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    Meeting with the media is an increasingly common event for professionals in health and health care. When it happens, the stakes are high; the outcome may affect professional and institutional reputations, funding, and public awareness of an important topic. Yet the encounter is full of challenges, from describing a complex subject for a non-specialized audience to answering tricky questions. Given these challenges, how can professionals maximize their odds for success in a media interview? This webinar will present key strategies to use in preparing for and conducting media interviews – strategies that dramatically increase the odds that the resulting news coverage will show both you and your topic positively and accurately. Robert Wood Johnson Foundation Human Capital Communication Officers Monthly Series of Wednesday Webinars For Human Capital Programs & Grantees “Mastering the Media Interview” When: Wednesday, September 29th, from 2:00pm – 3:15pm EDT You will learn: * The key preparation steps for a media interview * How to identify key messages and examples for your interview * How to use these messages in answering reporters’ questions * The main kinds of tricky questions and how to respond effectively Presenter: Barrett Whitener, IQ Solutions Barrett trains Human Capital grantees in media-interview skills. For 20 years, he has trained professionals in science, health care and public policy to become effective communicators. He has lead workshops on media-interview techniques and presentation skills for postdoctoral fellows, senior researchers, and administrators throughout the National Institutes of Health and for NASA, Cornell University, Gates Millennium Scholars, Compact for Faculty Diversity, Center for Strategic and International Studies, World Resources Institute and many others. Barrett is co-author of the book, Speaking about Science: A Manual for Creating Clear Presentations (Cambridge University Press, 2006).

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    Meeting with the media is an increasingly common event for professionals in health and health care. When it happens, the stakes are high; the outcome may affect professional and institutional reputations, funding, and public awareness of an important topic. Yet the encounter is full of challenges, from describing a complex subject for a non-specialized audience to answering tricky questions. Given these challenges, how can professionals maximize their odds for success in a media interview? This webinar will present key strategies to use in preparing for and conducting media interviews – strategies that dramatically increase the odds that the resulting news coverage will show both you and your topic positively and accurately. Robert Wood Johnson Foundation Human Capital Communication Officers Monthly Series of Wednesday Webinars For Human Capital Programs & Grantees “Mastering the Media Interview” When: Wednesday, September 29th, from 2:00pm – 3:15pm EDT You will learn: * The key preparation steps for a media interview * How to identify key messages and examples for your interview * How to use these messages in answering reporters’ questions * The main kinds of tricky questions and how to respond effectively Presenter: Barrett Whitener, IQ Solutions Barrett trains Human Capital grantees in media-interview skills. For 20 years, he has trained professionals in science, health care and public policy to become effective communicators. He has lead workshops on media-interview techniques and presentation skills for postdoctoral fellows, senior researchers, and administrators throughout the National Institutes of Health and for NASA, Cornell University, Gates Millennium Scholars, Compact for Faculty Diversity, Center for Strategic and International Studies, World Resources Institute and many others. Barrett is co-author of the book, Speaking about Science: A Manual for Creating Clear Presentations (Cambridge University Press, 2006).

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    306 views34 pages

    Mastering The Media Interview (HC3)

    Uploaded by

    HC3
    Meeting with the media is an increasingly common event for professionals in health and health care. When it happens, the stakes are high; the outcome may affect professional and institutional reputations, funding, and public awareness of an important topic. Yet the encounter is full of challenges, from describing a complex subject for a non-specialized audience to answering tricky questions. Given these challenges, how can professionals maximize their odds for success in a media interview? This webinar will present key strategies to use in preparing for and conducting media interviews – strategies that dramatically increase the odds that the resulting news coverage will show both you and your topic positively and accurately. Robert Wood Johnson Foundation Human Capital Communication Officers Monthly Series of Wednesday Webinars For Human Capital Programs & Grantees “Mastering the Media Interview” When: Wednesday, September 29th, from 2:00pm – 3:15pm EDT You will learn: * The key preparation steps for a media interview * How to identify key messages and examples for your interview * How to use these messages in answering reporters’ questions * The main kinds of tricky questions and how to respond effectively Presenter: Barrett Whitener, IQ Solutions Barrett trains Human Capital grantees in media-interview skills. For 20 years, he has trained professionals in science, health care and public policy to become effective communicators. He has lead workshops on media-interview techniques and presentation skills for postdoctoral fellows, senior researchers, and administrators throughout the National Institutes of Health and for NASA, Cornell University, Gates Millennium Scholars, Compact for Faculty Diversity, Center for Strategic and International Studies, World Resources Institute and many others. Barrett is co-author of the book, Speaking about Science: A Manual for Creating Clear Presentations (Cambridge University Press, 2006).

