Monday, November 10, 2008

I'm going to be on Television...Now What?

I have provided public-relations services to plastic surgeons and other aesthetic medicine practitioners for over 20 years. During that time, I have come to realize that if a surgeon (or any business owner) is thrown into an interview “hot seat” unprepared, he or she may just get burned.

As many will agree, not a day goes by without the appearance of a news report regarding a new-or sometimes old- surgical technique or a patient’s personal story in the local or national media. As aesthetic surgery continues to grow in popularity, the news media’s demand for reputable and well-prepared experts in the field will also continue to increase.

To ensure that you are among those to whom media representatives run for advice, you must make sure you are properly prepared for a television interview. Here are some tips to help you stay ahead of the competition and keep up with an ever-demanding news media.

Getting Started:

Be an expert.
As a media resource, you must be the expert that consumers expect you to be. More than likely, you are being interviewed because you have exceptional knowledge and authority in a particular area or field. Therefore, a television interview is your opportunity to project yourself in a confident and professional manner.

As the interviewee, it is your job to provide viewers with expert knowledge and guidance about your area of expertise. The press, if used correctly, is an incredible tool that will help your practice grow at an incredible speed. If it is not handled properly, it will have the opposite effect.

Be selective. Some people who have the opportunity to appear on a television show are often dazzled by the prospect that in some miraculous way they will find fame and stardom. When my firm works with television shows in the entertainment industry, it is always our goal to create segments that will educate viewers and help them to perceive our clients as experts who can enable them to make better, more educated decisions about their surgical choices.

However, not all television shows will benefit your practice or are worthy of your presence. If a program is seeking a “freak show” element, or something overly sensational, we will often decline the interview.

Have a clear plan. To ensure that you are able to educate the audience efficiently, you must understand the reasons why you are being interviewed. Make sure that you and the show’s producer have clearly established what will be discussed during the interview.

Determine in advance three to six clear points that you would like to convey, write them down, and plan to include them during the interview. If possible, give the reporter a list of your key points in advance. Having a clear plan will help you keep your objective during the interview.

Do your homework. Take advantage of any time you may have before the interview, and do your homework about the show on which you are about to appear. If possible, watch the show and learn the format. This way, you will be able to anticipate how long your interview will last as well as how much time you will have to get your key points across.

While watching the show, you should be “preinterviewing” the interviewer. Get a feel for the reporter’s interview style and how he or she asks questions. This will guide you in knowing how to format your response to each question you are asked.

Also, by viewing the show before the interview, you will be able to see whether the interviewer tends to be aggressive so that you will not be caught off guard during the interview. For instance, Ellen DeGeneres always plays some kind of word game or mind game with guests who appear on her program.

Prepare your responses beforehand. To better prepare your answers for the interview, pretend you are the interviewer. Anticipate the questions that he or she may ask you about the topic, and decide how you will respond.

Pay close attention to potentially sensitive areas. Anticipating these areas will prepare you for opportunities to finish a negative question with a positive answer. You do not have to be afraid of mentioning the negatives, but always stress the positives.

Practice, practice, practice. Once you have predetermined the questions you might potentially be asked, there is no reason to enter an interview situation “cold turkey”. Take whatever additional time you have before the interview, and rehearse.

Although you may be confident about the key points you would like to communicate, you may find yourself out of your comfort zone once the lights flash and the camera starts rolling. Rehearsing with a friend or a colleague and having him or her ask you questions will better prepare you for the actual interview.

While rehearsing, be aware of answering questions too technically. Remember, as an expert in your field, your overall goal is to educate the audience-in this case, the general public or the consumer. Although you have a complete understanding of what you are explaining, remember that this is news to the viewer. Speak clearly, and define what you mean. Avoid using medical jargon whenever possible, and try to use words that will simplify your message. You don’t want to confuse the audience in any way.

Your message is not only what you say, but how you say it. Therefore, practice responding to questions in front of a mirror. Pay close attention to your facial gestures as you talk, as well as your hand and body movements. What you think looks natural may come across as awkward and may be distracting to the audience during an interview.

On with the Show

Dress appropriately. After doing your homework, you are ready for your interview. Before you leave for the studio, make sure you are dressed appropriately. You are being looked to as an expert in your field, and you need to look the part. Dressing appropriately will help the audience take you seriously.

If you are being interviewed in a television studio, dress professionally. Stay away from busy ties and bright clothing, which may distract the audience. The best clothing choice for men during a television interview is still a conservative blue or gray suit and a light blue dress shirt. Women should wear a similarly conservative suit or dress.

I also suggest that you bring an additional change of clothes. One of my clients spilled coffee down the front of his shirt while waiting in the green room of NBC-TV’s Today show minutes before he was due to go on. Luckily, he had a fresh shirt with him that he could easily change into. Also, men should be shaved and have a good haircut.

If you are being interviewed in your office instead of a television studio, you should dress like the surgeon that you are. Generally, you should wear your lab coat (preferably with your name professionally silk-screened or embroidered on it) or physician scrubs. Although you may think this is your one time to shine and would like to wear your new designer suit, that would look unnatural-except during a consultation interview.