PR/Media Tips for Professional Counselors

GettingYour Story or Message in the News

Too many people do not know:

● Who you are.
● Your professional training.
● How you help individuals and families

The public knows less about professional counselors than other mental health professionals. This is your chance to make headlines and educate people about what you do. The media is constantly searching for new news, and a lack of public knowledge about issues related to counseling services makes for interesting and unique stories.

Engagingthe Media and Elected Officials, About What?

The media and elected officials need qualified, well trained professional counselors to illuminate the complexities of mental health issues and counseling services.

  • As an expert, you can discuss the benefits and impact of professional counseling as well as the types of situations that would result in someone seeking these services.
  • Elected officials need professional counselors to serve as community resourcesby testifying at committee hearings and helping to informpolicy decisions when legislation is being drafted.
  • Tell a personal story about your work and the difference it makes for the individuals you serve. Stories engage the public - and politicians - and helps them feel more personally involved.
  • Support reporters and elected officials bysharing the most current research and data about your profession, and the impact of your work on the individuals and families you serve.
  • Use TCA’s factsheets and statistics on professional counselingat

Communicating with the Media

When engaging the media, it’s important to focus on messages that will get their attention.

  • Respond to a local crisis with TCA’s PSA.During and after a local emergency or crisis, many look for help when coping with the tragic events. Contact your local TV stations and radio outlets and ask them to air the TCA Public Service Announcements. TCA’s PSAs not only work to inform the community about available professional counseling services, but also increasing the number of individuals visitingTCA’s online “Find A Counselor” referral database. To sendthe PSAs to your local TV/radio outlets, contact , or download the files at
  • Write an editorial in response to news stories that DO or DO NOT comprehensively cover professional counseling services. An editorial doesn’t have to be long. Instead it should be short and sweet – about 300 words or less. You can also pen a quick email to a reporter to commend them for accurate coverage of counseling issues, or to inform them when coverage lacks complete details on a topic. Have colleagues send out similar editorial letters. The more communication received on an issue, the more likely it will receive coverage.
  • Use national observances for timeliness.Contact your local stations and newspapers in advance of national observances and offer to serve as a resource for coverage. Time your editorials to coincide with special recognitions. Use TCA’sNational Observance List(on the SLTI flashdrive)for easy reference.

Working with the Media

  • Reporters prefer talking with “real people” rather than publicists. Your inexperience with publicity is actually an asset.
  • Reporters work in a stressful environment. Deadlines are a constant for everyone working in the media. Everything must be done quickly. You will be far more likely to achieve media coverage if you do as much of the legwork for a story as possible.
  • Reporters demand absolute honesty. Never stretch the truth or guess at an answer. If you don’t know something, say so, and offer to find the information for the reporter after the interview ends.
  • Reporters are typically generalists.The nature of thejob requires media professionals to know a little about a lot. It is important to present your story in a way that does not require a lot of in-depth knowledge; avoid using professional jargon or acronyms.
  • Reporters seek stories that will excite, interest, and appeal to readers.Keep this in the forefront of your mind. Your communications to reporters should answer: What makes this issue distinctive or unique? Why is it important that the public know about this issue? How will knowing about this issue enhance their life?
  • Reporters are people too. Don’t be afraid to connect with reporters on a personal level when you are seeking their attention. In an editorial you may commend the paper for addressing a “greater community need for mental health services,” and point out that that “while professional counselors were not mentioned, they are an extremely important and effective resource for people seeking mental health services.”

Interviews with the Media

  • Take the time to prepare. Don’t agree to a sudden, off-the-cuff interview unless you feel comfortable thinking quickly on your feet. If a reporter is on deadline, don’t be afraid to ask if you can call them right back. Taking even just a few minutes to focus and collect your thoughts before an interview can be helpful.
  • Stay focused. Only plan to make three or four major points in an interview. Jot those points down to help you focus. Try to relate your answers back to these points.
  • Saying “I don’t know” is okay. The reporter will understand. If you can readily obtain the information, offer to provide it later and do so. If the question is outside your expertise, say so, and suggest another source.
  • Don’t be shaken by ignorant or inappropriate questions. During the opening stages of an interview, a reporter may ask fundamental questions that reveal his/her ignorance of a topic. Use this as an opportunity to teach.
  • Always assume that everything you say is “on the record.” From the moment you say hello, everything you say is fair game for inclusion in an article or broadcast piece.
  • Assure accuracy. At the conclusion of the interview, ask if there are any issues or questions that need further clarification. Request to see your quotes before publication. It isn’t always possible, but it can help assure your comments are accurately reported.
  • Repeat the question. It’s important to repeat some of the interviewer’s questions when giving your response. When you are dealing with print journalists, in particular, this can enhance the likelihood that your quote will be used in the final article. In broadcast journalism, it keeps your comments in the context of the question. It also helps to ensure your quote can stand alone and flow within the news report.