Association · 2013-05-08 · Guide to Private Practice: An Introduction to Starting Your Own Business (2004), by Ann S. Litt, MS, RD, and Faye Berger Mitchell, RD. This introductory

Commissionon DieteticRegistrationthe credentialing agency for the

American DieteticAssociation

You Are theFood andNutritionExpert:Tips and Toolsto Prove ItProduced by theAmerican Dietetic Association’sPublic Relations Team

Commission on Dietetic Registration120 South Riverside Plaza, Suite 2000 ● Chicago, Illinois 60606-6995

800-877-1600 ● www.cdrnet.org

2 – You Are the Food and Nutrition Expert

Tips and Tools to Prove It – 3

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ContentsIntroduction ................................................................................... 4Beyond the media.......................................................................... 5Getting people’s attention ............................................................ 7ADA and the news media ............................................................. 7Getting started .............................................................................. 9Print, TV, radio: What’s the difference? .................................... 12Have a plan .................................................................................. 14What’s your story? ....................................................................... 16Approach the media with confidence and professionalism ....... 18Letters to the editor and op-ed articles ..................................... 18Here’s the pitch ........................................................................... 22Who’s calling please? .................................................................. 24“For Immediate Release” ............................................................ 26The interview .............................................................................. 29Interviewing tips and advice ...................................................... 32Tools of the trade ......................................................................... 35Read all about it: The print interview ....................................... 36Lights, camera, action: The television interview ..................... 38Being interviewed on TV ............................................................ 40Sound advice: The radio interview ............................................ 43Being interviewed on radio ........................................................ 46Going forward: Working with the media ................................... 49Story ideas and resources: ADA is here to help ........................ 52Credentials .................................................................................. 55Criteria for credentials ............................................................... 56Appendix ...................................................................................... 55

The Commission on Dietetic Registration ..................................... 55Excerpts from The Competitive Edge .............................................. 61Journal reprints:

“Brand Name Dietetics” ............................................................... 65“Tool kits for teachable moments” ............................................... 70“Impact your practice: Communicate effectively online”........... 74“Dietitian business Web sites: A survey of their

profitability and how you can make yours profitable” ........... 77Wanted: State Media Representatives, PR Chairs, Spokespeople 83Key ADA messages ........................................................................... 84Who We Are, What We Do: American Dietetic Association ........... 86Glossary of media relations terminology ........................................ 89Sample pitch letters, press releases, media advisories ................ 94Using ADA positions ...................................................................... 102Creative Calendar .......................................................................... 104Newspaper, Television, Radio Station Data Sheets ..................... 106


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Introduction

Board-certified specialists are credentialed bythe Commission on Dietetic Registration, the

credentialing agency for the American DieteticAssociation. You are the food and nutritionexperts and are the best source of timely,accurate and reliable information on eating well.Effectively communicating your knowledge andyour expertise is one of the most importantthings you can do to promote your profession andyourself.

Business and community leaders. Legislatorsand policy makers. Other health professionalsand their organizations. Educators. The generalpublic. Patients and clients (both current andpotential). Employers. The news media.

The ability to communicate with each of theseindividuals and groups—to share your knowledgeand prove your value—is vital to your continuedsuccess and growth and to that of the board-certified specialist and the dietetics profession.It is a big part of your professional responsibilityto advocate for yourself in your workplace, inyour community, in your nation.

You are the expert. This toolkit will help youmake sure the world knows it.


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Generate Your Own BuzzThe advice and examples in this toolkit focus onpromoting yourself and all board-certifiedspecialists through interaction with the newsmedia, from creating story ideas to conductinginterviews and establishing yourself as anindispensable resource for local journalists. Andyou’ll quickly find these tools (not to mention theconfidence you will build) can be applied toimproving your skills at other forms ofcommunication—such as giving a presentation,writing a proposal, meeting with a supervisor,working with clients, soliciting donor support orreporting to an oversight committee.

Still, media exposure is not the only means atyour disposal when it comes to establishingcredibility and generating buzz about yourself,your practice or your employer. Fromcommunicating a professional image to creatingyour own brand . . . from productive networkingto creating a presence and communicatingeffectively on the Web . . . there is much you cando to increase your visibility beyond the media.

ADA has long been committed to assistingboard-certified specialists in communicatingyour value and making your mark on society. TheAssociation’s book The Competitive Edge (1st

edition 1986, 2nd edition 1995), edited by KathyKing Helm, RD, offers a wealth of tips andadvice. (See excerpts in the Appendix beginningon page 55.)

Great ideas are also contained inCommunicating as Professionals (ADA, 2nd

edition 1995), edited by Ronni Chernoff, PhD,RD. This book contains detailed and informativesections on oral, written and visualcommunication, references, resources and legaland ethical issues in professionalcommunication.

Another excellent place to start is ADA’sGuide to Private Practice: An Introductionto Starting Your Own Business (2004), by AnnS. Litt, MS, RD, and Faye Berger Mitchell, RD.This introductory guide incorporates checklists,self-assessments, sample forms and real-lifeexamples that give any dietetics professional an


honest look at the challenges and rewards ofgoing out on your own. Topics include the prosand cons of private practice, choosing a businessstructure, advisors for your practice, office space,marketing, networking and accepting payment,including reimbursement considerations for yourservices. Visit ADA’s Product Catalog atwww.eatright.org for information on orderingthis book.

Visit your local bookstore or on-line serviceto find many additional books that can help youlearn more about communication, marketing,branding and increasing your professionalvisibility. (Note: ADA does not necessarilyendorse or recommend the following books; theyare listed for informational purposes only.)

● Communication Skills in Practice: A PracticalGuide for Health Professionals (Jessica KingsleyPublishers, 1997), by Diana Williams.

● Grammar and Writing Skills for the HealthProfessional (Thomson Delmar Learning, 2001)by Doreen Villemaire, et al.

● The Marketing Plan (4th edition, John Wiley &Sons, 2004), by William A. Cohen.

● Stand Out! Branding Strategies for BusinessProfessionals (July Publishing, 2005), by SimonVetter.

● Writing, Speaking & Communication Skillsfor Health Professionals (Yale University Press,2001), by Stephanie Barnard, et al.

The Journal of the American DieteticAssociation regularly carries practice-relatedarticles on effective communication and means ofpromoting yourself and your profession. Severalrecent Journal articles on subjects including useof the Web to promote your practice; effectiveonline communication; creating a brand imagefor yourself and developing tool kits to facilitateeffective message delivery are reprinted in theAppendix beginning on page 65, and more can befound at www.adajournal.org.


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Getting people’s attentionToday, stories related to food and nutrition arefound on the front page, in the business, sportsand real estate sections, on education and careerpages and more. By using your imagination,there is almost no limit to the numbers ofjournalists and types of media whom a board-certified specialist can reach with your expertiseand ADA’s healthful-eating messages. And it canbe a lot of fun, too!

Reporters want stories. They have space andairtime to fill each day. Because of ever-increasing public interest in news about healthand wellness, a good deal of newspaper andmagazine space, radio and TV airtime andInternet Web pages are devoted to these topics.

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ADA and the news mediaADA maintains a strong commitment to tellingour story through the media. And we areremarkably successful, annually achieving aboutseven billion media impressions (a measure ofthe numbers of readers or viewers of a particulararticle or program).

ADA provides media training and supports anational network of volunteer mediaspokespeople—all ADA members like yourself—who conduct thousands of interviews each yearon behalf of the Association. See the Appendix(page 83) for information on becoming an ADAspokesperson.

A HELPFUL HANDADA’s Public RelationsTeam is available to helpyou work with the newsmedia.

Call800/877-1600,ext. 4802, 4769or 4806or [email protected]


Role and image of board-certifiedspecialists

There is much that each individual membercan do to provide the media with positive,newsworthy information about food andnutrition issues and the dietetics profession. Youcan play a part in enhancing the role and imageof the profession.

Working with the news media will do much tohelp you and all board-certified specialists berecognized as the best and most credible sourcesof science-based food and nutrition informationand to help increase consumers’ demand for yourservices. You can do it.

Defining termsIn this toolkit, the term “media” is used to

mean free coverage in print, broadcast andelectronic media outlets. Paid advertising is, ofcourse, very effective; but the costs, even for localpublications, can exceed many individuals’ ororganizations’ budgets.

For the most part, when it comes to spreadingthe word about the American DieteticAssociation, board-certified specialists andhealthful eating, your best bet is through thenews media.


A LITTLE WORK NOW . . .

I f your goal is to establish a long-termrelationship with the media that has

ongoing benefits for you, your employeror your local state association, youneed to find out what the media covers.

A few weeks spent reading publicationsand watching/listening to programs(and staying up-to-date with personneland format changes) can pay bigdividends down the road.

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Getting startedHow do the news media operate?

Whether it’s a small-town weekly or the NewYork Times, the local-access cable TV station orCNN—before you can work effectively withjournalists, you need to understand how reportersand editors operate. What stories do the mediacover? Which reporters cover which types ofstories? How does coverage differ between TV andprint media? Or between different papers orstations? Knowing the answers to these questionswill greatly improve your ability to get on the airor see your name in print.

Be a media monitorYou can find out much of this information by

monitoring the media. You need to know whatthe media are interested in covering—whichoften differs from newspaper to newspaper,station to station or reporter to reporter.

Read the newspaper. Watch the TV news.Listen to the radio.

There is no substitute for “doing yourhomework.” You must know the audience youhope to reach.

Keep tabs on the media you want to pitch● Topics they have covered● Types of experts they interview● Areas that seem to be of recurring interest.

Follow professional literature● Know what is going on in the dietetics

profession. Read the Journal of the AmericanDietetic Association and ADA’s positionstatements.

● Stay current on studies published in other


STRENGTH IN NUMBERS

Think of other board-cer tifiedspecialists in your area as allies in

bringing reliable food and nutritioninformation to the media and the public.Get to know as many of yourcolleagues as you can. Find out their

areas of expertise and share your own.Brainstorm and swap ideas. As always,don’t hesitate to draw on the knowledgeand expertise of ADA’s spokespersonnetwork, your state mediarepresentative or affiliate PR chair.

health and medical journals.● Keep up on Association and headquarters

news by reading ADA Times, and bysubscribing to CEO Digest, Daily News, DPGand affiliate newsletters.

● Follow health and nutrition policy issues inADA’s On the Pulse, Grassroots Times andMNT Provider.

● Read nutrition-related newsletters.● Attend continuing education meetings and

scientific conferences.

Know what the public wants to read, viewand hear

● Visit your local bookstore and browse theshelves of diet books, cookbooks and self-helpbooks (and regularly check the best-sellerlists).

● Search the Internet for nutrition and healthnews sites (see page 54).

● Review what is being covered in such popularconsumer publications as Time, Newsweek,Glamour, Good Housekeeping, Prevention,Self, Fitness, Shape, WebMD, AssociatedPress, the Wall Street Journal and the NewYork Times.

What do reporters want?The needs of TV differ from those of radio and

they’re both different from print outlets. Butsome general principles apply to virtually alltypes of media:

● It’s been said that three-quarters of thenews is “N-E-W.” A reporter’s job is to tellreaders, viewers and listeners things theydon’t already know—preferably before theircompetition has the story. What do you haveto offer that is new or that gives an unusualperspective on a familiar topic? Has anyone

TIP: Local print andbroadcast reportersoften get ideas fromthese nationalpublications . . . andso can you.


else covered this story recently? Mostreporters will not be interested in a storythat is similar to something they “justcovered”—meaning at least the past severalmonths.

● All journalists operate on tight deadlines.These deadlines can be any time of the day ornight, depending on when the newspaper ispublished, the TV news program airs, etc.Know and respect deadlines as much asreporters do.

● Remember the “five Ws”—Who, What,Where, When, Why (plus How). Those basicquestions are the foundation of the media’swork. A good reporter will ask them all in oneform or another. Ask and answer them inyour own mind—better yet, on a piece ofpaper—before contacting the media.

● Another “W.” This “W” question is at leastas important as the others: “Who cares?” Isthis story interesting? To whom? Why wouldan average person want to read this story orwatch it on TV? Reporters and editors willexpect you to put your story idea into contextand to demonstrate its value andnewsworthiness to their audience—preferably without being asked.

● Reporters cover happenings in theircommunity. For the Wall Street Journal orCNN, the community is the whole world, butfor most newspapers and TV stations, thecommunity is their home town. If in thereporter’s or editor’s mind the story wouldnot be of interest to their audience, it will notbe covered. Keep your focus local—would mynext-door neighbor want to read or watch thisstory?

● All reporters have editors. (And editors workfor publishers or station managers.) In orderto get a story in print or on the air, a reportermust convince his or her editor that a story isnewsworthy. Part of your job is to armreporters with the information they’ll need toconvince their higher-ups that the storyshould be covered.

● The truth and nothing but. Reportersprize honesty, accuracy and credibility intheir sources. Get your facts straight. Makecertain everything you say is true, accurateand verifiable.


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What’s the difference?By now, you’ve been monitoring your local mediaand have developed at least a sense of what isconsidered news and who covers what, where,when, why and how. And you may have alreadydiscovered some of these general differencesbetween various types of media and the storiesthey seek.

NewspapersMost newspapers operate on a “beat” system,

in which reporters are responsible for storiesthat pertain to specific topics. Larger papershave more specialized beats, but even smallernewspapers probably have one or more reportersassigned to food, medicine/health, lifestyle/fitness, science, business or consumer affairs.You can learn who these reporters are by readingthe paper (or by checking out its Web site). Themanaging editor’s office also should be able tosupply you with names of beat reporters.

TIPS: Print media willlikely be the primaryfocus of your mediaefforts—local dailiesand weeklies, areamagazines and tradepublications,newsletters andmore.

Many newspapershave special sectionsfor health, food, etc.Food sectionsusually appear in themiddle of the weekand have relativelylong lead times. Besure to ask fordeadline information.

When you read anarticle that isespecially good, dropthe reporter a note oran e-mail to offeryour compliments ona job well done andto offer your help onfuture stories.


TIPS: Many radiostations have Websites that containschedule informationand the names ofhosts, producers orother contacts.

Radio, especiallyissues-oriented talkshows or public-service programs,can be an importantand effective outletfor information aboutyour communityservice activities.

WHAT MAKES A STORY NEWSWORTHY?

How do you know if you have astory idea that might be of interest

to the media? Be sure your story is . . .● Interesting to a general audience, notjust board-certified specialists● Timely● Relevant

● Informative● Educational● Locally orientedEach of these represents an aspect ofnewsworthiness. Incorporate them intoyour pitch to the media to help get yourstory on the air or in print.

RadioScan the local dial for stations that carry

public affairs shows, community calendars, localnews reports, talk shows and specialty showssuch as health and fitness.

Later, we’ll cover tips for conducting print, TVand radio interviews (page 32).

TelevisionThe television challenge is to discover the full

range of air opportunities and learn how toaccess them. TV programming opportunitiesinclude newscasts, community calendarannouncements, public service announcements,public affairs shows and entertainment talkprograms. We’ll discuss each of these types ofshows in more detail later (page 38).

Most TV and radio news/talk programs haveproducers—a reporter or editor who works withthe host, helps decide which stories to cover,develops topics and questions for the programand books guests. Obtain contact information forproducers of the shows you’re interested in. Youwill need to convince the producer of your story’svalue before it gets on the air.

Television covers stories in the briefest amountof time, but it has the most impact. ADA’s 2002Nutrition and You public opinion survey foundthat, by a wide margin, television is America’smost popular source of food and nutritioninformation.


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Have a planAs with all business activities, the key toongoing success in media relations is preparingand executing a good plan. What do you want toaccomplish? How will you get there? Developinga year-long plan that clearly identifies your goalsand your strategies for achieving them will helpyou obtain publicity.

Outline your objectivesYour key objectives should be to:Provide a service: Give consumers practical

advice and solid information on food andnutrition topics.

Create and maintain local awareness of you andyour affiliate.

Represent your colleagues in a credible manneras the food and nutrition expert.

Educate the community about your affiliate’scommunity support and value.

Position your affiliate and all its members ascontributors to the overall well-being of thecommunity.

Make contactBased on your media monitoring, calls to

newsrooms and other information gathering(such as the Yellow Pages, the Internet or mediadirectories at your local library), create andregularly update a list of your media contacts.See the media data sheets in the Appendix. Youcan easily create your own lists and data sheetswith a word processing or spreadsheet program.A media contact list will help you in many ways:

● Spelling counts! A media list ensures youhave the correct spelling of a reporter’s name.You will have a hard time convincing areporter that you are a source of solid,reliable facts if you trip up on this basic andvital piece of information.

● Keep current phone and fax numbers and e-mail addresses.

● Keep deadline information for every mediaoutlet you plan to work with.


CREATIVE STORY IDEAS● People want to read and hear storiesabout . . . people. Like themselves, theirfamilies, their neighbors. Unless youhave made a major scientific finding,stories usually aren’t consideredinteresting or newsworthy unless theyrelate to people. Make sure your storyhas “the human element.”● Is your story interesting to theaudience you want to reach?● Can you piggyback onto local,national and international issues, likeobesity, diabetes, prescription drugbenefits?● Tie your story to current events likepolitical campaigns, block parties,street fairs, garden shows, county orstate fairs.● Think beyond the food page. Pitch tothe travel, sports, business and newssections.● Look for stories where the media

look. Think of local angles to stories onthe network news, nationalnewspapers, cable news networks, Websites, trade publications.● If you’re pitching a story like asuccessful weight loss program at yourmedical center or the effectiveness ofmedical nutrition therapy for treatingdiabetes, a reporter will almostcertainly ask to interview patients andclients who have benefited fromtreatment. Arrange for their availabilitybeforehand and mention it in your pitch.● Can you illustrate your story? Apicture is worth as many words as theold saying claims. Your chances ofgetting TV or newspaper coverageincrease dramatically when great photoopportunities are available. If you’repitching a TV station a story on after-school snacks for grade-schoolers, beready to provide samples.

● Jot down different outlets’ and reporters’styles and interests.

● If a particular reporter isn’t the right personto cover food and nutrition issues, ask who isand add him or her to the list.


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What’s your story?Now it’s time to come up with story ideas youcan pitch to the media.

Work the anglesFor a reporter to give your story the attention

it deserves, you need to present it—quickly andconcisely—as newsworthy, entertaining andworthwhile. In other words, answer the question“Who cares?”

You need a news hook or an angle. What is itabout your story that transforms it from a nicefactual account into “a grabber”—something thatpeople will want to read or watch? What willcommand the interest of a reporter or editor theminute they hear about it? Because a minute isabout all the time they’ll spend thinking about yourstory before deciding thumbs-up or thumbs-down.

The big threeExperience has shown that there are three

sure-fire hooks that capture the public’s (andtherefore the media’s) interest, and nutritionstories fit easily into each:

● Health● Heart● PocketbookOf course, food and nutrition are vital

components of health. Human-interest stories,especially about children, the elderly or theperson next door (obesity, heart disease,diabetes) touch the heart. And the economics ofhealth-care (such as prescription drugs ormedical nutrition therapy) hit the pocketbook.

YOUR ASSOCIATION IS HERE TO HELP

You can find many resources andideas on ADA’s Web site,

www.eatright.org, including hundredsof pages of content that are availableonly to ADA members. In the Mediasection, you can check out links tonews releases and consumer education

programs, among other areas.For more ideas, also see the Tip of

the Day and Monthly Feature, which areposted to ADA’s home page. Click on thelink at the bottom of the Tips andMonthly Features for an archive of paststories.


TIP: Has your localnewspaper or TVstation recently run aprofile of your affiliateassociation? Yourinvolvement in thecommunity can havenews value.

TIP: Plan ahead.Don’t call a reporteron July 3 with asuggestion for aFourth of July story.For a newspaper orTV station, contactthe media about twoto three weeks inadvance of the event.For a monthlymagazine story, makeit five or six monthsin advance.

Look for ideasHere are some ways to develop a list of

potential publicity opportunities and story ideasfor the media:

● Many newspapers and some TV stationsmaintain online searchable archives of theirarticles. Review past media coverage that wasgiven to your affiliate and profession (or others).

—What was covered well?—What was missing?—Could it have been covered better?—Could your contribution have made it better?● Compile a list of upcoming Association or

professional events of consumer interest(National Nutrition Month®, health fairs, newfacility openings).

● Do the same for programs you sponsor(charities, educational activities, sports, culturalactivities). Recommend that your affiliate seekadditional opportunities.

Holidays are always a good time for food andnutrition stories: Summertime grilling andpicnicking (a good chance to talk about ADA’sHome Food Safety . . . It’s in Your Hands™program—visit www.homefoodsafety.org formore information), back-to-school stories aboutpacking a healthy lunch for the kids, how toavoid overeating at year-end holiday parties andmany more. See the Creative Calendar in theAppendix (page 104) for holidays that can havefood and nutrition tie-ins. Read new scientificstudies on food and nutrition in the Journal ofthe American Dietetic Association and otherjournals. Many times, these studies can beadapted into stories for the general public.

Remember your target audience. For mostconsumer news media the audience is thegeneral population of your community. Don’tpitch a story idea that will be of interest only toother board-certified specialists or to a verysmall segment of the population. This will notinterest most consumer media outlets—but itmay very well interest trade or specialty media.

More story ideas and ADA resources aredetailed in the Appendix.


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professionalismYou’ve been monitoring the media. You know thedifferent types of stories that print andbroadcast reporters are looking for. You knowwhich reporter covers what. And you’ve seen howoften the perspective of a board-certifiedspecialist would add interest and expertise to astory. You know you would bring a valuableperspective to local coverage of food, nutritionand health issues. You’ve identified one or morenewsworthy story ideas, anticipated thereporter’s questions and know the answers.

It’s time to contact the media.

Business partnersThink of the news media as your business

partner in an important job: bringing accurateand reliable information to consumers. Reportersare people like you; they want to do their jobswell. And they need good working relationshipswith sources in order to do their jobs.

