Whenever someone in the media contacts you for an interview, it’s an affirmation that your expertise has been recognized and your point of view is valued. That’s a nice feeling. Enjoy it while it lasts, but never lose sight of the reality of media interviews: every interview poses a risk that you’ll be misquoted or something you say will be used out of context. A ten-minute, in-depth interview is often reduced to no more than a sentence or two in a magazine or newspaper article or perhaps a five- second sound bite on television. Even if you’re at your sagacious best during the interview, you’re likely to be disappointed with some aspect of the finished piece. And there are sure to be times when you will be embarrassed and angry with the inaccuracies and inconsistencies of the finished piece. While you can’t control the final product of the interview, you can – and should – control your part in it.

The purpose of this short article is to review some of the basic skills taught by communication professionals in media-training seminars. An additional benefit is that many of these skills will help you improve your responses to questions you might be asked following scientific presentations.

Do it on your terms. Never accept a cold-call interview, regardless of how simple the interview might seem. Always reschedule for a time that’s convenient to you and allows you an opportunity to prepare. It might sound silly, but interviews are risky business; there is always a chance for things to go awry. Taking time to prepare for the interview reduces that likelihood. It also benefits the reporter if you have had a chance to think about what you want to accomplish ahead of time.

Do your homework. Always, always, always make time to prepare for an interview, even if that preparation consists of simply spending a few minutes thinking about what you want to say. Even better is making time to jot down notes or a list of the message points you want to highlight. Or perhaps review the tips in this article to help remind you of what you need to accomplish.

Ask questions. Don’t be afraid to ask questions of the reporter throughout the interview. Doing so will help you refine your messages and gain an understanding of how much the reporter actually knows about the topic, giving you a chance to address
any misconceptions. Also, get a clear sense of the reporter’s interests and the eventual audience so you can prepare accordingly. You can ask for that background information when scheduling the interview (preferred) or at the beginning of the actual interview.

Keep it simple. Before the interview, it’s helpful to make a list of the message points you want to communicate and identify easy-to-understand ways to express those key thoughts. Your message points should avoid scientific lingo. If you speak in ways that your parents would understand, the reporter’s audience will understand too (no disrespect to your parents.)

Get your messages across. In each interview, you have two critical objectives to accomplish. Your first objective is to make certain that your messages get through. This realization is a mind-shift for many scientists who mistakenly assume that their only objective in an interview is to answer the reporter’s questions. The reason that getting your messages across is the top priority is that if you don’t control your messages, the reporter or editor will and you probably won’t be happy with the results. (Below are some simple suggestions you can use to highlight your messages.) Your second objective is to accurately answer the reporter’s questions, but only those questions you feel comfortable answering. Defer on those questions that are beyond your area of expertise.

Important facts first. Media experts often refer to this tactic as “speaking in headlines.” The natural inclination for scientists is to answer a question only after providing lengthy background information, as in writing a research article where the conclusions come at the end of the paper. Using a different approach for interviews – putting the most important facts up front – helps ensure that you will be heard.

Keep it brief. Scientists are notoriously bad at providing sound bites – short, pithy, memorable quotes that are most likely to make it into the final article or television piece. If you are asked a question that can be answered with a simple yes or no, say yes or no, then embellish a little (emphasis on “a little”.) For example, “Yes, that’s absolutely correct and it’s also interesting to know that …”; “No. The body doesn’t work that way, it works by …” If “yes” or “no” won’t suffice and more information is required, state the important facts first, followed by whatever brief caveats, exceptions, or refinements you’d like to add.

Bridge to your messages. Don’t allow yourself to be so fixated on answering the reporter’s questions that you miss opportunities to get your messages across. If you are asked questions that don’t pertain to what you want to discuss, it’s your job to turn the reporter’s attention to the messages you want to deliver. That’s easily accomplished with “bridge” phrases such as, “Even more interesting is …”; “I don’t know much about that, but I do know that …”; “That’s a topic for another expert, but I can tell you that …”

Flag the important stuff. Draw attention to your key messages by using a short preface that gets the reporter’s attention. “The most surprising finding was …”; “People really need to know that …”; “The amazing aspect is …”

Never repeat negatives. Reporters often focus on the negative because that’s an easy way to create interest in a story. Always turn a negative into a positive. For example, if a reporter asks, “Isn’t it true that exercise is ineffective for weight loss?”, your response should state the positive: “Exercise is a great way to lose weight because …”. In contrast, if you were to say, “You’re right, a lot of people think exercise isn’t helpful in losing weight, but …”, that opening phrase (repeating the negative) will reinforce the misconception that exercise isn’t helpful even if your subsequent explanation sets the record straight.

Have the last word. Reporters often ask, “Do you have anything else to add?” Never say no. If you don’t have anything new to add, take the time to reiterate a key point: “I would like to emphasize that …”; “People should remember that …”; “One thing I would like to repeat is …”

Phone interviews. Always schedule a phone interview for a time and place where you’re most comfortable. Give yourself time to prepare, even if that means only five minutes to think things over. Sit or stand during the call, whichever makes you feel more natural and at ease. If you’d prefer not to do a phone interview, suggest the reporter email you the questions. That’s especially helpful if you want time to think about your responses or if you desire an electronic trail of correspondence. Some publications will have fact checkers follow up with you to confirm your quotes prior to publication, but others do not. If that follow-up opportunity isn’t offered, it’s appropriate to ask the reporter to share the section of the story that contains your quotes before it goes to print so that you can correct any errors.

Television or face-to-face interviews. This topic is a seminar unto itself, but here are some quick tips: Be yourself; maintain eye contact; sit upright and lean forward slightly in your chair; use your hands appropriately – not too much, not too little; keep your legs crossed or your feet on floor; smile when it’s natural to do so.

---