Briefing the Media

For Jerry Franz, national VP of communications and programs for the American Diabetes Association, getting local and national reporters fully prepped on new studies and major research findings ideally requires a 10-day lead time. When the ADA released its new diagnosis points for Diabetes last June, the implications were huge and required an "embargo" confidence with reporters and the need to supply reporters with as much information as possible before the press conference. The new recommended diagnosis point lowered the diagnosis requirement to 126 from 140 which meant that more people could be diagnosed with the Diabetes.