Approach the media as you would any businesstransaction. Be prudent, savvy, knowledgeable,confident, professional . . . and objective. You wantthe media to think of you as a credible source ofunbiased information that they and theiraudience can rely upon—not as a self-promoterwho’s trying to sell books, drum up new businessor become famous. It’s up to you to come across asthe unbiased professional you are.

The spotlight is on you (that’s good!)To a reporter, few things are as important as

this: His or her sources need to be credible. Iffalse or misleading information makes it into thenewspaper or on television, every reader orviewer is misinformed and the credibility of themedia outlet is damaged.

When it comes to protecting and improvingpeople’s health, misleading information can haveserious consequences. Providing correct food andnutrition information, on the other hand, can helppeople become healthier and can even save lives.

On questions of food and nutrition, the credible

TIPS: Keep in touch!Send a note to areporter who hasdone a particularlygood job on a story—even if it had nothingto do with food andnutrition. Don’t gooverboard.

In your note, add ashort sentence ortwo on how you maybe able to help withfuture stories. Tie in afirst-hand experienceor issue that mightinterest the reporter.

Be realistic; don’tpromise more thanyou can deliver.

Don’t be a pest.


POSSIBLE INTERVIEW SCENARIO

Reporter: I’m Joe Martin from theTallahassee Times. I’d like to ask yousome questions about preventingchildhood obesity.Appropriate response from you: I’dbe delighted. As you may know, I am aregistered dietitian, board-certifiedspecialist and a spokesperson for the(Affiliate/State) Dietetic Association.

Likely reporter response: Great.Less likely reporter response: Oh, Ithought you worked for TallahasseeGeneral Hospital.Appropriate response: Yes, I do. But Ispeak on behalf of the (State) DieteticAssociation and not my place ofemployment.Likely reporter response: O.K.

source is, of course, the credentialed board-certified specialist. So your first goal in workingwith the media is to ensure they know that.

Identify yourselfWhenever you are speaking with a reporter or

editor, immediately make clear who you are.Always mention:

Your credential as a board-certifiedspecialist. When it comes to establishing yourcredibility to speak to the media, this is the mostimportant piece of ID you carry.

A short description of your qualificationsto speak on a given topic. “I have beenworking in the field of nutrition for X number ofyears with a specialty in . . . ” This makes itimmediately clear that you are qualified to speakon the issues.

For whom you are speaking—such as yourstate affiliate, employer or yourself. This avoidsconfusion on the reporter’s part and the public’s.

Whose voice are you using?Your thoughts on a given subject in food and

nutrition—well-informed as they are—may differfrom ADA’s official position on the issue; andeach may be different from the position of youremployer. If you are speaking to the media onbehalf of your state affiliate, it is best not tovolunteer your place of employment.

If a reporter asks where you work, go aheadand say it—but stress that you are speaking onbehalf of your state dietetic association and notyour employer and you would prefer to beidentified as such in the article. Or vice-versa, asthe case may be. Reporters are generally


accommodating to such requests. (See theinterview scenario on the previous page.)

And, since all board-certified specialists arecredible sources for food and nutritioninformation, do not be concerned if you are notaffiliated with an organization. Above all,reporters want facts from a reliable source.

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and op-ed articlesSometimes, the best way to convey your messageis to DIY—do it yourself.

Writing a letter to the editor or an “op-ed”article is an excellent way to make your point inyour words. Here are general guidelines forwriting a letter to the editor or an op-ed.

Letter to the editor● Address the letter “To the Editor.” Letters

should be exclusive to this publication,timely, no longer than 150 words and mustinclude the writer’s address and phonenumbers. You should also be sure to mentionthat you are a registered dietitian and board-certified specialist, either in your signatureor in the body of your letter. This will lendadditional credibility to your argument.

● For most publications, you may send theletter by e-mail, fax or regular mail.Publications generally do not return oracknowledge unpublished letters. If yourletter is selected for publication, you probablywill be notified beforehand. Publicationsreserve the right to edit or shorten a letterfor space requirements.

● Many worthy letters never see print, andthose that do cannot reflect all the topics ofinterest to readers. Far-reaching publicationssuch as the New York Times receive at least1,000 submissions a day or more. Mostpublications print an average of 10 letters aday.

That means the competition is intense. So,when conveying your message to the editor, makeit clear, current, concise and compelling.


Op-ed article“Op-ed” is journalism slang for “opposite the

editorial page,” which is where a newspaperstates its position on important issues of the day.Most newspapers also publish one-time articlesas well as regular columns from contributors onnewsworthy topics. They look for a variety ofviewpoints from authors, including those that donot necessarily agree with the paper’s stance.

As your community’s food and nutrition expert,who is more qualified than you to speak onissues like obesity, school meals, dietarysupplements, fad diets or any other newsworthytopic related to what we eat? The answer ofcourse is “no one”—which is why you shouldconsider contributing op-ed articles to your localmedia or becoming a regular contributingcolumnist.

Newspapers usually publish their guidelinesfor op-ed articles either on the editorial or op-edpage, or you can call the paper and ask for a copy.Generally, op-ed articles are longer than lettersto the editor—about 500 to 750 words.

While a letter to the editor speaks for itself, anop-ed should be accompanied by a brief letter tothe page’s editor (check the masthead for theperson’s name or call the publication and ask).Mention that you are speaking as a registereddietitian and board-certified specialist to lendstrength to your argument.

In your article, narrow the focus to one mainpoint supported by no more than three examples.Without being rigid or repetitive, follow theformat of “Say what you’re going to say. Say it.Recap what you’ve said.”

Clearly identify a problem that needsaddressing, and be positive in recommending asolution.

Be opinionated but reasonable. Have a clearpoint of view. Keep in mind that as a board-certified specialist you are the community’s“voice of reason” when it comes to food, nutritionand health.


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Here’s the pitch . . .Letters and e-mails can be an effective—andrelatively nonstressful—way of contacting areporter or editor, especially for the first time.Here are some guidelines:

● Never forget: Five “Ws,” an “H” and a “Whocares?”

● Keep it short: A pitch letter or e-mail shouldbe no more than 250 to 300 words (one pageof type).

● Get to the point. Reporters and editorsreceive dozens of pitches and press releasesevery day. They are good at quicklyevaluating an idea for its newsworthiness totheir audience.

● Start by telling the reporter or editor thatyou are offering a story idea. Many editorsbecome impatient with letters that launchinto a long narrative without making thepurpose clear at the outset.

● If your story idea is tied to an upcomingevent, give the editor sufficient notice;generally a week or two, if possible. (You cangive too much notice—don’t write or call anewspaper or TV station with an idea for astory that will happen eight months fromnow.)

● Explain why the editor’s audience would beinterested in the story. The question is nothow “good” the story is in the abstract, buthow much it will appeal to a specific mediaoutlet’s audience.

● Emphasize the scope and importance of thestory. Trade and business editors want toknow how many companies face the problemor situation addressed in your story—forexample, increased demand for healthfulitems in vending machines. Consumerpublications’ editors look for similarindicators.

● Provide colorful details to help the editor geta feel for the story.

● Where possible, suggest alternate approachesto the story. This gives the editor options. (Itmay also give the editor the flattering feelingthat you are deferring to his or herjudgment.)

● If you have photos or photo ideas, describe


them briefly. Art possibilities alone will sellsome stories, especially to the trade press.

● Provide the editor with information on whomto contact if he or she is interested in theidea.

● Spelling still counts. Spell-check your letteror e-mail, proofread it yourself on paper andask someone else to review it before mailing.

● If you plan to call to follow up, say so. Waittwo or three days after sending an e-mail, aweek after mailing a letter.

● Follow up once. By this time, the editor’sanswer will be yes or no. Accept eitheranswer, professionally and briefly.

● Don’t gush. Don’t ask for favors. Don’texpress hopes. Don’t overly flatter the editor.Remember this process is essentially abusiness transaction.

Sample pitch letters are included in theAppendix (page 94).

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Who’s calling please?Many of the tips for creating a pitch letter or e-mail to the media apply to phone calls as well.Here are some additional tips for phone pitches.

Before you pick up the phone● Think your message(s) through. What do you

want to say? To whom?● Consider carefully whether your idea meets

the criteria for a good media story.● Timing is everything. If possible, tie your

idea to current events, such as industrytrends, new legislation or seasonal events.

● Think about how you’d like to see the storywritten or aired and what the headline or“teaser” would be.

● Anticipate reporters’ questions. Prepare (andrehearse) answers.

● Be prepared to offer additional sources ofinformation or interview subjects.

● Familiarize yourself with challenges to yourpoint of view, practices or procedures. “Howdo you respond to those who say . . . ?”

● Think of real-life examples or case studiesthat bring your story idea to life, such as apatient to be interviewed or food samples todisplay on camera.

● Review your media list before calling anyone,to determine the appropriate person to call.

● Be sensitive to deadlines.● Not every pitch results in a story. Don’t take

rejection personally—it comes with theterritory.

● But don’t let “no” prevent you from pitchingthat reporter on a future story. Let a fewweeks go by and try again.

● Practice, practice, practice!


CLARITY OF PURPOSE

When leaving your name andphone number on a reporter’s

voice mail, speak slowly and clearly.Spell your name. Repeat your phonenumber. Spell all parts of your e-mailaddress. Give a time when you’ll be

available—and be available at that time.When answering the phone, give yourname, even if it’s your home phone.That will save time as the reporterwon’t have to ask if you’re Jane Collinsand you say yes, etc.

On the line● When you get the reporter or editor on the

phone—or reach his or her voice mail—giveyour name and your affiliation. If thereporter answers, ask: “Do you have aminute? I have a story idea that mightinterest you.”

● If the answer is yes, offer your idea in asentence or two. Make sure to noteimmediately why this story is of interest tothe editor’s audience.

● He or she probably will reply in one ofthree ways:◆ “I’m not interested,” in which case you canask if there is anyone else at the paper orstation who might be (and call them, if so).◆ “Tell me more,” which means you have theopportunity to “close the sale” withadditional information, tie-ins todevelopments and trends, etc.◆ “I am interested,” which means you andthe editor can now discuss arrangements foran interview or taping.

● If the answer is yes, after you hang up sendthe reporter or editor a brief follow-up memo,no longer than one page, outlining your pitchand reinforcing why the reporter should coverthis story.


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“For Immediate Release”A pitch letter (or e-mail or call) is not the onlyway to alert the media to an upcoming event,program or development. Press releases, presskits and media alerts are some of the effectivemethods you can use to interest reporters in yourstory.

Press releaseFrom your media monitoring, you’ve seen that

many newspaper stories follow a writing styleknown as the “pyramid lead.” The mostimportant information in the story is given inthe first paragraph or two, and all subsequentparagraphs expand on the main point indecreasing order of importance. Theoretically,you could stop reading at any point after the leadand still know the major point(s) of the story.Structure your press release the same way, usingmany of the same tips on page 22 for composinga pitch letter.

● Determine the most important informationyou want to convey and put it high up in therelease.

● Don’t worry about putting everything in thefirst paragraph. Reporters will read thesecond and third, too. But don’t count onthem to keep reading if you haven’t gotten tothe point by now.

● Help the reporter understand the story byincluding all important facts.

● Be concise. Try to keep the length to onepage, about 300 words.

● Write a one- or two-line headline thatencapsulates the main point of your release.

● Use quotations only for interpretation,commentary or observation: “This will be thebiggest and best National Nutrition Month®

event that Colorado has ever seen,” saidregistered dietitian, board-certified specialistand Colorado Dietetic Association PresidentSusan Edwards.

● Include a contact person’s name, phonenumber, fax number and e-mail address.

● Check your spelling. Check it again.Sample press releases are included in the

Appendix (see page 96).


TIP: Don’t get carriedaway with press kits,especially if the storyor event is not highlynewsworthy. As withany other mediapitch, press kits, nomatter how slick orexpensive, quicklyfind their way to theeditor’s wastebasketif they do not containsolid news ideas.

Press kitA press kit is something more than a press

release or a pitch letter, though it can containeither or both. A press kit, usually a pocketfolder or a clipped packet of information, can beused when you want to publicize a significantevent with different facets, personalities andpotential stories. For example: the events youraffiliate or DPG is holding to commemorateNational Nutrition Month®.

A press kit might include:● A cover letter detailing the significance of the

upcoming event and your involvement.● Press release(s) on the activity or

announcement.● Biographies of key speakers.● Statistics or research related to the subject.● Photographs or camera-ready artwork such

as logos, charts or other graphics.● Fact sheets or brochures on your

organization.● A list of local or state media representatives

or other press contacts and their areas ofexpertise.

● A business card for your group’s mediacontact.

When to send?Send your press kit three to four weeks in

advance of the event.

When to follow up?After mailing a press kit, follow up with a

phone call about a week after you expect themedia should have received it. One or two follow-up calls are recommended. Do not keep callingthe reporter if you don’t get a response to voicemail messages. If the reporter or editor is notinterested in the story, take another look at whatyou offered. Is there another angle you can try oradditional information you could provide?

Media advisoryThis is another way to deliver information to

the media, usually about a one-time upcomingevent such as a press conference, speech orbuilding dedication. Similar in format to a partyinvitation, a media advisory is never longer thanone page, always contains the name of a media


ABOUT PHOTOS

When submitting a photo to themedia, either by mail, in person

or via e-mail, be sure it is in focus andfully illustrates your story idea. Thephoto should be of the highest quality—have it taken by a professional if at allpossible—and should be at least 5x7inches. Either color or black-and-whiteis OK.

If you e-mail a photo, send thehighest-resolution file you can: at least

300 dots-per-inch. The best formats forpublication include .TIF and .EPS, but.JPG is fine, too.

Try to send two photos, onehorizontally oriented and one vertical,to give the photo editor more optionsand improve your odds of publication.

Write and include a clear andinformative caption that answers all theW questions and How. Also include acontact name and phone number.

contact and is usually constructed in “Who,What, Where . . . ” style.

Sample media advisories are included in theAppendix (see page 99).

PhotographyConsider photo possibilities for every release

or press kit you send and every idea you presentto the media. A good photo can often help sell thestory—in fact, a newspaper may choose topublish a photo with a descriptive caption ratherthan run a story.

Video news releaseA video news release (known as a VNR) is a

sponsored TV news feature story, complete withinterviews, narration and secondary orbackground video (called B-roll). Most range inlength from 90 seconds to two minutes. They aredistributed via satellite directly to TVnewsrooms or shipped via videotape. Newsproducers appreciate video packages that containthe elements they need, while still giving themthe freedom to make their own choices andcreate their own stories. Your messages are oftenwoven into the shots and sound bites, such ascomments by the expert (you) or signage.


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The interviewYou’ve pitched your idea and the reporter oreditor has said “yes.” You’ve provided necessarybackground information and maybe arranged foraccompanying visuals. And now they want tointerview . . . you. Good work!

Appearing in the news media can be arewarding personal and professional experienceand can give you a great opportunity todemonstrate to your community that the board-certified specialist is the source for the best andmost timely food and nutrition information andservices.

In this section, you will become familiar withdifferent interview scenarios. You’ll learn how toprepare and deliver the most appropriatemessage to the audience and gain tips thatensure you project a positive and successfulimage for yourself and for all board-certifiedspecialists.

To conduct a successful media interview, hereare some things to know . . .

Know your subjectIn any interview, you are the face and voice of

the dietetics profession. Know what you aretalking about. Keep current in the dietetics fieldand in your areas of specialty and follow thewider range of health and news stories. What isattracting interest in both popular andprofessional literature? Among other advantages,this will help you make your points clearly andeffectively in interviews—whether or not thereporter asks the right questions.

Know your audienceWho is watching, reading or listening to your

words? What are their interests? What is theirlevel of knowledge or expertise?

BILL OF RIGHTS

When being interviewed by the media, you have the right to . . .● be comfortable.● have a question repeated if it isn’t clear.● ask the interviewer for more information.● work in your message(s) even if the interview is getting offtrack● say you don’t know the answer to the question.


Know your messageWhile the host or reporter may select the

general topic, always keep in mind themessage(s) you want to convey. Above all else,your primary message is that board-certifiedspecialists are the nutrition experts, the public’sbest source of food and nutrition information andservices. You convey this message by yourprofessionalism, your knowledge of the subjectand your concern for the health and well-being ofeveryone.

That’s your “big picture” message. For eachindividual interview, always come prepared withtwo or three main points you want tocommunicate to the audience about the topic.

If you are being interviewed on how parentscan deal with children who are picky eaters, yourmessages might include:(1) Keep offering a variety of foods.(2) Encourage your child to try new foods, but

don’t worry if he or she refuses to eat them atevery meal.

(3) Kids will eat when hungry and will get thenutrition they need when a variety of foodsare offered.

Know your interviewerThrough your media monitoring, you’ve read or

watched the interviewer’s work. For TV or radio,what approach does he or she have—chatty, all-business, folksy, intense? What types of questiondoes this person ask? What topics interest himor her? Pay attention to how the interviewer actsand you’ll get an idea what to expect when it’syour turn.

Know what the interviewer wantsand needs from you

If possible, chat with the reporter in advance.Make sure both of you understand what isexpected and what you will be prepared todiscuss. Send background information ahead oftime and bring a copy with you to the studio soeither of you can refer to it if needed. If theinterview will be with a print reporter, ask if aphotographer will be there. If so, talk aboutpossible photos in advance and prepare otherpeople or locations to be photographed.


Follow up and follow throughWithin a day or two of speaking with a

reporter who is interested in your story, youshould . . .

● follow through if the reporter asks foradditional information.

● find and send the reporter the answers to anyquestions you couldn’t answer in your originalconversation.

● without pressuring or pestering, keep intouch during the time the reporter is consideringor working on your story.

Don’t expect to be . . .● told exactly when or how the media might

use your story.● allowed—so don’t ask—to see the story in

advance or approve your quotations. As a rule,the media do not allow subjects of stories toreview and approve stories and may reactnegatively to being asked.

Express your appreciationLet reporters know you appreciate their work.

Especially if you are pleased with the results of astory idea you presented, send a note or e-mailtelling the reporter he or she did a good job.Remember, you are not thanking the reporter fordoing you a favor. This is still a businessrelationship and the reporter undoubtedly chosethe story on its merit. You are expressing yourappreciation for a job well done.


TIP: SIX CsYou’ll express yourselfbest if you keep these“Six Cs” in mind.

Be . . .ClearCandidConciseConversationalCorrectCompassionate

TIP: Practice with astopwatch anddiscover how muchyou can say in 20seconds . . . it’s morethan you’d think. Filleach of thoseseconds with solidinformation and you’llhave a productiveinterview.

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Interviewing tips and adviceThis section contains practical tips and advice onconducting a news media interview. Many of theprinciples are the same, whether it’s for TV,radio or print. But each type of media hasdifferent needs and offers different opportunitiesfor you to convey your messages of good nutritionand health for everyone. In any interview, youshould . . .

● Be prepared. Being interviewed takespreparation and thought on your part. Thebest interviews seem casual andspontaneous, but that is because a lot of workhas gone into getting ready beforehand. Themore you prepare, the more confident and at-ease you will feel and the more effective youare likely to be.

● Spend time before the interview thinkingabout brief and bright ways to express yourmessages. Anticipate questions. Rehearseresponses out loud and in front of a mirror.But don’t over-rehearse to the point whereyou sound like you’re reading from a script.

● Listen to the question.● Limit messages to three key points.

Studies have shown that most people canprocess three items with good retention.

● Keep your sentences short—no more thanabout 25 words, if possible. And keep thelength of each “sound bite” to 10 to 20seconds—that’s about all the time you’ll getanyway.

● Visualize one person (real or imaginary)whom you most want to know andunderstand what you’re saying in theinterview and “speak” to that person.

● Match your message to the audience. A“media pro” thinks about the audience, whilethe amateur thinks about the topic.

● Tell the truth. Always. Don’t mislead or lie.Maintain professional ethics at all times.Don’t evade questions. Be direct.

● Avoid exaggeration or speculation. Stick tothe facts.

● Make your point clearly, concisely andcompletely, then stop talking and wait forthe next question. Don’t feel the need to keeptalking just to fill dead air.


● Use anecdotes and personal experiences tolend context or “color” to your main points.

● Get the important facts out first,especially in a live broadcast interview. Don’tassume the reporter will eventually getaround to asking why you’re there.

● Assume anything you say can and will beused in the story. To avoidmisunderstandings, especially in print ortaped interviews, assume there is no suchthing as “off the record.” A general rule ofthumb: Don’t say anything to a reporter thatyou would not want to read in tomorrow’spaper.

● Keep cool, even if the interview strays offtopic or seems like it’s becomingconfrontational. (This won’t happen often, butit can.) Maintain a professional, businesslikeattitude. Sometimes reporters believe anantagonistic tone will get a morespontaneous, unrehearsed response. Don’t beintimidated. Don’t argue. Don’t lose yourcomposure.

GENERAL INTERVIEW GUIDELINES

DON’T● Fake it if you don’t know the answer.(It’s OK to say “I don’t know.”)● Be afraid to pause and think of thebest answer to a question.● Make statements you can’t back upwith documentable facts.● Guess at another party’s motives.(“Why would that diet book author saysuch a thing?”)● Say anything “off the record.”(Assume the reporter is writing downeverything you say.)● Endorse or criticize a particularproduct, manufacturer, author, etc., ordiscredit things like school lunches orhospital food.● Volunteer product names.● Hound reporters.● Discuss specific salaries of dieteticsprofessionals. Use ranges.

DO● Identify yourself properly.● Cite credible sources, such as themost current research.● Cite documentable facts, not opinion.● Become familiar with ADA’s positionstatements, client education materials,Nutrition Fact Sheets and othermaterials.● Reference ADA’s official positionstatements when appropriate.● Clearly distinguish your own opinionsfrom ADA’s position statements.● Speak in general, category-wideterms, instead of offering namebrands: low-fat dressings, energydrinks, high-protein diets. If you nameproducts, list several to illustrateyour point.● Use educational tools such asMyPyramid.gov or Nutrition Facts Panel.


