Managing Media and Community Q and A

The health care industry continues to be studied closely. Media, consumers and community members ask probing questions about insurance issues, rising health care costs and charity care, so more and more marketing professionals find themselves having to prep their spokesperson for the “dreaded” interview or question-answer meeting. However, these meetings can be the greatest form of communication for your organization, IF you know how to handle it. These tips will help you prepare press statements, help your spokesperson stay on topic and maintain control in an interview, or help you handle a crisis the media picks up on.

1. Be prepared. Understand the interests of your audience and anticipate the questions they will ask. Draft talking points and review them with your spokesperson ahead of time. He or she will be better able to respond accurately and with confidence, as well as become a much-needed resource for the reporter.
2. Avoid the deadly first question. Open with your own question by saying, “The first thing I am usually asked is …” and be prepared to answer your question in a positive manner.
3. Always repeat the question. It’s a courtesy to those who didn’t hear it and it provides added time for you to formulate a more clear and positive response.
4. Refuse to speculate or answer hypothetical questions. If you are comfortable, probe for the real issue behind the question and address that concern.
5. Turn close-ended questions into open-ended answers with transitional phrases. Answer yes or no and quickly transition with, “I should also mention …”
6. Don’t be led into a premise that is not correct. You can disagree politely and firmly. Correct the person’s information and then outline your position.
7. Answer one question at a time. If someone fires three or four questions at you, slow it down. Select the question you most want to answer and respond, “You asked several questions. I’d like to respond to your concerns about …”
8. Stay in control. Decide when you want to stop taking questions and end the meeting respectfully. Suggestion: “I see we are beginning to lose our audience, so I’ll take one more question. If you have additional questions, please see me after the meeting.”

For help preparing responses, media training or developing a strong PR plan, E-mail Lori A. Bruss, MEd, CHES, executive vice president, or call (866) 549-6848.