Medical pundits
If you are keen to get your point of view across then it is wise to plan carefully what you want to say
You might be approached by the media – local or national newspapers, radio or television – to comment on a medical or professional issue. You are not obliged to say yes to an interview, but if you are keen to get your point of view across then it is wise to plan carefully what you want to say. If you want to make yourself available to the media in the future, you might wish to consider obtaining media training. There are many organisations that offer this – your trust's press office may be able to recommend one.
If the story relates to a local healthcare issue, it may be appropriate to inform your Trust about any media interest, particularly if it is likely that the trust will also be approached for a comment.
Another scenario where the press may want your expertise is through commissioning an opinion piece or feature for a medical journal.
TV and broadcast interviews
Example
You are contacted by a reporter from the BBC who is running a story on the recent outbreaks of clostridium difficile. He would like to record an interview with you about the rising rates of hospital acquired infection.
The MPS press office does not generally give specific advice on TV and broadcast interviews unless they relate to a case we are assisting with, but the following general points might be of use to you.
Do not respond to pressure from the reporter or producer for an immediate telephone interview
If you are approached to contribute to a programme, find out as much as you can about it before deciding whether to agree. You need to feel comfortable that what is being asked of you lies within your sphere of expertise and that the programme or publication is something you are happy to be associated with.
Before you agree to participate, you should ask the producer for an indemnity in respect of any claims involving you arising from the programme.
Take time to prepare yourself for the interview; think about the key points you would like to make, questions you may face and the answers you will give. If representing your hospital trust, it is very important that key messages are agreed with their press office.
Preparation is essential for getting your message across effectively. Do not respond to pressure from the reporter or producer for an immediate telephone interview. It is both sensible and reasonable to make sure you have time to collect your thoughts. Arrange to call them back when you have had time to prepare.
When giving the interview, take time to talk more slowly than you would in normal conversation. This will allow you to get your point across clearly and succinctly. Journalists may only use around twenty seconds of a pre-recorded interview in a clip.
Things to find out:
- What is the storyline or angle?
- Who is producing it?
- Who is the audience?
- When and where will it be broadcast?
- What are the questions they will be asking you?
- Who else will be contributing?
Top tips
- Make sure you are fully prepared before you speak and are clear on your key messages.
- Be concise and clear.
- Body language and good eye contact is as important as what you say in a filmed interview.
Opinion pieces and features
Example
You are contacted by the Features Editor of GP Newspaper. He would like to write a feature on the implications of the ‘best interests test’ set out in the Mental Capacity Act Code of Practice.
Ask to be given sight of the edited copy before publication to make any final corrections
Ensure that you get a clear idea of what is wanted. Before committing yourself, ask for a written brief to be sent or emailed to you setting out what is required – topic, specific issues to address, areas of particular interest. Also, word count and deadline.
Whether or not you are being paid to write the article, it is advisable to have a clear agreement with the publisher about your obligations to each other and, importantly, whether you will be retaining copyright or assigning it to the publisher. Remember to reference the work of other’s as appropriate.
Your article will be edited, so ask to be given sight of the edited copy before publication to make any final corrections.
Top tips
- Don't commit yourself until you know what the commission entails and are happy with the conditions.
- Negotiate a deadline that suits both of you.
- Insist on seeing edited copy before publication.
- Clarify copyright arrangements in writing from the publisher (preferably in a formal contract).
- Obtain a written indemnity from the publisher.