UAB Media Relations Specialist Bob Shepard, the featured speaker for the October CCTS Training Interdisciplinary & Emerging Research Scholars (TIERS) event, said his key take-away message for scientists at any level who may be sitting across from a journalist soon is this: “Remember there is no such thing as off the record, so prepare two to three messages and stay on point.” 

In addition to reviewing media resources available to faculty at UAB, why working with the media is important, and the current state of the media landscape, Shepard provided many other invaluable tips for successfully handling interviews, whether in person, by phone or email, or live in front of a tv camera or radio mike. Below we share his best advice:

What is news worthy science? 
A cool discovery, a patient has a remarkable recovery, or you are an expert on a subject that is suddenly spotlighted out in the “real world.” Even receiving a large grant qualifies as potential news of local importance. 

What is not news?
Check signings, ribbon cuttings, meetings, speaker lists, cocktail parties, anniversaries, open houses. 

What do I need to remember about reporters? 
Ideally, scientists and journalists make natural partners dedicated to communicating the latest findings to a public that needs and wants to know. But it's important to keep in mind, no matter how friendly a reporter may seem, no matter if the cameras have stopped or not yet started rolling, everything you say is considered fair game for reporting. A good rule of thumb is to never say anything you don’t want to hear on the radio or read in a newspaper.  

What do reporters need?
Reporters need to know the answers to the traditional news questions: who, what, where, when, why, how, how much, what’s next, who cares? They need an expert source or two, real people dealing with whatever health topic is related to the science, visuals such as graphics or photos, and a timely response. Be ready to relate the human face of your science. Who are you trying to help? They need sound bites that are focused, brief, clear, using natural language and showing natural emotion. 

Does the medium matter?
Yes. Interviews on live TV are far more challenging than a podcast for a radio show, for instance, and an interview for a web outlet will differ from an interview for print. Many interviews are conducted by email these days. 

How do I prepare for an interview?
Do your research—know the audience for the news outlet and the reporter’s goals for the story. Anticipate both good and bad questions. If being asked for an opinion on someone else’s science, review at least the abstract, if not the whole paper. Prepare your talking points, developed as full sentences using plain language (“it’s a heart attack, not a myocardial infarction”), and keep them with you. Practice staying on message, using bridge phrases such as “what’s really important is,” “the bigger issue is.” Contact UAB Media Relations if you wish to practice, we conduct mock interviews on request. 

What are the most critical “don’ts”?
Do not use jargon. Do not argue with a reporter. Do not be led by a question. Do not respond to hearsay or gossip or engage in personal chitchat. Do not say “no comment,” just redirect to what you can discuss by saying, “I can’t tell you that, but what I can tell you is…”. Don’t be afraid to pause for a moment to collect your thoughts. Do not fill in awkward silences with any comments you haven't planned to say.  

What should I do if I am contacted by a reporter requesting an interview? 
Tell them to call UAB Media Relations, we will do the ground work (checking out the news outlet and reporter, clarifying goals for the interview, arranging logistics).

CCTS thanks Bob Shepard for sharing his journalism expertise with our TIERS group. Questions? Contact UAB Public Relations.