It is 10 a.m. Between patients you duck into your office to catch up on paperwork. The phone rings; a reporter is on the line. What do you do?
A North Dakota neurosurgeon learned a difficult and costly lesson when a reporter for his hometown paper called him about a medical liability suit that had been settled, and he decided not to participate in the interview. He told American Medical News in a recent article (www.ama-assn.org/amed news/2003/11/10/prca1110.htm) that at the time he thought he couldn’t talk about the case because it had been sealed. In May 1999 The Bismarck Tribune ran a nearly 1,900-word, front-page article about the case and the neurosurgeon-an article that did not include the doctor’s perspective on the events. The doctor sued the newspaper for defamation and emotional suffering, and, nearly four years later, the paper printed an apology and clarification.
The concluding observations of the doctor and the reporter speak volumes: If a reporter calls, talk, the doctor told American Medical News. I wish I would have asked: ‘Are you going to write a story?’ The reporter said, I wish he had been willing to say all the things he has said since. It would have been a better story if he had said all of those things then.
What Would You Do?
Back to our scenario. A reporter calls. What do you do? If saying “no comment at this time” or ignoring the call occurs to you, go back to paragraph one. Remember: The reporter most likely will write the story, with or without your assistance.
Prepare for the Interview
Talk to the reporter briefly to find out the reason for the call. Ask the reporter to describe the story idea and the audience for the publication, as well as what the reporter’s deadline is. Next tell the reporter that you are very interested in working with him or her on the story, ask for a contact number, and say that you will call back in 15 minutes.
Those 15 minutes will set the stage for an interview in which you work hand-in-hand with the reporter to control the content and direction of the story.
First, decide upon three or four points that you want to drive home in the article. If the story is about a neurosurgical procedure and the audience is the general public, you may want to emphasize the causes of the disorder (if known), treatment options, the role of a neurosurgeon in treating it (board certification, expertise, etc.), and finally, what the patient can expect during recovery.
Write down these main points and turn the conversation toward them during the interview. Work with the reporter, but keep in mind that the information is yours to give. You are not required to answer every question the reporter asks. In addition, your schedule may not permit a lengthy discussion (which may or may not be the expectation of the reporter). Politely inform the reporter of your estimated time frame for completing the interview and work with the reporter to keep on track. The reporter most likely will thank you for your time and will be pleased to have a knowledgeable resource for the story. Keeping these few guidelines in mind when returning the reporter’s call will help ensure a successful interview.
Resources for AANS Members Members of the American Association of Neurological Surgeons (AANS), have support for their media relations efforts. If you receive a call from a reporter, but you are not comfortable with the topic (for example, the reporter asks for comment on AANS policy, or on a procedure that you do not perform in your practice), the call should be referred to the director of communications at the AANS Executive Office. The call then will be directed to the appropriate neurosurgeon spokesperson.
Those interested in honing their media relations skills can take advantage of opportunities at the upcoming 2004 AANS Annual Meeting, May 1-6 in Orlando, Fla.
- AANS Media Training Breakfast Seminar: 7:30-9:30 a.m. on Monday, May 3.
- AANS Hometown Radio Interviews: Offered in 10-minute interview time slots 9 a.m.-5 p.m. on Monday, May 3, and Tuesday, May 4.
- First Annual Neurosurgical Media Awards Program: 1-3 p.m., Tuesday, May 4. The program honors journalists for excellence in neurosurgical reporting, and AANS members can participate in a question and answer session geared toward learning more about working with the reporters to produce a positive outcome for both the writer and interviewee.
In addition, the AANS Spokesperson Policy, available at www.AANS.org, outlines the appropriate response to media calls.
Heather L. Monroe is the AANS director of communications. She can be reached for further information regarding media relations at (847) 378-0517 or [email protected].