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● Do not let anyone put words in yourmouth. Don’t feel the need to use theinterviewer’s words in your answer,particularly if you find them offensive or justincorrect.

● Avoid “no comment.” No matter why yousay it, the reporter and audience will assumeit’s because you’re hiding something. If youdon’t know an answer, it is OK to say “I don’tknow.” Or give a valid reason why you can’tanswer. “That’s not really my area ofexpertise.” If it’s a print or taped interview,calmly offer to find the answer and get backto the reporter.


TIPS: Studies haveshown that, unlessyou use effectivecommunicationstechniques, thecontent of yourmessage will neverreach its intendedaudience.Presentation is 90percent of retentionand substance is 10percent.

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Tools of the tradeWhether you are a newcomer to mediainterviews or have spent years before thecameras and on the phone with reporters, thereare three time-tested techniques for conductingan informative interview that will convey yourkey messages. Practice all of them . . . andmonitor interview shows on TV and radio to seehow often and how effectively they are used.

HookingThis sets up a question that you want to be

asked, leading the interviewer in a direction youwant to go.

You: Of course, cholesterol in the diet isimportant, but so are several other types of fatsin foods. (Stop talking.)

Interviewer: What other types of fats do youmean?

BridgingThis is one of the most important techniques in

guiding an interview. It helps you transitionsmoothly from an off-topic question back to yoursubject. First, answer the initial question brieflyand completely, then convey your message.

Interviewer (during a segment that’ssupposed to be on the advantages of eatinga balanced diet): Don’t bottles of dietarysupplements have to list all the ingredients theycontain?

You: Yes, the Food and Drug Administrationrequires it. However, the best way to get all thenutrients you need is from a balanced diet ofnutritious food.

FlaggingThis is a way of calling extra attention to your

key messages, helping the audience “take home”what you want them to remember from thisinterview.

“The important thing to think about is . . .”“What parents really need to remember when

packing a school lunch is . . .”


TIPS: While beingbrief and concise,don’t pass up theopportunity to fullyexplain what you aretalking about,especially if you cantranslate technicalterms or complexideas into easilyunderstood laylanguage.

Be courteous andfriendly, including atthe end of theinterview.

Watch out for off-the-cuff remarks (don’tmake them!).

Follow up on allinformation requestsquickly.

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The print interviewCoverage in the print media—newspapers,magazines and the Internet—provides you andyour organization with instant credibility and isyour most readily accessible publicity outlet.

In a print interview, conversations withreporters will be edited and condensed forinclusion in an article. You will say a lot and bequoted a little. All the more reason to practiceyour key messages so they do not get lost in theflood of information.

Stay close to your messages—your “mentalagenda”—and don’t ramble. The more conciseyour answers, the better your odds of beingquoted in the article . . . not to mention the lesschance you have of being misquoted.

Tailor your message to the mediumFor maximum impact, learn to identify various

types of print media and tailor your message andstyle to them.

NewspapersReporters for newspapers are seeking new

developments fresh angles and are usually ondeadline. Lead time for story ideas is one tothree weeks. Newspapers are interested instories that can be illustrated with photos andcharts.

MagazinesThese publications go into more detail on

contemporary nutrition topics and have longerlead times and earlier deadlines thannewspapers. Stories include first-personaccounts, charts, graphs and high-qualityphotography. Contact the assignment andmanaging editors, feature writers and foodeditors.

NewslettersThese publications are interested in hot topics

and food trends from a popular perspective. Theygenerally require about three months lead timefor a story pitch. Contact the editor.


TIP: Contact theassignment editor orfamily, health, food,feature, medicine,science, lifestyles orconsumer-interesteditors to learn thenames of thereporters you shouldknow.

Develop relationshipswith the reporterswho cover health andnutrition stories; theywill call on you forinput once they knowyou and trust yourexpertise.

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Special publicationsThese include PTA and church bulletins, local

college or high school papers and magazines,employee newsletters and fraternal or civicpublications.


TIP: If you’re invitedto appear on a newssegment or talkshow, enhance youreffectiveness byproviding visuals—foods or packages,labels, measuringcups and spoons,models, charts, etc.Arrange this ahead oftime with theproducer or host.

PASS THE AUDITION

If and when you reach the producer orhost on the phone to discuss your

story idea, know that this conversation isalso serving as your audition to appearon the show. The producer wants to hear

that you are knowledgeable,enthusiastic, articulate and personableand that you can make your point clearly,effectively and briefly. You’ll need to passthis audition to be invited on the air.

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The television interviewLearn to identify the formats used for TVprogramming and tailor your message to theappropriate show.

NewsNewscasts often are a TV station’s most-

watched programs. A station chooses stories forits news programs based on timeliness, visualimpact, local interest and ties to national andworld news. Many newscasts set aside time eachday for health stories. Mid-day and afternoonnewscasts tend to air more features and health-related stories than the later evening shows.

Talk showsUnlike news programs, talk shows tend to plan

programs and book guests days or weeks inadvance. Guests on talk shows generally arepeople who have interesting personalities, donotable things or have interesting things happento them.

News and feature magazine programsThe models for these types of programs are the

“Today” show, “Dateline” and “Good MorningAmerica.” Many local stations have their ownequivalents. This format combines news andfeatures, with segments lasting four to sixminutes.

Consumer-interest programsand segments

These are one-to-five-minute spots, often airedduring newscasts, that feature a brief discussionof current topics.


TIP: Your affiliateassociation mightwork with a localstation to develop aPSA for airing duringNational NutritionMonth®. Contact thestation at least two orthree months inadvance.

Public service announcementsKnown as PSAs, these are taped segments, 10

to 60 seconds in length, that are educational innature.

Public affairs programmingThese shows are usually taped and air late at

night, on weekends or other off-hours. They aredesigned to inform and educate the localcommunity or provide a service. These shows areusually 30 to 60 minutes long and consist of oneor more segments.

DRESS FOR TV SUCCESS● Comb your hair away from your faceand use hairspray to avoid flying strayhairs.● Avoid large jewelry or pins anddangling earrings.● Wear natural hosiery.● Simple necklines look better thancluttered ones.● Some experts believe pink, rose,light blue and aquamarine are the bestcolors for women to wear on TV.● White can looked washed out inbright TV lights.● Women, if you will be seated andyour whole body will show, wear a skirtthat covers your knees.● If in doubt, ask in advance.

Here are tips for making the bestimpression on TV:

● Choose clothing that is comfortableand professional-looking.● Jackets, blazers or suit coats alwayslook professional and they give you aplace to clip a microphone.● Wear long sleeves. They appearmore professional than short sleeves.● Wear solid colors. They appear morepowerful and authoritative than plaids,stripes or large print designs. Wearthese only as accents.● Men, wear dark suits withconservative print or solid color ties.Avoid suits with stripes or large checks.● Women, wear heavier makeup thanusual, including powder to avoid shine.


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Being interviewed on TVTelevision interviews are different in manyrespects from print and radio interviews. Hereare some ideas for being interviewed successfullyon a TV news or talk program.

Before airtimeThe producer or host will give you a time to

arrive at the studio. Do not be late. In fact,arrive early. Both you and the host will be morerelaxed if there is no frantic, last-minute rush. Ifyou will be using props, they may ask you tocome by the day before to help set up and walkthrough your segment.

Talk with the producer and, if possible, thehost. Agree one last time on the two or threemain messages you plan to deliver.

Provide contact information such as phonenumbers, street and e-mail addresses and Websites ahead of time so it can appear on screen.

Make it clear how you want to be identified.For example: David Williams, registereddietitian and board-certified renal nutritionspecialist, Michigan Dietetic Association.Provide your business card or write it out.

Relax. Have fun.

TIP: Find out inadvance where topark. If the station isin a metropolitanarea, parking may belimited.

DON’T . . .● Repeat a negative question orphrase (“Aren’t fad diets just terrible?”)as part of your answer. Accentuate thepositive.● Nod your head while the reporter isspeaking, especially if the question isnegative. You may be doing it to showyou’re listening, but it can look likeyou’re agreeing with what the repor teris saying.● Leave it up to the reporter to makesure your intended messages arecovered in the interview.● Be a statue. It’s OK to be animated.

DO . . .● Keep your composure.● Focus on your objective.● Use hooking, flagging and bridgingtecniques to get across yourmessages.● Reiterate each message two or threetimes to be sure key points get across.Better to bore the interviewer than tostray into unchar ted waters.● Use facts and figures to bolster yourcase, but don’t get bogged down instatistics. Anecdotes and practical,real-world examples grab and keep theaudience’s attention.● Win over the audience by yourattitude and by your answers.● Be friendly and natural. Your faceshould be expressive. Smile!

DURING THE INTERVIEW


TIP: Remember thatan interview is notthe same as a casualconversation with anold friend. Useappropriate languagefor the situation.What goes for thelocal radio “morningzoo” programprobably is not OKfor your town’s PBSstation. Use humorsparingly andcautiously; you neverknow who might takeit the wrong way.

A three-way exchangeA TV interview has three participants: the

host, the guest and the viewing audience. Keepin mind that many people watch televisionalone—envision the audience as one person youmost want to reach with your messages andspeak like you’re talking to that person, not tothousands of viewers.

As you begin the interview . . .● Address the interviewer by his or her first

name.● Listen carefully to the entire question before

answering.● Wait for the question to end and pause briefly

to collect your thoughts.● Speak clearly and distinctly.● Be personable and professional.● Stick to the subject.● Finish your answer and stop talking.

Plain speakingUse everyday language that is easily

understood. Keep scientific jargon to an absoluteminimum. Define any terms the average eighth-grader wouldn’t immediately understand.

Avoid science terms like “efficacy,” “satiety,”“paradigm” or “parenteral.” Most people do notknow what these words mean. Instead of“efficacy,” say “effectiveness.” Instead of “satiety,”say “feeling of fullness.”

Try to avoid abbreviations and acronyms, sincemany people don’t know what they mean either.At least on first reference, say “registereddietitian” instead of “RD,” and “dietetictechnician, registered” instead of “DTR.” Say“Department of Health and Human Services”instead of “HHS” and “National Institutes ofHealth” instead of “NIH.”

If you have to use an abbreviation or acronym,say what it means. Exceptions include commonacronyms like AIDS.

Make your point with short words and shortsentences. It can be done: Lincoln’s GettysburgAddress contains fewer than 300 words in 40sentences, totaling only about 400 syllables.


Looking goodOn television, appearance matters. A

reassuring professional demeanor helps viewersfocus on the substance of your interview.

● Have a seat: Your chair should be placed at a45-degree angle to the interviewer’s. This allowsyou to lean slightly to one side, resting yourelbow on the armrest and freeing your hands forgesturing (and not for clutching the armrest).Don’t swivel or shift.

● Look relaxed and interested: Lean forwardslightly—about a 10-degree angle. This showsyou’re interested in both the subject and theinterviewer. If you are wearing a jacket,unbutton it and sit on the bottom to hold itfirmly in place.

● Posture: Sit or stand up straight. Try not tofidget or rock back and forth on your feet.

● Gestures: Except for wild waving, gestures areuseful and illustrate your words. They can alsohelp you look (and feel) relaxed. Just keep yourhands below your face.

● Stuck in the middle: Try not to stand or sitbetween two interviewers, so you won’t have toturn from side to side.

● “Finishing school”: Use this position for yourlegs, crossing them at the ankles. Spacepermitting, you can cross your legs at the knee.Don’t bounce your foot and don’t uncross andrecross your legs.

● The eyes tell all: The audience unconsciouslywill be studying your eyes in search of sincerity,confidence, enthusiasm and credibility. To makesure you appear interested and attentive,maintain eye contact with the interviewer atvirtually all times—when you’re not reaching fora prop, looking at another guest while he or sheis talking, etc.

● The camera never blinks: You never knowwhen the camera is on you: Assume it always is.

● Keep your focus: Ignore everything that ishappening outside camera range, such asstagehands walking around or the host andproducer using hand signals while you’retalking. This is normal for a show in progress.

● Stay put: After the interview is over, you maystill be on camera for a few moments. Do not getup, walk away, unclip your microphone, etc.Wait until someone gives you the all-clear.


GETTING ON THE AIR

to be put in the station’s file of expertcontacts for future stories.● When you find one or more programsthat are appropriate for food andnutrition stories, send a pitch letter ore-mail to the news assignment editor,the talk/call-in show producer (or host)or the public affairs director.● Provide examples of specificnewsworthy nutrition topics that youcould discuss. Emphasize yourexpertise and what you can offer theirlisteners. Express your availability andinterest in being of assistance.

Here are tips for researching,pitching a story or interview for

the radio:● Through media monitoring andresearch, learn about your localstations, programs and hosts.● Pay attention to shows that havespecialized target audiences (commuters,stay-at-home parents, teens).● Send a business or Rolodex cardwith your name, professionalcredentials, place of employment andtitle, telephone, e-mail and two or threeareas of expertise. This is a good way

TIP: Listeners tend toremember the firstthing that is said in aradio interview, notthe last. The first 85words you say aremost likely what willbe included in a“hard” news story ifit’s taped. Rehearse!

Sound advice:○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

The radio interviewRadio is a terrific medium in which to get yourmessage across. Radio typically allows for moretime than television, while still offering you theopportunity to verbally illustrate your points or“paint a word picture.” In addition, studies haveshown that the audience’s retention ofinformation is higher on radio than television.

Advantages of a radio interview● You can bring notes and arrange them in

front of you for easy reference.● It doesn’t matter (as much) how you’re

dressed.● Radio interviews can be and often are

conducted over the telephone, so you can dothe interview from your home or office.

Constantly seeking topics—and experts totalk about them

Radio stations have a constant need for timely,interesting and controversial topics. Food andnutrition fit all those categories. Listen tosuccessful radio shows to determine how theywork in getting messages across. Learn toidentify the five formats used for radioprogramming and tailor your message and styleto the medium.


HANDLING HOSTS AND OTHER GUESTS

credentials, place of employment,areas of interest and expertise andpublished works of these individuals.

Until you have become skilled atrebuttal with experts such as authors orofficial spokespeople, pass up theopportunity to be scheduled head-to-head on a controversial topic. Considerreferring the reporter to a board-certifiedspecialist with more experience.

Use the host’s first name and don’tbe afraid to ask her or him a

question or challenge an assertion. Youcan never be completely in control ofthe discussion, but using the techniquesof hooking, bridging and flagging willhelp you direct the conversation,allowing all important points to becovered in the time slot.

If there will be other guests, learn the

NewsMost radio news stories are 30 to 60 seconds in

length. Generally, a “hard” news item coversevents, discoveries or research. Their function isto inform the listener about current informationin a timely manner. When interviewed for a radionews story, remember to address the issues fromthe public’s point of view and keep it brief andsimple.

Talk showThese shows discuss topics of broad interest, in

segments of 10 to 60 minutes, in a way thatinforms and entertains the listeners. The showmay be live or taped. Talk shows tend to bedriven by the host’s personality and style. Thehost is usually well-informed and opinionatedand should be included in the discussion.

Call-in showThis format generally provides the longest

time slot for an interview and discussion of atopic—30 minutes to two hours. These showsgenerally deal with consumer information in anentertaining manner. Guests are generallybooked one to four weeks in advance.

Public affairs programThese shows and segments may be 10, 30 or 60

minutes in length and usually air on Sundays oroff-hours. Functions of this format are to inform,educate or provide a service. The show may belive but most often is taped.

TIPS: On a call-inshow, try to keep thediscussion on target,but be flexibleenough to handle avariety of questionsfrom callers.

While the audiencefor public affairsprograms is usuallysmaller than duringpeak listenershiphours, guestsgenerally are givenmore time to discussa topic in greaterdetail.

Use an appearance ona relatively low-pressure publicaffairs show aspractice for futureinterviews on othershows.


NOT JUST A STORY IDEA . . .

demographics or the age range oflisteners, overall and for different timesof the day. These can vary from showto show and hour to hour. Which showsmight air a nutrition segment? Whatnutrition issues interest a particularshow’s listeners? Target your idea tothe listeners.

When preparing your proposal,develop a variety of creative programsin four areas:● Hard news● Consumer interest● Public affairs● Special events

Offer a number of alternative ideasto give producers and hosts the widestpossible choice.

I f you discover through your mediamonitoring that none of the radio

stations in your area offer nutrition-related programming, considerproposing just such a show or a seriesof features and segments. You alreadyknow where to find the expert guests!

Radio-show producers and/or hostsselect the topics for the program, butmany may be receptive to creativeprogramming ideas. Suggest a series,such as clearing up the confusion onfats. Remember that your successdepends on meeting the needs of theradio-show producer, host and thelistening audience.

Call the station’s marketingdepartment and ask for the station’s

TIP: Listen foreditorials that pertainto health andnutrition or for whichyou or yourorganization canoffer knowledgeablecommentary. Stick toa single issue.

Editorial or rebuttalMany radio stations broadcast editorial

commentary from management on current topicsin the news and offer individuals airtime torespond. These broadcasts are usually 30 to 60seconds long and are taped for later airing.

Coordinate your ideasSupport efforts of a nationally newsworthy

consumer education program such as NationalNutrition Month®, Home Food Safety . . . It’s inYour Hands™, National Cancer Institute’s 5-A-Day for Better Health and many others.


TIP: Give yourconclusion first, thensupport it with facts,examples andstatistics.

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Being interviewed on radioRadio hosts usually are prepared for interviews,with a knowledge base of the subject to bediscussed. (That is not always the case, however;some nationally known talk-show hosts arefamous for not doing any research on theirinterview subjects before airtime.) But thisknowledge base may not be accurate, as the hostmay have strong opinions about specific topics—radio interviews can be more confrontational andprone to go off into other directions than TV orprint media.

If there is anyone in the studio who hasprepared for the interview, make sure it is . . .you.

Rehearse possible questions and answersbefore going on—but again, try not to soundoverly scripted.

What a voice!On radio, your voice is the consumer’s only

connection to you and your messages. The qualityof your voice is a critical aspect of gaining the radioaudience’s attention. Help the listener get yourmessage:

● Sit or stand close to the microphone. Ask forhelp if you need the mike to be adjusted.

● Use a pleasant tone that conveys interest,enthusiasm and energy.

● Vary your tone, pitch and pace. Don’t speaktoo quickly.

● A lower voice tone sounds more authoritativethan a high-pitched tone.

● Use short pauses or inflection to helpillustrate your points.

In the studio● Bring notes containing your messages and

main talking points on index cards, not anotebook or pieces of paper, which can be noisy.Write large, so you can read your notes easily.

● Avoid wearing noisy jewelry.● Don’t touch any equipment.

The listener and youRadio is the most conversational news format.

Talk to the listeners, not at them. As with TV,imagine you are talking to one listener at a time.


Speak in personal terms. Call the host andcallers by their first names. As with TV, keepyour answers brief—10 to 20 seconds—and usewords that are easily understood by anyone.

Grab the reinsIf you are on a call-in show, don’t let the callers

monopolize the show (and don’t count on the hostto rein them in, either). Address the caller’spoint, no matter how off-topic, then bridge backquickly and smoothly to your messages. Butdon’t make it sound as if you’re reading from apress release.

Be specific and provide examples and facts toback up your claims. Do not be defensive orsound overly opinionated—but stand yourground.

On the phoneIf you are being interviewed by phone, use a

private office and ensure beforehand there willbe no interruptions. Disable call waiting. Takeother phones off the hook. Turn off the radio inyour office and the sound on your computer.Never use a speaker phone. Stand up during theinterview so you don’t get sluggish. Ask inadvance whether the interview will be live ortaped. Even if it’s live, assume the interviewmight be taped for later editing and repeatairing.

The endAfter the host has ended a phone interview,

remain on the line for an all-clear signal. Thiswill keep you from sounding as though you are ina hurry to end the conversation.


“TEN COMMANDMENTS OF PERSUASIVE COMMUNICATION”

6 Don’t repeat negative phrases.Rephrase questions to reinforce whatyour company is doing to enhance itsimage in the marketplace.7 Keep your cool. Respond rationallyto emotion. Don’t get flustered ordefensive.8 Speak only for your affiliate group.Don’t talk about other groups’ policiesor philosophies. Concentrate on yourown position.9 Avoid “no comment” or “off therecord.” Be careful of phrases like“Between you and me,” or “I shouldn’tsay this, but . . . ” If you say it, expectthat it will be remembered.10 Tell the truth. Honesty enhancesbelievability.Source: The Speaking Specialists

1 Know your audience. Who is tuningin? What is their level of knowledge?What do you want them to know or do?2 Know your message. Have a singlekey point. Repeat. Reinforce.Personalize. Be definitive. Avoid “I think. . . I feel . . . I believe . . . ” Don’tstray from the subject.3 Anticipate all questions. Considerissues and determine answers beforeyou speak. Don’t be caught off-guard.4 Avoid jargon. Don’t use words orphrases that may be confusing or hardto understand. Avoid acronyms andcliches.5 Use physical animation. Voice and bodywork together. Use physical movement toenhance your vocal delivery. Scan theroom. Maintain high energy.


TRACK YOUR MEDIA COVERAGE

media and take your own photos ofspecial events.

Share information about what worksand what doesn’t with your fellow ADAmembers, especially those who workwith the media or are considering it.You will maximize the effectiveness ofyour own efforts and pick up many newideas in the process.

C lip and save all newspapercoverage you obtain for your

organization or affiliate and arrange totape radio and TV coverage.(Professional taping services will makeyou copies for a fee, but it’s usuallyeasier and cheaper to do it yourself.)To illustrate the work you are doing,keep copies of all materials andinformation that you develop for the

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Working with the mediaCongratulations! You’ve successfully conductedan interview with a print or broadcast reporter.But your job isn’t finished. Here are someguidelines for ongoing contact with the newsmedia.

When reporters call youAfter you have successfully worked with a

reporter, editor or producer on one or morestories that you’ve pitched, you may startreceiving unsolicited calls from the media,seeking your expertise on food and nutritionstories. Good going! This is solid recognition ofyou as a credible, “consumer-friendly” source forthe media.

