1 Our Goals Learning about messaging

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Our Goals • Learning about messaging • Learning how to tell your recovery story to your friends and family • Learning how to use recovery messages in all parts of your life, including representing the organized recovery community in the media and other public places 2

Recovery Community People in recovery from alcohol and other drug addiction, their family members, friends and allies 3

Faces & Voices of Recovery • Organizing and mobilizing the millions of Americans in long-term recovery from alcohol and other drug addiction, our families, friends, and allies, to speak with one voice. • Changing public perceptions of recovery • Promoting effective public policy in Washington, D. C. and in all 50 states • Keeping a focus on the fact that recovery works and is making life better for over 20 million Americans. 4

Faces & Voices of Recovery • Raises the recovery movement’s national profile • Supports local recovery advocacy and recovery community organizations It is our mission to bring the power and proof of recovery to everyone in America! 5

Many Pathways to Recovery • Mutual support/mutual assistance • Professional treatment • Faith/religious • Medication-assisted • Criminal justice/Drug Court • “Natural” or on your own • And many more 6

Message of Hope “Many of us have carried a message of hope on a one-to-one basis; this new recovery movement calls upon us to carry that message of hope to whole communities and the whole culture. It is time we stepped forward to shape this history with our stories, our time and our talents. ” -William White Author and Recovery Advocate 7

View from the Newsroom Battling Addiction With Those Who Know It Best By ERIK ECKHOLM, October 22, 2009 PHILADELPHIA — As a teenager, Keith Garrett http: //www. nytimes. com/2009/10/23/us/23 drugs. html? emc=eta 1 8

What is a Message? • An exchange of information using words • The most important information you want your listener to hear It is crucial that you know what you want to say and leave in people’s minds. 9

How Important is a Message? You Decide… 10

Grounded in Research • Faces & Voices’ recovery messaging is based on research • Survey of the Recovery Community • Survey of the General Public • Focus groups of the recovery community & the general public (8 groups in 4 cities) Conducted by Peter D. Hart & Associates & Robert M. Teeter’s Coldwater Corporation http: //www. facesandvoicesofrecovery. org/resources/public_opinion. php 11

Grounded in Research Recovery Community • 88% believe it is very important for the American public to see that thousands get well every year General Public • A majority of Americans (63%) have been affected by addiction • A majority (67%) believe that there is a stigma toward people in recovery • A majority (74%) say that attitudes & policies must change 12

Who are You Talking to? • Family • Friends • Neighbors • Co-workers • Media • Public officials 13

Your Messaging Goals • Have effective, credible language that you can use to talk about your life and experiences • Know how to use the message in different situations • Make it possible for more people to get well 14

Personalizing the Message • There are many ways to develop a message • Messages aren’t designed as one-sizefits-all • Our message has been adapted for many different groups: • People using medication in their recovery • Family members who have lost loved ones to addiction and others Find your own voice by using these messages as a guide. 15

Your Frame of Mind • Speak with one voice • Make it personal; it adds credibility and breaks down misperceptions • Talk about your recovery, not your addiction – your recovery story 16

12 -Step Anonymity • These messages don’t violate the traditions of your 12 -step fellowship • Help us educate others in 12 -step groups about their right to speak out! 17

Core Message The Problem: • Need more opportunities for people to achieve long-term recovery • Need more effective treatment and recovery support services • There are discriminatory policies • The public and policymakers don’t know about the reality of recovery 18

Core Message The Solution: • A strong national recovery movement organized at the local, state and federal levels • Putting a face and a voice on recovery to break down misperceptions that will change attitudes (stigma) • Advocating to change policies (discrimination) 19

Putting a Face & a Voice on Recovery: Message for a Person in Recovery I’m in long-term recovery which means. . . • Have not used alcohol or other drugs for x number years • Long-term recovery has given me new hope and stability • I’ve been able to create a better life for myself, my family and my community • I’m speaking out so that others have the opportunity to achieve long-term recovery 20

Putting a Face & a Voice on Recovery: Message for a Family Member I and my family are in long-term recovery, which means … • (My son/daughter/husband/wife) hasn’t used alcohol or other drugs for x years • We’ve become healthier together, enjoying family life in our home • Long-term recovery has given me and my family new purpose and hope for the future • I want to make it possible for others to do the same 21

What’s Not in the Message and Why • I’m an addict (or alcoholic) • I’m a recovering addict (or alcoholic) • Addiction is a disease • Information about 12 -step programs, for examples membership in AA or NA or Al -Anon • A “definition” of recovery 22

Words have Power “Words have immense power to wound or heal…The right words catalyze personal transformation and offer invitations to citizenship and community service. The wrong words stigmatize and dis-empower. ” -William White Author and Recovery Advocate 23

Thinking about Language Words/Concepts We Need to Abandon Abuse Self-Help Untreated Alcoholics/Untreated Addicts The Language of Self-Pity Words/Concepts to Discuss and Debate Treatment Works Consumer Stigma, Enable, Relapse Recovering/Recovered 24

