Each day, endocrinologists around the world participate in media interviews on a variety of endocrine topics.  These interviews and the resulting news stories help communicate the importance of endocrine research and patient care to a variety of audiences including the public and the medical and scientific communities.  In order to help you prepare for future interviews, The Endocrine Society has developed a list of “talking points” for endocrinologists.  These tips are also available online in The Endocrine Society’s digital press room at www.endo-society.org  For additional information about media interviews, please contact the Society’s public relations staff at media@endo-society.org

1.       Be Prepared. Ask the reporter questions such as:  What’s your deadline?  What kind of story is it? What’s your angle?  Who else has been or will be interviewed?  Learn about the reporter’s style and media outlet.  Alert The Endocrine Society’s public relations staff (media@endo-society.org) of pending interviews – they will be able to help prepare you.

2.       Know Your Story. An interview is an opportunity to tell your story. Select your three key messages and lead with them.  Include facts, figures and anecdotes to make your story compelling for the audience.

3.       Remember Your Audience. A news interview is your chance to reach the public or key audience.  Look beyond a reporter’s interview techniques, and tailor your remarks and demeanor to your audience.  For example, if you are a clinician, talk to the reporter like you would a patient.

4.       Be Assertive. Don’t just answer questions; seize every opportunity to drive your messages.  Reporters grab their audiences’ attention by leading off with the most important, newsworthy information.  Do the same thing with each of your answers.

5.       Turn Negatives to Positives. Don’t repeat negative language. Anticipate tough questions and develop responsive answers that are not defensive. Use each question to bridge to one of your key messages. For example:

Question: Didn’t your research prove that obesity is purely behavioral?

Answer: Our research showed that obesity is a complex condition that requires a balanced combination of behavioral change, medical/scientific evaluation and intervention.

6.       When You Don’t Know Say So. You are an expert, but you don’t have all the answers. Do not be afraid to say, “I’ll get back to you,” or “I can put you in touch with someone who has that expertise.”

7.       Avoid Professional Buzzwords. The public does not know medical terms and jargon, so avoid using it even when the reporter does.  Explain abbreviations and technical terms and use examples to illustrate your points.

8.       Focus on Your Objective. Avoid getting mired in statistics or lengthy explanations.  If you want to be quoted, speak briefly and to the point.  Correct misstatements and misperceptions.

9.       Use Flags and Bridges. Signal that a key point is coming up by flagging it with a phrase like, “the key point is,” “what makes this important is.”  Link each answer to a positive message by using “bridging” phrases like “but let me put this perspective,” or “but the real problem is.”

10.   Beware of Interviewing Traps. Use your own words.  Don’t repeat negative language or allow the reporter to put words in your mouth.  Never lose your cool.  Most of all remember that there is no such thing as off-the-record.

** Bonus Tip: 

11.   Don’t Forget to Provide Media With Resources for Additional Information.  Reporters are often looking for sources for additional information that they can provide to readers.  Direct reporters to www.endo-society.org, www.hormone.org and www.obesityinamerica.org, as appropriate. These Web sites provide a wealth of resources on endocrine-related conditions.