Quotes From Tv Shows

SAN FRANCISCO -- Make the most of your 15 minutes of fame by following some simple precautions when a reporter calls you for an interview, Dr. Judith Reichman advised at the annual meeting of the American College of Obstetricians and Gynecologists.

Dr. Reichman speaks from experience. As a medical correspondent for the television program "The Today Show" and a practicing gynecologist in Los Angeles, she has helped the show's producers sort through 200 pitches for medical stories each week to produce 20 stories per month--with a mere 5 days to create each story and get it on the air. She has appeared on camera herself many times and has been interviewed by magazines and other news shows.

"Believe me, when I started, I didn't have a clue, and I made a lot of mistakes," she said.

Over the years, she developed the following list of do's and don'ts for media interviews.

Don't assume that the interviewer grasps all of the medical facts that you wish to present, she suggested. On the other hand, don't dumb it down too much because some reporters do have special training or expertise in covering medicine. Ask the interviewer if he or she understands what you are saying.

Similarly, don't assume that the interviewer understands technical terms. Explain them; this will help the journalist explain them to the lay public later. The interviewer and your intended audience may not be aware of past studies on the topic at hand and their implications, so you'll also need to provide context.

A common mistake in the media is to give a relative risk but not an absolute risk. Provide both, and explain the difference. Emphasize that it's not appropriate to tell people the relative risk of something without providing the absolute risk as well.

The media love to begin stories with anecdotes describing real patients or physicians. Don't assume that the interviewer will use relevant anecdotes. Suggest some or critique any mentioned by the interviewer, if possible.

Your vigilance shouldn't end at the close of the interview If you will be quoted, try to ensure the accuracy of the quote, she said. There are several ways to do this.

Be proactive at the start of an interview by asking permission to record the conversation yourself. Reporters are likely to respond with greater attention to detail and accuracy if they know you have a record of the interview Ask to receive a copy of the story before publication or broadcast. News outlets may not provide the entire story, but most will at least show you any direct quotes that they plan to use.

If you don't want a statement used, make sure that before you speak you indicate that what you're about to say is off the record.

Now for the visuals: If you're to appear on camera, think ahead of time about your word choice, tone, physical positioning, and image. Talk directly to the interviewer as if you are sharing this information with a patient or a friend.

Use statistics sparingly and put them into scientific context.

Dress professionally Don't wear white, which tends to glare on camera. And when it's appropriate, remember to smile. After all, you are on television.

COPYRIGHT 2002 International Medical News Group
COPYRIGHT 2002 Gale Group

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