Like pharmacists, reporters have busy schedules. Most work long hours and have very tight deadlines. Although there are exceptions to every rule, most reporters are honest and dedicated. All are driven by the desire to dig up and report the truth.

Even the most seasoned media expert can have a bad experience. Sometimes they are misquoted or hounded by the media for a story. Other times they have seen their messages distorted to sensationalize a news story. These situations can be avoided if you use the following simple checklist.

- Be Accessible: Make yourself available to talk to the media. Designate additional spokespersons in your pharmacy who are knowledgeable and trained to speak on everything from over-the-counter medications to the latest drug on the market.

- Be Prompt: Always return reporters' phone calls. They are most likely working on a deadline.

- Be Honest: Always tell the truth; it is one of the best ways to demonstrate your credibility. If you don't have an answer, tell the reporter you will find out the information and call him/her back. Then do it.

- Be Knowledgeable: Stay on top of the latest news in pharmacy and health. If you don't, the reporter may not consider contacting you for future stories.

- Be Helpful: Be a good source before a good interview. Providing background information is as important in your relationship with the media as delivering a good quote in an interview.

- Be Reliable: When you make a commitment, follow through. If you offer to fax information to a reporter or promise to call back at a certain time, make sure you do.

In most situations, it is better to be prepared, than to find yourself at a disadvantage because you didn't have all the facts at hand. The same applies to media interviews. Know the rules.

• assume that everything you say in an interview can and will be quoted

• inquire about the subject matter of the interview beforehand

• ask if others are being interviewed (are they in support or opposed to your position)

• prepare your key messages before doing the interview

• speak in plain language - avoid using clinical terms that the public doesn't understand

• support your argument with facts

• pay attention - be a good listener and answer the questions

• ask the reporter to clarify the question if you do not understand it

• maintain eye contact with the interviewer

• pause between thoughts and speak slowly and clearly

• focus your attention on the interviewer

• ask that the interview be "off-the-record" - this is not advisable and a risky move

• attempt to answer a question you don't understand

• ever speculate or answer a hypothetical question

• ever say "no comment" - this is a sign of avoiding the issue

• repeat negative words from a question in your answer

• move in your chair during an interview or play with an object - this is a sign of unease

• look at the camera.

Before agreeing to a media interview, you should ask the reporter a number of basis questions.

What is the purpose of the interview?

What is the focus of your story?

Who else are you interviewing?

What is your deadline?

How much time do you need to do the interview and is it live or taped (if radio or TV)?

Could I fax you background information?

What is your name, media outlet, telephone and fax numbers so I can get back to you?

If you want the journalist to report what you want, control the situation. The bottom line...know your message and stick to it. Use the following checklist before developing your message.

- Define your goal - What do you want to say? Do you want to position yourself as a respected and valuable member of the health care team and change the old stereotype that pharmacists pour, count, lick and stick? Do you want to shift the discussion of a particular issue and link it to a concept such as patient counseling?

- Determine your position - Where do you stand on the issue or subject? The majority of the time, a reporter will ask you this very question. Be prepared. Develop five or six sentences (30 seconds) which provide a background or summary of your argument. You may want to use the Issues Management Tool in the Appendix, to define your issue and weed out any messages you do not need.

- Know Your Message: You can deliver your position more effectively if you break down your position and develop between one and three straight-forward key messages. Keep the language simple and avoid jargon. Make your message more newsworthy by highlighting a unique aspect of your program, initiative or issue.

- Create Quotable Quotes: Reporters like to work with sound bites, particularly radio. A sound bite is a 10 to 30 second snippet of information that is used as a quote in a news story. How you communicate your key messages is therefore important and can make or break a news story. Think of your message as a 10-second "sound bite". Every second counts. Make it brief and memorable.

- Use the 5 W's : A message or quote usually answers one or all of the 5 "W's".

• WHO: will benefit, is responsible
  

• WHAT: is the issue, is new and significant, will the action accomplish
  

• WHERE: will the action take place
  

• WHEN: will the action take place, can results be expected
  

• WHY: is the action taking place, we are or need to take action

Back up your key messages with facts: Use statistics, clinical or scientific data and case studies to back up your messages. This will add credibility to your argument and increase your chances of being quoted.

Your body language and appearance, is often as important as the words you use to deliver your message. Keep the following verbal and non-verbal cues handy as you prepare for interviews.

• Pace yourself, speak clearly and slowly and use plain, everyday language

• Pause between thoughts and sound honest, approachable, positive and relaxed

• Vary your tone, articulate and emphasize the words that are most important

• Maintain energy throughout your speech and avoid the classic "uh's", "um's" and "ah's".

• Speak too quickly, mumble or slur your words

• Speak in a monotone voice or in run-on sentences

• Sound defensive, negative, hostile or arrogant

• Use professional jargon

• Pay attention to your gestures, facial expressions and posture

• Maintain eye contact with the interviewer and smile when appropriate

• Sit up straight and lean slightly forward if you are seated

• Keep your feet flat on floor or cross your legs with the knee towards the interviewer

• Swivel in or grip the sides of your chair

• Look at the camera or shift or close your eyes

• Fidget with your clothes or microphone or drum your fingers on your chair or table

• Slouch or lean over to one side or use sudden body movements

• Dress conservatively in navy blue or dark grey (men) or royal blue, red or green (women)

• Avoid white, it reflects light onto your face and provides too much contrast for the camera

• Avoid large, shiny jewelery or accessories

• Wear skirts long enough to cover the knees when you are seated (women)

• Avoid short-sleeved shirts, short socks and three-piece suits (men)

• Avoid busy patterns in clothing and open-toed shoes or sandals

• Wear lightly applied eye makeup, blush and lipstick (women)

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