Thinking about Language • Words/Concepts We Need to Elevate and Celebrate • Recovery, Recovery Community/ Communities of Recovery • Advocacy, Sustainability • Recovery Support Services/ Recovery Coach • Recovery-Oriented Systems of Care • Living Proof • Story • Responsibility, Gratitude, Service 25

Tried, True and Tested • Be confident, people all across America are using this messaging • Thousands of people have been trained and are using recovery messaging IT WORKS! 26

Faces & Voices Message Goals • Expand opportunities for recovery • Mobilize and organize the recovery community to advocate for own rights and needs • Break down discriminatory barriers • Build our national recovery advocacy movement • Achieve a just response to addiction as a health crisis 27

When can I Use the Message? • When talking to your family, friends and neighbors • When writing (articles, newsletters, blogging, etc. ) • When talking to elected officials, public policy makers and others in government • When being interviewed or speaking in public • ALWAYS! 28

Using the Message with the Media • Understand your role • Know your audience • Know what you want to say • Say it again Preparation is key! 29

Applying your Message • 2 or 3 key points supported by examples • Everything you say should restate or reinforce your message • Stick to your message – don’t offer the other side a platform by bringing up their position • Don’t be afraid to repeat your message You want to be sure that everything that is used from the interview includes your message 30

Roles • The reporter’s role is to tell a story, provide timely and interesting information and sell newspapers, or attract listeners and viewers • Your role is to tell your recovery story and build support for your position Remember – don’t stray from the message! 31

Audience Who Is Your Audience? 32

Audience • The reporter is NOT your audience – it is the viewer, listener or reader • Think about talking to someone you know Never lose sight of who you are trying to reach 33

Rules of the Road • At all times keep your message in mind • Take control of the interview • Stay on message This may seem hard, but with practice, you can do it! If you don’t take control of the interview, you will lose the opportunity to deliver your message. 34

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Campbell’s Soup Girl? Source: Congressional Quarterly, CQ Researcher 2/9/2007 36

Rules of the Road Understanding media terms On the record – anything you say can show up on radio, TV or in the newspaper (don’t go off the record with reporters) Background – information you provide a reporter may be included in the story but your name won’t be used (be very careful) 37

What a Difference a Messaging Training Makes… Source: Congressional Quarterly, CQ Researcher 2/9/2007 38

Techniques: Working with a Reporter • Don’t allow the reporter to set the tone of the interview. • Set a comfortable pace for yourself by pausing and gathering your thoughts • NEVER lie to a reporter • If you don’t know the answer, say so but tell the reporter you will get the information 39

Techniques: Working with a Reporter and Staying on Message If you get a question you don’t want to answer, change the question by using a transitional or “pivoting” phrase such as: • “Another thing to remember…” • “That’s not my area of expertise, but what I can tell you is…” • “Another way of thinking about this is…” • “Thank you for asking…” • “The most important thing to remember…” 40

Techniques: Staying on Message Q. “Some people believe addiction is a personal or moral weakness. How do you respond? ” A. “More important than addiction…is recovery. The fact is that treatment and recovery have proven to work for millions of Americans like me. ” 41

Techniques: Staying on Message Q. “What was it like to be an addict? ” “What I can tell you about is recovery. As a person in long-term recovery, I’ve been able to create a better life for myself and my family. Over the last 15 years, I’ve bought a house, have a great job and am a parent to three wonderful kids. ” 42

Recovery Messaging Resources • Recovery Messaging from Faces & Voices of Recovery • Recovery Messaging Questions & Answers • The Tip Sheet for Media Interviews • Our Stories Have Power DVD featuring interviews by people in recovery, family members and friends 43

Faces & Voices of Recovery Website 44

Summary • Use Faces & Voices recovery messaging to tell your recovery story • Make it personal • Use your message in all parts of your life with Family and friends Neighbors and co-workers Media and public officials Always! 45

Trainers Tom Coderre Betty Currier Kathy Vance Supported in part by the Substance Abuse and Mental Health Services Administration’s (SAMHSA) Center for Substance Abuse Treatment (CSAT) and Faces & Voices donors. 46

KEYS TO SUCCESSFUL INTERVIEWS 47

Our Goals • Learn tips to prepare for interviews • Learn techniques for working with reporters • Learn tips on how to look, act and speak your best 48

Preparation • Decide if this interview makes sense for you and your organization • Determine your primary goal in participating in the interview • Role play the interview and rehearse hard questions • Visualize your audience and speak to them as though they were in the room • Assume that everything you say will be recorded or written down 49

Prepare for Interviews: Know Your Message • Know in advance which points you want to get across – work them into your responses • Focus on your key points, not the interviewer’s points 50

