How to Talk to the Media:
A Resource Guide for Speaking Effectively with the Media
General Tips to Remember
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For your audience and community, HIV vaccine research can be confusing, diffuse, or sometimes boring. Help them see how the work of scientists and researchers could impact people’s lives and make a difference in their communities.
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Make it known to the public that there is a difference between HIV and AIDS, so do not use the terms interchangeably.
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Break down the information to as basic a level as possible. (Most newspapers write for people who can read somewhere around the 8th grade but for some the target is 5th grade). Make the message simple but not too oversimplified. Provide comparisons, especially if the issue is rather complicated.
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Assume you are speaking directly to your audience, not the interviewer (this will reduce the need for “translation” on the reporter’s part, and reduce the possibility of error).
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Avoid medical jargon including abbreviations and acronyms (with an exception to saying HIV and AIDS as they are part of common vernacular). Do not be overly wordy.
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Paint pictures with your words. Statistics, numbers and/or trends can help ground your facts, but compelling stories (especially those in the community) are even more helpful at getting people’s attention.
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If you inadvertently misstate a fact or offer incorrect information, do correct it as quickly as possible. Never fake an answer. If you don’t know the answer to something, be honest about it but offer to get back to the reporter as quickly as possible with the correct information.
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When you are interfacing with the media it is important to understand that nothing is “off the record.”
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Make the most compelling points first and then back them up with proof, background information and/or additional detail.
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Avoid speaking about how someone contracted HIV and instead discuss how the disease affects them, their community, their work and their family.
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You know your community best, and you know what messages it most needs to hear. Use the messages and ideas in this toolkit to tailor your plans to meet your community’s needs.
Interviewing Tips
Pre-Interview:
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Understand your message and anticipate tough questions.
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Prepare a few key talking points you want to get across during your interview.
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Role-play before the interview if possible.
For Broadcast Interviews:
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Dress in something comfortable yet confident.
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Avoid clunky, shiny or noisy jewelry or busy fabrics; this causes distraction.
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Repeat the question in your answer to capture the topic.
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If on camera, be aware of your body language
During Media Interviews:
Broadcast Interviews:
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Speak slowly, concisely and clearly.
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Interact with the interviewer and avoid speaking to the camera.
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Look the interviewer in the eyes; don't let your eyes drift to the camera, the ground or the ceiling.
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Avoid moving around; being too fidgety or, conversely, being a statue.
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Know that the cameras (and microphones) are always on.
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Be personable and don’t forget to smile.
Radio/Podcast Interviews:
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Use your voice to create variety and interest; don’t be monotone. Use inflection.
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Use notes of key points, facts, etc.
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Don't let angry or hostile callers fluster you.
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Avoid “ums” or “ahs.”
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Don’t use a cell phone or speaker phone; this will cause distorted sound or potential failed phone reception.
Print Interviews:
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It is common for a reporter to tape-record the interview for accuracy.
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Be prepared to have your exact phrase transcribed.
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Have prepared notes with you during your interview; It is perfectly acceptable to keep notes or other documents at your fingertips.
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Most quotes used in print news stories are no more than three sentences, so be prepared to have some of your quotes paraphrased and cut down for space.
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Offer to help fact check any quotes or details after the interview.
After the Interview:
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Immediately thank the reporter/producer for the opportunity.
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Be sure to get contact information; as well as provide your contact information once again.
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Follow-up promptly with any additional requested information.
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It is appropriate to ask when a story may be published/broadcasted and you may request a copy.
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Once the story is published/broadcasted, call and thank interviewer for his/her accuracy and be prepared to offer clarification if necessary.
Sustaining Your Vaccine Messages in the Media:
Keeping Current in the Conversation
Follow the News—and Comment:
Biomedical prevention research will certainly continue in earnest in the coming years, and as you have become well versed on the topic, your communities are likely to turn to you for interpretation of the news. Therefore, it will be important for you to stay on top of research as it happens and use announcements as opportunities to engage your constituents. You can do so by:
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Setting up Google news alerts to let you know when prevention research is in the news.
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Commenting on prevention research news (using the NHVREI platform) on your blogs, on Twitter, and on Facebook.
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Adding to the conversation in local newspapers by writing letters to the editor or op-eds about recent news (see our tip sheets on writing these).
Capitalize on Observance Days:
Throughout the course of our work together, NHVREI staff have produced a variety of media products—from drop-in articles to matte releases to blog posts—all of which include messages about HIV vaccine research. Whether you mark these days with events, blog entries or Twitter posts, consider using information about the importance of HIV vaccine research.
Make Use of Presentations and Events:
Your organizations will undoubtedly be talking about HIV/AIDS at community events and during presentations. We hope you will use these opportunities to continue to educate individuals about the importance of HIV vaccine research
Stay in Touch with Your Local HVTU and the HVTN:
Even after your NHVREI contract is completed, your local HVTU and the HVTN will continue their media outreach efforts, some of it in your area. When pitching stories to the media, it is often helpful to provide them with local experts, and your voices could be very important to reporters seeking a community perspective on HIV and prevention research. They can also provide you with useful information and data, should you require assistance.
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