Media Tips

Mounting Media Awareness of Consumer Perspectives on Genetics
The Genetic Alliance works with science writers, journalists, and editors involved in print, radio and broadcast media, as well as with academicians involved with schools of journalism, in order to understand better the nature of the media and the issues surrounding science news. The goal of our collaborations is to enhance discussion, knowledge and understanding of the issues that are important to consider when reporting on genetic breakthroughs and their impact on individuals and society.

The Alliance's objectives in mounting media awareness of a broad range of consumer issues and perspectives associated with genetics research and testing are to 1) encourage inclusion of consumer perspectives in news and feature reports; 2) deepen public awareness of consumer issues associated with developments in genetics; and 3) encourage responsible media reporting in the genetic age.

People with genetic conditions are increasingly contacted by the media for their opinions or their stories. Numerous individual and family issues may be raised when stories become personalized. Below is a list of questions you might want to consider before you participate in television, radio or print media interviews.

Privacy
How will you, your child and immediate family members feel about media scrutiny?  

Could publication of information about you affect your employment or insurance or result in discrimination?  

Should you use your real names?

Would omission of your place of residence, employment or insurance company be beneficial or detract from the impact of the story?  

How will other family members feel to have private information about family genetic patterns made public?

Content
Ask for questions ahead of the actual interview so you can be prepared.

Can you request the right to review any of your quotations prior to their use?  

If photographs are to be used, can you request to see the final selection?

Are there any kind of language references which you wish to request be omitted?  

What should you tell to extended family members beforehand?

Reasonable Accommodations
Do you need a sign language interpreter?  

Would it be helpful if information is put on tape or in large print or Braille?

Will personal attendants and/or assistance with child care be necessary?

Will transportation and/or assistance with travel expense be needed?

Receiving a Call from the Press
As new "breakthroughs" in genetics emerge, more and more consumers are receiving calls to participate in interviews. While the idea of being in the news is often exciting, it also necessitates careful thought and planning. If you are unprepared, ask the caller more specifics about the story. Ask if you can call back in a specified amount of time. Then, sit down and plot out your response.

Preparing for an Interview
Prior to an interview it is important to carefully prepare your thoughts and remarks. It is important to have a sense of how long the interview will be and to prepare accordingly. If the interview will be short, make sure that your responses are clear and concise. If it will be lengthy, be prepared to elaborate on the questions. It can be helpful to have a written outline of the information you would like to cover and to which you can refer during the interview. You can also ask the reporter to give you examples in advance of the type of information that will be requested. By anticipating key questions and composing concise answers, you can be better prepared. It is advisable to decide on 3-5 basic points that you want to get across and to repeat the message in different ways. If one of your aims is to provide information about your organization as a follow-up to the interview, ask the reporter to insert a "for more information" statement at the end of the report that lists the organizations address. In a television interview, ask the producer if it is possible to put the address of your organization on "character generator" so that it can appear on the screen during breaks or at the end of the program.

Remember, due to lack of knowledge, there are many misconceptions about what it means to have a genetic condition or to be "at risk". It is important for consumers to help dispel these misconceptions when working with the media. It is always appropriate to clarify a question or response if you feel it does not adequately reflect what you want to communicate. It is also appropriate to point out what appears to you to be a misconception or bias. Taking time to dispel misconceptions will be helpful in educating both the reporter and the public.

Rehearsing Responses
Rehearsing answers to anticipated questions ahead of time can help to avoid tongue-twisters and complicated sentence structures which may confuse your message. Sometimes having a friend, family member or colleague ask the anticipated questions and provide feedback on your responses can be helpful. While rehearsing responses may be useful, it is also important to allow yourself to be natural and spontaneous.

During the Interview
Working with the media can be an interesting and enjoyable experience, especially if you can allow yourself to feel relaxed. The motto "just be yourself" is one that is always helpful to remember.

When answering interview questions, take the opportunity to educate by explaining technical terms and concepts in easy to understand terms. Try to remember to avoid abbreviations or technical terminology that may be unfamiliar to the audience. Repeating the basic points that you want to get across in different ways can help to reinforce the message(s) that you would like to provide. In some situations, it may be necessary for you to guide the conversation and interview, especially if you begin to feel that the press person has a different agenda from what you expected. Always listen carefully to the questions that the interviewer asks you, give the questions thought, pause, and respond with the message that you feel is most appropriate.

Working with the Media--Helpful Hints

• Have talking points prepared before the interview. Stick to the message you want to communicate. Do not allow the interviewer to veer you away from your main purpose.
• Think through what the basic take-home message of your interview is and how to communicate it in a few sentences. Keep your answers short, to the point, and free of technical jargon. Answer the question in your first statement, and then elaborate. Do not be vague or evasive.
• Keep in mind that you can say "no" to a reporter if you do not want to talk about a particular topic.
• Do not become defensive even if the interviewer becomes argumentative.
• Be careful not to speak for someone else in your family or organization on personal matters and controversial topics: they can speak for themselves.
• Going public with a personal story can have implications for an individual's future and family. When speaking publicly about a particular condition or "risk status," be aware that you may also indirectly be providing personal information about other family members.
• Learn about the news organizations and reporters in your area. Know who covers what.
• Choose your words carefully.
• Do not assume that the media or the public knows anything about your condition or about genetics in general.
• Be prepared for distortions of comments to occur.
• Reinforce efforts to avoid words with negative, value-laden, or hurtful stereotypes (e.g., references to a victim of a tragic "genetic defect"). Remind the speaker/writer that language can be offensive and to use language that affirms all people.
• Be sure to acknowledge, in writing, reporters who you think do a good job.

You Don't Have to Know Everything!
If you feel uncomfortable with a question, or if you are unsure about an answer, it is always best to be honest about your feelings or simply say, "I do not know."

What Does "Off the Record" Mean?
A statement that is "off the record" means that you do not want it to be quoted or printed. It is important to clarify with the reporter whether they will honor your request that certain information be "off the record". If so, be sure to let them know what is "off the record" prior to speaking. The best policy is to utilize "off the record" only with reporters with whom you have developed trust and rapport.

Evaluating and Refining Your Message
It is always helpful to evaluate your message in order to make changes in style and strategy. Developments in genetics may require a different outreach plan or efforts to reach a different audience. By taking the time to solicit feedback and critical analysis of your efforts, you can get a sense of strengths and weaknesses and work to improve the message, the delivery or its reach.

Download our Tell the Media Pamphlet

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