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.
1







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
2
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:
Big or sensationalistic headlines, or
Inform the audience without
sensationalizing the suicide and minimize prominent placement (e.g., “Kurt Cobain
prominence (e.g., “Kurt Cobain Dead at Used Shotgun to Commit Suicide”).
27”).
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-onsuicide.shtml
3
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.
4
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.



Anticipate questions.
Correct misconceptions and,
inconsistencies.
Be honest.
Show your enthusiasm.
Be yourself.
Don’t:




Say “no comment.”
Respond emotionally.
Bluff.
Be defensive.


Repeat negative statements.
Assume the reporter knows much about
suicide or VA.
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.
5
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
6
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.
7
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.
SPCs work with the community to provide education to local organizations about suicide risk and
resources. They frequently provide trainings, attend local events and distribute materials like wallet
cards and key chains — anything to spread the word that support is available. (insert name of local
SPC) recently attended (insert name of event), and (describe what he/she did at the event).
8
Veterans, friends and family members can contact the Veterans Crisis Line for free 24 hours a day,
seven 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.
If you are interested in hosting a suicide prevention training or outreach event for your community
or organization, please contact (insert appropriate contact info for VAMC).
###
9
Draft
Date
News Release Template
U.S. Department of Veterans Affairs Medical Center (VAMC) Public Affairs Contact Information
Local Organizations Work With VA to Raise Awareness of Crisis Resources
Partnerships increase mental health resources available to nation’s heroes
DATELINE — The U.S. Department of Veterans Affairs (VA) is collaborating with individuals and
organizations around the nation to raise awareness of services for Veterans in crisis and at risk for
suicide.
“We at (insert name of VAMC) understand that it takes a village to make sure that any Veteran in
crisis can access immediate support. VA has resources to get them on the road to recovery,” said
(insert name of local VA official), “but we need the help of the community to make sure our
Veterans know support is there.”
(Insert example of suicide prevention coordinator [SPC] outreach, such as: Last week, local VA
suicide prevention coordinator John Smith teamed up with the Washington Nationals to hand out
Veterans Crisis Line materials to Veterans and their loved ones at the Nats’ Military Appreciation
Night.)
(Insert another example of SPC working with individual or organization)
“The Veterans Crisis Line is a confidential and anonymous resource that any Veteran, as well as
their loved ones, can use,” said (insert name of SPC), (insert name of VAMC) suicide prevention
coordinator (SPC). “It doesn’t matter if you are registered with VA or enrolled in VA health care.
You can pick up the phone, chat online, or send a text to talk to a caring VA responder — 24 hours
a day, seven days a week.”
People can experience emotional and mental health crises in response to a range of circumstances,
including difficulties in their personal relationships or the loss of a job. For Veterans, these crises
can be heightened due to experiences they may have had in the past, including during military
service.
Some of the warning signs of crisis include feelings of hopelessness, anxiety, agitation, or behavior
changes such as sleeplessness or sleeping too much, mood swings or anger, engaging in risky
activities, increasing use of alcohol or drugs and withdrawing from family and friends.
“Everyone can make a difference when it comes to helping Veterans in crisis get the care they
need,” said (insert name of local VA official). “VA is just one of many players in this community
that can help Veterans connect to care. I encourage organizations and individuals to spread the word
that support is always available for Veterans through the Veterans Crisis Line, no matter what
they’re going through.”
10
The Veterans Crisis Line, online chat and text-messaging services offer free, confidential support 24
hours a day, seven days a week, 365 days a year, to Veterans and their families and friends.
Veterans, or anyone concerned about a Veteran, can call 1-800-273-8255 and Press 1, chat online at
VeteransCrisisLine.net/Chat or text to 838255 to get immediate emotional support.
If you are interested in hosting a suicide prevention training or outreach event for your community
or organization, please contact (insert appropriate contact info for VAMC).
Find the closest VA medical center, SPC, local crisis center or outpatient clinic for Veterans by
entering their ZIP code or state in the resource locator on the Veterans Crisis Line website at
VeteransCrisisLine.net/GetHelp/ResourceLocator.aspx.
###
11
Draft
News Release Template
U.S. Department of Veterans Affairs Medical Center (VAMC) Public Affairs Contact Information
Date
U.S. Department of Veterans Affairs Helps Veterans in Crisis
VA has local resources available, including suicide prevention coordinators for support
DATELINE — Veterans in crisis can access immediate, confidential support — even if they are not
registered with the U.S. Department of Veterans Affairs (VA) or enrolled in VA health care.
Confidential support is available through the toll-free Veterans Crisis Line.
“VA is at the ready to help any Veteran in crisis. Support is just a phone call, click, or text away, 24
hours a day,” said (insert name of VA official). “We encourage Veterans to reach out if they are
experiencing difficulty coping with daily life — no matter what the issue may be.”
Family members and friends, too, of Veterans who may be in crisis or who just have questions
about what a loved one is going through can call 1-800-273-8255 and Press 1, text to 838255, or
chat online at VeteransCrisisLine.net for confidential support. The Veterans Crisis Line is staffed by
caring, qualified VA responders, many of whom are Veterans themselves. They understand what
Veterans have been through and the challenges Veterans of all ages and service eras face, from
World War II to the Iraq and Afghanistan wars, and also during peacetime. Responders can refer
Veterans to a local VA suicide prevention coordinator (SPC) and VA providers who specialize in
issues such as transitioning back to civilian life, post-traumatic stress disorder, chronic pain,
traumatic brain injury, military sexual trauma, family and relationship issues and more.
(Insert name of local SPC) said crisis feels different for everyone and can arise from a wide range of
situations before, during, or after military service. Some of the warning signs include hopelessness,
anxiety, agitation, sleeplessness or mood swings, feeling as if there is no reason to live, rage or
anger, engaging in risky activities, increasing alcohol or drug abuse and withdrawing from family
and friends.
Some Veterans are coping with stress or challenges faced during civilian life while others may
experience difficulties in their relationships or transitioning back to employment or education.
“Whatever’s got you down — chronic pain, anxiety, depression, sleeplessness, anger, or even
homelessness — VA can help you,” said (insert name of local SPC).
To contact the SPC at (insert name of VAMC), please call (insert contact info). To find an SPC in a
different area, visit VeteransCrisisLine.net/ResourceLocator. For more information about VA’s
mental health resources, visit www.mentalhealth.va.gov.
If you or someone you know is in crisis, contact the confidential Veterans Crisis Line at 1-800-2738255 and Press 1, chat online at VeteransCrisisLine.net, or text to 838255.
###
12
Sample Media Advisory
U.S. Department of Veterans Affairs (VA) Logo Here
Date
Local VA Medical Center Public Affairs Officer Contact Info
VA Medical Center to Host Event Supporting Veterans in Crisis
WHAT: Brief description of event, including topic, purpose and who, if anyone, will be featured
WHERE: Location
WHEN: Date and time
To schedule an interview, please contact XXX.
The Veterans Crisis Line offers free, confidential support 24 hours a day, seven days a week, 365
days a year, to Veterans and their families and friends. Veterans, or anyone concerned about a
Veteran, can call 1-800-273-8255 and Press 1, chat online at VeteransCrisisLine.net/Chat or text to
838255 to receive support — even if they are not registered with the U.S. Department of Veterans
Affairs (VA) or enrolled in VA health care.
###
13