An immersion course in working with the media had analysts conducting mock television interviews and writing press releases, pitch letters, and public service announcements as part of the fourth annual meeting of The American's Committee on Foundations (COF), held in Portland, Oregon, in April.
The media workshop was led by Bobbi Fischer, of Fischer Communications, consultant to the San Francisco Psychoanalytic Foundation. She discussed many aspects of media and communications, emphasizing the importance of using a two-pronged public relations approach: We must be able to speak to our internal audience, our own members, as well as to develop a relationship with the public and various types of media.
Fischer suggested conducting surveys of each foundation to ascertain the motivation, fears, and objectives of each organization, and to form a public relations committee for each institute and foundation. The survey, she noted, could also be an excellent resource for a media and speakers panel. Fischer stressed that communicating the message to the community is of crucial importance, and that messages must be succinct and clever. She further suggested that “talking points” be developed around special psychoanalytical events and educational topics.
Small working groups practiced developing various types of media communications: a pitch letter, a letter to the editor, a press release, and a public service announcement. They were then reviewed and discussed with the whole group to evaluate what makes a good story and what captures the attention of the media representatives.
Discussions on speakers bureaus, Rolodex files for the media, getting a story in print, and ten steps to media relations were followed by advice on how to promote a special event using a press kit.
Fischer also led the group through mock televised media interviews, which were very informative and helpful. Of key importance, we learned, was to identify the audience that would be reached and to prepare before the interview a succinct message geared toward them. It should be delivered in clear, simple sound bites.
Mildred and Siegfried Berthelsdorf, Madeline Nelson and Jim Lafky hosted suppers at the annual event. For past participants, this event was welcomed as an opportunity to reunite and socialize after a year's hiatus, while for those new to the workshop, it was a lovely way to be introduced to the committee membership and invited guests before getting down to work.
COF Chair Harvey Rich introduced Selma Duckler, President of the Oregon Psychoanalytic Foundation and a tireless force in the organization of this year's meeting. She read a proclamation from Portland's Mayor, Vera Katz, dedicating April 13, 1996 “to honor psychoanalysis as the mainstay of insight-oriented mental health work with the general population” and “to honor psychoanalytic thinking that has been developed to meet the needs of the community.”
Participants reported recent society, institute, and foundation events relevant to the interests of the COF. Nadine Levinson of San Diego reported on a building fund-raiser that brought in $35,000 with another $50,000 in pledges. She also reported that Harvey Rich will speak there about the benefits of forming a foundation. San Francisco, with a large contingency present, has pursued some new sources for foundation income, such as insurance from wholesale markets. Also, Nancy Ginsburg announced that they just received a grant for $365,000 for a therapeutic nursery.
Mark Smaller of Chicago talked about the success of their Human Spirit Award, which honored four individuals from the community at a benefit dinner. Prudy Leib, editor of the COF newsletter and also from Chicago, was thanked for her hard work. Atlanta, with another large contingency present, reported making efforts to expand foundation membership from the community. Their Children Witnessing Violence Project has been moving steadily along. Lee and Rima Brauer from Western New England have collected substantive data on practice and have been looking at useful ways to relate it to foundation work.
The New York Psychoanalytic Institute has been working on a theater series and has begun a psychotherapy training program. In addition, Sandra Cohen has been exploring ways to work with other psychoanalytic organizations in the New York area to raise money collaboratively. Terry Neuwalder updated the group about her work on the library and Adopt-a-Chair program.
Derek Hawver of Washington described how the DC foundation has been consulting with the faculty in the district public schools to provide a psychoanalytic perspective to working with children.
The telecommunications project cosponsored by the American Psychoanalytic Foundation and Minneapolis and Chicago was announced by Edythe London from Minneapolis. Sandra Walker, from the Seattle foundation, reported on a successful program, “Meeting of the Mind,” which provided multidisciplinary academic perspectives on subjects ranging from psychiatry to neurophysiology. She also reported that Yolanda Gumpel recently spoke to the group on a variety of topics, including a multicultural focus with children exposed to violence.
From PINE in Boston, Larry St. Clair talked about projects with the public school system in conjunction with a representative from Boston University to enhance leadership skills in school principals. Elizabeth Reid, from BPSI in Boston,
also described active and “invigorating” recruitment and public education programs.
American President Judith Schachter said she was pleased to support the American Foundation and COF, and she articulated her hope that there might be a way to use the foundations to further The American's CD-ROM project.
David and Connie Freeman from Chapel Hill are working hard to raise money for psychoanalysis, and Steve Post from St. Louis described difficulties in working with a community hostile to psychoanalysis. The Houston Foundation's efforts to do outreach with Division 39 by offering a $1,000 prize for a paper was reported by Jim Robinson, who also described their film series on crosscultural life in the area.
Various topics and sites were discussed as possibilities for next year's meeting and workshop; it was the consensus that this year's format should be maintained.