Media savvy: Making the interview count
What to say when a reporter comes calling
[Editor’s note: The June 2000 issue of Hospital Home Health (pp. 61-66) offered an in-depth look at media coverage for home health agencies, as well as a sample news release and fact sheet. This month, HHH gives further tips on how to spread your message to the community through effective interviews with the press.]
You’ve decided to take your message to the media. You’ve selected a spokesperson (or contact within your agency). You’ve worked on developing some fact sheets about the home health care industry to help the media better understand the business and the myriad services it provides. You’ve even gone so far as to send out a few press releases.
If so, congratulate yourself. Working with the media can be an ongoing challenge. It’s not always easy to get your name in the press; it’s not for nothing that someone once said even negative publicity is good publicity — at least your name is out there.
Good preparation is essential
But it’s the rare case that an in-depth story will be written that mentions your agency without your agency having been contacted, and usually for more than fact checking. It’s likely that if you have done your job well, the reporter will want to interview someone from your staff — the person whom you designated as the media contact, and possibly others such as a home health aide or nurse, or even the owner or business manager.
If that’s the case, you’ll want to be ready. Below are a few tips to keep in mind as you prepare for an interview:
- Know the audience.
Think of the reporter as your means of reaching the audience, and gear your answers toward them. Keep in mind that your audience is not the reporter — it’s the viewer, listener, or reader. For the interview to be successful, you want your audience to see your point of view, and if at all possible, empathize. That said, it’s important to know the type of people who will make up the audience.
Will they be health care professionals who are already well-versed with home care and health care lingo? Will the audience be comprised mainly of laypeople who have little or no experience with the home care field and its many benefits, or for that matter, the challenges it faces?
Tailor your message accordingly. With a health care reporter you may be more sophisticated in your explanations; however, others may require a more basic approach. (Generally, television programs will require simple explanations.)
- Research the reporter, and if it’s a TV or radio program, research the show.
This will help your understanding of the audience as well as the reporter’s interviewing style and what types of questions he or she is likely to ask. Some reporters will be hard-hitting while others are more personable and have a gentler style. If at all possible, try to read or watch some of the reporter’s material before the interview and if there is something you particularly liked, let him or her know.
- Determine your objectives and key points before the interview.
If possible, keep them down to three and collect supporting statistics and other information. Feel free to ask the reporter what subjects will be covered and plan accordingly. Be willing to expand on your answers — just because it’s a "yes or no" question doesn’t mean you must give a one-word answer. Anecdotes and supporting examples are an excellent way of drawing in your audience as well as making a point.
If the interview reaches an end before you have had a chance to make all your points, be brave. Tell the reporter you have one last point to make, and do it.
- Establish the issues beforehand.
It’s unlikely — though not impossible — that a reporter will give you the list of questions before the interview. However, it is well within your rights to ask what subjects will be covered so that you may be prepared. A poorly prepared interview subject is no treat for the reporter, either.
- Provide background material.
The more information you can give a reporter about your agency and about the home health care industry in general, the better. If time allows, send (or fax or even e-mail) a general fact sheet and whatever materials you might have that tell a reader what your agency does.
- Know your facts.
Use numbers and statistics and other information to back up your statements.
- Keep abreast of current events.
Read the paper daily, and know what’s going on in your industry, city, and state. There’s little worse than answering a question based on outdated facts. Reporters may call on short notice asking for a comment or explanation on a recent development in the industry, and you will want to be ready.
- Practice.
If you have scheduled an interview for later in the week, take some time to jot down a few notes. Ask yourself questions that you think the reporter may ask you and practice your responses. If you feel comfortable, ask some co-workers for input.
The interview
- Treat questions as general topics.
If, for example, a reporter asks a negative question, consider it a general subject area and address the positive side. If you are called to respond to questions concerning Medicaid fraud in the home health industry, point to the positive facts. For example, "This represents only a small percentage of home health agencies; the vast majority are law-abiding and looking out for their patients first and themselves second." Tell the reporter what steps the home health community has taken to combat fraud, especially anything your agency has done. Don’t repeat the negative question; rephrase it. "What I mean is . . . ."
- Use quotable language but avoid jargon.
Reporters like to use sound bites, and whether you’re being interviewed over the phone for the next day’s edition of your local paper or for a television program, try to use simple, colorful statements with strong action verbs and adjectives.
- Take your time.
If you need a second to collect your thoughts before responding — take it. It’s better to answer with a clear, well thought-out response than one that is jumbled and confusing. If ever there was a time to keep it simple, this is it. That’s not to say you can’t give in-depth answers; just make sure your explanation is a clear one.
- Don’t bluff; it will come back to haunt you.
If you don’t know the answer or aren’t at liberty to give it, say so. Tell the reporter you will have to check into that and will get back to him or her, then do it.
- Don’t say anything off the record.
No comment is ever truly off the record. Therefore, unless you would be comfortable hearing it on the evening news, keep it to yourself. To that end, always assume the microphone or tape recorder is on.
r Be careful of emotional responses.
To be considered credible, it is important for you to present a well-rounded, balanced answer, even in the face of negative questions. Don’t be defensive, as this will come across negatively. Instead, take a negative and turn it around to a point you want to make.
For example: "Yes, there are agencies who have been prosecuted for Medicare fraud, but the real crime here is the government’s slashing of reimbursement to the home health care industry by XX%, while our patient base has risen by XX%."
- Try bridging your comments.
When you turn a reporter’s negative into a positive, you have just used a technique called "bridging." Some useful phrases to get you started include:
— "What’s more important . . . ."
— "Let me add . . . ."
— "That reminds me . . . ."
— "But just as important . . . ."
— "Let me put that into perspective . . . ."
— "That’s not my area of expertise, but I can tell you that . . . ."
— "Another thing to remember is . . . ."
— "What I think people are really concerned about is . . . ."
TV tips
- Learn to flag your comments.
Both radio and television use a time-delay system that allows producers to edit your comments immediately prior to their being aired. If you have a particular point to make — especially one presented as a sound bite — give the editor extra edit time by pausing before and after making your point.
- Use repetitive phrases.
Make your point over and over again. Con-sidering that a 10-minute interview can get edited down to one sentence, you want to make sure you have clearly stated your position or point.
- In a taped interview, make sure you make your most important point first.
Then you can go on to expand it, but this technique will lessen the chances of your remarks being taken out of context.
- Assume you are on the air, unless told otherwise.
When the red light on top of the camera is lit, the camera is still in use.
- Sit up straight.
Your mother was right: Good posture counts.
It’s also a good idea to avoid unnecessary or sudden movements. Another good thing to remember is to smile. You may feel foolish smiling through all your answers, but the camera has a tendency to pull your face down, making it appear as if you are frowning.
Remember these additional points when participating in a radio interview:
- Listen to yourself.
Remember, without visual aids you will need to rely on the tone of your voice to make your point or to emphasize what is important.
- Keep your distance from the microphone.
Maintain a distance of six to eight inches from the microphone and rest both elbows on the table. Talk normally; you don’t need to shout.
- If you plan to bring notes — a good idea if you will be citing many statistics — spread them out on the table beforehand.
Sensitive microphones will pick up the rustling of paper.
- With call-in shows, don’t let yourself be intimidated by rude callers who may try to bully you into making a response.
Remain polite but firm in your answers.
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