Frequently Asked Questions about Interacting with the Media

What should my overall strategy be with the media?

• Be cooperative and courteous
• Meet their deadlines
• Tell the truth

Why bother talking to the press?

• To communicate what we do effectively and accurately for an external audience.
• If you don’t tell your story, who will?
• Mainstream media can help us reach our patients, our peers, the public.

How do I ‘pitch’ my story?

• Sell your best stuff first.
  • Use the “inverted pyramid” journalists do; say the most important thing at the beginning, then explain the rest after.
• Keep it simple.
  • Use your soundbite. “Reduce the sauce” to its essence.
• Return to your message.

How can I think like a reporter?

• Reporters are interested in groundbreaking practices, major changes in policy, anything truly new, “medical miracles.”
  • Let the media relations people know when you think you have a story to pitch; let them pitch it.
• Use the 5 Ws and the H...
  • Who, What, When, Where, Why, and How
• Be ready to answer those 6 questions, and you’re thinking like a reporter.

How do I prepare for an interview?

• Gather information.
• Anticipate and prepare for negatives, “worst questions.”
• Ask reporters what they need and when (deadline, statistics, patients)
• If you can’t give them what they want, find out what will satisfy their needs.
• Treat reporters with respect

What should I ask the reporter?

• What they know,
• Who they’ve already talked to,
• What they see as the story,
• When they will run it.

What is the best way to answer questions?

• Have a message — your single overriding communication objective (SOCO) - and remember it, use it when it fits.
• Stick to the information you want to give; don’t be sidetracked by their questions.
• Use conversational English; avoid jargon or medical terms only doctors understand.
• Think before you talk. Pauses are thoughtful, not negative.

Some DOs and DON’Ts:

DON’T….

DO….