This document provides media relations resources for physicians attending the Family Medicine Congressional Conference in May 2012. It includes contact information for two public relations strategists and an overview of AAFP's online media center. The bulk of the document outlines best practices for media interviews, including tips for print, radio and television interviews, as well as strategies for crafting clear messages and answering difficult questions. Physicians are provided with materials to help effectively communicate their viewpoints to reporters.

1. Media Relations
Resources
Family Medicine Congressional Conference
May 14-15, 2012
Leslie Champlin, Senior Public Relations Strategist
lchampli@aafp.org
800-274-2237, x5224
Amanda Holt, Public Relations Strategist
aholt@aafp.org
800-274-2237, x5223

2. Table of Contents
AAFP’s Online Media Center…………………………………………………………….. 3
Public Speaking Organization …………………………………………………………….. 4
Messaging Worksheet …………………………………………………………………… 5
Making Your Positive Points Worksheet …………………………………………………. 6
Building Powerful Answers ……………………………………………………………..... 7
Tips to Ensure Your Message Gets Across ……………………………………………….. 8
Bridging Language ………………………………………………………………………... 11
Answering Difficult Questions Worksheet ……………………………………………….. 12
Power Words ……………………………………………………………………………… 13
Print Interview Tips ………………………………………………………………………. 14
Radio Interview Tips ……………………………………………………………………… 15
Television Interview Tips ………………………………………………………………… 16
Follow-up Tips ……………………………………………………………………………. 18
Notes Page ……………………………………………………………………………….. 19
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3. AAFP’s Online Media Center - www.aafp.org/media
AAFP Public Relations provides information that is timely, accurate, and reliable – whether
it's background information, an interview with a family physician on a clinical topic, or
comments on AAFP policy.
The links on the left connect you to key AAFP media resources:
• News releases and statements;
• Media kits;
• Information about the AAFP and the specialty of family medicine;
• Bios and headshots of AAFP leaders;
• Special search function for AAFP policies and articles in AAFP publications;
• Contact us – direct contact information for each person on the AAFP PR staff;
• Charts and graphs that visually convey facts about the specialty;
• Multi-media resources – videos highlighting family medicine, b-roll footage ready for
broadcast, high resolution photographs, etc.
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4. Basic Public Speaking Organization
Excellence
“…The thread that runs through every form of excellence is this. Above all else, excellence
requires that we submit ourselves to a high standard of performance and strive to achieve it.”
John Gardner
(Author, Cabinet Member)
Founder of Common Cause
The Monroe Motivated Sequence
Step One: Gain Attention
□ Quotation-Statistic-Anecdote-Startling statement
□ Reference to problem
□ Reference to audience
Step Two: Establish Need
□ Offer a clear, concise statement of need - (Use illustrations and/or specific instances to
give audience an idea of the nature and scope of the problem or idea.)
□ This is the central idea. (Use supporting materials, stats, testimony to drive point home.)
□ Tell them what you are going to tell them
□ Establish expectation. (Point out how the issue or problem affects the audience’s health,
security, etc.)
Step Three: Satisfy the Need
□ You provide satisfaction when you clearly present the information and your purpose for
taking their time. “Wow, I’m glad I came. I didn’t know that before.”
□ Initial Summary: State in advance what your main points are.
□ Discuss in order the information for each of the main points.
□ Final Summary: Tell them what you said.
Step Four: Visualize the Need Satisfied
□ Primary strategy in persuasive speech is to project your audience into the future and
accepting or denying your proposals.
□ In informative speeches this step may be sued to suggest the pleasure that may be gained
from this knowledge.
Step Five: Ask for Action
□ Describe the expected results of action
□ Describe the consequences of inaction.
□ Urge further study, make contributions, actually do something about your speech.
□ Have a clear, specific action to take. Just “do something” only frustrates.
