I have received a number of questions about the response of the breastfeeding
community to the upcoming episode of Chicago Hope regarding the death of a
breastfed baby from dehydration. I served as one of the script consultants.
The Video News Release (VNR) is a 90 second canned product provided to news
broadcasters. You have seen these as "breaking news" about a wonder drug, new
test, new cure, etc. These VNRs are provided to the stations by the company or
organization wishing to package the information as news.

The VNR is 90 seconds long. In that time must be constructed no more than 3
salient points. The ones there are - safety of breastfeeding, how to avoid the
problem, and who to call for help, which are designed to come through loud and
clear. Bashing, ranting, and whining will not be aired by a station and can be
misinterpreted by the public.

One of our colleagues contacted a crisis media expert who suggests the
following:

1. have a local breastfeeding expert contact the local CBS affiliate and offer
to be interviewed with a physician, either live or in advance of the broadcast

2. VNRs need to be vigorously promoted to stations. Local people should agree
to have a representative contact the news editors and offer to review the VNR
with them to provide additional helpful information and answer questions.

3. Provide happy breastfeeding mothers for interviews, but prepare them for
the media's inevitable negative questioning. Such questions to anticipate
would include:
- do you really feel that this is a safe thing to do for your baby?
- why did you choose breastfeeding for your baby
- do you feel pressured by people to breastfeed when it may not fit your
lifestyle

4. Invite local TV station health reporters to view the program with a group
of breastfeeding mothers, physicians, lactation consultants, etc, then to
discuss the program afterwards - either live as part of the news broadcast or
to suggest a follow-on story for a later time, which focuses in more detail
and depths the message we wish to convey about breastfeeding

As you saw in the script, viewers will be directed to LLLI, ILCA, WIC, and
Medela's referral line. Netters outside the USA - this show is also broadcast
in Canada according to ILCA's Canadian delegate and in New Zealand according
to the South Pacific delegate. The show may not be broadcast on October 21
outside the US, so you will need to check within each country.

Marsha Walker
Weston, Massachusetts