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.
"We had to look at what the key news kernels would be," said Franz who had his staff develop possible leads for broadcast outlets and take a stab at how national print news media like USA Today and The New York Times would approach the story. By the day of the press conference, all of the key national and local reporters on the ADA's hit list were fully briefed with drafts and summaries of the new study, given access to several key medical spokespersons and given medical locations (specialty clinics and hospitals with Diabetes expertise) to customize the story.
The ADA's media relations leg work resulted in coverage that was both accurate and focused on the two news hooks: the new diagnosis number and the push for Diabetes screening of all adults, aged 45 and over. (ADA, Jerry Franz, 703/549-1500)