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5. Messaging
Select three essential messages for your interview. With complicated information, there are many
messages and points to share. By crystallizing your argument into a few key messages with
supporting evidence, your main point will be clearly understood and not lost in an overwhelming
amount of information, numbers and background.
Message Outline
Message
One sentence
Talking Point 1
Supporting evidence, anecdote
Relate back to message
Talking Point 2
Supporting evidence, anecdote
Relate back to message
Talking Point 3
Supporting evidence, anecdote
Relate back to message
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6. Making Your Positive Points
Your goal for every interview is to convey your positive points across to the audience. As part of
your pre-interview preparation, list the positive points you plan to discuss.
Positive Points
1. ________________________________________________________________
2. ________________________________________________________________
3. ________________________________________________________________
4. ________________________________________________________________
5. ________________________________________________________________
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7. Building Powerful Answers
A reporter’s job is to tell a story. Move into “story mode” during your interviews to make it easy
for reporters to turn your message into a story.
How We Think
• Data
• Economics
• Factoids
• Reports
How Reporters Think
• Educate the Public
• Conflict
• Facts/context
• Damage
• Problems/Solutions
Attributes of Good Answers
• About people
• Benefits versus features
• Communications objectives
• Credibility
• Empathy
• Meaningful specificity
• Memorable
• No negative words
• Non-technical
• Packaged and bundled
• Power words
• Pyramid-like structure
• Story-like construction
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8. Tips to Ensure Your Message Gets Across
Speak in Sound Bites
Make your messages concise. Try to keep your thoughts and statements to 8-12 seconds for
television, 6-12 seconds for radio, and 25-35 seconds for print interviews. Think of sound bites
like word pictures that tell your story in seconds. Use short, pithy statements to summarize your
point of view.
Why use sound bites? In the case of broadcast, your interview comments will be cut apart in the
editing suite after your interview, and only portions of your answers will be selected for use. For
print interviews, using sound bites assists journalists in their efforts to translate (accurately) what
you said into the printed word.
Flags
Use flags to let reporters know when you’re about to hit a key point.
Flag examples include:
• The key thing is …
• The best part about …
• The most exciting element is …
• What’s most important is …
• Another thing to remember is …
Bridges
Use bridges to help you quickly get back to the message you want to share. Bridges also provide
direction for the reporter and drive your message.
Examples:
• Let me put this in perspective …
• What’s important to remember …
• What this means is …
• The real question is …
• That’s only a small part of the picture …
• I think the point you’re trying to get at is …
• That may be, but family physicians care about …
• That may be true, but today I’m here to talk about …
• Family physicians believe that …
• I don’t know, but what I do know is …
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9. Localize and Personalize
Localize and personalize to help ensure your messages resonate with your audience.
Personalize and Humanize
Find ways to personalize and humanize your information. Explain how the issue affects the
viewer or reader. Use a lively anecdote or personal story to bring an issue to life. Invoke emotion
and feeling to reach your audience in a more personal way.
Instead of saying simply, “We help people,” say “We help people like the family of four that had
so little money, they were forced to eat canned spaghetti for their three meals everyday. In order
to make sure the children and the parents had more balanced and healthy meals, we provided
enough money to help them buy vegetables, meats, fruits and other items to improve their meals
… and their health.”
Translate with Analogies
Analogies are also very useful in reaching the audience in a way they will understand. When a
builder says, “This will be 47,000 square feet,” few of us know how big that really is. But if that
same builder would say, “This would be 47,000 square feet, which is about the size of a football
field,” we know exactly what the builder means. Help your audience grasp the concept. Offer a
mental picture to help make complicated concepts simple.
Example:
Electronic health records will constitute the central nervous system of the New Model medical
office.
Localize
Know your audience and try to make your issue relevant to the community where the story will
appear. If you have facts, figures or statistics about the local market, use them in the interview to
help make the story meaningful. People want to know how this will affect them and their
community.
