U.S. Department of Veterans Affairs
Veterans Crisis Line
SPC/PAO Media Toolkit
August 2015
Introduction
As a Suicide Prevention Coordinator (SPC) or Public Affairs Officer (PAO), you are in a position to provide information for reporters and members of your community, context that can support greater public understanding of incidents involving suicide and our military population. This toolkit provides U.S. Department of Veterans Affairs (VA) SPCs with resources for educating VA Medical Center (VAMC) PAOs and, in turn, journalists, on appropriate ways to speak and write about mental health, mental illness, suicide, and suicide prevention. The toolkit is intended to help SPCs, PAOs, and VA leadership:
§ Spread messages of recovery, hope, and support.
§ Respond quickly and accurately to breaking news.
§ Stay on message when discussing suicide and suicide prevention to reduce the possibility of conveying messages that can contribute to increased risk of suicide.
This handbook is divided into two sections: One presents guidelines that should be shared with reporters writing about suicide and suicide prevention; the other includes pointers for working with members of the media.
What Journalists Should Know
As the website Recommendations for Reporting on Suicide states, “More than 50 research studies worldwide have found that certain types of news coverage can increase the likelihood of suicide in vulnerable individuals. The magnitude of the increase is related to the amount, duration, and prominence of coverage.
“Risk of additional suicide increases when the story explicitly describes the suicide method, uses dramatic/graphic headlines or images, and repeated/extensive coverage sensationalizes or glamorizes a death. Covering suicide carefully, even briefly, can change public misperceptions and correct myths, which can encourage those who are vulnerable or at risk to seek help.”
Recommendations for Journalists Reporting on Suicide and Suicide Prevention
Following is guidance that VA representatives can provide to journalists when appropriate.
Although The Associated Press Stylebook, used widely in newsrooms, offers guidance on how to report responsibly about mental illness, it does not include a similar entry on suicide and suicide prevention.
Certain factors in reporting on suicides can lead to the public’s misunderstanding of suicide and suicide prevention. The following list includes items news outlets can consider to lead to more responsible coverage.
§ Placement. If you determine that the story of someone’s death by suicide is newsworthy, don’t sensationalize the event by placing it on the front page or by placing “suicide” in the headline.
§ Language. The words “committed,” “succeeded,” or “failed” are inappropriate, as they promote an inaccurate understanding of suicide. Appropriate wording is that someone died by suicide, took his life, or killed herself. (See more on this topic below, under reporting tips.)
§ Details. Avoid exact details on locations and methods. These specifics increase the chances of someone trying to match the actions.
§ Photos and videos. Similarly, avoid photos or videos of the location or method of death, as well as dramatic images of grieving family members or friends or memorial services.
§ Glorification. Do not glorify the person who has died by including lengthy tributes from friends or family members. Such positive treatment might tempt someone considering killing himself to seek what he perceives as a type of glory associated with the act.
§ Oversimplification. Every suicide is a complex human act and often has many contributing factors. It is almost certainly inaccurate to cite a single cause for any suicide, such as “recent money woes” or “a fight with a spouse.” Even families do not always know the full story behind a suicide at the time of the tragedy. Suicides usually result when a confluence of events and circumstances makes life temporarily unbearable. Mental health disorders and/or substance abuse are a contributing factor in more than 90 percent of suicides; however, the vast majority of people with these conditions do not attempt or complete suicide.
§ Resources. It’s important to provide information about available support and resources for potentially vulnerable audiences, as well as those who are concerned about someone they know. The Veterans Crisis Line is a toll-free, 24/7 resource from VA that connects Veterans and Service members in crisis and their families and friends with qualified, caring responders through a confidential hotline, online chat, or text. Veterans, Service members, and their loved ones can call 1-800-273-8255 and Press 1, chat online at VeteransCrisisLine.net, or send a text message to 838255.
Sources:
· “Recommendations for Reporting on Suicide”
http://reportingonsuicide.org/Recommendations2012.pdf
· “Preventing Suicide: A Resource for Media Professionals”
www.who.int/mental_health/prevention/suicide/resource_media.pdf
· National Alliance on Mental Illness media guidelines
www.facebook.com/note.php?note_id=231127113607756
· Veterans Crisis Line
www.VeteransCrisisLine.net
Public fact sheet: VeteransCrisisLine.net/Materials/Files/VeteransCrisisLine-PublicFactSheet.pdf
Reporting Tips for Journalists Covering Mental Health and Suicide
Here are examples of language to use — and avoid — to create stories that are neutral while maintaining accuracy.
