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Making A Difference

Communications Tool Kit

To top of page The Role of the Spokesperson
The role of the spokesperson is critical to the public education process about medical librarians and MLA. As a MLA member, you have the credibility to present ideas and information about a variety of issues. Reporters and interviewers can be your conduits, summarizing the story you tell or helping you present your information to the public.

The goal of learning how to be a good spokesperson is to help you develop key message objectives and effectively work with the media to take those messages to the public. The following are guidelines, tips and tactics to help you achieve that goal.

To top of page Criteria
A good spokesperson is:

  • Willing to be interviewed
  • Available to participate in interviews and presentations, sometimes on short notice
  • Comfortable in the "spotlight," and good at conversation
  • Able to present technical information in terms that will be understood by the general public
  • Well-informed on the topic, and enthusiastic about presenting it to others
  • Credible because of past experience or credentials
  • Calm under pressure or when faced with the occasional hostile or misinformed question

To top of page The Art of Being a Media Spokesperson

General Guidelines
One basic rule applies to any interview, whether it is radio, television, newspaper or magazine: know your audience. Media survive on the ability to build and maintain audiences. The size of the audience determines, in part, the impact of an article or program. Interests of the audience, as perceived by the editor or program producer, determine how much coverage is given. To a large degree, the audience's philosophy determines how a subject is handled.

When you are asked to participate in an interview, ask about the audience or reader who is likely to see, hear or read the piece. Let the reporter or producer know you are interested in providing information to that particular audience. Most will be grateful that you care.

Interview Preparation
In addition to knowing your audience, it is important to know something about the background of the interviewer or reporter. Reporters have opinions and attitudes about subjects and issues. These opinions influence how a subject may be treated in a printed article or broadcast interview. They definitely determine the kind of questions that will be asked.

The types of questions, the way they are asked and the tone in which they are asked are all based on attitudes. Some reporters and interviewers aggressively pursue their subjects; many more are low-key and simply want to explore a topic. For these reasons, you must do your homework before the interview.

To learn the editorial position of a publication or program and the way reporters have treated recent issues, scan back copies of the publications or monitor several broadcasts of the program. Computer databases and library reference sections are especially helpful to find back issues and articles published in newspapers or magazines.

Monitor radio and television shows before an appearance. Pay special attention to the host's approach to the guests, the tone, the style of questioning and attitudes toward issues. If the format is a debate or panel discussion, study the way the moderator handles varying points of view or moves the conversation from one panelist to another.

After you have researched your audience and evaluated the possible approach the host or reporter will take, prepare yourself to answer questions as directly and concisely as possible.

Establishing Objectives
You should have one or two specific message objectives for each interview, both broadcast and print. By determining the objectives in advance and keeping them in mind during the interview, you will be less likely to wander off the track and more likely to achieve your communications goal.

Having specific objectives in mind allows you to guide the interview. For example, a host or reporter may receive the general assignment: "interview a medical librarian about good Web sites." Given free rein, his interview might skip from point to point and miss the issues that you think are most important.

Keeping your objectives in mind will help you to lead the interviewer to the specific target area. Once firmly guided into that area, the host or reporter will typically confine his questions to your topic.

Message Points
It is important to go to an interview with an agenda in mind. Determining in advance the message you want to leave with your audience—your specific communications objectives—will help you keep the interview on track, regardless of where the interviewer tends to go.

You should have only one or two—never more than three—specific message objectives for an interview. These are the key points, the things you want your audience to remember if nothing else is remembered from your interview.

During the interview, always keep your message points in mind and seek opportunities to return to them whenever possible. Repeating your important points will make them stand out among all that is said during an interview. Use phrases such as, "I think it is very important to remember..." or "Let me go back to an important point I mentioned earlier..." or "Let me emphasize one thing...." By stressing the importance of your message points, it becomes more memorable for the reporter and the audience.

In developing your message points, remember that overall themes should be conveyed to your audience in your actions and in everything you say:

  • Medical librarians are professionals who have received considerable training and have special skills.
  • Consumers should seek out medical librarians and can do so by contacting MLA at 312.419.9094.
  • There is educational information available to the public and to health professionals through MLA.

To top of page Styles of Interviewers
Most interviews will go smoothly. Your interviewer will be interested in your topic and will know enough about the subject to carry on a lively conversation.

However, you will occasionally run into interviewers who fall into other categories. A host may be hostile no matter what you say or do. A reporter may know nothing about you or your topic and may ask ignorant questions. All can be dealt with once you identify the type of interviewer they are:

Machine Gun Interviewer
The machine-gun interviewer is one who fires so many questions at once that you don't know which question to answer first. By the time you have begun answering one, another three have been fired at you. In this case, suggest to the host that they have already asked several questions and politely inquire which ones they would prefer you address first. Or, pick the question you would most like to answer and begin with that one. Insist on your prerogative to provide a complete answer.

Interrupter
The interrupter constantly breaks in on your answers with additional questions. This pattern can throw you off your main point. In this situation, let the interviewers finish their questions and inform them that you will address yourself to it shortly. Then continue. A good way to resume is with the statement, "As I was saying...." Another tactic is to ignore the interruption, finish what you were saying, then ask him/her to repeat his/her question.

Hostile Questioner
The hostile questioner may confront you with major charges or serious allegations. These must be dealt with as they arise, before going on to other questions. You cannot leave major charges or serious allegations on the record.

Know-nothing Interviewer
The know-nothing interviewer has no inkling about your subject, has no opinions and has not conducted any research or even reviewed the background literature you provided in advance of your appearance.

BEWARE: This type of interviewer is more common than you may think. Especially in smaller communities, but in large ones too, there are many interviewers who try to "wing it." Your job is to identify that style, grasp control of the interview and lead the interviewer through it. In fact, you have the capability of making these types of interviewers look very good in front of their audience, and you have an open road for achieving your communications objectives.

Big-time Star
The big-time star can be dreadful. These interviewers are confident that they are the reason everyone is watching or listening to the program. Most of all, these interviewers like to hear their own voice and display their knowledge. You'll have to fight to get air time.

Despite these occasional, difficult types, most interviewers are competent and helpful and want you to present yourself and your information well. By being prepared for the worst, you will usually be pleasantly surprised.

To top of page Helping the Public Take the Next Step
Your interview will be of interest to many readers, viewers and listeners. Many of those individuals will want to take a "next step," they will want more information.

Health care topics in particular evoke strong response from the public. You can help by providing information that supports your point of view. Work with the producer, program host or reporter to make this information available.

To top of page Consumer Information Available
MLA is offering consumers an informational brochure and the opportunity to be connected to an MLA member in their area. By calling, writing or tapping into MLA's Website, www.mlanet.org, consumers can take that important "next step."

When you are being interviewed, let the producer, host or reporter known early on, ideally before an interview even begins, that there is a phone number, address and Web site that can be given. They may include the phone number, address or Web site during the broadcast, or provide the information to switchboard operators who answer audience inquiries. The print reporter is likely to include the number, address or Web site in the story.

Also discuss the availability of the consumer brochure with the producer or host of a radio or television show. Bring copies of brochures with you. The TV host may want to hold up the brochure during your interview; radio personalities often read from this type of material during a discussion and refer to its availability.

Brochures should be brought to print interviews as well—and left behind. They provide good background information for the reporter and are often used as artwork to illustrate a story. In all cases, the brochures are reminders that consumer education information is available.

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