Example:
• Good: According to a survey by the American Academy of Family Physicians, one in
four doctors in the country will stop accepting new Medicare patients if nothing is done.
• Better: According to a survey by the American Academy of Family Physicians, one in
four doctors in California will stop accepting new Medicare patients if nothing is done.
• Best: Dr. Jones, a family physician in Los Angeles, Calif., is just one of the many doctors
who will no longer be able to accept new Medicare patients. According to a survey by
the American Academy of Family Physicians, one in four doctors in California will stop
accepting new Medicare patients if nothing is done.
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10. Simplify Your Language
Jargon
Jargon should be avoided at all costs. It is verbal shorthand and usually only people with your
expertise will understand it. Assume the interviewer and his/her audience does not understand
your technical language. Jargon is a sure fire way to crush a “wow” potential.
Examples of medical jargon:
• adverse event – side effect
• contusion – bruise
• ambulatory care setting – doctor’s office
• myocardial infarction – heart attack
• pulmonary embolism – clot in the lungs
• benign – not cancerous
• utilize – use
Acronyms
Also be sure to avoid acronyms. While some are very familiar to people, others are more
confusing. Saying the name in full often means more. Even though we know what CDC stands
for, saying “Centers for Disease Control and Prevention” helps send more of a message of what
the agency is all about.
Percentages
Avoid percentages when possible. There are three reasons a person should not use them. Take
“80 percent” as an example. It is better to say “about four of every five.” Percentages are
confusing to some people and by saying “four of five,” you do the conversion for them. Further,
since people think in pictures, saying “four out of five doctors would choose this treatment,” is
more effective. It puts a picture in our head that we can relate to. Finally, it is more personal.
Instead of talking about people or objects as statistics, this approach personalizes a statement.
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11. Bridging Language
1. … But the facts are…
2. … Here’s another way to say it…
3. … From my perspective…
4. … Here’s an even tougher question…
5. … I have heard that too, but the real focus should be…
6. … I would describe it differently…
7. … If I may, let me pick a more important point…
8. … Looking ahead…
9. … Let’s deal in reality…
10. … Let’s talk about something I’m even more familiar with…
11. … Let’s use another perspective…
12. … Opinions can differ, but I believe…
13. … Our goal is…
14. … That’s one view, mine is…
15. … The critical issue is…
16. … The question should be…
17. …What concerns me even more…
18. … What’s even more important is…
19. … Yes, but…
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12. Answering Difficult Questions
Once you have listed questions you find difficult to answer, the next step is to determine exactly
how you will answer them. Remember, after you acknowledge (not repeat) any negative
questions, you should be prepared to bridge to your positive points.
Difficult Question
________________________________________________________________________
________________________________________________________________________
My Answer
________________________________________________________________________
________________________________________________________________________
Bridge____________________________________________________________
Positive Point 1
________________________________________________________________________
________________________________________________________________________
Positive Point 2
________________________________________________________________________
________________________________________________________________________
Proprietary, Legal, Confidential Questions not to be discussed:
________________________________________________________________________
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13. Power Words
Aggressive New
Attack Powerful
Candid Prevent
Clear Prioritize
Crucial Protect
Critical Proud
Defend Purposeful
Detect Responsible
Deter Sensible
Different Simple
Direct Sincere
Emphasize Strong
Empathize Surprised
Energize Tender
Exciting Tough
Fascinating Truthful
Forceful Unique
Important Unusual
Legitimize Urgent
Necessary Valuable
Needed
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14. Print Interview Tips
• When a reporter calls, ask immediately what story he or she is working on. What’s the
concept?
• If you are asked several questions at once, identify the question you are answering.
• Don’t get upset if your quotes don’t appear. Space is limited.
• Provide brief answers and speak slowly so the reporter can absorb and understand what
you are saying.
• Be prepared for a longer interview than was requested.
• Try to get relevant facts and statistics beforehand. It will help you and will give the
reporter an additional source.
