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Advice You - Media Training: When Reporters Lie
I recently worked with a group dealing with an unusual problem. It seems that a local television reporter in town known for his aggressive style of reporting has a nasty habit of lying. Let’s call him Jack.
Whenever a sensitive issue arises, Jack requests an inte
Whenever a sensitive issue arises, Jack requests an inte
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
rview with a spokesperson for the group. The spokesperson knows that if he doesn’t agree to the interview, Jack will ambush him – in a parking lot, in a grocery store, or outside his home.
So before agreeing to the interview, the spokesperson asks Jack not to bro
So before agreeing to the interview, the spokesperson asks Jack not to bro
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ch certain sensitive topics. Jack agrees. With the ground rules in place, the spokesperson consents to do the interview. The interview begins.
But the moment the cameras start rolling, Jack ignores the rules and asks the very questions he promised not to. Jack as
But the moment the cameras start rolling, Jack ignores the rules and asks the very questions he promised not to. Jack as
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ks them in a way to make the spokesperson look as bad as possible. The spokesperson is caught off-guard and veers way off message. He looks bad and damages the reputation of his group.
Let’s back up for a moment. Jack has every right to refuse conditions being pl
Let’s back up for a moment. Jack has every right to refuse conditions being pl
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ced on the questions he can ask during an interview. Further, if a spokesperson requests certain conditions, Jack has the right to report that request, whether or not he agrees to them. But if he agrees to those terms in advance and breaks them, well, Jack’s just
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
a liar.
Now, let’s add one more element to this equation. The media in Jack’s town are addicted to tabloid-style news. Sensationalism sells, and local reporters have a nasty habit of making innocuous stories appear as shocking as possible. Their goal is to attrac
Now, let’s add one more element to this equation. The media in Jack’s town are addicted to tabloid-style news. Sensationalism sells, and local reporters have a nasty habit of making innocuous stories appear as shocking as possible. Their goal is to attrac
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
an audience at any cost.
You might think a solution is just to avoid the reporter – but remember – Jack will show up when you don’t expect him, and if you refuse to talk to him, he will play the videotape of your hand covering the camera for weeks.
So what shou
You might think a solution is just to avoid the reporter – but remember – Jack will show up when you don’t expect him, and if you refuse to talk to him, he will play the videotape of your hand covering the camera for weeks.
So what shou
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ld you do in the most egregious cases when a reporter lies? The following three tips may be helpful:
1. Get Media Training: Okay, so it may seem a bit self-serving for a media trainer to advocate media training. Still, media training, especially one-on-one traini
1. Get Media Training: Okay, so it may seem a bit self-serving for a media trainer to advocate media training. Still, media training, especially one-on-one traini
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
g, is made for circumstances like these, and can help a spokesperson answer difficult questions with relative ease.
ABC News Reporter Sam Donaldson had it right when he quipped, “Questions don’t do the damage. Only the answers do.” Spokespersons shouldn’t have to
ABC News Reporter Sam Donaldson had it right when he quipped, “Questions don’t do the damage. Only the answers do.” Spokespersons shouldn’t have to
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
request that certain topics be off-limits. Instead, they should prepare in advance for the most challenging questions. Doing so will help them appear almost delighted that a reporter has finally given them the opportunity to speak about them.
2. Write a Letter t
2. Write a Letter t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
the Station Manager: It’s possible that the station manager doesn’t know just how much his or her reporters are breaking the rules to get a story. Here, you can use reporter codes of conduct to your advantage. For example, you may write:
In exchange for agreeing
In exchange for agreeing
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
to an interview with Jack, several of our spokespersons have requested certain questions be kept off limits. Jack has agreed. Despite those agreements, Jack has consistently broken his word, asking those very questions the moment the camera starts rolling.
The S
The S
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ciety of Professional Journalists Code of Ethics says journalists should, “Clarify conditions attached to any promise made in exchange for information. Keep promises.”
In addition, Jack is treating his sources with blatant disrespect, in one case shouting after a
In addition, Jack is treating his sources with blatant disrespect, in one case shouting after a
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
senior official and calling her disgusting names. This is a violation of the Poynter Institute’s Guiding Principles for the Journalist, which state: “Sources [are] human beings deserving of respect, not merely a means to your journalistic ends.”
We are happy to
We are happy to
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ooperate with your station’s future inquiries, even if they are unfavorable to our group. But in exchange for continued access, we request only that you comply with the basic rules of journalistic fairness in the future.
Will this help? Maybe, maybe not. But in d
Will this help? Maybe, maybe not. But in d
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
esperate circumstances, it might be worth the shot.
3. Prepare a Canned Response: In the most desperate circumstances, you may blacklist a reporter entirely. This piece of heavy artillery should only be pulled out rarely – in other words, if you’re banning more t
3. Prepare a Canned Response: In the most desperate circumstances, you may blacklist a reporter entirely. This piece of heavy artillery should only be pulled out rarely – in other words, if you’re banning more t
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
an one reporter per decade, it’s probably too many.
In the case of Jack, though, it might be warranted. That doesn’t mean you ignore him when he ambushes you. Instead, prepare your spokespersons – all of them – for his ambush. They should stop before his camera.
In the case of Jack, though, it might be warranted. That doesn’t mean you ignore him when he ambushes you. Instead, prepare your spokespersons – all of them – for his ambush. They should stop before his camera.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
They should take his question seriously. And they should issue a response such as:
“Your question deserves a serious answer – not one delivered in a parking lot. If one of your colleagues would like to schedule an interview with a member of our group, we would be
“Your question deserves a serious answer – not one delivered in a parking lot. If one of your colleagues would like to schedule an interview with a member of our group, we would be
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
happy to answer his or her questions. Thank you, and we look forward to the opportunity to express our point of view on this matter.”
Then, with a small nod or smile, the ambushee should walk with a sense of purpose – but without a hint of defensiveness – to his
Then, with a small nod or smile, the ambushee should walk with a sense of purpose – but without a hint of defensiveness – to his
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
or her destination.
One final point – if a news organization is determined to write something unfavorable about you, there’s little you can do to stop them. But you can control your response – and a well planned media strategy can help neutralize a negative story
One final point – if a news organization is determined to write something unfavorable about you, there’s little you can do to stop them. But you can control your response – and a well planned media strategy can help neutralize a negative story
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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