurate reporting and becomes distorted. Note: Even if the Academy leadership chooses not to respond to the media, all details of the incident should be recorded and kept on file.

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Media

• 2009 Annual Meeting Online Press Kit
• Media Resources