Taking a call from the media—on a story of thereporter’s choosing—is different from aninterview that results from a story you havepitched. For one thing, the process issubstantially speeded up. Instead of spendingdays, weeks or months arranging a story, youwill probably be asked for your comments rightthen and there.

Handling on-the-spot media callsTrust yourself, your training and your

experience. As a board-certified specialist, youwill be able to answer the vast majority ofreporters’ questions on food and nutrition topics,either from memory or with minimal research.


“I’M ON DEADLINE”

Reporters and editors work minute-to-minute. Yesterday is gone and

tomorrow is too far away to think about.The vast majority of the time, when areporter calls you, he or she needsyour help now. Be sensitive to this factof journalistic life. If a reporter callsyou, return the call promptly—within anhour. Ask without being told: “What isyour deadline?” The reporter willappreciate it. If the reporter’s deadline

is now, you can serve as a resource inone of two ways:● Answer the reporter’s questions onthe spot. Your education andexperience should enable you torespond to most nutrition-related mediaquestions without needing to doadditional research.● Refer the reporter to an appropriateexpert—a colleague or another healthprofessional.

Harder questionsLess frequently, the questions can be difficult,

require more information than you have on hand orinvolve company policy or actions. Here are tips onhandling these situations:

● Even if the reporter’s deadline is right now,don’t feel pressured into answering a questionor providing a comment this very second. Somereporters might tell you that you mustcomment immediately because of deadlinepressures, but you don’t have to.

● Remember, it is very difficult to correct aproblem caused by a hasty or ill-timed remarkonce it appears in print or on TV.

● It is fine for you to take a few minutes toresearch information or collect your thoughts.Tell the reporter you are happy to help, find outhis or her deadline and say you’ll call back in afew minutes.

● Do some quick research on the Internet, in areference book or in a professional journal.

● Discuss the question with a colleague, yourstate media representative, affiliate publicrelations chair or ADA’s Public Relations Team.

● Write down some thoughts on a notepad or onyour computer screen and refer to them whenyou call back.

● Call back within the time you promised, evenif it’s to say that you are still researching theinformation.

● If the reporter needs additional facts orinformation, offer to provide it. Do soimmediately, via e-mail, fax or overnightdelivery.


TIP: You, or whoeveris taking messagesfor you, must find outif the reporter isworking on deadline.This deadline can bein five minutes or itcan be in severalweeks. Ask. If you donot respond to areporter’s request intime, you may missthe opportunity to getgood publicity nowand hamper yourdealings with thisreporter who may beless likely to call youin the future.

Take a message● Alert everyone who works with you—

receptionist, colleague, assistant—that youare working with the media. Make sureanyone who takes messages for you knowshow to handle a call from a reporter.

● Write down the reporter’s full name andmedia outlet. Don’t hesitate to ask thereporter to repeat or spell them. This alsodemonstrates your interest in getting the factsstraight and being helpful.

● Write down the nature of the call: What is thespecific subject of the story or question(s) thereporter needs answered? The message mustconvey the information the reporter seeks. Askquestions, if needed. But don’t press thereporter if he or she doesn’t want to discussspecifics just yet.

● Write down the time of the call.● What is the best way to make return contact?

Phone number(s)? E-mail?● When is the deadline for a reply? Make sure

the person who is taking your messagesnotifies you immediately—via pager or cellphone, interrupt a meeting—if you’ve receiveda reporter’s call.


Story ideas and resources:○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

ADA is here to helpThe full resources of the American DieteticAssociation are at your disposal in finding anddeveloping story ideas for your use in promotingboard-certified specialists in the news media.Virtually all the resources you’ll need can befound at ADA’s Web site, www.eatright.org.ADA’s Web site is constantly being updated andenhanced with new information and resources, sovisit often.

Media sectionProduced by ADA’s Public Relations Team, this

section is designed to be particularly valuable toreporters and to ADA members who work withthe media. Check for press releases and kits;lists of resources; information on currentconsumer education programs such as HomeFood Safety . . . It’s in Your Hands™(www.homefoodsafety.org); past consumernutrition campaigns; downloadable logos andmuch more.

Journal of theAmerican Dietetic Association

The Journal is the most widely read, peer-reviewed periodical in the dietetics field. Articlespublished in the Journal regularly are reportedby the media. The entire Journal is nowavailable online to ADA members atwww.adajournal.org. The table of contents andselected articles are accessible by the public andmedia. ADA’s Public Relations Team makesarticles available to the media on request.

Position statementsADA’s position statements reflect the

Association’s official stance on issues affectingthe nutrition and health status of the public.Consult position statements and refer to them inyour interviews as appropriate to lend additionalcredibility to your comments. Positionstatements are at www.eatright.org.


ADA CONSUMER PUBLICATIONS

365 Days of Healthy Eating from theAmerican Dietetic AssociationR. Larson Duyff, MS, RD, FADA,CFCSWiley

American Dietetic AssociationComplete Food and Nutrition Guide(2nd ed.)R. Larson Duyff, MS, RD, FADA,CFCSWiley

American Dietetic Association Guide toBetter DigestionL. Bonci, MPH, RDWiley

American Dietetic Association Guide toEating Right When You Have Diabe-tesM. Powers, MS, RD, CDEWiley

American Dietetic Association Guide toHealthy Eating for KidsJ. Shield, MEd, RD,M. Mullen, MS, RDWiley

Cooking Healthy across AmericaFood and Culinary ProfessionalsDietetic Practice Group of theAmerican Dietetic AssociationWiley

Dieting for Dummies (2nd ed.)J. Kirby, RD (for the AmericanDietetic Association)IDG Books

The Healthy Beef Cookbook Steaks,Salads, Stir-Fry and MoreAmerican Dietetic AssociationNational Cattlemen’s BeefAssociationR. Chamberlain, B. Hornick, MS, RDWiley (October 2005)

American Dietetic Association NutritionNow Series

—Being Vegetarian—Calcium in Your Life—Carbohydrates: What You Need to

Know—Monthly Nutrition Companion—Pregnancy Nutrition: Good Health for

You and Your Baby—Snacking Habits for Healthy Living—Vitamins, Minerals and Dietary

SupplementsWiley

The Pocket Supermarket Guide(3rd ed.)M. Abbott Hess, MS, RD, FADAAmerican Dietetic Association

The Way to EatD. Katz, MD, MPH, FACPL,M. Gonzalez, MS, RDSourcebooks

See page 102 for an article from the November1997 Journal of the American Dietetic Associationon using ADA positions in your work.

Knowledge CenterThe Knowledge Center at www.eatright.org/

knowledgecenter contains information on ADAbooks, National Nutrition Month®, GoodNutrition Reading List and other consumer andprofessional nutrition resources.


STAY CURRENT WITH THE WEB

This is just a sampling of the hundreds of Web sites that contain the latestgeneral, health and nutrition news. Along with ADA’s own www.eatright.org

and www.homefoodsafety.org, add these to your Web browser’s list ofbookmarks and visit frequently for updates. All of these sites are free, but somemay require registration.

http://myPyramid.govwww.usda.govwww.cdc.govwww.nih.gov

(contains links to National CancerInstitute, National Heart, Lung andBlood Institute, many others)

www.fda.govwww.nas.eduProfessional associationswww.nejm.comwww.faseb.orgwww.bmj.comwww.amhrt.orgwww.cancer.orgwww.lungusa.orgwww.acsm.orgwww.diabetes.org

General newswww.cnn.comwww.nytimes.comwww.msnbc.comwww.chicagotribune.comwww.latimes.comwww.washingtonpost.comwww.boston.com/globewww.prnewswire.comwww.wire.ap.orgwww.foxnews.comwww.news.npr.orghttp://news.bbc.co.ukHealth, science, food andnutrition newswww.eurekalert.comwww.reutershealth.comwww.worldhealthnews.

harvard.eduwww.healthscout.comwww.tv.comwww.foodshow.comhttp://navigator.tufts.eduwww.healthology.comGovernment siteswww.healthfinder.gov


Appendix

The Commission on○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

Dietetic RegistrationCDR was established in 1969 as theadministratively autonomous credentialing agencyfor the American Dietetic Association. CDRmaintains a registry of more than 71,000registered dietitians and more than 4,500 dietetictechnicians, registered. More than 600 registereddietitians are also board-certified specialists ineither renal or pediatric nutrition and 368 ADAmembers are certified as Fellows of the AmericanDietetic Association.

CDR’s missionCDR protects the public through credentialing

processes of dietetics practitioners.

CDR’s visionThe public and other professionals rely on CDR’s

optimal credentialing processes to identifyknowledgeable and skilled dietetics practitioners.

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CredentialsCDR awards four separate and distinct credentials:● Registered Dietitian (RD)● Dietetic Technician, Registered (DTR)● Board Certified Specialist in Renal Nutrition

(CSR)● Board Certified Specialist in Pediatric Nutrition

(CSP)Descriptions of each of these credentials and

their criteria are given below.The Commission’s certification programs are

fully accredited by the National Commission forCertifying Agencies (NCCA), the accrediting arm ofthe National Organization for CompetencyAssurance (NOCA), based in Washington, D.C.This accreditation, reflects achievement of thehighest standards of professional credentialing.

CDR is governed by 10 members who servethree-year terms. Nine members are elected bycredentialed practitioners, RDs and DTRs. Theseelected members include seven RDs, one RDspecialist and one DTR. In addition, a public


representative is appointed to the Commission andhas full rights and privileges.

Contact CDR at 312/899-0040, ext. 5500 ore-mail [email protected].

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Criteria for credentialsRegistered DietitianThe Commission on Dietetic Registration definesthe registered dietitian (RD) as an individual whohas:1. Completed the minimum of a baccalaureate

degree granted by a U.S. regionally accreditedcollege or university or equivalent.

2. Met current minimum academic requirements(didactic program in dietetics) as approved bythe Commission on Accreditation for DieteticsEducation of the American Dietetic Association.

3. Completed pre-professional experienceaccredited/approved by the Commission onAccreditation for Dietetics Education of theAmerican Dietetic Association.

4. Successfully completed the RegistrationExamination for Dietitians.

5. Remitted the annual registration maintenancefee.

6. Accrued 75 hours of approved continuingprofessional education within a specific five-yearreporting period.

Dietetic Technician, RegisteredThe Commission on Dietetic Registration definesthe Dietetic Technician, Registered (DTR) as anindividual who has:1. Completed a minimum of an associate degree

granted by a U.S. accredited college oruniversity.

2. Completed a Dietetic Technician Program asaccredited/approved by the Commission onAccreditation for Dietetics Education of theAmerican Dietetic Association.

3. Successfully completed the RegistrationExamination for Dietetic Technicians.


5. Accrued 50 hours of approved continuingprofessional education every five years.

Or . . .1. Completed the minimum of a baccalaureate


degree granted by a U.S. regionally accreditedcollege or university or foreign equivalent.

2. Met current minimum academic requirements(Didactic Program in Dietetics) as approved bythe Commission on Accreditation for DieteticsEducation of the American Dietetic Association.

3. Completed a supervised practice program underthe auspices of a dietetic technician program asaccredited/approved by the Commission onAccreditation for Dietetics Education of theAmerican Dietetic Association.

4. Fully completed the Registration Examinationfor Dietetic Technicians.


6. Accrued 50 hours of approved continuingprofessional education within a specific five-yearreporting period

Board Certified Specialist inPediatric NutritionThe Commission on Dietetic Registration definesthe Board Certified Specialist in PediatricNutrition as an individual who has:1. Maintained registered dietitian status for a

minimum of three years (see above for definitionof registered dietitian).

2. Completed 4,000 hours of practice as an RD inthe specialty within the last five years.

3. Successfully completed the Board Certificationas a Specialist in Pediatric Nutritionexamination.

Board Certified Specialist in RenalNutritionThe Commission on Dietetic Registration definesthe Board Certified Specialist in Renal Nutritionas an individual who has:1. Maintained registered dietitian status for a

minimum of three years (see above for definitionof registered dietitian).

2. Completed 4,000 hours of practice as an RD inthe specialty within the last five years.

3. Successfully completed the Board Certificationas a Specialist in Renal Nutrition examination.

Fellow of the American DieteticAssociationThe Commission on Dietetic Registration definesthe Fellow of the American Dietetic Association as


an individual who is credentialed as a registereddietitian (refer to above definition of registereddietitian) and who has:1. Completed a minimum of a master’s degree.2. Completed a minimum of eight years of work

experience while maintaining registereddietitian status.

3. Accomplished at least one professionalachievement.

4. An occupation of multiple professional roles withdiverse and complex responsibilities andfunctions.

5. A diverse network of broad, geographicallydispersed professional contacts.

6. An approach to practice that reflects a globalperspective, deals with the practice situation asit evolves, uses innovative and creativesolutions, is intuitive and values professionalgrowth and self-knowledge.Note: The Fellow of the American Dietetic

Association program was discontinued in 2002.)

Certification vs. certificate programCertification and Certificate Program are

terms that are often used interchangeably andare often confused. As CDR uses the terms:

Certification is a voluntary process by which anongovernmental entity grants a time-limitedrecognition to an individual after verifying that heor she has met predetermined criteria, usually inthe areas of education, professional experience andthe completion of an examination. Qualificationsfor certifications typically take years to attain.Once obtained, certificants are eligible to use thecertification initials after their name inprofessional correspondence.

Examples of certificationsRegistered Dietitian (RD), Dietetic Technician

Registered (DTR), Certified Specialist inPediatric (CSP) or Renal (CSR) Nutrition,Certified Dietetics Educator (CDE), CertifiedNutrition Support Dietitian (CNSD).

Things you should know aboutcertification:

● Certification is voluntary. Unlike licensure, anindividual does not need to be certified toengage in a given occupation. However,sometimes the certification becomes soimportant to job attainment that it can be


considered quasi-mandatory. This occurs whenthe certification is written in as a requirementin job descriptions, career laddering systems orproject specifications, as examples.

● The certification assessment usually covers abroad area of knowledge and skills—at entry,specialty or advanced levels.

● Certificants usually have ongoing requirements(such as continuing education or retesting andrenewal fees) that need to be met to maintainthe certification.

A certificate program is an intensive trainingprogram on a focused topic with a component thatassesses the participant. Upon completion of theprogram, participants receive a certificateattesting to the attainment of a new knowledge/skill set. Unlike a certification program,participants do not receive a professionaldesignation (e.g., RD).

Examples of Certificate Programs:Certificate of Training in Adult Weight

Management (Commission on DieteticRegistration), Certificate in AssociationManagement (DePaul University’s Institute forNonprofit Management).

Things you should know about certificateprograms:

● Unlike certification, curriculum-basedcertificates usually do not have ongoingrequirements, do not result in a professionaldesignation and cannot be revoked.

● In certification, the focus is on assessingcurrent knowledge and skills. In a certificate,the focus is on training individuals to achieve acertain knowledge and skill base.

● The training and assessment usually cover afocused area of knowledge and skills.

● There are usually no ongoing requirements tomaintain a certificate; they are more likeeducational degrees that are granted and neverrevoked. Some associations do date thecertificate, however, so individuals retake thecourse at certain time intervals.

State licensureAs of June 2005, 46 states have enacted legislationthat regulates dietitians or nutritionists throughlicensure, statutory certification or registration.For state regulation purposes, these terms are


defined as the following:● Licensing: Statutes include an explicitly

defined scope of practice and performance ofthe profession is illegal without first obtaininga license from the state.

● Statutory certification: Limits use ofparticular titles to persons meetingpredetermined requirements, while persons notcertified can still practice the occupation orprofession. States may protect the use the useof the term “dietitian” or “nutritionist” or both.

● Registration: The least restrictive form ofstate regulation. As with certification,unregistered persons are permitted to practicethe profession. Typically, exams are not givenand enforcement of the registrationrequirement is minimal. California is the onlystate that has enacted state registration.

For specific information regarding statelicensure/certification requirements, please refer tothe state licensure agency contact atwww.cdrnet.org/certifications/licensure/agencylist.htm.

Licensed DietitianAll board-certified specialists are qualified forstate licensure/certification. Application forlicensure must be made directly to the statelicensure board. Although qualifications for statelicensure/certification may vary slightly from stateto state, state legislation typically requires thatapplicants for licensure complete the followingrequirements:

● The minimum of a baccalaureate degreegranted by a U.S regionally accredited college/university or foreign equivalent.

● A major course of study in food, nutrition,foodservice system management, public healthnutrition or dietetics or the equivalent.

● A minimum of 900 hours of dietetics practiceunder the supervision of a licensed dietitian orregistered dietitian.

● Successful completion of the RegistrationExamination for Dietitians.

These minimum requirements for state licensureare parallel, though not equivalent, to therequirements for registered dietitian status withthe Commission on Dietetic Registration. Severalstates have also enacted legislation to requirecontinuing professional education for themaintenance of licensure status.


Excerpts from○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

The Competitive Edge

Challenges of the Changing DieteticMarketplace

Today, if you’re standing still, you’re probablymoving backwards. With the rush of medical,technological and communications advances nowshaping the health-care environment, wedietitians must sharpen our strategies anddevelop new skills to emerge on top.

Dietitians as professionals are moving ahead,out of the production mode of thinking—thatstreamlining tray lines and diet instructions willhave the greatest impact on the bottom line; outof the sales mode of thinking—that our strengthis in the superiority of our product; and into themarketing mode of thinking—that our productwill be shaped by the needs of consumers.

Those consumer needs are constantlychanging, influenced by a multifaceted health-care environment. Understanding the majorforces active in this environment is important tounderstanding the implications for dietitians.(page 7)

Staying Ahead of the FutureThe marketplaces of the dietetics profession

are in flux. Skills and knowledge become obsoleteat an alarming pace. As the sophistication of ourmarkets increases, the nutrition information weused to sell will no longer suffice. Much of it hasbecome common knowledge. The challenge todietitians is not just to keep up with change, butto forge paths in new directions. . . .

As nutrition experts, registered dietitiansshould be aware of the many sources of nutritioninformation available to the average consumer.RDs need these insights to know where theconsumer turns for information and what theconsumer is being told, so we can tell it better. Ina very real way, these other sources ofinformation “compete” with dietitians aspurveyors of information about nutrition.(page 85)


Everyone Can be a WinnerPolishing professional skills—political know-

how, networking, interviewing, negotiating andthe like—is essential in establishing acompetitive edge. These skills are a major factorin creating the savvy needed in a marketplaceflooded with competitive products and services.Effectiveness in the marketplace depends oncontinuous self-assessment of interpersonalskills and strategies as well as professionalimage. Most practitioners learn which strategieswork by trial and error, by reading andconsulting with experts and by comparing noteswith others. Achieving proficiency in skills andstrategies requires the same hard evaluation youdevote to the financial data collected indeveloping a marketing plan.

Dietitians are challenged to compete with styleand to show realistic determination in promotingproducts and services that will enhance thenutritional well-being of the public. Dietitiansneed to appreciate and use the power they haveas well-trained professionals who deliver aunique and valuable service. To attain success, aflexible mind and positive attitude are the mostimportant of all skills and strategies! (page 88)

Who You Are and What You Stand ForPeople form their image of you based on your

opinions, your honesty, your abilities and yourspecial interests. However, despite the image youintend to project, others may perceive youdifferently according to their own value systems.To strengthen your image it is important tospeak out when you have a strong and well-researched opinion. Be fair-minded and receptiveto other points of view.

Choose your battles carefully. Do not appear tobe a person who lacks loyalty and supportswhomever is in vogue. Document your reasoningand defend your arguments, but also be willingto accept a majority vote or new evidence thatsubstantiates another point of view. . . .

The Power of WordsAnother way to dress up your professional

image is to carefully choose your words. In allcommunication, both verbal and written, a secretto success is increasing your vocabulary power—


the ability to speak the language of your clientsand colleagues. All groups—whether they areprofessional health-care providers, communityleaders, financial managers, homemakers,whatever—use a terminology unique to theirenvironment. It pays to get to know key wordsand phrases and weave them into yourpresentations.

In interactions with colleagues, with financialofficers (whether bankers or vice-presidents ofyour institution) or with clients, use cue words orvernacular specific to the business at hand. You’llfind that this helps develop credibility andcamaraderie that can become a powerful force inyour favor when decisions are to be made. It alsohelps smooth the waters of presentations,allowing the client to listen to what you have tosay in a familiar context . . . . (page 89)

Develop Your NetworkWithin any organization, networking is

important. You share, others share.Information is power. When your information

system is finely tuned, you should know not onlywhat happened, but also how it happened andwho influenced the decision—and you shouldknow the decision before it is announcedofficially. Know what other departments aredoing and how they operate. If you can help themmeet their needs through your programs, youwill gain more control. Their problems are youropportunities. . . .

If you are so fortunate as to have a well-placedmentor in the organization, your first exposureto inside tracks will probably come through himor her. But don’t rely on that source alone.(Everyone has personal biases and agendas.)Study how he/she gains access to informationand begin to develop your own informationmatrix.

Plan Your Persuasion StrategyAs you face political issues, it will become

second nature to garner support for your views.Rather than running through the halls of yourorganization or the streets of your town with arevolutionary flag, step back and look at theissue carefully. Identify who may be a powerfulally in the situation. Also identify who may be


diametrically opposed to your stance. Visit bothgroups. During the visit, sell your idea and askfor that person’s help. Knowing where people siton an issue before it comes to decision permitsyou to plan your strategy effectively. If yourattitude as you garner support for your positionis supportive and positive, if you are not rabid inyour viewpoint and if you exhibit a willingness tocompromise, you will probably get most of whatyou want. . . .