Prepare for Interviews: Deliver Your Message • Use colorful language such as metaphors or analogies that help to make your point to increase the likelihood of being quoted Example: “Recovery helped me pick up the shattered pieces of my life. ” • Use anecdotes from your work, your life and your community to support your points • Speak in lay person’s terms – if you must use jargon or technical language, explain it 51

Prepare for Interviews: Facts You Can Use • Tens of thousands of Americans recover from addiction every year • Over 20 million Americans are in longterm recovery from addiction • Untreated addiction costs the US over $450 billion every year 52

Prepare for Interviews: Facts You Can Use • 75% of people with alcohol or other drug problems are employed. • Jails and prisons are over crowded with a majority of inmates having committed alcohol or drug-related crimes. • More than eight out of every ten Americans who need services for addiction to alcohol and other drugs are not receiving the help they need to get well. 53

Techniques: Working with a Reporter • Don’t allow the reporter to set the tone of the interview Set a comfortable pace for yourself by pausing and gathering your thoughts • NEVER lie to a reporter • If you don’t know the answer, say so but tell the reporter you will get the information 54

Techniques: Working with a Reporter and Staying on Message If you get a question you don’t want to answer, change the question by using a transitional or “pivoting” phrase such as: • “Another thing to remember…” • “That’s not my area of expertise, but what I can tell you is…” • “Another way of thinking about this is…” • “Thank you for asking…” • “The most important thing to remember…” 55

Techniques: Staying on Message Q. “Some people believe addiction is a personal or moral weakness. How do you respond? ” “More important than addiction…is recovery. The fact is that just like me, over 20 million Americans are in longterm recovery from addiction. 56

Techniques: Staying on Message Q. “What was it like to be an addict? ” “What I can tell you about is recovery. As a person in long-term recovery, I’ve been able to create a better life for myself and my life. Over the last 15 years, I’ve bought a house, have a great job and am a parent to three wonderful kids. ” 57

Techniques: Speaking Effectively Make Your First Words Count 58

Techniques: Speaking Effectively • Lead with a positive conclusion and then state supporting facts. All other remarks should support your lead statement. Example: “Long-term recovery is working for millions of Americans…” • Tell ‘em what your going to tell ‘em. Tell ‘em what you told ‘em. 59

Techniques: Speaking Effectively • Be brief – responses to questions should be short; 18 -30 second sound bites. • THE HARD TRUTH: IF IT ISN’T SHORT IT DOESN’T GET USED “For the first time, the recovery community is speaking in one voice to change the public perception of recovery and to promote effective public policy. ” 60

Keys to Successful Television Interviews • Be prepared to make only one point • Talk as though you were talking with a friend • Expressions • Overemphasize positive expressions (negative characteristics are exaggerated on TV) • SMILE 61

Pre-Interview • Make sure you have water • Introduce yourself to the technicians • Chat with the interviewer before it starts • Make clear what you want to cover • Get a sense of what she wants to discuss 62

Posture and Eye Contact • Sit as far back in your chair as possible • Lean slightly forward • Maintain eye contact with the interviewer 63

Physical Gestures • All gestures should be in the triangle from the bottom of your chin to your lower chest, in the area below your shoulders 64

Varied Vocal Patterns • Highlights points with variation in voice pitch and intensity • Pause for effect • Speak slightly slower than normal • Keep a relaxed informal tone 65

Appearance • Take off nametags and buttons before your interview • Eyeglasses – If you can, go without them 66

Appearance Men • Darker suits are best • Red, maroon or gray ties without distracting patterns are best • Socks should be same or darker color than suit 67

Appearance Women • Dress in neutrals and avoid large patterns • Don’t wear big jewelry • Don’t wear too much or too bright lipstick 68

Everyone Can Improve 69

Keys to Successful Radio Interviews • Keep your answers short Generally one or two sound bites will be used • If it’s a phone interview, stand up • Be expressive and animated • Speak clearly and at a moderate pace 70

Keys to Successful Print Interviews • While often longer, use only a small portion of what you say gets used • In the longer format, it’s easier to get off track • Remember your key message and deliver it • Flag your key messages by saying things like “the most important point” or “what people should really know is” 71

Keys to Successful Print Interviews • Don’t let your guard down. Remember anything you say can be included in the story • Hard questions don’t mean that the reporter has taken a side • If you are unsure of an answer, tell the reporter that you will get back to them 72

Summary • Prepare for your interview Know your key messages Practice Dress appropriately • Deliver your key messages • Think about your audience Use your voice Maintain eye contact • Stay on message 73

Conclusion • Use Faces & Voices recovery messaging to tell your recovery story • Make it personal • Use your message in all parts of your life with Family and friends Neighbors and co-workers Media and public officials Always! 74

Trainers Tom Coderre Betty Currier Supported in part by the Substance Abuse and Mental Health Services Administration’s (SAMHSA) Center for Substance Abuse Treatment (CSAT) and Faces & Voices donors. 75