CAREER GUIDE
A r
or
e You Media Shy…
Media Savvy?
Rosanne Desmone,
ASA Public Relations Specialist
W
hile many of the people I’ve
quoted below, while others are incorporat-
worked with would sooner have
ed into the text. One of the journalists who
several teeth pulled than do a
uses our experts list fairly frequently is Carl
media interview, others take to the process
Bialik, The Wall Street Journal’s Numbers
like a duck to water. The basic difference
Guy. I asked Bialik what he was looking for
between the two attitudes seems to be the
when he spoke with an expert and included
individual’s confidence in his or her ability
his answers in the sections below. Bialik also
to control the interview. They would rather
said he wanted an expert willing to give
run the other way than get involved in a
an overall assessment of the statistical rela-
situation where they might be misquoted or
tionship or statistical techniques used in a
misrepresented. The good news, however, is
paper he’s covering, rather than addressing
that every media-shy person can become
a few minor quibbles … the big picture, so
media savvy with a little knowledge and
to speak. In general, this is a good point to
practice. You can learn how to be more in
remember for every interview.
control of an interview and to understand
Below are some guidelines to help you
what the interviewer wants and needs.
become a media savvy interviewee.
Sir Laurence Olivier attributed his suc-
cess to two things: the confidence to per-
Respect deadlines, but buy
form and the humility to prepare. some time to think.
Six months ago, the ASA unveiled its
The first point on Bialik’s list of what he
Media Experts Program, and we have had
looks for when he speaks to an expert is
good feedback from the media who have
“awareness of the importance of deadlines.”
used it. Some of our experts have had a
That said, however, if you’re asked to do an
great deal of media experience, and I asked
interview, buy a little time. Ask what the
them for their best advice on doing media
editor/writer wants to discuss, and don’t
interviews. Some of their comments are
do the interview until you can think about
SEPTEMBER 2008 AMSTAT NEWS 43
SEPTEMBER AMSTAT FINAL.indd 43 8/20/08 2:27:04 PM
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