When journalists interview doctors, they are looking for accurate, clear, and compelling information and quotes for their articles that can help them inform or engage their audience. Here’s a breakdown of what doctors should know to give journalists the best interviews.
The basic premise is that journalists need experts to quote in their articles to offer credibility and expertise. Before setting up an interview, journalists need to validate an expert’s professional qualifications to ensure that they are a credible source with the right credentials to speak on a specific topic. They are also seeking evidence-based insights. Information backed by research, clinical experience, or established medical guidelines is ideal.
Medical experts are advised to offer clear and accessible language in the explanations of medical conditions and related issues. Experts are encouraged to avoid using complicated medical jargon in favor of explanations that offer layman’s terms to ensure the audience can understand. Whenever possible, experts are welcomed to use engaging examples to help translate complex concepts into relatable examples or anecdotes to help illustrate points. Moreover, clear, concise and focused responses help avoid overwhelming the journalist or audience with unnecessary details.
Journalists are hoping that medical experts will provide timely, current and relevant information for their articles. If the topic is tied to breaking news or seasonal trends (e.g., flu season, COVID-19 updates), journalists are wanting the most timely and actionable insights. In cases of emerging trends or topics being discussed on social media, journalists are seeking information and perspectives on new research, innovations, or changes in healthcare policies.
Most importantly, medical experts are solicited for quotes. Towards this end, experts are counseled to offer memorable soundbites in their media interviews. Journalists are looking for compelling quotes that will resonate with readers or viewers. Experts are advised in advance of media interviews to prepare a few succinct, impactful statements in advance. Experts should avoid overly technical language or alarmist phrasing and aim for a tone that is authoritative yet approachable. Moreover, experts should offer practical advice, providing easy takeaways for the audience.
Medical experts offer journalists the information needed to provide simple guidance that helps audiences make informed decisions. Experts offer honest and transparent perspectives on medical topics, conditions and treatment options. Experts are advised to acknowledge when uncertainties exist, for example if there is a lack of conclusive evidence or ongoing debate on a topic, acknowledge it while providing context. This way journalists can write balanced and accurate articles. Medical experts are counseled to avoid overpromising points of view about medical outcomes. They should be cautious about making definitive statements on unproven treatments or speculative outcomes.
On a more practical level, medical experts need to be reliable and responsive to journalists. They need to show up on time for their scheduled media interviews and be well-prepared to discuss a particular topic with facts and resources. Moreover, journalists sometimes have follow-up questions or requests for clarification. Medical experts need to be equally responsive to these follow ups.
Lastly, medical experts are always welcomed to offer a unique perspective on a subject. Fresh insights are welcomed. Journalists are always seeking to write interesting, original and new articles on topics rather than writing generic, “same old, same old” stories. Moreover, if there are myths or common misunderstandings about a topic, addressing them can make your interview stand out.
By focusing on these aspects, medical experts can build trust with journalists, enhance the quality of the story, and establish themself as a go-to expert for future opportunities.