Do This: / Not That:Inform the audience without sensationalizing the suicide and minimize prominence (e.g., “Kurt Cobain Dead at 27”). / Big or sensationalistic headlines, or prominent placement (e.g., “Kurt Cobain Used Shotgun to Commit Suicide”).
Use school/work or family photo; include hotline logo or local crisis phone numbers. / Including photos/videos of the location or method of death, grieving family, friends, memorials, or funerals.
Carefully investigate the most recent CDC data and use nonsensational words like “rise” or “higher.” / Describing recent suicides as an “epidemic,” “skyrocketing,” or other strong terms.
Most, but not all, people who die by suicide exhibit warning signs. Include “warning signs” and “what-to-do tips” instead. / Describing a suicide as inexplicable or “without warning.”
“A note from the deceased was found and is being reviewed by the medical examiner.” / Quoting or summarizing content from a suicide note, such as, “John Doe left a suicide note saying ….”
Report on suicide as a public health issue. / Investigating and reporting on suicide similarly to reporting on crimes.
Seek advice from suicide prevention experts. / Quoting/interviewing police or first responders about the causes of suicide.
Describe that someone “died by suicide,” “took his life,” or “killed herself.” / Referring to suicide as “successful,” “unsuccessful,” or a “failed attempt.”
Sources:
§ Reporting on Suicide
www.reportingonsuicide.org
§ National Institute of Mental Health
www.nimh.nih.gov/health/topics/suicide-prevention/recommendations-for-reporting-on-suicide.shtml
Pointers for Working With the Media
The U.S. Department of Defense (DoD) Task Force on the Prevention of Suicide by Members of the Armed Forces found that when reporters are informed that some approaches to reporting suicides are linked to increased suicide rates, they are likely to craft stories that provide greater context and avoid “normalizing” suicidal behavior.
To that end, below are talking points for VAMC leaders, PAOs, and any other public-facing personnel to use with reporters and others when there is a Veteran death by suicide in your community, including Veterans Crisis Line resources for those who may seek help or know of a Veteran who needs help.
If contacted by a journalist about a story on Veteran suicide, use the opportunity to share recommendations and reporting tips, above, and these important talking points related to Veterans, VA, and suicide:
Talking Points and Messaging
§ Report responsibly and with care. Alarming statistics on Veteran suicides may make headlines, but they often aren’t reported in context, and can elevate the risk of “normalizing” suicidal impulses by making suicide seem more common than it is; and may contribute to contagion in general.
§ Recovery is possible. Post-traumatic stress disorder, depression, and other mental health issues associated with suicide risk can be effectively treated. Suicide prevention starts by addressing the conditions and life circumstances that can lead to suicide risk — in other words, well before an impulse to end a life.
§ Veterans get treatment every day. Millions of Veterans across America recognize their symptoms, get treated, and get better — without risk to their careers, relationships, or sense of pride.
§ VA treatment works. VA provides services and resources to help Veterans successfully transition to — and sustain — a healthy and successful civilian life. And these services work.
§ Confidential help is available. Veterans, friends, and family members can contact the Veterans Crisis Line for free 24 hours a day, 7 days a week, 365 days a year: Call 1-800-273-8255 and Press 1, chat online at VeteransCrisisLine.net, or text to 838255 to get confidential support and access to care.
Speaking With the Media
If you find yourself speaking with a member of the media without a PAO present, remember the following do’s and don’ts.
Do:
§ Identify your position or role and why you are qualified.
§ Communicate as an expert.
§ Get your messages in early and often.
§ Keep it brief — less is more in this case.
Don’t:
§ Say “no comment.”
§ Respond emotionally.
§ Bluff.
§ Be defensive.
Prepare Succinct Points to Make
Emphasize positive strategies that Veterans use to cope with mental health and behavioral problems: Veterans can reduce their risk of becoming suicidal by persistently seeking treatment; people concerned that a Veteran they know might be suicidal should ask him or her in a nonjudgmental way.
