In a Perfect World

Fifteen Minutes of Fame

By Leeanne Seaver, H&V, Headquarters © 2019

So, you just got a call or email from the local newspaper, radio or TV station, and they want to know all about your Hands & Voices Chapter, or quote you on something about deaf education or another topical news or feature story. It’s an exciting opportunity, right? Just ask the start-up team at South Dakota H&V! By the time you’re reading this, they’ll be basking in the limelight of their media moment. H&V’s Chapter Support Director Terri Patterson invited me to share some tips on the 15 minutes of fame that eventually come to us all in this work (because my “real job” was in news and broadcasting for 25 years), so I’ve curated some pointers that’ll be helpful when it’s your turn:

• Contact H&V-HQ and let us know what’s up so we can help you with information, resources, links, and anything else from the vast archives of “been there/done that” and “say this/not that” over the last 20+ years. If this story is controversial or a crisis communication event, we have a protocol that must be followed and you’ll be happy to know it’s there to help you, and it will!
• Take a positive-slant, but don’t shy away from what’s actual news. This is an opportunity to shed some much-needed light on the pressing issues in this field. You can make that point with the “Bad News Sandwich” to keep an upbeat feeling wrapped around both ends of the hard-conversation:

Formula

1. Bright Opening Info
2. /grim statistics-drama-urgency-reality check
3. /followed by Optimistic Closer with a clear Call-to-Action

Example

“We’re really excited about the new Special Education Director because we’ve got high hopes for deaf ed in this district, especially since the center-based program was closed and there are not enough interpreters to support our kids in ten classrooms across this region.

“The research makes very clear that a child who is deaf or hard of hearing can progress on par with hearing peers if supported appropriately by family and the school system.”

• Provide a one-page fact sheet about deaf ed stats in your state/region/district available (graduation rates, number of students at the deaf school & mainstreamed, anything and everything you can find out that’s evidence-based).
• Say “You’ll probably want to ask me about . . . “to steer the reporter toward questions you can deliver pay-dirt answers on:
  • What can a group of involved parents do to improve this situation for children/students who are deaf or hard of hearing? 
  • What should this state/district/community be doing to support children who are deaf or hard of hearing?
• Rehearse those answers! Role play the situation so you can give a quote the reporter is likely to use. If it’s a broadcast story—your answer should be less than :12 seconds long (a “soundbite”). You get a bit more time in a print story, but trust me, if you can express yourself succinctly, the reader is far more likely to understand and remember your point. That’s how we “control the message”—it’s all in the prep!
• Have fact-sheets (one page each) about H&V-HQ (mission statement, and whatever is relevant to the story) and your chapter’s local projects/chapter initiatives for backstory. Provide accurate contact info, and get the reporter’s phone and email addy as well. Find out when the story is going to come out, and how you can get extra copies of the paper or an electronic version if this is for broadcast.
• Think PHOTO OPP! Ask print-reporters if you can provide them with visuals and have some digital photos (the higher the resolution, the better) that you have permission to use and can share via email. Wear bright colors, avoid distracting jewelry/hats/logos (unless it’s H&V!); if this is a story for TV, don’t wear Kelly-green because that color disappears when special effects and graphics are projected on a green screen (the thing that makes it look like the weather-person has the map behind him/her). If you’re wearing green and these effects are being used, you’ll blend into the background.

Remember: You don’t have to wait for the media to come to you! Many chapters have done a great job sending out news releases that have garnered some great publicity for H&V events and issues. If you’re watching some unfolding news in your area and can connect it to some aspect of the deaf/hard of hearing experience or agenda, consider pursuing the media proactively. “Earned media” is the holy grail of publicity! Just make sure to keep HQ on speed-dial so we can help you look and do your best!  ~