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    of 34

    Mastering the

    Media Interview
    September 29, 2010
    Mastering the Media Interview

    Presenter

    Barrett Whitener, IQ Solutions

    2
    Media Interviews
     Opportunity
     Obstacles
    The Ground Rules
     Mikes and Cameras – always on

     “Off the Record” – never


     Control of Outcomes – none
    Preparing for the Interview
    The Main Message
     Your Headline
     Jargon-Free
     One Sentence
    Supporting Messages
     What did you find?

     Why is this work important?


    Overview (“Why?”)

    1. What is the “problem at 10,000 feet”?


    2. What aspect of this problem does your
    work address?

    3. Why is this aspect


    especially significant?

    4. What was your


    specific question or
    goal?
    Supporting Messages
     What did you find?

     Why is this work important?


     How did you do it?
     What now? (“Call to Action”)
    During the Interview
    Answering Questions
    1. Acknowledge

    2. Bridge

    3. Share your message


    Tricky Questions
    Tricky Questions
     Open-Ended (“Tell me about…”)
    1. What is the “problem at 10,000 feet”?
    2. What aspect of this problem does your
    work address?

    3. Why is this aspect


    especially significant?

    4. What was your


    specific question or
    goal?
    Tricky Questions
     Open-Ended (“Tell me about…”)
     Speculative (“What if…?”)

     Loaded Preface (“We all know that…”)


    Mastering the Media Interview

    Main Message

    Supporting Supporting
    Message #3 Message #1

    Supporting
    Message #2

    16
    Real-World Example

    Aymin Delgado-Borrego,
    M.D., M.P.H.
    Harold Amos Medical Faculty
    Development Program
    Mastering the Media Interview

    Main Message

    18
    Mastering the Media Interview

    Main Message

    Supporting
    Message #1
    (Overview)

    19
    Mastering the Media Interview

    Main Message

    Supporting
    Message #1

    Supporting Message #2
    (Key finding)

    20
    Mastering the Media Interview

    Main Message

    Supporting Supporting
    Message #3 Message #1
    (Additional finding)

    Supporting
    Message #2

    21
    Mastering the Media Interview

    Main Message

    (Example)

    Supporting Supporting
    Message #3 Message #1
    (Additional finding)

    Supporting
    Message #2

    22
    Mastering the Media Interview

    Main Message

    Supporting Supporting
    Message #3 Message #4
    (Call to Action)

    Supporting
    Message #2

    23
    Final Preparation Steps
     Likely Questions
     Dreaded Questions
     “The Final Word”
    Real-World Example

    Jason Block, M.D.


    RWJF Health & Society Scholars
    Real-World Example

     Open-Ended Question
     Speculative Question
     Loaded Preface Question
     “The Final Word”
    A media interview is not a
    conversation

    27
    Further Help
     RWJFLeaders.org > “Resources”
    Further Help
     RWJFLeaders.org

     Tip Sheets
    Further Help
     RWJFLeaders.org

     Tip Sheets
     Media Guide
    Your Questions

    31
    You: A Valuable Media Source

    Other Questions?
    Please Contact Us

    HumanCapital@iqsolutions.com

    (301) 984-1471

    32
    Next Month’s Webinar

    “Making Yourself Known in


    the Blogosphere”
    Wednesday, October 27 at 2:00 p.m. EST
    Presented by PR Solutions

    33
    Mastering the
    Media Interview
    September 29, 2010

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