Getting Behavior Analysis in the News
Amy Sutherland

Introduction from the Editor:  Journalist Amy Sutherland had proven that behavior analysis can make its way into the mainstream media.  Her June 25th New York Times’ article entitled, What Shamu Taught Me About a Happy Marriage has been one of the most emailed articles from the paper.  In the article, Sutherland humorously explains how she used behavior-based animal training techniques to improve her husband’s domestic behaviors.  Sutherland discovered these techniques while researching her book, Kicked, Bitten, and Scratched:  Life and Lessons at the World’s Premiere School for Exotic Animal Trainers (Viking, 2006).  Her new book also involves applying behavior change techniques and is entitled, What Shamu Taught Me About Life, Love and Marriage: Lessons for People from Animals and Their Trainers (due out March 4th from Random House).  Sutherland has received numerous awards including the Barnes and Noble Great New Writers Award and the John D. Donoghue Award for Arts Criticism.

During a panel discussion at this past ABA, Amy provided insight to behavior analysts regarding ideas for getting behavior analysis into the news.  We were so impressed with her ideas that we asked her to write some tips for OBM Network News readers.  We hope that many of you will run with these tips and help spread the word of behavior analysis and OBM to the rest of the world.

Amy Sutherland’s Tips for Getting Behavior Analysis in the News

1.  Develop a Relationship with a Reporter
The best way to start is if you see a story that you like that is related to the field of behavior analysis (say a story on couples counseling or political behavior), call the reporter and give them some positive reinforcement (all reporters are on a low diet of this so will hungrily digest the smallest pellet).  Then let them know you're available as a source, explain your specialty if you have one, and the kind of subjects or events you could weigh in on.  For example, if a reporter at the paper writes about family issues, give them a holler, and tell them what a fine job he/she is doing.  Then mention you can comment on bed-wetting, teenage insolence, or marital squabbles.

2.  Then Become a Good Source
Good sources get back to the reporter quickly by phone or email and don't mind doing so in the evening or on the weekend.  They suggest other sources.  They will even chew the fat.  They don't get upset if their names specifically don't end up in the paper. They never yell at the reporter, even when the reporter screws up.

3.  Think Like a Reporter
Reporters want stories, not topics.  Lots of people call up and say things like, "I think you should write a story about rocket science."  Rocket science is a topic.  A rocket scientist who makes a major scientific breakthrough thanks to behavior analysis, now that's a story.  Reporters want a news hook, a story line, and specifics.

4.  Write an Op-ed
Most any daily paper has an op-ed page, and most any op-ed page runs guest columns.  Smaller papers are usually hungry for these.  Think of using behavior analysis as a way to look at local, national, or international stories and issues.  For example, schools complain they can't get kids to eat the healthy food they offer for lunch.  Suggest some behavioral ideas.  India and Pakistan are at it again.  Explain why from your behavior analysis point of view (good luck with that).  Also, many op-eds have seasonal or holiday tags such as back to school, father's day, lazy days of summer kind of things.

5.  Write a Letter to the Editor
This would virtually be a condensed op-ed but it must to relate to a specific issue that is covered by the newspaper.  Papers typically include the format for these letters on their editorial page or on their web site.  Keep to the length.  Letters that are too long are typically tossed out unread.

One Last Thought
Keep in mind whether you want to get behavior analysis in the paper or the principles.  That may seem like splitting hairs but it make a difference.  It may be easier to do the latter in some cases.  For example, my New York Times’ column never once mentioned behavior analysis, but gave several examples of the ideas, which were read by thousands, maybe millions, of readers.  If I had added a paragraph about how this was behavior analysis and explained what it was it would have broken the columns' tone and, I think, turned off some of the readers, especially if I mentioned the dreaded behavioral modification.  Keep in mind the ideas and principles of behavioral analysis may be more interesting to general readers than the actual school of psychology.  You don't need the labels to enjoy the goods.