§ Use evidence such as facts, statistics, and/or anecdotes to make your message convincing.
§ Select three key messages — state the most important first.
§ Speak slowly.
§ Remember that you do not have to answer every question — it’s OK to say, “I will have to get back to you with that information.”
§ Be ready to answer the typical last question: “Is there anything we didn’t cover?”
Refer to the talking points and messages above to help you prepare your response to the media.
Sample VA-Specific Media-Facing Content in This Toolkit
1. Condolence Language for PAOs
Offer appropriate condolence language through the news media.
This morning we heard the news that ______died yesterday, the result of a suicide. We at VA are all deeply saddened by his/her death and send our condolences to his/her family members and friends. We honor his/her service to our country and his/her contributions to his/her family and community. There are always many factors that go into why someone takes his or her life, some of which may never be known or understood. As the community mourns his/her death, it’s important to remember that support for Veterans and their loved ones is always available through the confidential Veterans Crisis Line: Call 1-800-273-8255 and Press 1, chat online at VeteransCrisisLine.net, or send a text to 838255.
Explain how your VAMC supports survivors when there is a Veteran suicide.
2. Template General News Releases
§ A day in the life of an SPC: “Suicide Prevention Coordinator Committed to Helping Veterans in Crisis” – page 7
§ A local organization working with VA to provide mental health services for Veterans: “Local Organizations Work With VA to Raise Awareness of Crisis Resources” – page 9
§ Support VA can provide to Veterans through the Veterans Crisis Line and facility programs: “U.S. Department of Veterans Affairs Helps Veterans in Crisis” – page 11
3. Sample Media Advisory
“VA Medical Center to Host Event Supporting Veterans in Crisis” – page 12
4. Template Suicide Prevention Month News Release
“VA Rallies Community Support for Veterans During Suicide Prevention Month” – page 13
Condolence Language for PAOs
Offer appropriate condolence language after a suicide through the news media.
This morning we heard the news that ______died yesterday, the result of a suicide. We at VA are all deeply saddened by his/her death and send our condolences to his/her family and friends. We honor his/her service to our country and his/her contributions to his/her family and community. There are always many factors that go into why someone takes his or her life, some of which may never be known or understood. As the community mourns his/her death, it’s important to remember that support for Veterans and their loved ones is always available through the confidential Veterans Crisis Line by calling 1-800-273-8255 and Press 1, chatting online at VeteransCrisisLine.net, or sending a text to 838255.
Explain how your VAMC supports survivors when there is a Veteran suicide.
Draft
Date
News Release Template
U.S. Department of Veterans Affairs Medical Center (VAMC) Public Affairs Contact Information
Suicide Prevention Coordinator Committed to Helping Veterans in Crisis
DATELINE — U.S. Department of Veterans Affairs (VA) suicide prevention coordinators (SPCs) have a challenging but rewarding job: They help to identify Veterans in crisis and get them the support they need to transition to healthy, productive lives.
Veterans often are referred to (insert name of VAMC and local SPC) by responders staffing VA’s Veterans Crisis Line, a national hotline, online chat and text-messaging service that offers free, confidential support to those going through a difficult time. It is (his/her) role to connect with those Veterans to help them access appropriate care and monitor their progress as they begin the road to recovery.
“My job is to make sure the health needs of Veterans who are at risk of suicide are evaluated and that they are directed to the right VA services and resources,” said (insert name of local SPC). “VA provides a wealth of services for our Veterans who may be having difficulty dealing with everyday life.”
On any given day, (insert name of local SPC) may receive referrals from sources other than the Veterans Crisis Line, including from friends of family members who are worried about Veterans they know, or from other health care providers at the (insert name of local VAMC).
SPCs are well-versed in helping Veterans face any number of challenges, because each Veteran’s situation is unique, said (insert name of local SPC). Crisis feels different for everyone and situations differ. Some Veterans are coping with aging, stress or lingering effects stemming from their military service that were never addressed. Some may have difficulty with relationships or the transition back to civilian life.
SPCs are trained to look for signs of crisis, and part of their job is to educate others on how to recognize symptoms too. Signs that a Veteran might need help include showing feelings of hopelessness and anxiety, and behavior that includes increasing alcohol or drug abuse, sleeplessness, mood swings, anger, engaging in risky activities and withdrawing from family and friends.