Healthcare company executives are frequently called upon to speak with media about issues pertaining to their organization or the state of the industry in general. These interview requests can arise as a result of a crisis situation, part of a planned PR campaign or because they have availed themselves as media resources. Regardless of the reason the media called, an executives’ ability to respond effectively is critical.

Following are 7 tips to keep in mind the next time you speak with the media:

1. Make sure you are knowledgeable about, and comfortable with, the topic the reporter would like to interview you about. Review materials and notes to get specific facts or figures that can enhance the story. Make sure your public relations agency or company communications department provides you with an overview of the questions to be asked so you can be prepared.

2. Prior to the interview, select two to three key points you want to make and say them at least once or twice during the interview. That way, when the piece is produced there is a greater chance of your key messages being included and kept intact.

3. Think before you answer a reporter’s question. Avoid saying the first thing that comes to mind. If you need to, ask the reporter to repeat the question to make sure you heard correctly.

4. Don’t hesitate to steer an interview back on track. If the reporter seems to be missing your point, or veering onto another topic out of the area of your expertise, it is up to you to steer the conversation back to the subject at hand.

5. If you don’t know the answer to a reporter’s question don’t hesitate to say so. Just tell them you will find out the answer and will contact them with the information as soon as possible.

6. Use layman’s terms as much as possible. The reporter may not be familiar with medical terminology or jargon, and the audience the reporter will be communicating to is almost never familiar with even basic medical terminology.

7. Never, never go “off the record.”

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