CAREER GUIDE
school district? Better health of Pennsylvania School of Medicine. “No Anything that can
care? If you cannot make your one is expected to know everything.”
go wrong might.
comments relevant to the audience, Don’t say anything you don’t want to see
Finally, it’s important to know things can
they won’t get used. in print or on the 6 p.m. news, and don’t let
go wrong no matter how good a job you
Jessica Utts of the University of interviewers put words in your mouth.
do. The story could turn out to be unfair
California-Davis, said she tries to “translate You can’t control the interviewer’s ques-
or inaccurate. If it does, bite the bullet
technical information into something the tions, so focus on controlling your answers.
and don’t call the journalist or editor to
public can understand.” Anything you say in an interview can be
complain. It’s a bad idea to get into an
quoted, even if it originated with the inter-
argument with someone who buys ink
viewer. For example, a journalist may ask
Use examples to clarify
by the barrel or videotape by the mile.
you if you have problems with the meth-
Once the journalist files her story, it
and explain. odology used in a study. If you repeat what
goes into the system, to the editor, the
Our media experts have varying opinions
was said, or even deny it, you can be quoted
copy editor, and so on. Any of those
about using examples or analogies in inter-
as talking about questionable methodology.
folks can change the story without
views, although most of them voted a quali-
Instead, answer the question by making a
checking with the journalist. The head-
fied yes to the use of these tools. Some said
positive statement about the study or some
line writer can change the whole focus
the wrong example can seem to trivialize an
aspect of it. Additionally, it’s important to
of a story with the headline he writes,
issue that isn’t trivial, while others feel talking
remember that the interview is not over until
or the producer can cut the story and
to the journalist’s audience is not much dif-
it’s over—until the phone is hung up, the
change its meaning.
ferent than teaching statistics to nonstatistics
cameras or mikes are off, or you’ve left the
Bottom line: There are no guaran-
majors. While journalists welcome the kinds
building. You have to be disciplined enough
tees, but your best chance of having a
of examples that help illustrate a difficult
to not get pulled into discussion after the
good outcome is to be prepared and fol-
point, you probably have to use your judg-
fact because it could become the story.
low the guidelines above. Good luck! ■
ment in each case. According to Bialik, he
“If you wouldn’t write it and sign it,
wants experts he interviews to have “the abil-
don’t say it,” said Earl Wilson, former Red
ity to put their findings in terms accessible
Sox pitcher.
to a general audience, including providing
analogies and examples.”
“Yes, it is helpful to use an example,
which can clarify how the statistical issue/
result is directly relevant to people’s lives,”
said David Dunson of the National Institute
of Environmental Health Sciences. “It makes
things more concrete.”
If you don’t know, say so.
If the topic of the interview is out of the
scope of your experience or responsibility,
your best bet is to politely decline and, if
possible, direct the writer to someone who
may be able to help. Once you’re into the
interview, don’t speculate or talk beyond
your expertise, and remember that opinions
are not facts. Some journalists will try to get
you to answer a question even if you don’t
feel qualified, but the majority of good jour-
nalists will accept your refusal to answer. In
fact, Bialik cited the following as a desirable
quality in an expert: “Honesty when they
can’t speak with expertise about the issue”
being addressed.
“If you’re asked a question to which you
do not know the answer, don’t be afraid to say
so,” advised Susan Ellenberg of the University
SEPTEMBER 2008 AMSTAT NEWS 45
SEPTEMBER AMSTAT FINAL.indd 45 8/20/08 2:27:04 PM
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