• Take time to educate the reporter — he or she probably doesn’t have a medical degree.
• Don’t say “no comment” or go “off the record.” Either give a complete answer or say,
“I don’t know but I will find out and get right back to you.”
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15. Radio Interview Tips
• Use anecdotes and analogies. Good radio communicators paint “word pictures.”
• Be prepared for a small studio and many distractions — ignore them, stay alert, keep
your mind on the topic and your eye on the host.
• Avoid pauses when answering questions in live radio interview. Silence on the radio
suggests confusion. (It’s okay if there’s a pause after your answer; then it’s the host’s
responsibility.)
• It’s okay to refer to notes, but do not read directly from them if possible. Be careful not
to rattle the pages — radio microphones are sensitive.
• Remember that all the sincerity and enthusiasm that you are trying to communicate must
come through your voice. Smile!
• Use the host’s first name occasionally. In a call-in show, use callers’ first names, too.
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16. Television Interview Tips
• Arrive early.
• Ask to meet the interviewer and the producer to discuss the line of questioning.
• Let them know your general philosophy but don’t give too much away.
• Be careful about what you say at all times; microphones are all around, and they may be
live.
• Relax and ask questions.
• Expect to feel a bit nervous.
• Check yourself in the mirror just before going on; if makeup is offered, accept it.
• Don’t get sidetracked — ignore distractions.
• Concentrate on looking at the host or whoever else is talking; don’t look at yourself in a
monitor while you’re on the air.
• Answer directly with “yes” or “no,” “that’s true” or “that’s not true,” or other
appropriate phrases then add additional information.
• Humanize yourself — talk about people and patients, not percentages.
• Smile when appropriate.
• Use first names.
• Be informal and conversational; use short words and simple sentences.
• If you are interrupted by the host or another guest:
 Stop, listen, then pick up with “As I was saying...” and finish with “Now, what was it
you just asked (said)?”
 Ignore interruption, finish answer, then say, “What was it you just asked?”
 Allow interruption and respond to it but only if doing so is to your advantage, such
as giving you an opportunity to clarify a point you were making)
 Stay cool.
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17. Television Dos and Don’ts
Do
• Sit with legs together or crossed at knee (women: don’t cross legs if skirt is short).
• Sit up straight and lean slightly forward in chair.
• Use moderate (but not too broad) gestures.
• Look interested, smile when appropriate.
• Hold your head level.
• Keep hands folded on lap or arms of chair.
Don’t
• Fold your arms or make fists.
• Fiddle with papers, pen, pencil, clothing, jewelry or hair.
• Slouch, rock or swivel in chair.
• Be overly casual/gesture wildly.
• Frown or smirk.
What To Wear
Women
• Solid, bright colors are best.
• Avoid all white, cream or black.
• Avoid busy prints.
• Avoid shiny materials.
• Avoid very shiny or heavy jewelry.
• Avoid scarves, unless you are very good with them.
• Apply your makeup like you normally do; avoid bright or dark lipsticks and anything frosted.
Men
• Solid suits in gray or navy.
• Solid shirts, avoid bright white.
• Avoid ties that are checked, hounds tooth or complicated patterns.
• Powder your nose, forehead and/or bald head with a translucent powder to reduce shine.
• Shave.
Both
• Do not wear sunglasses or photosensitive lenses.
• If you normally wear glasses, wear them during the interview, but tilt them slightly down to
avoid glare.
• Wear dark socks.
• If seated, make sure socks are long enough to cover your calf when your legs are crossed.
• Keep a nice shirt and jacket in your office, just in case.
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18. Tips for Follow-Up
• Offer to check facts (though do not ask to “approve” the piece before publication).
• Write a note to the journalist if the article is good
• Call the journalist if the article didn’t appear correctly or you were misquoted.
• Offer to discuss other topics that may be pertinent to the reporter’s beat.
• Send new information on the subject as it becomes available.
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19. Notes
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