Internal marketing strategies lay thegroundwork to sell your programs and services.. . . Sharpen your marketing strategies andtactics and increase your chances of success.Design programs to meet institutional andindividual needs. Differentiate your services.Foster networks inside the organization andoutside in the community. Then forge ahead toexpand your opportunities by bringing aroundthe bureaucracy. (pp. 93-94)


practice applicationsBUSINESS OF DIETETICS

Brand Name Dietetics

This article was written byKaren Stein, a freelancewriter in Chicago, IL.doi: 10.1016/j.jada.2004.08.006

For most grocery shoppers, choos-ing a store is a relativelystraightforward process, with

cost and convenience being para-mount; however, once inside, shop-pers have a vast array of choices tomake between many similar prod-ucts by different manufacturers. Costcan be the primary factor in decid-ing which product to purchase, butmany shoppers make purchasesbased on the brands themselves. Thesame process is used when selectinga provider of health-related servic-es, like a dietetics professional.

Branding—what a product or ser-vice stands for and is designed todo—is established and understoodamong consumers to help themmake decisions as to what goods andservices they will purchase. Muchlike the branding of consumer prod-ucts, dietetics professionals mustestablish a strong brand image, de-fined by the American Marketing As-sociation as “a mirror reflection ofthe brand personality or productbeing; it is what people believe abouta brand: their thoughts, feelings, ex-pectations” (1).

In today’s health care market,however, competition is high, in part

because of the current economic sit-uation. According to the US Bureauof the Census, an estimated 43.6million people were without healthinsurance in 2002, an increase of 2.4million from the previous year (2).According to the Kaiser FamilyFoundation, “the primary reasonworkers are uninsured is becausetheir employers do not offer healthbenefits” (3). Complicating the issueeven more, “adults without healthinsurance are less likely than in-sured adults to receive preventivecare or routine checkups, and morelikely to report they could not see aphysician because of cost” (4). Thus,because a dietitian’s services are notalways covered by insurance, to at-tract consumers to your dieteticspractice it is essential to provide jus-tification for why your advice is sovaluable and to distinguish yourselfas being unique in what you do.

CREATING A BRAND IMAGEThere is a wide range of suggestedapproaches among marketing pro-fessionals as to the most effectiveway to create a brand for health ser-vices. Knowing where to begin canbe among the biggest challenges.

Genece Hamby (5), branding ex-pert, teaches individuals and orga-nizations that the brand begins fromwithin. According to Hamby, “Per-sonal branding is the process of cre-ating a world of meaning and rele-vancy for others to know what isgenuinely unique about you.” Ham-


by believes that what is “inimitable”about individuals is the “combina-tion of strengths, qualities, charac-teristics, values, experiences, andperceptions we have about our-selves.” She advises against simply“creating a name for your businessand then repeating it ad nauseamto the public,” or creating an adver-tising campaign or marketing sloganand calling this the brand image.Furthermore, she states that “try-ing to figure out how to beat the com-petition, being easily swayed by theflavor of the month, a half-heartedattempt at becoming distinguish-able, or striving to fulfill ego needsto gain approval leads to a genericbrand.” Instead, she asserts thatindividuals who engage in creationof a personal brand that comes froma person’s authentic self “will con-nect to the power of becoming un-forgettable in a favorable way.”Among Hamby’s suggestions for de-termining your own uniqueness inthe interest of branding are journalwriting, talking to friends, or hiringa coach.

“Defining a brand involves empha-sizing its key benefits and attributesfor consumers,” say Nora A. Aufre-iter and colleagues in a McKinseyQuarterly article (6). “To do so, mar-keters must recognize that a brandconsists of more than a bundle oftangible, functional attributes. . . .The goal is to uncover the relevanceof each to consumers and the degreeto which it helps distinguish thebrand from those of competitors.”The authors assert that “the mostsuccessful brands emphasize fea-tures that are both important to con-sumers and quite differentiatedfrom those of competitors.”

Furthermore, according to the

Haas School of Business at the Uni-versity of California at Berkeley,“When considering brand personal-ity, the natural tendency is to con-sider the brand to be a passive ele-ment in the relationship. The focusis on consumer perceptions, atti-tudes, and behavior toward thebrand; attitudes and perceptions ofthe brand itself are hidden behindthe closed doors of the organization.Yet your relationship with anotherperson is deeply affected by not onlywho that person is but also whatthat person thinks of you. Similar-ly, a brand-customer relationshipwill have an active partner at eachend, the brand as well as the cus-tomer” (7).

WHO IS THE BRAND FOR?In addition to determining who youare as a dietetics professional, youmust decide who you are trying toattract. Marketers often seek outspecific demographics in selling spe-cific products and brands. There isso much information available aboutcustomers and their patterns fromso many resources that it is “possi-ble to undertake these tasks withmore precision and accuracy thanever” (6). Aufreiter and colleaguesexplain that traditional approachesto determining market segments—“distinct subsets of customers thatbehave in the same way or have sim-ilar needs” (1)— including “the size,income, age, and ethnicity of vari-ous target populations; estimates oftheir consumption and loyalty; andinformation about their locations,lifestyles, needs, and attitudes” areno longer the only tools to use indetermining your target market.Among the authors’ suggestions istrend spotting: “Winning the race in


any given segment is much easierwith the wind of a strong trend atyour back. Major transformations—from behavioral changes, such asdietary shifts, to demographic evo-lution, such as the aging of the babyboomers and the swelling of the USHispanic population—can be a mar-keter’s friends, but only if they areidentified and embraced” (6).

Once you have decided how tomarket your dietetics practice, thereare many public relations (PR) tac-tics to get your name out to the pub-lic. “Good PR is about maintainingcontacts, gaining credibility, andsupporting sales efforts,” says Vale-rie Chenek, Director of InternetMarketing and Public Relations fora Maryland-based educational pub-lisher. “Great PR is going the extramile to showcase your results andcapitalize on your investment” (8).The following are some of Chenek’srecommendations for successful PRefforts:

● Expose your good works: If youguarantee that your work will bea great success, you must be ableto back it up. This can be accom-plished by providing a list ofachievements, testimonials, andother positive supplemental ma-terials.

● Read and write for targeted publi-cations: For any practitioner in aspecialized field, it is essential toknow what is going on in the in-dustry, and publications such asThe Journal of the American Die-tetics Association provide dietet-ics professionals with insight intocurrent trends and up-to-date re-search regarding the kinds of is-sues potential clients might in-quire about. Furthermore, if you

write something for an industrypublication, writing about a topicthat is “timely and relevant givesyou a much greater chance of hav-ing your article published,” and,according to Chenek, “That’s thebeauty of PR. The very momentyour article is published, you havean informative article and rele-vant mailing piece to attract at-tention to your product.”

● Create an e-newsletter: By sendingan e-newsletter to former, current,and potential clients, you remindconsumers of your skills and theservices you offer. If your publica-tion credits are available online,include links to your articles aspart of the newsletter. However,to maintain positive relations withconsumers, it is vital that you in-corporate an option to unsubscribeto the newsletter.

For dietetics professionals whoparticipate in trade shows and con-ventions to create a strong brandidentity, engaging in follow-up activ-ities immediately after the exhibitis essential. Sonja Kassis-Stetzler ofThe Dietitians in Business and Com-munications Dietetic Practice Groupstates, “Industry studies indicatethat follow-up after a trade showshould occur as quickly as possible.According to the Trade Show Bu-reau, ‘The majority of trade showsales take place within 11 monthsafter the show. Unfortunately, manyexhibitors lose these sales becausea good follow-up plan was not im-plemented.’ Continue to work yourcustomer with regular communica-tion as statistics have shown that ittakes approximately five encountersto close a sale. Send them press re-leases, new product information,


and articles about your company andproducts” (9).

BRANDING WORKSSeveral members of the AmericanDietetic Association have had suc-cess in branding their services, andmany have taken different ap-proaches in beginning the brand-cre-ation process. Getting one’s nameout there is one way to establish abrand. Nancy Clark, MS, RD, FADA,sports nutritionist and author ofNancy Clark’s Sports NutritionGuidebook, adds her name to all herproducts, including her books andWebsite. Similarly, Becky Dorner,RD, president of Becky Dorner andAssociates, says that her companyuses its logo on all marketing piec-es as well as its Website, letterhead,note cards, envelopes, publicationfliers, quarterly newsletter, consult-ing services brochure, ads, manuals,books, and the company’s e-zine,which reaches more than 3,000 long-term-care health professionalsacross the United States. Accordingto Dorner, an eye-catching logo anda memorable name are of the es-sence. “When I first started my busi-ness more than 20 years ago, thecompany was Nutrition ConsultingServices. Actually, it still is, but wenow do business as Becky Dornerand Associates because there wasanother company that used the sameinitials, which was causing confu-sion in the marketplace.”

Other members have found thatdiscovering a niche market is an ef-fective means for brand creation.Sylvia E. Meléndez–Klinger, MS, RD,of Hispanic Foods Communication,discovered that the Hispanic marketwas virtually untapped. “There areso few dietitians with my food indus-

try marketing experience,” Melén-dez–Klinger explains. “It helped tohave a great education, be bilingual,and have a great knowledge of manyof the Hispanic cultures, having livedin Mexico, Puerto Rico, Spain, andCentral America.” Cathy Leman, RD,owner of NutriFit, found her combi-nation of being a personal trainer anda dietitian, as well as marketing spe-cifically to women, to be an effectivemeans of differentiating herselfamong dietitians and personal train-ers.

Accepting speaking engagementsis also recommended as a means ofestablishing oneself as a brand. “Myname has become associated withreliable, helpful sports nutrition in-formation. This helps me to getasked to be a speaker at profession-al and lay organizations, as well asan author of articles for magazines,”says Clark. This, in turn, has led tointerest in the national workshopsshe offers in conjunction with a col-league, William Evans, PhD. Simi-larly, Meléndez–Klinger rarely turnsdown an opportunity to speak infront of an audience, but she alsorecommends networking, becominga media spokesperson, and volun-teering as additional ways to becomeknown. Leman finds that emphasiz-ing her specialization is a useful toolin establishing her brand identity:“I’ve recently begun positioning myads to speak even more strongly towomen, for instance, indicating thatmy business is owned and staffed bywomen.”

There are many branding andmarketing communications special-ists—several focused specifically onhealth care services—that can helpyou create your brand and marketyour services. However, even with-


out using such services, with theright combination of patience, en-thusiasm, and savvy, success iswithin your reach.

References1. American Marketing Association.

Dictionary of Marketing Terms.Available at: http://marketingpower.com/live/mg-dictionary.php. AccessedFebruary 1, 2004.

2. Health Insurance Coverage in theUnited States: 2002. Current Pop-ulation Reports. Washington, DC:US Census Bureau; 2003. Avail-able at: www.census.gov/prod/2003pubs/p60-223.pdf. AccessedFebruary 21, 2004.

3. Kaiser Family Foundation. Employ-er Health Benefits 2003 AnnualSurvey. Available at: http://www.kff.org/insurance/ehbs2003-5-set.cfm. Accessed February 15, 2004.

4. Ayanian JZ, Weissman JS,Schneider EC, Ginsburg JA,Zaslarsky AM. Unmet healthneeds of uninsured adults in theUnited States. JAMA. 2000;284:2061-2069.

5. Hamby G. Do your members knowwhat’s unique about them? Fo-rum. November 2003.

6. Aufreiter NA, Elzinga D, Gordon JW.Better branding. The McKinseyQuarterly. October 1, 2003. Availableat: http://mba.vanderbilt.edu/owenclubs/OMA/articles/betterBranding.htm. Accessed February17, 2004.

7. Haas School of Business, Univer-sity of California, Berkeley. BrandPersonality: The Relationship Ba-sis Model. Available at:www.haas. berkeley.edu/~market/papers/aaker/books/building/brand_personality. html. Access-ed February 23, 2004.

8. Chernek V. Public Relations: TheSilver Bullet. Available at: www.sellingtoschools.com/advice/arti-cles/publicrelations.html. Access-ed February 23, 2004.

9. Kassis-Stetzler S. Strike the IronWhile It’s Hot: A Guide to TradeShow Follow-Up. Available at:http://www.dbconline.org/sales_marketing.html. Accessed Febru-ary 23, 2004.


Practice

FOR YOUR INFORMATION

Tool kits for teachable moments

This article was written by Jane V.White, PhD, RD, FADA, Professor(Past president ADA), Department ofFamily Medicine, Graduate School ofMedicine, University of Tennessee,Knoxville; Susan Pitman, MA, RD,Vice President, Food, Beverage andNutrition Practice, Chair, Nutritionin Complementary Care, ADA DieteticPractice Group, Porter Novelli,Washington, DC; and Sharon C.Denny, MS, RD, Director, KnowledgeCenter, American Dietetic Association,Chicago, IL. doi: 10.1016/S0002-8223(03)01348-8

Timely and effective communicationis the lifeblood of any professionand professional organization. Rec-

ognizing this essential truth, ADA hasemployed a number of strategies overthe years to standardize and facilitatecommunications among members andthe audiences they serve. One of themost effective and efficient of thesestrategies has been the tool kit—a con-cise compilation of information on cur-rent, and occasionally controversial,topics that facilitates consistent andreliable information transfer from die-tetics professionals to their intendedaudience(s). Tool kits make it easy formembers to position themselves as thefood and nutrition experts, an imagecritical to professional success.

ADA staff, elected leadership, specialcommittees, dietetic practice groups,and/or coalitions of industry or profes-sional partners develop tool kits. ADA

ensures the objectivity and the eviden-cebase of the information contained intool kits and retains final authorityover the content. Dietetic practicegroups (DPGs) sometimes develop toolkits to meet the communications needsof the specific segments of dieteticspractitioners that constitute theirmembership. ADA and the DPGs alsoprovide technical reviews for tool kitdevelopment. This is provided througha fee-based service to industry or non-profit groups seeking to develop anddisseminate both evidence-basedhealth and nutrition messages to food,nutrition, and social services, healthprofessionals, and/or to the lay public,directly. Tool kits generally contain: ■ a structured or scripted text designedto provide a reliable, consistent, evi-dence-based message to the intendedaudience; ■ graphics or visual aids (PowerPoint[Microsoft Corp, Redmond, WA], trans-parencies, videos, CD-ROM, etc) to fur-ther reinforce the message;■ self-assessment or consciousness rais-ing devices to increase audience inter-est/participation in the issue to be dis-cussed;■ patient education materials—partic-ularly in kits designed to disseminatemessages regarding modifications indiet or lifestyle to a broad consumeraudience; and■ an evidence-based research summa-ry or other background information,listings of relevant peer reviewed lit-erature and on-line resources.

Tool kits have become popular, high-

1454 / November 2003 Volume 103 Number 11


ly regarded devices within ADA to fa-cilitate effective message delivery. Be-low are examples of the types of audi-ences of interest to ADA and its mem-bers, as well as brief mention of exam-ples of tool kits developed over theyears.

Association Members: Professional Issues■ The House of Delegates uses tool kitsto assist delegates in the delivery ofimportant association messages to stateaffiliate and dietetic practice groupmembers regarding such issues asknowledge-based strategic governance,strategic planning, criteria for member-ship, fiscal policy, etc. CDR has useda tool kit format The Professional De-velopment Portfolio Guide (1) to con-vey information to members regardingrevisions to continuing education re-quirements and portfolio development.

Legislators■ The Washington Office uses tool kitsto communicate consistent public poli-cy messages regarding medical nutri-tion therapy (MNT), child nutrition,older Americans, health professionseducation funding, and others to mem-bers who translate the messages in aconsistent fashion to their federal,state, and local legislators, and to poli-cy makers directly.

Media■ Our Public Relations Team uses toolkits (media kits) to convey a consistentmessage to our media spokespeople andto the press regarding multiple foodand nutrition issues of importance tothe public; ie, home food safety, biotech-nology, consumer trends, etc.

Professional Audiences (external to ADA) ■ Tool kits that provide information forprofessionals in other food, nutrition,or health disciplines and that positiondietetics professionals as valued col-leagues; ie, A Health Care Profession-

al’s Guide to Evaluating Dietary Sup-plements (2), Biotechnology ResourceKit (3), and the Physician NutritionEducation Program Modules (availablefrom the ADA Foundation).

Consumers■ Recent tool kits available to membersinterested in reaching consumer audi-ences include the Home Food Safety—It’s in Your Hands Professional Kit, (4)Supermarket Shopping Solutions (5),and annually developed National Nu-trition Month Materials.

BEVERAGE ALCOHOL TOOL KITA newly developed tool kit was intro-duced at the 2003 ADA Food and Nu-trition Conference and Expo. It wasshowcased in the session, TranslatingDietary Guidelines into Practice: A ToolKit on Beverage Alcohol Consumption(6), and is the educational tool kit onbeverage alcohol consumption that con-tains Standard Drinks: A Teaching Tool.This tool kit was developed in partner-ship with the Nutrition Educators ofHealth Professionals dietetic practicegroup, the American Academy of Fam-ily Physicians Foundation, and the Dis-tilled Spirits Council of the UnitedStates. It provides health profession-als with the tools and evidence-basedmaterials necessary to provide educa-tion in regards to the role of moderatebeverage alcohol consumption in theadult diet. It provides screening toolsand intervention options to assist die-tetics professionals to identify and in-tervene with individuals drinking atrisky or abusive levels. It offers patienteducation materials to assist practitio-ners in communicating the guideline onmoderate beverage alcohol consump-tion found in the Dietary Guidelines forAmericans (7). The tool kit also pro-vides educational materials for adultson responsible drinking (ie, drinkingand driving issues, avoidance whenpregnant, etc).


PRACTITIONER SURVEYResearch was conducted to assessknowledge, attitudes, and practice ofhealth professionals on the topic of bev-erage alcohol consumption. In 2000, asurvey was mailed to 1,000 registereddietitians using a random sampling ofthree ADA subgroups. The survey re-vealed that approximately 75% of thesurveyed dietitians believe that it isimportant to discuss alcohol consump-tion with their clients. In addition, RDsindicated that they are not currentlytalking to their clients or patients aboutbeverage alcohol consumption, and thatthose that do so are only speaking tothem occasionally. They indicated aneed for evidence-based backgroundmaterials and patient education re-sources. These findings support a needfor continued education, as well as theimportance of providing the tools andskills necessary to communicate aboutthis issue. The survey also helped iden-tify a clear gap in available materialsto teach about this issue. Focus groupswith RDs were also conducted at the2001 ADA FNCE in St. Louis. Thesegroups formed to test the initial con-cept of an educational tool kit on bev-erage alcohol consumption, and to gaininsight into needs, attitudes, and for-mat that would be helpful to practitio-ners in patient-centered discussionsregarding alcohol. Key findings re-vealed that dietitians have few infor-mational resources for addressing al-coholic beverage topics with patients.The focus group participants providedperspectives about various aspects ofalcoholic beverages. This includes pos-itive and adverse health effects; differ-ences in alcohol metabolism due to tol-erance, body weight, presence of chron-ic disease and age; and other topics suchas the amount of alcohol contained inand health effects of standard drinks,and potential drug-alcohol interactions.

After the background research wasconducted, a scientific advisory panelwas formed to review materials andprovide direction on content, format,

and communication style. This panelincluded Gerald Keller, MD, past pres-ident, American Academy of Family,Physicians Foundation; Mark Gold,MD, University of Florida Brain Insti-tute; Roger Shewmake, PhD, RD,Chair, Nutrition Educators for HealthProfessionals, Dietetic Practice Groupof the American Dietetic Association;Jane White, PhD, RD, Past-President,American Dietetic Association. MonicaGourovitch, PhD, senior vice president,Office of Scientific Affairs, DistilledSpirits Council was the panel’s indus-try liaison.

The tool kit provides a vehicle thatdietetics professionals can use withprofessional audiences to provide a con-sistent, evidence-based message re-garding the frequently controversialtopic of moderate and responsible al-coholic beverage consumption. It is anissue that is of great interest to theAmerican public, and one about whichphysicians and health and social ser-vices professionals seek information,education, and clinical guidance. Ithelps to position dietetics profession-als as nutrition educators of their pro-fessional colleagues on the health careteam. This tool kit is also a valuableresource for dietitians working direct-ly with patients or clients in institu-tional and community settings, as thereare sections of the tool kit that facili-tate dialogue and handout materialsthat reinforce client oriented discus-sions.

The tool kit contains:■ Instructions regarding tool kit usewith both professional and lay audienc-es;■ Rational for dialogue initiation re-garding alcoholic beverage consump-tion;■ Compilation of peer reviewed, evi-dence-based resource materials; ■ Talking points;■ A quick and easy to use self-assess-ment tool.

Patient education materials include:■ Guidelines on beverage alcohol con-


sumption (7); Fact sheet on makingresponsible beverage choices;■ Fact sheet on benefits/dangers of al-cohol use;■ Fact sheet and models showing whatconstitutes a standard drink;■ Brochure on pregnancy and fetal al-cohol syndrome; and■ Promotion of the designated driverconcept permeates all materials.

While the ADA/F and/or DPGs acceptindustry sponsorship for tool kit devel-opment, the determination of messagecontent rests within the ADA and itsmembers. Working with industry andtrade associations provides a source ofnon-dues revenue for ADA and its mem-bers as well as facilitating partnershipsthat can enhance the quality and reachof our food and nutrition messages.Corporate sponsorship may also facili-tate access to technological savvy andcommunications techniques that allowus to successfully interact with an in-creasingly diverse, multicultural, andglobal society. Our industry partnersprovide funding for professional edu-cation and development through edu-cational grants, research, corporate,and/or foundation sponsorship vehiclesthat allow ADA to retain control of pro-gram/message content and critical ele-ments of message dissemination (8).

The demands of dietetics practice inthe 21st century compel the develop-ment of communications vehicles thatare timely, evidence-based, and thatencompass multiple forms of media to

accommodate the wide range of cul-tures, languages, educational levels andlearning styles that today’s clientelerepresent. Tool kits improve and facil-itate the receipt of member’s messagesby audiences ripe for relevant food andnutrition information that can helpsway consumer attitudes and practic-es toward health.

