Spring is here, bringing allergic conditions to the spotlight. With so much attention focused on asthma and allergies, this is a great time to share your expertise with your community – through special events or media interviews.
Ready for your close-up?
With so many people getting their news from social media, you may wonder how to get information about allergies and asthma in front of members of your community. Social media is great and ever present. If you have a trusted social media platform, use it to distribute scientific, evidence-based information about allergy symptoms, treatment and management. Even if your followers number in the dozens or hundreds rather than in the millions, your voice still matters. You should also know that stories told by third party sources – in newspapers, radio and tv – still have value and attract thousands of readers, viewers and listeners.
Media interviews are an excellent opportunity to educate people in your community about allergy issues. You can be proactive and pitch yourself as an allergy expert to local, state or regional media. The College can help you get started. Use our free seasonal article templates – we’ve written the article, all you need to do is customize it with your information. Email the customized article to local media outlets. Most have an email address for story ideas and tips. Or send a direct message through their social media platform. Let them know you read their stories and would like to be an additional resource.
When you’ve agreed to participate in a media interview, consider these tips:
- This is your interview– Many people go into an interview thinking, “If I can answer their questions, I’m good.” But an interview is an exchange of information. The reporter contacted you because you have information they need. Before the interview, know your message. What do you want the headline to say? What should readers know after the story runs?
- Don’t let yourself be rushed– If a reporter wants an interview “right away,” ask what their deadline is and tell them you will call back in 15-30 minutes – or longer if time allows. Give yourself time to determine what you want to say and what information you want to include. If they won’t give you time to prepare, you may want to consider passing on the opportunity.
- You probably won’t review the story before it appears– While you can ask the reporter to send you the story before it runs, they probably won’t oblige. You’re better off asking them to send their questions in advance, so you know what information to prepare. You may want to ask if you can respond to questions via email. Emailed responses don’t run the risk of being misquoted. Your responses are in black and white and the reporter can write back if they have follow-up questions.
- Don’t speak like a scientist– You earned a medical degree and know lots of technical names for things. But if your audience doesn’t understand you or the acronyms you use, you’re not communicating. If your audience is patients, speak as if counseling a patient or parent. Use simple terms and repeat points for emphasis.
- Never say “no comment”– Although TV and movie actors say, “no comment,” you’ll look like you’re hiding something. Instead say, “I’m sorry, I don’t have that information because it’s not my area of expertise.” Or, “We’ve never studied that, so we don’t have data on it.” You can also use it as an opportunity to restate your message: “I can only tell you what the data in our study showed, which was that…” It is always okay to “bridge” back to an important point YOU want to make, rather than continuing to answer questions that are not in your comfort zone.
- Follow up with charts and graphs– Reporters may not retain the data you offer. Follow up the interview with charts and/or graphs that support your statements. The reporter will appreciate seeing the information in black and white, and you’ve made yourself a valuable resource for the next time they’re looking for an allergy expert.
Remember when going into an interview that you’re the expert with the information the reporter wants to write their story. They need you to fill in the blanks. Use interviews to build up your voice as a community expert and to become a resource that reporters come back to again and again.
