• The "Four Laws" of the Media
• Types of Interviews
• Interview Tips

To better accommodate the increasing number of media requests, the AAPS Public Outreach Department created a database of experts and resources in the pharmaceutical sciences. This database allows AAPS to instantly draw from top experts in the pharmaceutical sciences, and refer health and medical reporters in the mainstream and science-specific media to pharmaceutical science experts.

We invite you to be part of this exciting initiative by serving as an expert resource to the media. In this role, you will talk to a reporter (typically once or twice a year), and simply provide information and answer questions in your specific area of expertise.

AAPS appreciates your help in strengthening the Pharmaceutical Scientist Expert Resource Service. Please take a few moments to complete the information below.

To participate in the AAPS Experts Database Survey, please click here.

1. Law of Bias
   Journalists generally have a negative bias. Their job requires skepticism. Don't take it personally.
   
   
2. Law of Length
   News reports are usually brief. Keep your responses short and to the point.
   
   
3. Law of Attraction
   Some issues just won't attract journalists if they are arcane, complex or self-serving... unless you develop messages in a format that a reporter can use in language that is... Clear, Concise, Compelling, Confident.
   
   
4. Law of Conduction
   Reporters are your best conduit to your audience. Help them to tell your story.
   
   

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Print Interviews

Magazines, newsletters, newspapers: Format often gives you more time than radio or TV to form your thoughts and rephrase as needed to explain and expand ideas.

Office: In person or on the phone, in a familiar environment, with resources at hand to look up answers.

On the road: After a speech, over dinner, in a hotel lobby or at a journalist's office.

Radio Interviews

Live or taped for editing and later broadcast. Keep your voice animated, conversational and clear.

Phone: Stand to add resonance and focus. Use descriptive "word pictures."

Live: One-on-one conversation often brief so get in your speaking points early. Keep your responses concise.

Taped: Not live; your comments will be edited for "sound bites." More opportunity to rephrase than in a live interview.

Talk Show: Host may invite other guests. May include call-in audience questions.

TV Interviews

More attention to "body language" and being lively, whether taped or "live." Use hand gestures and facial expressions to convey energy. Consider demonstrating with a few visual "props."

Stand-up: One-to-one interview with reporter and camera crew. Usually a relaxed atmosphere. Consider an interview outdoors for visual appeal.

Panel: More formal studio format, like "Meet the Press."

Remote: "Nightline" format, where you and correspondent may be in separate studios, linked by earphone and a monitor, and TV images broadcast side-by-side. Also may be a "live from the scene" at a conference, lab or school.

Press Conference: You deliver a formal statement and answer questions from reporters at a scheduled time and place. For major announcements only.

Talk Show: With a host and guests; may include call-in or audience questions.

Ambush: Unexpected encounter, usually confrontational. Requires fast thinking and diplomacy. Always disconcerting.

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Respect the deadline. Reporters work under deadlines. Meet them if you can (subject to the caveat below). You'll be remembered for your courtesy.

You decide when and where. Don't give an interview until you're ready. If a reporter calls without notice and in a rush, offer to call back in 30 minutes. Take that time to compose yourself and review relevant materials.

Plan your key points. In advance, mentally focus on your key points (no more than three), and be sure to use them regardless of questions asked.

Repeat your key points. In interviews, repetition is good! Vary the language slightly. Use bridging techniques to avoid sounding robotic.

Take your time. When answering a question, think it through before you start to talk. Silence is ok... don't succumb to the temptation to chatter.

Know your limits. If you're asked something you don't feel comfortable discussing, simply state that you are not the appropriate person to address the question -- and suggest an alternative if possible.

Stay on the record. Ground rules are confusing. Is it "off the record," "on background," or "not for attribution?" Each means something different and even reporters don't always agree on them. Assume you are always "on the record." Never say anything you don't want to see in print or on the air.

Correct the record. Make sure you understand each other. If you hear something false, correct it right away politely but firmly. If you feel misunderstood, clarify. In almost all cases, the reporter will appreciate it.

Have a final thought. At the end, the reporter often invites "any final thoughts." Always have one -- if only to repeat a previous point. Because youre more comfortable, this is often your most "quotable" moment.

Be brief. Be concise. Be prepared.
And of course... Avoid jargon!

Source: Mary Hanson, National Science Foundation Office of Legislative and Public Affairs

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