Case Study: Helping the SIDS Institute Face Questions on Public Eye

Client:

SIDS Institute

Assignment:

The reputation of a pre-eminent research physician in the study of Sudden Infant Death Syndrome (SIDS) was challenged with the release of a book that claimed some SIDS cases were actually misdiagnosed cases of child abuse. Bryant Gumbel selected this issue as the lead story for the inaugural edition of his show, Public Eye. The SIDS Institute turned to Jackson Spalding to handle the producers who wanted an on-camera interview with the research physician under fire. In past interviews, this physician had come across as too defensive, so the Institute was particularly concerned. It was crucial that he represent the Institute well on this national news program.

Strategy/Implementation:

The SIDS Institute board chairman, a trial attorney, negotiated the doctor’s appearance and set parameters for the interview. We put the doctor through extensive media training, where he learned how to field tricky questions and communicate key messages. We also ran a check on the interview reporter, gaining helpful insight into her interviewing style and biases. We developed a media statement as well as a written biography of the doctor for all media calls before the show aired.

Results:

The doctor decided it was in his best interest to defend himself and the Institute on camera rather than issuing a statement. He was calmer and less defensive in the interview than he would have been without the media training. As a result, he came across as believable and knowledgeable and represented his point of view well. While news magazine programs usually spark lots of local interest, this one only attracted one other media call, saving the SIDS Institute from further threat to its reputation.