It is no surprise that the field of psychoanalysis is satirized in the popular media from time to time. Unaware of the benefits that can arise from proactively engaging with the media, leaders of our institutes and societies can feel helpless in the face of these portrayals. A successful West Coast public relations campaign, however, has resulted in more than 100 positive media stories for the field of psychoanalysis.
For the past 8 years, I have been providing part-time public relations counsel to the San Francisco Center for Psychoanalysis (SFCP). SFCP executive director Sandra Schaaf, SFCP Public Information Committee chair Mary C. Lamia, and I work as a team to create opportunities for positive media coverage for this local institute.
A PR professional is an intermediary who uses her skills to place her client in the media spotlight. The basics of the job include writing press releases, distributing them to the media, and cold-calling reporters with story ideas.
A PR professional is an intermediary who uses her skills to place her client in the media spotlight. The basics of the job include writing press releases, distributing them to the media, and cold-calling reporters with story ideas. For the San Francisco Center for Psychoanalysis, I have written press releases that cover a wide variety of topics, from the psychological reasons Americans tend to overindulge during the holidays to events such as the center's “Evening of Art” and “Theater on the Couch” programs.
Once a reporter is interested, I schedule an interview for the designated analyst and provide advice about how to handle the interview. In contrast, it is also my job to hear negative responses from harried reporters who are “not interested.”
Additionally, I write brochures and materials for the center for use in outreach to the public and in capital campaigns.
More than a decade ago, Lamia worked with other SFCP members to form the Public Information Committee. She created the following committee purpose statement:
To enhance the accessibility and visibility of psychoanalysis and the San Francisco Center for Psychoanalysis (encouraging the recruitment of both patients and candidates)
To educate the public (if we don't, someone else will)
To simplify psychoanalytic concepts for the public
To offer presentation skills consultation for members and candidates
The inclusion of SFCP members in media coverage following the September 11, 2001, terrorist attacks was notable for its breadth. On that tragic day, I worked with the SFCP Public Information Committee to issue a brief, one-page press release to the media. The release offered information about analysts who were prepared to be interviewed and to help the audience grapple with the grave emotional consequences of the attacks.
SFCP members were quoted in articles that appeared in the Washington Post, Newsweek, USA Today, San Francisco Chronicle, San Jose Mercury News, San Mateo Daily Journal, Sacramento Bee, Contra Costa Times, San Diego Union-Tribune, WebMD, and Marin Independent Journal. Television coverage included interviews by Channel 7 News (ABC affiliate) and Channels 11 and 20 (San Francisco/San Jose independent stations).
Schaaf focuses on the interactions between the center and its public relations consultant. SFPC's administrative team holds an annual public relations planning meeting to outline goals for the year. They also refer committees within the organization to me when they need public relations assistance in reaching new audiences.
Schaaf addresses the budgetary issues surrounding the employment of a part-time consultant, validating the need to pay for monthly assistance. Because media interest fluctuates unpredictably throughout the year, it is critical to maintain ongoing relationships with reporters throughout the year.
Lamia has outlined several Public Information Committee success stories for the SFCP Board of Directors to provide additional support for the budget. Among many others, these stories included the following examples of media coverage for SFCP members:
Alan Kessler was interviewed by the Ladies' Home Journal managing editor on the topic of teen depression.
Mark I. Levy was interviewed by NBC 11's Morning Show and Nathan Szajnberg spoke to KRON4 News regarding new FDA labeling requirements for antidepressants.
Saul E. Rosenberg was featured on the KQED Radio show, Forum with Michael Krasny, on the topic of overcoming writer's block.
Hand-outs that address SFCP's public relations success stories, tips for selecting a public relations consultant, and Lamia's paper on preparing mental health professionals for media interviews are available. If you are interested in copies of these materials, please send an e-mail message to .
Mary E. Tressel, B.A., is an award-winning independent public relations consultant with 20 years experience. In addition to her work with the San Francisco Center for Psychoanalysis, she has been providing public relations support to APsaA for the last four years.