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Expert offers advice on giving media interviews. (Tips From a TV Medical Correspondent).
SAN FRANCISCO -- Make the most of your 15 minutes of fame by following some simple precautions when a reporter calls you for an interview, Dr. Judith Reichman advised at the annual meeting of the American College of Obstetricians and Gynecologists.
Dr. Reichman speaks from experience. As a medical correspondent for the television program "The Today Show" and a practicing gynecologist in Los Angeles, she has helped the show's producers sort through 200 pitches for medical stories each week to produce 20 stories per month--with a mere 5 days to create each story and get it on the air. She has appeared on camera herself many times and has been interviewed by magazines and other news shows.
"Believe me, when I started, I didn't have a clue, and I made a lot of mistakes," she said.
Over the years, she developed the following list of do's and don'ts for media interviews.
Don't assume that the interviewer grasps all of the medical facts that you wish to present, she suggested. On the other hand, don't dumb it down too much because some reporters do have special training or expertise in covering medicine. Ask the interviewer if he or she understands what you are saying.
Similarly, don't assume that the interviewer understands technical terms. Explain them; this will help the journalist explain them to the lay public later. The interviewer and your intended audience may not be aware of past studies on the topic at hand and their implications, so you'll also need to provide context.
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