References1. Commission on Dietetic Registration. Professional De-velopment Portfolio Guide. Chicago, IL, 2002.2. American Dietetic Association, American Pharmaceuti-cal Association. A Health Care Professional’s Guide to Eval-uating Dietary Supplements. Chicago, IL, 2000. Fundingprovided by an educational grant from Monsanto. Avail-able to ADA members at: www.eatright.org/Member/Nu-tritionInformation/8474_supplguide.cfm. Accessed: August26, 2003.3. American Dietetic Association. Biotechnology Resource Kit.Chicago, IL. 2000. Funded by an educational grant from theCouncil for Biotechnology Information. Available to ADA mem-bers at: www.eatright.org/Member/NutritionInformation/8474_biotechfaq.cfm. Accessed: August 26, 2003.4. American Dietetic Association. Home Food Safety—It’sin Your Hands Professional Kit. Chicago, IL, 2000. Fundedby a grant from the Con-Agra Foundation. Available at:www.eatr ight .org/Member/Nutr i t ionInformat ion/8474_homefood. cfm. Accessed: August 26, 2003.5. American Dietetic Association. Supermarket ShoppingSolutions. Chicago, IL. Produced in collaboration withHealthy Choice. Available to ADA members at: http://www.eatright.org/Member/NutritionInformation/8474.cfm.Accessed: August 26, 2003.6. Nutrition Educators of Health Professionals (NEHP) Die-tetic Practice Group. Educational Tool Kit on Beverage Al-cohol Consumption. Produced in partnership with DistilledSpirits Council of the United States: Washington, DC andthe American Academy of Family Physicians Foundation,Kansas City, MO, 2002.7. Nutrition and Your Health: Dietary Guidelines for Amer-icans, 2000. Available at: http://www.health.gov/di-etaryguidelines/. Accessed: September 8, 2003.

8. Feeney MJ, White JV. Corporate alliances: A strategyfor success. J Am Diet Assoc. 2000;100:1124.


This article was written byDorothy Michalczyk,Communications Manager, ADAHealth Care Financing Team,ADA Headquarters, Chicago, IL

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PUBLIC POLICY NEWS

Impact your practice:Communicate effectively online

778 / June 2002 Volume 102 Number 6

A commitment to buildingrelationships, the ability towork in teams, utilizing cur-

rent technology, strong communica-tion skills, and continuous learningare key competencies for the suc-cessful dietetics professional. Tocommunicate effectively today, di-etetics professionals need to em-brace "virtual mediums" such ase-mail or the Internet, along withnew technologies that can savetime, maximize resources, and in-crease efficiency.

Although many professionals to-day know how to use e-mail andaccess Web sites, many have diffi-culty shaping or sharing messages.In a survey conducted among 17 or-ganizations across 10 industries,72% of respondents say they spend1 to 2 hours a day handling e-mail,and the biggest complaint noted by30% of the respondents is e-mailmessages that are disorganized, ir-relevant, or incomplete (1). Becausevirtual mediums have removedbody language and tone of voicefrom the message, writing skills are

becoming increasingly critical.Strong writing skills can ensurethat dietetics professionals commu-nicate clearly and effectively online.

Communicating effectively onlineinvolves creating written informa-tion and the exchange, access, use,and sharing of this information (2).Online communication between ahealth care practitioner and his/herpatients is much more involvedthan that, however. Interactingwith patients online raises manylegal, ethical, financial, privacy, andsecurity concerns, with few exist-ing guidelines for e-mail and onlineconsultations.

Despite these concerns, healthcare practitioners, including dietet-ics professionals, are using virtualcommunication mediums such asthe Internet, e-mail, audio/videoconferencing, and new multimediapresentation technology to savetime, maximize resources, and in-crease efficiency. According to aWall Street Journal e-commercereport, US health plans are testingpayment to practitioners for e-mailconsultations; however, there is cur-rently no health plan that consid-ers e-mail consultations areimbursable service (3).

San Francisco-based Medem Inc,a for-profit joint venture of the top


not-for-profit medical societies, in-cluding the American Medical As-sociation and the AmericanAcademy of Pediatrics, has accessto a network of 80,000 physicians;1,000 of these physicians are par-ticipating in a pilot program to testpatient–physician connectivity. Me-dem plans to roll out a trademarkedservice called Online Consultation,which will allow its doctors to ad-vise their existing patients onlineand bill them via credit card (3).

Initiatives like Medem's will onlymultiply, especially as patients,consumers, and colleagues requestmore data electronically. Already,dietetics professionals participatein virtual teams and discussiongroups to collaborate, share ideas,and advance their professionalpractice. However, communicatingappropriately through this virtualmedium is often a challenge. Somerespond to messages too quickly,often without thought and withoutkey information. This can lead tomisunderstandings and the circu-lation of conflicting information,and can result in termination.

Dietetics professionals can com-municate appropriately in this me-dium by following the tips below:■ Plan your message. Ask keyquestions. (See sidebar below.)■ Write clear and concise sentenc-es.■ Focus on one subject per mes-sage.■ Avoid vulgar, repetitive or ver-bose remarks.■ Learn e-mail software capabili-ties to save time and increase effi-ciency.■ Before posting a message, re-member that the entire group will

be reading it.■ Don't have a conversation withone individual at the expense of thegroup.■ Respect all copyright and licens-ing agreements. Be cautious ofcopyright-protected documentsprior to passing the informationonto others.■ Always sign a message. Includeyour name, organization, phonenumber, and personal e-mail ad-dress, so others can contact youdirectly if necessary.■ Remember that those receivingthe message may not share simi-lar values, cultural background oropinions, so shape your messageaccordingly.■ Data, text, software, messages,documents, and content with groupparticipants is subject to collection

These questions apply whenwriting virtually any e-mail,presentation or document(2).1. Who is my audience? Willthere be a single reader ormultiple readers? What aretheir interests? How will theaudience use theinformation?2. What is the mainmessage?3. What action(s) do I wantmy reader(s) to take? Howwill my reader(s) react?4. What are the details?Answer who, what, when,where, why, how.5. What additionalinformation is needed tosupport my message?


and use by others. Don't send orforward messages or attachmentsby e-mail that you wouldn't wantposted on a bulletin board. Beforeforwarding a message, obtain theauthor's permission.

PROPOSAL WRITING TIPSA growing number of dietetics pro-fessionals are in a position to per-suade employers or health plans toimplement or adopt services suchas medical nutrition therapy(MNT). Not only must dieteticsprofessionals write clear, concisemessages for virtual mediums, butthey also need to know how to cre-ate a written proposal.

A dietetics professional writinga proposal must address the needsof the reader and then present howMNT services will meet the needsof the organization. Whether thisinformation is sent electronicallyor by mail, or delivered in a pre-sentation, the impact is in thestrength of the message. In gener-al, when writing a proposal alwaysremember to:■ Analyze the buyer’s need or prob-lem.■ Present the technical solution tothe problem.■ Discuss the management andbusiness issues.■ Persuade the buyer that the pro-posed product/service is the best

suited to meet the needs of thebuyer (2).

CONTINUE LEARNING VIRTUALLYTechnology is constantly evolving,and new information is generatedat unprecedented rates, requiringdietetics practitioners to learn anduse technology and seek out keysources of information. Althoughinitiatives such as Medem's arestill in their infancy, they may im-pact the way in which health careprofessionals communicate anddeliver their services to clients inthe future. Rather than replacingthe practitioner/patient relation-ship, virtual mediums can enhancethat relationship. Dietetics profes-sionals who embrace technologyand improve their written commu-nication skills can compete by de-livering strong, clear messages invirtually any medium.

References1. Grenier R, Metes M. Going Virtual, Mov-ing Your Organization into the 21st Century.Upper Saddle River, NJ: Prentice Hall PTR;1995.2. Booher D E-Writing 21st-Century Toolsfor Effective Communication New York, NYSimon & Schuster Inc; 20013. Landro L. E-Commerce: Consumer'sGuide—Health: Unhealthy Communica-tion—When it comes to e-mail, the doctor isnot in. Wall Street Journal February 2, 2002.


This article was written byTereea Pangan, PhD, RD, a Website developer/consultant forPuttin’ on the Web (e-mail her at:[email protected]), inFlower Mound, Tex.; andCarolyn Bednar, PhD, RD,associate professor anddepartment chair of the nutritionand food sciences department atTexas Women’s University,Denton, Tex.

THE BUSINESS OF DIETETICS

Dietitian business Web sites:A survey of their profitability andhow you can make yours profitable

The Internet provides the oppor-tunity to advertise and promote products and services

quickly and cost-effectively to aworldwide audience. Small firmscan develop an attractive homepage at a fraction of the cost of tra-ditional advertising media (1,2).Differences in location and officeenvironment are neutralized. Com-panies of any size and in any sec-tor can benefit from the Internet,including companies owned by di-etitians.

The Internet offers the followingunique advantages:

■ enhances a company’s image byappearing to be on the cutting edgeof technology;

■ provides access to millions ofcompanies and individuals with a

potential need for dietetics servic-es and/or products;

■ establishes a public presence ina relatively easy and inexpensiveway; and

■ offers 24-hour accessibility to abusiness, its products, and infor-mation.

Dietitians are very interested inusing the Internet, as evidenced bythe number of articles being writ-ten and the number of programsavailable on the Internet that aretargeted to dietitians. At the 1999American Dietetic Association An-nual Meeting and Exhibition inAtlanta, Georgia, eight differentseminars and seven poster ses-sions were offered on Internet top-ics. This study was undertaken toinvestigate the experiences of die-titians with this new form of pro-motion. The purpose was todetermine the reasons why dieti-tians develop business Web sites,methods they use for promotingthose sites, and their profitability.The side bar on the next page listsideas for promoting a Web site.

METHODOLOGYThe questionnaire was developedto assess the primary reason and


How to advertise your Web site■ Consider your choice and placement ofkeywords.

Keywords are words that people type ina search engine to locate Web sites thatprovide content, services, or products forwhich they are looking. The keywords areone, two, and three word phrases. Acommon mistake is for Web site owners touse keywords they would use to locate theirWeb site. These could be different that thekeywords the site’s target market woulduse. An example is the word dietitian. Mostregistered dietitians use the spelling“dietitian.” However, the public typicallyuses the word “dietician” or “nutritionist”when attempting to locate a nutrition expert.Place your keywords in your URL (Webpage address), Web page title, pageheadings, and the first 100 words of text.These are the areas of the Web site that asearch engine weights more heavily whenretrieving search results.■ Enter your Web site into searchengines.

Selecting keywords is only part of theprocess of getting your Web page noticed.You need to enter information about yourWeb site into a search engine in order forit to be listed in its list of search results.The preferred method is to manually entera Web sites information at each searchengine. This can be done by yourself orby a submission service. The expertsrecommend avoiding submissionservices that use software programs thatdo not allow customization of a Web site’ssubmission location. On the homepage of

a search engine, locate a link tabled “AddLink” or “Add URL,” or “Recommend aSite.” The submission form is located here.Follow the directions using keywords,titles, and description customized for eachsearch engine’s requirements. Two to fourweeks after submitting your informationto a March engine, check to see that yoursite is listed in the search results. If it isnot listed, you may need to reenterinformation about your site. Often it takes6 months before a Web site is indexed ina search engine. This is largely becausemost of the submissions to a searchengine are “spam,” or Internet junk mail.Search engines prefer to discover andindex a site that is linked to a site it hasalready indexed. The trend lately has beenfor search engines and subject directoriesto charge for adding a site into their index.You can evaluate whether paying for alisting Is worth the cost by entering yourkeywords into a search engine or subjectdirectory. The resulting list will tell youwhether this search engine will bring youyour target mark■ Use reciprocal links.

These are links between Web sites withsimilar or complementary services,products, or information, On a Web page,links to other Web sites are usuallygrouped together under a heading suchas “resources,” ”links,” “library,” or “for moreinformation.” Check to see if the site thatyou are linking to has posted any linkingpolicies. If there are any doubts aboutlinking to a particular site, ask permissionvia e-mail. You can agree to link to a Web

factors in the decision to establisha Web site, choosing a Web sitedesigner/developer, original cost,average monthly maintenance,profitability, satisfaction with Website experience, and effectivenessof promotion methods. The ques-tionnaire was distributed to threenutrition and two computer tech-nology experts to establish faceand content validity and was re-vised based on their suggestions.

Potential subjects were recruit-

ed in a variety of ways. Announce-ments asking for dietitians whomaintain a Web site or know of di-etitians who maintain Web siteswere posted on ten dietetics-relat-ed listservs. Researchers then con-tacted dietitians whose namesthey received by e-mail or tele-phone to solicit their participationin the study and obtain postal ad-dresses. Participants were also lo-cated with the top ten generalInternet search engines using the


site in exchange for their linking to yourWeb site. This is called a “reciprocalagreement.” Only link to quality and well-maintained sites: your credibility suffersif you link to an unprofessional site. A goodmethod for finding Web sites that youwould want to link to is to enter yourkeywords into the search engines. Thenbrowse the top Web sites in the resultslist. Look for Web sites that offersomething your target market would findvaluable.■ Advertise in electronic newsletters.

These advertisements are an often-overlooked Web site promotion method.There are thousands of electronic (e-mail)newsletters on the Internet and manyallow text advertisememnts for a small fee.Several databases on the Internet indexelectronic newsletters by topic. Locate anewsletter that offers content of interestto your target market and is rich in content.Approach the newsletter sponsor aboutadvertising.■ Use a signature file.

A signature file is an Internet businesscard. It communicates to people on theInternet who you are, what you do, andhow to contact you. The four basic partsto a signature file are name, contactinformation (e-mail address, telephone,fax, or address), Web site address, andteaser line. The teaser line is a quote,phrase, description of the services orproducts provided at the Web site. Overall,signature files are 50 words or less and 5lines or less. Most e-mail softwareprograms have an option for creating

signature files. Once configured, the e-mail program will automatically appeandthe signature file to every outgoingmessage.■ Sponsor another Web site

Pay to sponsore the content of anotherWeb site such as a Web page, a sectionof a Web site, or an e-mail newsletter. YourWeb site is promoted through a banner,button, logo, or a tag line located withinthe sponsored content. The sponsorshipcan be as little as a tag line—”This sectionbrought to you by MediNutrition, Inc.”—toa more involved sponsorshipcommitment, such as providing contentfor an entire section of a Web site.Approach sites that target your potentialmarket areas for a sponsorshipagreement.■ Display a banner on another site.

Banner advertisements are full or half-length graphic advertisements across thetop, side, or bottom of a Web page. Theycan be purchased on Web sites for as littleas a couple hundred dollars to thousandsof dollars. The key to successful banneris selecting Web sites that your targetmarket visits. The typical click-throughrate (percentage of people viewing an adwho click throught to the advertising website) is 1 to 3 percent. Be sure to calculatewhat click-through rate is needed in orderto break even with a banneradvertisement. Banner ads are effectivefor building awareness about a Web siteor a product. They are not as successfulin bringing high percentages of visitors toa Web site.

key words “dietitian,” “dietician,”“registered dietitian,” “registereddietician,” “licensed dietitian,” “li-censed dietician,” and “nutritionexpert.” The first 200 Web sites onthe search results lists were visit-ed to assess if a registered dieti-tian maintained the site. Onlybusiness Web sites maintained bya registered dietitian with the do-main names “.com” or “.net” wereincluded in the potential partici-pant lists. Web sites maintained by

dietitians that were part of anemployer’s Web site such as a hos-pital, were not included.

The first 9 dietitians with busi-ness Web sites found using thesearch engine Alta Vista were se-lected as pilot subjects and maileda validated questionnaire. A re-minder letter was sent two weekslater and a reminder postcard oneweek after the reminder letter. Toobtain qualitative feedback onquestionnaire content and design,


a follow-up phone call was madeby a research one week after re-ceiving responses from 8 of the 9dietitians. The questionnaire wasrevised further using the resultsand recommendations from thepilot test and follow-up phone calls.

Revised questionnaires weresent to the compiled list of 66 die-titians with business Web sites. Toencourage participation, a remind-er letter was sent two weeks laterfollowed by a reminder postcard.

DATA ANALYSISTwenty-five dietitians were ran-

domly selected three months afterreturning the initial question-naires to conduct a test-retest va-lidity test. Data from the full studywere summarized according to fre-quency, distribution and mode us-ing descriptive analysis methods.Analysis of variance (ANOVA) withP < 0.05 was completed to test therelationship between length of ex-istence of dietitians’ Web sites andprofitability, and between Web sitepromotion methods and profitabil-ity. Pearson Product Moment Cor-relation was used to determine therelationship between profitabilityand length of existence of dieti-tians’ Web sites.

RESULTSForty-seven of the 66 question-naires mailed were returned, for a71% response rate. Three question-naires were excluded: one becausethe dietitian was not registered,another because the Web site wasnot yet posted, and the last becausethe respondent indicated a “.org”instead of a “.com” Web address.

Test-retest data results overallindicated good reliability. Seven-teen of the 25 re-test surveys that

were returned were returned for a68% response rate. There were 33questions in total for which test-retest statistics were computed.Answers to the retest survey weresignificantly similar to the an-swers in the original survey for 25out of 33 questions at the P � 0.05level, Mean age was 42.4 years(SD = 9.7); mean number of yearsas a registered dietitian was 15.9years (SD = 9.7). The majority ofthese dietitians were female. Thelength of existence for dietitianWeb sites varied from 1 to 42months with a mean of 16.5months (SD = 11.8). The most com-mon reasons for deciding to estab-lish a business Web site were“improve business image” (40 of44) and “complement business ad-vertising” (37 of 44). The most fre-quent primary reasons forestablishing a Web site were “at-tract new clients/customers out-side local area” (12 of 44) and “starta new business venture.” (8 of 44)

Slightly more than half of thedietitians (26 of 44) employed aprofessional designer/developer todesign and develop their Web site.Thirteen assumed the responsibil-ity themselves while others dele-gated this task to a friend, relative,spouse or “significant other,” orother individual.

The initial cost of developingoriginal business Web sites includ-ed fees for design, setup, registra-tion of domain name, logodevelopment, and Web-editingsoftware. The most common initialcost of Web site development was$300 or less (15 of 44). However,for 11 of the 44 dietitians, costswere over $1,100. Average month-ly Web site maintenance feesranged from $10 to $60 for 26 of


the 44 dietitians. This includesfees for updates, hosting, and pro-viding Internet service connection.Seven dietitians stated theirmonthly maintenance was $110 ormore. The majority of dietitians inthis study were either very satis-fied (18 of 44) or satisfied (13 of 44)with their Web site experience.

Web site profitability was de-fined as “generated sales on-lineand off-line for products, serviceand/or referrals to a level that isbeyond the Web site’s monthlycosts.” Fifteen dietitians felt thattheir Web sites were profitable.Slightly over one-half of respon-dents (25) considered their Websites not profitable while four re-spondents did not know whethertheir Web sites were profitable ornot. The mean months of existencebefore profitability was 8.8 months(SD = 7.4). For profitable Websites, there was a statistically sig-nificant Pearson’s correlation(r = 0.749, p = 0.001) between thenumber of months before the Website started turning a profit andthe length of time the Web site ex-isted. For profitable Web sites, thelonger they had been in existence,the longer the time it took to be-come profitable while the less timethey been in existence, the shorterthe time to profitability. This rela-tionship reflects the dramaticgrowth in potential customers be-cause of the increase in Internetusers in recent years (3). Web sitesdeveloped more recently were ableto become profitable within ashorter time.

The only promotion methodsthat at least three-fourths of thedietitians were able to rate were“placed Web site address on busi-ness cards, stationery” (37) and

“placed Web site address on hand-outs and/or newsletters.” (34) How-ever, many subjects had not usedseveral of the promotion methodsand were unable to provide an ef-fectiveness rating. Over 60% of therespondents indicated that theyhad not used four promotion meth-ods; sponsored another Web site(40 of 44), displayed a banner onanother Web site (34 of 44), placedWeb site address on packing ma-terials (28 of 44), and placed an ad-vertisement in an electronicnewsletter (28 of 44) (Table 1).

Subjects were also asked whatsuggestion(s) they had for otherdietitians about developing Websites. Several dietitians recom-mended making a regular timecommitment for maintaining andupdating the site, saving money bylearning to do basic updates them-selves, planning the Web site inadvance, getting help if not famil-iar with the Internet or e-com-merce, shopping around for a Webconsultant/developer, and gettinga written contract.

A limitation of this study is thelow number of subjects. Most die-titians with business Web siteswho were located for this studywere obtained from posting on di-etetics-related listservs (48 of 75).Fewer were obtained from thesearch engine results lists (27 of75). Possibly some dietitians withbusiness Web sites are failing toenter their Web sites into searchengines and thus, would not ap-pear in a search engine results list.

CONCLUSIONSThese study results indicate thatmost dietitians were pleased withtheir Web site experience. Howev-er, while several dietitians had


very successful Web sites, mostdietitians’ Web sites were not prof-itable. This study’s definition ofprofitability did not specificallyinclude increased efficiency inbusiness processes such as savingson printing forms and handoutsand sending mailings. More Websites might have been judged prof-itable if the study utilized a moredetailed definition of profitability.Also, using a wider variety of Website promotion methods may make

these Web sites more profitable.

References1. Berthon P, Pitt L, Watson RT. The WorldWide Web as an advertising medium: towardan understanding of conversion efficiency. JAdver Res. 1996;36(1):43-54.2. Bell H, Tang NKH. The effectiveness ofcommercial Internet Web sites: a user’s per-spective. Internet Res. 1998;8(3):219-228.3. US Nielsen/NetRatings Nielsen/NetRat-ings Average Web Usage Month of Decem-ber 2000. Available at http://209.249.142.27/nnpm/owa/NRpublicreports.usagemonthly.Accessed 02/22/01.

