As a woman physician it is likely that you will be considered an expert on a topic that is being heavily reported in the news.  Local media may call you to do an interview for an article on that topic.  This is a very important opportunity both for women physicians and your personal career.  You can use this opportunity to teach them about a specific practice area, to talk about new research, or discuss legislation affecting your practice and patients.  You want to accurately represent your area of expertise and educate the public about the specifics.  Topics in health care reform can be confusing so this is your chance to explain why it is important.  

AMWA is actively recruiting members for our speakers’ bureau in order to respond to reporters’ inquiries quickly and efficiently, matching the appropriate expertise with each reporter.  Please contact associatedirector@amwa-doc.org to indicate your area of interests and willingness to become a spokesperson for health care issues.

 
AMWA is providing the following tips to help you become more 'media savvy':
 
1. Understand the pros and cons of being interviewed in the media.  Members of the media know why they want to interview you.  Why do you want to be interviewed?  As a woman physician you are in a unique position to represent both yourself and your profession.  Media is a critical tool for educating the public about important health care issues.  Interviewing can also give you the opportunity to promote your own work or research.  Proper preparation for a media interview can increase public awareness and understanding about a particular issue relevant to your work.

2. Understand the media.  The journalist aims to write a compelling story that will illustrate a balanced look at both sides of an issue.   As a woman physician and AMWA member, your job is to articulate the information you want the audience to understand.   

Steps for the Interview Process

1. Know which interviews to turn down.  You do not have to accept every interview you receive.  Carefully consider whether the interview will compromise you in any way and if the interview falls in your area of expertise.  If you know someone who may make a better spokesperson on a topic, check with them and refer the media to them or associatedirector@amwa-doc.org.    

2. Know your message.  Before you start an interview, know exactly what you want to say.  Use AMWA's position papers and your own patient encounters to prepare five talking points and work them into the interview answers.  Write them down, anticipate the questions you will be asked and practice responding with your talking points in a few different ways.  Producers and editors are looking for sound bites that summarize your points so state your conclusion first followed by your supporting evidence.  You may only have 30 seconds to make your point.  Stories from your personal practice are more memorable than statistics but both are good forms of evidence.  

3.  Prepare for challenging questions.  Anticipate questions that are intended to spark debates and carefully prepare your answers.  If you are asked these questions then handle them in calm manner.  If there is a question you are not prepared to answer then offer to get back to the reporter.  It is important you provide accurate information.

4.  Preparing for the interview.  When you receive the initial call from the media outlet, request the journalist's name, name of the media outlet and interview topics.  Verify the media outlet is one you feel comfortable with and the topics are within your area of expertise.  If you are uncomfortable with the media outlet, politely say "No, thank you".  If you are uncomfortable with the topics politely refer them to AMWA so we can help them find someone who is comfortable speaking on these topics.  Occasionally there are opportunities for a pre-interview allowing you to practice your answers and identify areas where you need more information.  Whenever you can supply new facts, insightful information and a fresh perspective you become an asset to the media.

5. Take Precautions.  When talking to the representative make sure to indicate how you would like to be referred to.  Don't say anything you are uncomfortable with being printed.  Assume all conversations are "on the record."  Be organized and confident about how you want to be quoted.  Don't be afraid to say "I don't know" when a topic is outside of your expertise or knowledge.  Write down the issue in question and offer to follow up with the reporter.  Reporters may ask you to speculate on preliminary research findings.  Cautiously explain it is difficult to draw conclusions from research that is inconclusive.  Before the interview, determine if there are any parts of the interview that are controversial or easily misinterpreted.  During the interview, emphasize to the reporter how important these areas are.  Assert the fact that your information may be inaccurate if stated another way. Offering to read a story or quote to check for accuracy may be helpful but is seldom accepted unless the reporter is dealing with highly complex information.       

6. After the interview.  Keep a record listing the name of the journalists, his or her affiliation, the story idea and the telephone number.  Ask the journalists if you can contact them with more information however do not contact them unless the information is truly important.  Request that a copy be sent to you or make a note of the expected release date so you can buy the publication.