“If you keep [the] reporters’ goals in mind as you prepare, you will give them what they need. They will remember how easy the interview was (they didn’t even have to look at their prepared questions), and they’ll be more likely to call you again.” ~Cross, MD, FAAP, AAP News
By Corinn Cross, M.D., FAAP | AAP News | July 18, 2018 | Dr. Cross is a member of the AAP Council on Communications and Media.
When reporters or producers ask an AAP member to do an interview, they are hoping to get positive public health messages, expert advice, help picking a direction for the story, perhaps some AAP guidelines and maybe a little personality. One thing they may not anticipate is the pediatrician taking control of the interview and directing them from one question to the next.
Yet, it’s important for pediatricians to learn how to control a media interview to ensure the public gets the most pertinent and important information on a topic.
Here are some tips to ensure an interview goes in the direction you want:
- Decide what you want to say and consolidate your message down to a few talking points.
- Develop soundbites for each of your key messages.
- Develop a map or “scaffold” so you know how each of your answers will flow into the next question. Lead with your most important talking point in case the interview is cut short. You can repeat your top take-home message at the end of the interview.
Categories: Media Guide For Doctors