Table 1Summary statistics for Web site promotion methods effectiveness ratings

No. of Effectivenessdietitians Ratinga Have not Don’t

Promotion method using mean � SD used know

Placed Web site address on 37 3.9 � 1.3 5 2business cards, stationery

Placed Web site address on 34 4.1 � 1.2 7 3handouts and/or newsletters

Entered Web site into search 32 4.1 � 1.2 7 3engines

Reciprocal links 27 3.7 � 1.2 15 1Used signature file on e-mail 23 3.9 � 1.1 17 4

communicationsPlaced Web site address on 22 4.1 � 1.2 18 3

traditional media advertisementsPurposeful placement of keywords 21 4.3 � 1.0 15 6Placed an advertisement in an 13 3.7 � 1.3 28 3

electronic newsletterPlaced Web site address on 12 3.7 � 1.0 28 4

packing materialsDisplayed a banner on another Web site 9 3.4 � 1.5 34 1Sponsored another Web site 3 4.0 � 0.0 40 1

a Effectiveness rating was a five point scale where 1 = very ineffective and 5 = veryeffective


Wanted:State Media Representatives,○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

PR Chairs, SpokespeopleAs has been mentioned previously in this guide,the best advocate for the American DieteticAssociation and the entire profession is you, theregistered dietitian and board-certifiedspecialist. Working with the news media toadvance the dietetics profession in the eyes ofthe public is, as we hope you will find, arewarding experience.

Consider becoming even more involved inobtaining publicity for ADA and your professionat the affiliate and national levels. Every statedietetic association has one or more state mediarepresentatives and PR chairs. Contact youraffiliate president to learn how you can put yourinterest and training in media relations to usefor your Association and profession.

In addition, ADA trains and coordinates thework of a nationwide network of Spokespeoplebased in the country’s largest media markets.

All ADA members who live or work in (or near)a large media market are encouraged to apply tobecome part of the Spokesperson program. Formore information—including a list of openmarkets, or for an application—visitwww.eatright.org or [email protected]. Good luck!


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Key ADA messagesThe following are some key American Dietetic Association facts andmessages for use in your media interviews and materials.

Consumer nutrition adviceADA’s healthful eating messages to the public emphasize the total

diet or overall pattern of food eaten, rather than any one food ormeal.

ADA believes there are no “good” foods or “bad” foods. If foods areconsumed in moderation, in appropriate portion sizes and combinedwith regular physical activity, it is ADA’s position that all foods canfit into a healthful diet.

There is no “magic bullet” for safe and healthful weightmanagement. Successful weight management is a lifelong process. Itmeans adopting a lifestyle that includes a healthful eating plan,coupled with regular physical activity.

People are not all alike and one size does not fit all when it comesto planning and achieving a healthful diet. What may be the bestapproach for one person may not be the answer for another. Aregistered dietitian is best qualified to help devise an eating planthat is right for each individual.

ADA believes the base of most healthy people’s eating plans shouldbe fruits, vegetables, whole grains and low-fat protein.

ObesityObesity is a complex disease and presents a number of challenging

issues. Through their training and expertise, registered dietitiansare well positioned to play a major role in addressing the obesityepidemic.

Children’s nutritionNutrition profoundly affects children’s ability to learn, develop and

stay healthy. ADA believes there is no better time than the earlyyears to make an impact on the lifelong eating and exercise habitsthat contribute to health maintenance and disease prevention.

Parental involvement is a key component of children’s nutrition.Parents can teach their children about healthy foods, practice whatthey teach and make sure that physical activity is incorporated intoeach day.

Medical nutrition therapyMedical nutrition therapy, provided by registered dietitians as part

of a person’s health-care team, has been proven effective intreatment and prevention of nutrition-related diseases andconditions. Patients receiving medical nutrition therapy or MNT,have been shown to have fewer complications, fewer hospitalizationsand lower health-care costs.


“The 10 Red Flags of Junk Science”With several other health professional organizations, the American

Dietetic Association is a member of the Food and Nutrition ScienceAlliance or FANSA. FANSA has compiled a checklist to helpconsumers evaluate nutrition science and product claims called “The10 Red Flags of Junk Science.” Watch out for:(1) Recommendations that promise a quick fix(2) Dire warnings of danger from a single product or regimen(3) Claims that sound too good to be true(4) Simplistic conclusions drawn from a complex study(5) Recommendations based on a single study(6) Statements refuted by reputable scientific organizations(7) Lists of “good” and “bad” foods(8) Recommendations made to help sell a product(9) Recommendations based on studies not peer reviewed(10) Recommendations from studies that ignore differences among

individuals or groups.

Partnerships and collaborationsIt is the longstanding policy of the American Dietetic Association

not to endorse companies, products or services—either specific itemsor general categories.

As a nonprofit organization committed to providing accurate,science-based information to the public, the American DieteticAssociation occasionally collaborates with other organizations—for-profit, nonprofit and government—to achieve greater results than wecould on the strengths of our own resources.

ADA leaders closely evaluate every potential collaboration. Only ifthe program is consistent with ADA positions—and if sponsorshipwill enable achievement of greater results than could be realizedwithout funding—will a collaboration be pursued.

At no time, as is made clear to our partners, does acceptance of agrant to defray the costs of a program constitute ADA’s endorsementof a company, product or a service.


WHO WE ARE, WHAT WE DOAMERICAN DIETETIC ASSOCIATION

Your link to nutrition and health.SM

What is ADA?With nearly 65,000 members, theAmerican Dietetic Association is thenation’s largest organization of foodand nutrition professionals.ADA was founded in Cleveland, Ohio,in 1917 by a visionary group ofwomen, led by Lenna F. Cooper andADA’s first president, Lulu C. Graves,who were dedicated to helping thegovernment conserve food andimprove the public’s health andnutrition in World War I.

ADA leadersADA is led by a Board of Directorscomposed of national leaders innutrition and health. The dieteticsprofession is governed by a 130-member elected House of Delegates.

ADA locationHeadquarters:120 South Riverside Plaza, Suite 2000Chicago, IL 60606800/877-1600Washington office:1120 Connecticut Avenue N.W.Suite 480Washington, DC 20036800/877-0877

ADA missionLeading the future of dietetics

ADA visionADA’s members are the most valuedsource of food and nutrition services

ADA membersApproximately 75 percent of ADAmembers are registered dietitians

(RDs) and four percent are dietetictechnicians, registered (DTRs). Othermembers include clinical and commu-nity dietetics professionals, consult-ants, food service managers, educators,researchers and students. Nearly halfof all ADA members hold advancedacademic degrees.Members represent a wide range ofpractice areas and interests includingpublic health; sports nutrition; medicalnutrition therapy; diet counseling,cholesterol reduction, diabetes, heartand kidney disease; vegetarianism;food service management, hospitals,restaurants, long-term care facilitiesand education systems; education ofother health-care professionals andscientific research.

Affiliated associationsFifty state dietetic associations, plusthe District of Columbia, Puerto Ricoand the American Overseas DieteticAssociation, are affiliated with ADA.Within these groups, there are about230 district associations.

Reliable nutrition informationfor the public: www.eatright.orgADA’s dynamic Web site,www.eatright.org, contains a wealth ofnutrition information for consumersand the media, from news releases andconsumer tips to Nutrition Fact Sheets,FAQs and the Good Nutrition ReadingList. Consumers seeking the servicesof a dietetics professional can use the“Find a Nutrition Professional”feature. In addition, www.eatright.orgoffers links to many other nutrition-oriented sites.


ADA key areas of interestADA’s commitment to helping peopleenjoy healthy lives brings the Associa-tion into the forefront of five criticalhealth areas facing all Americans:● Obesity and overweight, with a focuson children● Healthy aging● Safe, sustainable and nutritious foodsupply● Nutrigenetics and nutrigenomics● Integrative medicine, includingsupplements and alternative medicine.

What is a registered dietitian?A registered dietitian (RD) is a foodand nutrition expert who has metacademic and professional require-ments including:● Bachelor’s degree with course workapproved by ADA’s Commission onAccreditation for Dietetics Education.Coursework typically includes foodand nutrition sciences, foodservicesystems management, business,economics, computer science, sociol-ogy, biochemistry, physiology,microbiology and chemistry.● Complete an accredited, supervised,experiential practice program at ahealth-care facility, community agencyor foodservice corporation.● Pass a national examination adminis-tered by the Commission on DieteticRegistration.● Complete continuing professionaleducational requirements to maintainregistration.Some RDs hold additional certifica-tions in specialized areas such aspediatric or renal nutrition anddiabetes education. About half of allRDs work in clinical settings, privatepractice or health-care facilities. Manywork in community and public healthsettings, academia and research,business, journalism, sports nutritionand wellness programs.

What is a dietetic technician,registered?Dietetic technicians, registered(DTRs), often working in partnershipwith registered dietitians, screen,evaluate and educate patients; manageand prevent diseases such as diabetesand obesity and monitor patients’ andclients’ progress. DTRs work insettings such as hospitals and clinics,extended-care facilities, home health-care programs, schools, correctionalfacilities, restaurants, food companies,foodservice providers, public healthagencies, government and communityprograms such as Meals on Wheels,health clubs, weight managementclinics and wellness centers.DTRs must complete a two-yearcollege degree in an approved dietetictechnician program, have supervisedpractice experience and pass anationwide examination to earn theDTR credential and must completecontinuing education courses through-out their careers.

Professional educationalprogramsADA’s Commission on Accreditation forDietetics Education (CADE) is recog-nized by the Council on Higher Educa-tion Accreditation and the United StatesDepartment of Education as theaccrediting agency for educationprograms that prepare dietetics profes-sionals. Through the accreditation andapproval of more than 600 undergradu-ate and graduate didactic, dietetictechnician and supervised practiceprograms, CADE ensures that entry-level education meets quality standards.

Home Food Safety . . .It’s in Your HandsADA’s nationwide consumer educationprogram is sponsored by educationalgrants from the ConAgra Foods


Foundation. For more information onthis award-winning program, visitwww.homefoodsafety.org.

National Nutrition Month®

ADA offers consumers timely,objective food and nutrition informa-tion through numerous programs andservices. National Nutrition Month®,created in 1973 and celebrated inMarch, promotes healthful eating andprovides practical nutrition guidance.

Government and public policyADA’s Washington, D.C.,-basedgovernment affairs office works withstate and federal legislators andagencies on public policy issuesaffecting consumers and the practice ofdietetics, including Medicare coverageof medical nutrition therapy; childnutrition; obesity; the Dietary Guide-lines for Americans and other healthand nutrition priorities.

ADA position statementsADA regularly produces and updatesstatements of the Association’s officialstance on issues that affect thenutritional and health status of thepublic. ADA position statements arederived from the latest availableresearch and facts. Position statementsaddress issues such as children’shealth, food technology and safety,public health, consumer education,health-care reform, elderly nutritionand health-care provider education.

Texts of ADA position statements areavailable on www.eatright.org.

Journal of theAmerican Dietetic AssociationThe most widely read peer-reviewedperiodical in the dietetics field, themonthly Journal brings originalresearch, critical reviews and reportsand authoritative commentary andinformation to nutrition and dieteticsprofessionals throughout the world.Access the table of contents, researchstudy abstracts and selected articles atwww.adajournal.org.

ADA FoundationThe American Dietetic AssociationFoundation (ADAF) was established in1966 as a 501(C)(3) public charity. Itsmission is to fund the future of thedietetics profession through researchand education. The Foundation’s visionis to be a leader in promoting andachieving healthy weight for children,helping to reduce the growing preva-lence of childhood obesity. ADAFachieves its goals by providing supportfor research, education and publicawareness programs. The Foundation isproud to be recognized as the largestgrantor of scholarships in the nutritionand dietetics fields. For the 2005-06academic year, ADAF invested in thefuture of the dietetics profession byawarding $238,500 for 186 graduate,undergraduate and continuing educationscholarships.


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Glossary of media relations terminologyThis glossary contains definitionsof many specialized terms usedby public relations experts andjournalists.Account team: The public rela-

tions or advertising agencystaff assigned to a specific cli-ent, generally consisting of var-ious members and oftenincluding an account director,account manager, senior ac-count executive/account execu-tive and account assistants.

Advertising: Presenting persua-sive material to the public bymeans of paid space or broad-cast time to promote a product,idea or service.

Angle: A particular approach a re-porter takes in writing a story.

AP style: Standardized rules ofgrammar and writing style, is-sued by the Associated Presswire service. See “Wire services.”

Area of Dominant Influence(ADI): Geographic areareached by radio stations.

Audiovisuals (AV): Presenta-tion methods that use sight andsound in order to enhance theunderstanding of a topic. AV in-cludes the use of electronic de-vices, usually involving screenand visual images, as contrast-ed with printed material.

Backgrounder: Any briefing orreport intended only for the pur-pose of providing background in-formation to a reporter.

Beat: A journalist’s specialtyarea of coverage.

Brainstorming: The creativemethod for producing a multi-tude of ideas on a given subjector problem.

Bridging: Interview techniquedesigned to help a speaker

transition from an off-topicquestion back to the originalsubject. See “Hooking” and“Flagging.”

Broadcast: The dissemination ofprograms or messages throughthe media of radio, Internet ortelevision.

B-roll: Video with natural soundthat does not include a report-er’s voiceover.

Business Newswire: A distribu-tion service that delivers break-ing business news andmultimedia content to tradi-tional and online newsroomsand to targeted journalists.

Byline: Name of the writer posi-tioned under the headline atthe beginning of a story.

Bylined article: Article writtenby a non-media person, usuallyan expert in a certain field andsubmitted for publication.

Callback: Telephone follow-up toa printed invitation or advisory.

Client: The organization or per-son who employs the services ofa public relations or advertis-ing firm.

Consumer publication: Printedmatter intended for a generalreader.

Content analysis: The tech-nique of reading publications,advertisements or other mes-sages to find references to anorganization or an idea, thencoding and analyzing the con-tent to determine trends andopinions.

Contract: A formal agreementmade between the service pro-vider and the client, coveringagreed objectives, timing andprice.


Copy: Written text.Corporate communications:

Public relations for a corporation,integrated as part of the compa-ny’s overall strategic objectives,rather than activities designedfor its individual segments.

Crisis management: The prac-tice of preparing a communica-tions plan that can beeffectively put into action in theevent of a potentially negativeissue for a company or organi-zation.

Cue sheet: A piece of writtenmaterial containing messagesabout the client or its productsor an extract from a paper ormagazine. Also referred to asclipping.

Dateline: The place and date ofan article’s origin that appearsat the beginning of the firstparagraph of an article.

Daybook: Daily schedules of up-coming news events, publishedby the Associated Press andother wire services.

Deadline: A time limit for thecompletion of an article or oth-er assignment by a reporter orother contributor.

Delayed lead: Writing stylewhere the specific subject of astory doesn’t come into clear fo-cus until some time after thefirst paragraph(s), usually in anattempt to set the backgroundand tone before getting to themain point.

Designated Market Area(DMA): Area reached by televi-sion stations.

Direct mail: The use of lettersor personalized advertising,targeted to carefully selectedlists of people, in order to pro-mote a specific product, idea orservice.

Editor: The supervisor of a de-partment of a newspaper, mag-azine, etc.

Editorial: Expression of opinion,as opposed to a news articlewhich presents facts withoutopinion, that often appears onthe editorial page separatefrom news stories. Also refersin general to the informationalmaterial in a publication as op-posed to the advertising.

E-mail pitch: A pitch sent via e-mail instead of presented to themedia by phone, mail or fax.

Embargo date: A heading on anews release indicating thatthe news is not to be reportedbefore that date.

Exclusive: An interview or storyopportunity presented solely toone reporter or publication andnot to others.

Exposure: The extent to whichthe target audience becomesaware of a person, activity,theme or organization from theefforts of PR or advertising.

Fact sheet: A list of facts or sta-tistics about a particular topicthat allows media quickly tograsp a particular issue or situ-ation.

Feature article: A newspaper ormagazine article that discussesand interprets an event or trend,as opposed to spot reporting.

Flagging: Interview techniquedesigned to call attention to aspeaker’s key messages. See“Hooking” and “Bridging.”

Freelance writer: A person whosells his or her articles to apublication without a long-termcommitment.

Ghostwriting: Writing generat-ed without published credit toits author and often credited toanother.


Graf: Paragraph.Hard news: A story that is truly

newsworthy, presented factual-ly and objectively.

Hooking: Interview techniquedesigned to lead an interviewerto ask a question that thespeaker particularly wants toanswer. See “Bridging” and“Flagging.”

Internal communications:Communicating with employ-ees and shareholders to informthem of change or to furthercorporate objectives.

Interview alert: A means of pre-senting an expert source will-ing to comment on a timelyissue, including contact infor-mation to set up an interview.See “Media advisory.”

Lead: Beginning of a news story,generally containing the who,what, when, where and why.

Lead story: Dominant articlethat is given primary attentionand prominent placement onthe first page of a publication.

Lead time: The deadline for sub-mission of articles, set by re-porters or publications, whichallows enough time to for apiece to be written, edited andsent to print.

Letter to the editor: Letterwritten and submitted by anon-publication staff member,usually complimenting or criti-cizing the coverage of an issueby the publication.

Libel: Printing or broadcastingfalse or defamatory statementsthat injure a person’s reputation.

Media advisory: A brief summa-ry of a recent news event, fol-lowed by the background andcredentials of an expert willingto comment upon it. Alsoknown as an “interview alert.”

Media call report: A log record-ing the media sent a release orcontacted for a specific pitch,which details when the contactwas made, with whom and towhat result.

Media kit: Organized package ofinformation that includes back-ground information on a gener-al topic or special events. See“Press kit.”

Media list: A list of reportersand/or editors strategically cho-sen to reach a specific audiencerelevant to the person or storybeing pitched.

Media relations: Working withjournalists to build productiverelationships and generate cov-erage.

Media training: Providing peo-ple with guidelines, strategiesand skills to work effectivelywith media for public relationspurposes.

Message: Words or statementsthat you want to convey tothird parties such as the mediaand the public.

Natural sound: The audio por-tion of a broadcast tape that isrecorded naturally by the cam-era or microphone.

News: Information that is new,unusual, unexpected, controver-sial, of wide significance or in-terest to audience of apublication or program.

News angle: That which is new,important, different or unusualabout a specific event, situationor person.

News conference: Prearrangedgathering of media representa-tives to announce and explain asignificant and newsworthysubject or event. See “Pressconference.”

News hole: Space reserved for


material other than advertising.News peg: A particular angle of a

story that ties in with currentevents or something newsworthy.

News release: The most com-mon written form used in pub-lic relations, announcing aclient’s news and information.See “Press release.”

News wire: Any of several elec-tronic services providing late-breaking news stories or otherup-to-the-minute information.

Official statement: A writtencomment prepared for the pur-pose of responding consistentlyto any question from the mediaregarding a particular contro-versial issue.

Op-ed: Opinion and column pageusually opposite the editorialpage.

Pitch: An angle encompassing aunique or interesting aspect ofa story or person, used to catchthe media’s attention and tosell reporters on a particularstory or interview.

Press conference: A meeting atwhich media reporters ask ques-tions of a specialist, politician,celebrity or other notable indi-vidual. See “News conference.”

Press office/officer: Group orindividual that handles mediainquiries and puts out messag-es and press releases to the me-dia on behalf of anorganization. Also known aspublic information officers andmedia relations managers ordirectors.

Press kit: A collection of promo-tional materials for distribu-tion to the media, usually atpress conferences. See “mediakit.” Press release: An an-nouncement of an event or oth-er newsworthy item issued to

the press. See “News release.”PR Newswire: An electronic dis-

tribution service that providescommunications services forpublic relations and investorrelations professionals, such asinformation distribution andmarket intelligence.

ProfNet: A service of PR News-wire that distributes mediaqueries to various audiences toconnect writers and reporterswith expert sources.

Proposal: Document outlining aproposed PR campaign to anexisting or potential client.

Public affairs: The process ofcommunicating an organiza-tion’s point of view on issues orcauses to political audiences.

Publicity/media tour: Sched-uled appearances by a news-maker in a series of cities orlocations.

Public Service Announcement(PSA): Advertising with a mes-sage in the interest of the pub-lic, usually run free of charge atthe station’s discretion.

Publisher: The business head ofa newspaper organization orpublishing house, commonlythe owner or the representativeof the owner.

Pyramid: Style of news writingin which the most important in-formation is put in the lead, fol-lowed by less and lessimportant information, con-structed so an editor can cut af-ter any paragraph and have acomplete story that meetsspace limitations.

Q & A: An exchange of questionsand answers, typically betweena single authority and thepress.

Reporter: A writer, investigatoror presenter of news stories, em-


ployed to gather and report newsfor a print publication, wire ser-vice or broadcast station.

Sector press: The media rele-vant to specific audiences, in-cluding special interestmagazines and newsletters.

Sidebar: Feature appearing intandem with a news article,giving additional human inter-est or historical aspects of astory.

Slug: Short name or title given toa print or broadcast story usedfor identification purposes.

Server: A machine that provides aspecific kind of service to clientsoftware running on other com-puters. The term “server” can re-fer to a particular piece ofsoftware or to the machine onwhich the software is running. Asingle server can run several dif-ferent server software packages,providing many different serversto clients on the network.

Sound bite: A very brief quoteexcerpted from a person’sbroadcast interview, used in themedia to convey a certain ideaor opinion.

Source: Any person with infor-mation useful to the media.

Special event: Activity arrangedfor the purpose of generatingpublicity.

Spot news: Current breakingnews, reported immediately.

Stylebook: An organization’sprinted guide to matters ofgrammar and style. See “APstyle.”

Talking points: A list of a fewkey messages that a speakerwants to be sure to mention in

an interview.Target audience: Selected

group of people who share simi-lar needs or demographic char-acteristics, such as income, age,sex, occupation or educationand best represent the mostlikely potential recipients of anorganization’s message.

Tease/Teaser: An enticing leadto a story that tells just enoughabout the story to urge thereader or listener to continue.In a public relations context, itis a promotion that is intendedto arouse interest in the mainPR campaign that follows.

Tip sheet: A list of story ideasand contact information provid-ed to the media.

Trade publication: Publicationthat focuses on a specific pro-fession or industry.

Underwriting: Financial back-ing of a program or event.

Video News Release (VNR):Broadcast version of a press re-lease; usually includes pack-aged news story between oneminute and 90 seconds that isready for on-the-air use and B-roll to allow producers to editand create their own stories.

