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2007_Media_Backgrounders_Media Tips and Key Interviews

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					                       TIPS FOR MEDIA INTERVIEWS

DO YOUR HOMEWORK
   Know your audience. Know your interviewer. Know your message.

BE PREPARED
   Use facts, figures, and anecdotes. Anticipate tough questions. Rehearse.
     Rehearse. Rehearse.

FACT BEFORE OPINION
   Tell the truth. Don’t mislead. If you don’t know, say so.

GET YOUR MESSAGE ACROSS
   Prepare three key messages. Make your audience remember them.

SUPPORT YOUR KEY MESSAGES
   Journalists love examples. Give personal examples. Support your
    message with statistics. Cite other experts who share your viewpoint.

AVOID THE TRAPS
   Don’t repeat the negatives. Rephrase complex questions. Don’t be
     defensive.

BRIDGE TO THE POSITIVE
   Tell your story. Segue to your key messages.

BE HUMAN
   Stay away from professional and technical jargon. Treat the interview like
     a conversation.

K.I.S.S.
     Keep It Short and Simple. Speak in headlines. Stick to basics.


     REMEMBER, THERE IS NO SUCH THING AS “OFF THE RECORD.”




AAD Web site: www.aad.org
AAD toll-free information number: 1-888-462-DERM
KEY MESSAGES FOR MEDIA INTERVIEWS

Dermatologists are the physician experts in the diagnosis of skin, hair and nail
conditions and are specially trained to provide the highest quality medical,
surgical and cosmetic treatments.

The American Academy of Dermatology is a resource on thousands of skin
conditions.

Visit www.aad.org or call toll-free 1-888-462-DERM to:

      Learn more about a condition and treatment options

      Find a dermatologist

      Get more information about beneficial programs and services that
       enhance skin health, such as free skin cancer screenings




AAD Web site: www.aad.org
AAD toll-free information number: 1-888-462-DERM

				
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