Voiceover: A reporter’s or an-chor’s recorded script that isheard over broadcast news piec-es (also used in commercials).

Wire copy: Stories supplied bynews wire services.

Wire services: Companies thatsupply news to media clients ona subscription basis.

Word count: Length limitationsplaced on a written piece.


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Sample pitch letter 1

<Date>

<Address>

<Salutation>

The “summer slim” is on. Consumers are being bombarded withweight reduction programs. Recent hearings in Washington revealedthat many Americans may be risking their health and developingserious medical complications. Can we protect the consumer? Howdoes one evaluate weight loss programs? Is there a safe way to loseweight or does every program have its risks?

People want answers to these questions and they want guidance. Asa registered dietitian, I can give your viewers answers. I can alsoprovide them with quick, simple ways to evaluate programs. Amethod of evaluation has been developed to aid and protectconsumers from fraudulent, dangerous and risky programs. I canseparate fact and fallacy as it relates to weight reduction.

I am available for interviews any time this month. My biography isenclosed. I will call you shortly to explore this possibility. In themeantime, please feel free to call me at 555/555-5555.

Sincerely,

<Name><Title><Phone><E-mail>


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Sample pitch letter 2

<Date>

<Reporter/producer><Publication/Station address>

Dear <Contact name>:

March is National Nutrition Month®!

This year’s theme, “Theme title,” encourages Americans of all ages tomake healthy eating, physical activity and lifestyle choices. Pleasejoin us in celebrating National Nutrition Month at <list one or twokey activities, times, dates and locations>.

This year’s National Nutrition Month theme, <This year’s theme>,incorporates key messages all consumers should keep in mind duringNational Nutrition Month and throughout the year:● Be adventurous and expand your horizons● Treat your taste buds● Maintain a healthy weight● Balance food choices with your lifestyle● Be active.

Please join in the fun as we “Theme title,” at <list one or two keyactivities, times, dates and locations>.

Enclosed is additional information about National Nutrition Month<backgrounder, etc.>. We look forward to seeing you on <date ofevent>! I will call you on <date>.

Sincerely,

<Name><Phone><E-mail>


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Sample press release 1FOR IMMEDIATE RELEASE

<DATE>

For more information, contact: <Your name><Phone number><E-mail>

<CITY> LEADER IN FOOD, NUTRITION AND HEALTHATTENDS LEADERSHIP INSTITUTE SPONSORED BY

AMERICAN DIETETIC ASSOCIATION

CHICAGO – <Your full name>, a <credentials, such as registereddietitian> and <city> resident, was among the national leaders of theAmerican Dietetic Association who were selected to attend ADA’ssecond Leadership Institute, held January 13-16 in St. Petersburg,Fla.

<Your last name> is <your job/title/occupation>. <Your last name>serves the American Dietetic Association as <your ADA leadershipposition>.

“The purpose of the program was to enhance the leadershipcompetencies of ADA members through a combination of information,skill development and intensive practice-based educationalexperiences,” said registered dietitian and ADA President Rebecca S.Reeves.

“The Institute was designed to further ADA’s mission of leading thefuture of dietetics. In addition, the program provides an opportunityfor dietetics professionals to enhance their ability to lead within ADAas well as their own places of employment, to assist other ADAmembers in mastering change in their environments and to advancethe goals of the dietetics profession,” Laramee said.

<Optional: Include one or two more sentences of biographicalinformation about yourself.>

With nearly 65,000 members, the Chicago-based American DieteticAssociation is the world’s largest organization of food and nutritionprofessionals. ADA serves the public by promoting nutrition, healthand well-being. Visit ADA at www.eatright.org.


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Sample press release 2FOR RELEASE AT 1 P.M. EASTERN TIME

APRIL 19, 2005Media contact: Jane Doe, 800/877-1600, ext. 123

[email protected]

Statement by Susan H. Laramee, registered dietitian andpresident of the American Dietetic Association, on the releaseof the new “MyPyramid” Food Guidance System graphicsymbol by the U.S. Department of Agriculture:

The ultimate value and success of the new “MyPyramid” FoodGuidance System graphic will be measured by whether it can serveas an effective tool to help people eat according to the 2005 DietaryGuidelines for Americans. Time will tell if MyPyramid will convey toconsumers the vital nutritional messages of balance, variety,moderation and adequacy. If MyPyramid can assist people ineffectively adopting the recommendations of the Dietary Guidelines,it will be a great success.

As the American Dietetic Association recommended to the USDA lastyear, the iconic and widely known shape of the Food Guide Pyramidhas been retained as the government’s primary graphical symbol ofvariety, proportion and moderation in making good nutritionalchoices. ADA recommended that the educational messages withinand accompanying the Pyramid should be updated to improveconsumer understanding, which has also been done.

The 2005 Dietary Guidelines emphasize greater consumption offruits, vegetables, low-fat dairy products and whole grains – foodsthat are naturally high in nutrients and low in calories. That isconsistent with ADA’s positions and consumer messages thatemphasize the individual’s total diet, or overall pattern of foodconsumed. ADA and the Dietary Guidelines for Americans agree thatthe keys are:

● Take a personalized approach to dietary advice and weightmanagement, recognizing one size does not fit all.

● Eat a variety of foods from every group in balance and inmoderation.

● Pay attention to calorie consumption.● Achieve a balance between food and regular physical activity.

The American Dietetic Association was deeply involved with thedevelopment of the Dietary Guidelines, and we will be just asinvolved in using them to set the nation’s policy directions innutrition programs, research, education, food assistance, labeling


and promotion. On an individual level, our members will incorporateMyPyramid and its accompanying materials into our clientcounseling, patient care and consumer education. The food andnutrition experts of the American Dietetic Association are committedto helping people understand and apply the recommendations of the2005 Dietary Guidelines for Americans in their daily lives.

The American Dietetic Association is the nation’s largestorganization of food and nutrition professionals. With nearly 65,000members, the Chicago-based ADA serves the public by promotingoptimal health and well-being for all people. Visit ADA atwww.eatright.org.


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Sample media advisory 1

FOR RELEASE FEBRUARY 22, 2005

Media contact: Jane Doe, 800/877-1600, ext. [email protected]

MEDIA ADVISORY

WHAT: American Dietetic Association’s annual Public PolicyWorkshop

WHEN: March 1-3, 2005

WHERE: Capital Hilton, 1001 16th St., N.W., Washington, D.C.

WHO: More than 300 dietetics professionals from all parts of thecountry will receive updates on legislative and policy aspects ofleading national issues in food and nutrition from members ofCongress, representatives of federal agencies, fellow ADA membersand other experts.

WHY: ADA’s Public Policy Workshop gives dietetics professionalsinformation and tools to advocate effectively for policies that improvepeople’s health and well-being through nutrition.Session topics include the 2005 Dietary Guidelines for Americans;development of school wellness policies as required by the 2004 ChildNutrition Act; ADA’s 2005 federal legislative priorities:reauthorization of the Ryan White CARE Act, which funds unmethealth-care needs and support services for people with HIV/AIDS;reauthorization of the Older Americans Act; expanding Medicarecoverage of medical nutrition therapy.Scheduled speakers include (all times Eastern; speakers and timesare subject to change):

Tuesday, March 1● 1 p.m. – 2:30 p.m. session

2005 Dietary Guidelines for Americans: Rear Adm. CristinaBeato, assistant secretary for public health and science, U.S.Department of Health and Human Services.

● 2:45 p.m. – 3:45 p.m. sessionFood labeling issues: Barbara Schneeman, director of the Officeof Nutritional Products, Labeling and Dietary Supplements inthe Food and Drug Administration’s Center for Food Safety andApplied Nutrition.


Wednesday, March 2● 8:30 a.m. – 10 a.m. session (Senate/Congressional Room)

U.S. Sen. Thad Cochran (R-Miss.), recipient of ADA’s 2005 PublicPolicy Leadership Award.Agenda for the 109th Congress: U.S. Rep. Debbie WassermanSchultz (D-Fla.).

● 12:30 p.m. – 2 p.m. lunch session (Senate/Congressional Room)The work of the National Dairy Council in children’s nutrition:Robert Murray, associate professor of pediatrics, Ohio StateUniversity School of Medicine.

Thursday, March 3● 8:30 a.m. – 9:30 a.m. breakfast session (Room G50, Dirksen Senate

Office Building)Health agenda for the 109th Congress: U.S. Sen. Richard Burr (R-N.C.).

● ADA members meet throughout the day with senators andcongressmen.

With nearly 65,000 members, ADA is the nation’s largestorganization of food and nutrition professionals. The AmericanDietetic Association serves the public by promoting optimalnutrition, health and well-being. Visit ADA at www.eatright.org.


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Sample media advisory 2MEDIA ADVISORY

August 7, 2005

ST. JOSEPH HOSPITAL OPENS CHICAGO AREA’S FIRSTCHILDHOOD OBESITY RESEARCH AND TREATMENTCENTER

WHAT: Official opening of the Childhood Obesity Research andTreatment Center at St. Joseph’s Hospital, Lombard, Ill., theChicago area’s first center devoted entirely to childhood obesity

WHO: Registered dietitian Janet Carlson, director of the center, andfamilies of two children being treated at the center will be availablefor interviews.

WHEN: Thursday, August 18, 2005, 10 a.m.

WHERE: On the east side of the hospital’s main entrance, 418 N.Elm St., Lombard. Parking is available in Lot G.

WHY: Government estimates indicate nearly one in four children inthe United States is overweight or obese. The St. Joseph HospitalCenter will provide treatment for area children and their familiesand conduct scientific research into the causes and potentialsolutions to this national problem.

MEDIA CONTACT: Janet Carlson, MS, RD: 630-765-4321


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Using ADA positions(Reprinted from November 1997 Journal of the AmericanDietetic Association, page 1248)

How can you use ADA positions?tion on a controversial issue.”

Positions may be used to develop spe-cific guidelines and recommendations.One respondent said, “I’ve used the veg-etarian diets position in committee pre-sentations to justify the need for offeringvegetarian entree choices to our custom-ers in contract foodservice settings.”Marketing Partnerships andNew ProgramsPositions provide an authoritative refer-ence for expanding food and nutrition ser-vices to new areas and supporting argu-ments for current services. Positions canprovide the rationale for instituting newprograms. One member wrote, “Positionsare the starting points for collaborativeefforts. The position ‘Oral health and nu-trition’ (4) started the discussions aboutnutrition education needs of dental prac-titioners with the state dental associationand department of health. The positiongave strength to my opinion and recom-mendations for nutrition education.’

Added one member, “I have also usedpositions to support the need for a dieti-tian in home care and for the role of nu-trition in managed care.” Another re-spondent related how the position “Phy-tochemicals and functional foods” (5) pro-vided a new job opportunity in a food de-velopment company.Advancing Public Opinion/Policy“I use positions in my role as State Leg-islative Chair. They are very helpful tosupport my message, shape an opinionand to provide additional references.”Many respondents noted that they usepositions to convey key messages to leg-islators and policy makers. Positions caninfluence policy development by servingas the basis for testimony delivered topolicy makers.Guiding Members end Health ProfessionalsRespondents also indicated that they usepositions to educate physicians and otherhealth professionals. One member stated,“I share ADA positions with other profes-sionals and paraprofessionals to spreadthe science-based opinion of food and nu-

FOR YOUR INFORMATION○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

The American Dietetic Association’s(ADA) science-based, consumer-focused positions continue to support

the Association’s mission of service andleadership by supporting public educationefforts, influencing public policy develop-ment, promoting and supporting memberdevelopment, and supporting the strate-gic initiatives (1). ADA positions are mosteffective, however , when promoted to theappropriate audiences and used exten-sively by members (2).

ADA defines a position as “a statementof the Association’s stance on an issue thatimpacts the nutritional status of the pub-lic, is derived from pertinent facts anddata, and is germane to the mission, vi-sion, philosophy, and values of the As-sociation” (3). A position has two parts: aone- to two-sentence statement convey-ing the main points and a support paperthat provides scientific background.

At present, ADA has 43 positions onvarious food and nutrition topics, includ-ing “Vegetarian diets,” which appears onpage 1317 of this issue. The AssociationPositions Committee (APC), a committeeof the House of Delegates, oversees theposition development and maintenanceprocess. In the October 1996 ADA Cou-rier, APC surveyed members about theiruse of positions. The results showed thatmembers are using positions in a varietyof creative ways.Getting to the PointSeveral respondents said that positionsare helpful in preparing remarks for pre-sentations to community groups, dietet-ics professionals, and health profession-als. Positions are useful for articulatingADA’s opinion. They provide strong sup-port and a firm stance on controversialfood and nutrition issues One personstated, “They are an invaluable resourceto me when I am developing a presenta-

Valerie B. Duffy, PhD, RD, is the chair,and Harold Holler, RD, is the ADAstaff partner on the AssociationPositions Committee.


trition experts.” Another person wrote,“In teaching, positions provide a thoroughoverview of an issue. They provide a syn-opsis of information that is relevant todietetics practice.” Many respondents usepositions in their curriculum for dieteticsand nursing students.

In addition, positions may be used toformulate handouts, develop standards ofcare and critical pathways, and establishpolicies and procedures. Positions may beincorporated into the documents and ar-ticles used in specific practice settings orreviewed for an update of current knowl-edge and opinions about food and nutri-tion.Crafting Food and NutritionSound BitesPositions can provide background andsupport for food and nutrition articles ormedia interviews. One respondent said,“When I write for newspapers or give aninterview, I use positions as a guidelineand often quote them.” Another reported,“Whenever contacted by the media, I al-ways check to see if there is an ADA posi-tion to shape my comments on the sub-ject.” Positions provide concise, relevantfood and nutrition information for devel-oping responses to a media inquiry.ConclusionAPC encourages dietetics professionals touse positions to support their practice andto suggest new positions that will help theprofession in the future. Association po-sitions provide support to influence oth-ers regarding food and nutrition issues.Establishing qualified dietetics profes-

sionals as the preferred source of food andnutrition information will ensure our fu-ture as a profession. As Ronni Chernoff,ADA past president, stated: “We shouldall be concerned about the future becausewe will spend the rest of our lives there.We will be ready for whatever lies aheadif we take charge and create our own fu-ture” (6). Positions build the stairs to takeyou to your future.References1. The American Dietetic Association.Creating the future: 1996-1999 StrategicFramework. J Am Diet Assoc .1996;96:559-562.2. Derelian D, Gilbride J. President’spage: positions-an important means offulfilling our mission and vision. J Am DietAssoc. 1995;95:92.3. House of Delegates Manual Chicago, Ill:American Dietetic Association; 1997:32.4. Position of The American DieteticAssociation: oral health and nutrition. JAm Diet Assoc. 1996;96:184-189.5. Position of The American DieteticAssociation: phytochemicals and func-tional foods. J Am Diet Assoc. 1995:95:493-496.6. Chernoff R. President’s page: strategicplanning-the key to the future. J Am DietAssoc. 1996;96:613.

How can you access ADA positions?● Visit the ADA World Wide Web site at www.eatright.org/positions.html to download aposition.● Check the February issue of the Journal of The American Dietetic Association eachyear for a list of current positions (p 190 in February 1997).● Contact Sara Garcia at ADA Headquarters: call 800/877-1600, ext 4898, or [email protected], for a single copy of a position.


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Creative CalendarJanuary

● New Year’s Day● Good New-Trition for the New Year● Solution for resolutions● Tips for taking off extra pounds

February● American Heart Month● Children’s Dental Health Month● Valentine’s Day—Health benefits of chocolate—Be heart smart to your sweetheart—Fitting sweets into the diet● Super Bowl Sunday

March● National Nutrition Month®

● St. Patrick’s Day—Eat your greens—Nutritional value of Irish foods

April● April Fools’ Day—Myths about food might “fool” you—Don’t be “fooled” by fad diets● Cancer Control Month● Easter egg safety● Passover

May● National Barbecue Month● Cinco de Mayo—Healthy Mexican recipes● Digestive Diseases Awareness Month● National Family Month● High Blood Pressure Month● Mother’s Day—What your mother told you about nutrition—Nutritious meals kids can prepare● Older Americans Month● Osteoporosis Prevention Week● Physical Fitness and Sports Month● Stroke Awareness Month

June● Summer festivals● National Dairy Month● Father’s Day—Nutritional needs of men—Healthy meals for kids to prepare for dad● Fresh Fruits and Vegetables Month


● Family vacations—Eating healthfully on the road

July● Independence Day—Low-fat fireworks—Add “sparkle” to your meals● Safe summer grilling● Healthy foods at ballparks● Healthy foods at state and county fairs● Hydration stories● Family vacations—Eating healthfully on the road

August● Back to school—Pack a healthy, fun and nutritious lunchbox—Manage a diet on dorm food—Avoid the “Freshman 15”—College cooking on a budget● Family vacations—Dashboard dining

September● National Cholesterol Education Month● National Food Safety Education Month—Home Food Safety . . . It’s in Your Hands—www.homefoodsafety.org● Labor Day● Self-Improvement Month

October● ADA Food & Nutrition Conference & Expo● Breast Cancer Awareness Month● Halloween—Healthy Halloween treats for kids—Haunting truth about your pantry● Hunger Awareness Month● Vegetarian Awareness Month

November● National Diabetes Month● Great American Smokeout—Effects of smoking on nutrition—Weight gain associated with smoking● Thanksgiving—Balance, variety and moderation—Turkey tips

December● Christmas and Hanukkah—Healthy snacks for the holidays—Weight maintenance over the holidays—“Girth control”


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Newspaper Data Sheet

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DEADLINES:

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General Manager ________________________________________________________

Editor-in-Chief ___________________________________________________________

Managing Editor _________________________________________________________

Ass’t Managing Editor _____________________________________________________

Editorial Page Editor ______________________________________________________

City Editor ______________________________________________________________

Features Editor __________________________________________________________

SPECIAL SECTIONS NAME PHONE

Metro __________________________________________________________________

Entertainment ___________________________________________________________

Lifestyle ________________________________________________________________

Sports _________________________________________________________________

Business _______________________________________________________________

Religion ________________________________________________________________

Sunday ________________________________________________________________

Sections _______________________________________________________________

Food __________________________________________________________________

Medical/Health _______________________________________________________ ____


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Newspaper Data Sheet

NEWSPAPER NAME _____________________________________________________

ADDRESS _____________________________________________________________

______________________________________________________________________

PHONE ________________________________________________________________

DAILY ❐ WEEKLY ❐ A.M. ❐ P.M. ❐ SUNDAY EDITION ❐

CIRCULATION __________________________________________________________

DEADLINES:

LOCAL OFFICE/STRINGER _______________________________________________

TITLE NAME PHONE

General Manager ________________________________________________________

Editor-in-Chief ___________________________________________________________

Managing Editor _________________________________________________________

Ass’t Managing Editor _____________________________________________________

Editorial Page Editor ______________________________________________________

City Editor ______________________________________________________________

Features Editor __________________________________________________________

SPECIAL SECTIONS NAME PHONE

Metro __________________________________________________________________

Entertainment ___________________________________________________________

Lifestyle ________________________________________________________________

Sports _________________________________________________________________

Business _______________________________________________________________

Religion ________________________________________________________________

Sunday ________________________________________________________________

Sections _______________________________________________________________

Food __________________________________________________________________

Medical/Health _______________________________________________________ ____


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Television Station Data Sheet

TV STATION ____________________________________________________________

ADDRESS _____________________________________________________________

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PHONE ________________________________________________________________

TITLE NAME PHONE

Station Manager _________________________________________________________

News Director ___________________________________________________________

Public Service Director ____________________________________________________

Community Affairs Dir. ____________________________________________________

News Assignment Editor___________________________________________________

Health/Medical Reporter ___________________________________________________

Local Talk Show Host _____________________________________________________

PUBLIC SERVICE ANNOUNCEMENTS (PSAs)

Length _________________________________________________________________

Format _________________________________________________________________

Deadlines ______________________________________________________________

Additional Comments _____________________________________________________

DAILY NEWS PROGRAMS

PROGRAM FORMAT CONTACTS

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Television Station Data Sheet

TV STATION ____________________________________________________________

ADDRESS _____________________________________________________________

______________________________________________________________________

PHONE ________________________________________________________________

TITLE NAME PHONE

Station Manager _________________________________________________________

News Director ___________________________________________________________


Community Affairs Dir. ____________________________________________________

News Assignment Editor___________________________________________________

Health/Medical Reporter ___________________________________________________

Local Talk Show Host _____________________________________________________


Length _________________________________________________________________

Format_________________________________________________________________

Deadlines ______________________________________________________________


DAILY NEWS PROGRAMS


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Radio Station Data Sheet

RADIO STATION ________________________________________________________

ADDRESS _____________________________________________________________

PHONE ________________________________________________________________

FORMAT* ______________________________________________________________*e.g., news, rock, country/western, call-in

TITLE NAME PHONE

Station Manager _________________________________________________________

News Director ___________________________________________________________


Program Director ________________________________________________________


Length _________________________________________________________________

Format _________________________________________________________________

Deadlines ______________________________________________________________


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PUBLIC AFFAIRS PROGRAMS/TALK SHOWS


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Radio Station Data Sheet

RADIO STATION ________________________________________________________

ADDRESS _____________________________________________________________

PHONE ________________________________________________________________

FORMAT* ______________________________________________________________*e.g., news, rock, country/western, call-in

TITLE NAME PHONE

Station Manager _________________________________________________________

News Director ___________________________________________________________


Program Director ________________________________________________________


Length _________________________________________________________________

Format_________________________________________________________________

Deadlines ______________________________________________________________


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PUBLIC AFFAIRS PROGRAMS/TALK SHOWS


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Commission on Dietetic Registration

120 South Riverside Plaza, Suite 2000 Chicago, Illinois 60606-6995

800-877-1600 www.cdrnet.org

Documents

Association · 2013-05-08 · Guide to Private Practice: An Introduction to Starting Your Own Business (2004), by Ann S. Litt, MS, RD, and Faye Berger Mitchell, RD. This introductory