Media Tips and Points for Lung Cancer Advocates (Part 2)

Read about the value of media training for lung cancer advocates in Dusty's article Media Tips and Points for Lung Cancer Advocates (Part 1).

You are the expert of your own story

• Your talking points are not scripted unnatural monologues. Your talking points should be two, no more than three points you want to make about lung cancer. These points should be important to you as well as important to the audience...something people need to know that, frankly, without talking to you they would otherwise not know.
• Do not expect the reporter to know ANYTHING about lung cancer. If you rely on the reporter to ask the right questions and make your points, you will be sorely disappointed. You could do more harm than good. Understand that an informed, prepared advocate can quickly pivot an interview with an unprepared/uninformed reporter in a decidedly positive manner.

Remember...it's your story to tell

• It’s your story. You are the expert! You may not realize it, but you have earned a PhD, because of your “Personal history of Disease.” Be confident.
• Be comfortable with your talking points. Write them down. Practice saying them, to yourself, out loud, until you are comfortable. Gently, weave your points into the discussion. Do not read them out loud during an interview. But glance at them, if necessary and possible, to keep yourself focused.

Be prepared and come equipped with knowledge

• In addition to the essential story-telling skills, advocates should understand practical tips to help them prepare for and make the most of media opportunities. For example, advocates need to know what colors to wear on TV and to avoid all patterns. Do not wear jewelry that may click against the microphone.
• Understanding the process will help build your confidence and reduce potential stress. Advocates can practice variations in storytelling, such as an elevator speech versus a full-length feature story. Be comfortable sharing both.
• Reading articles about media training will empower advocates to confidently share unified messages about early detection, comprehensive biomarker testing, compassion, and most of all, hope. As empowered lung cancer advocates, hope is the main message we want to impart to others. The fact that you are still breathing makes you a living testimony to that fact.

Understand the logistics of how the media operates

• Television appearances may seem intimidating at first. Relax. Be confident and effectively make your point(s), rather than simply allow the interviewer to focus on irrelevant, off-topic subjects. If you stumble on your words during live TV, it’s OK. Just correct yourself and keep going.
• Understand the importance of being concise and how little time is usually allowed. Also, understand that you can say a lot in 60 seconds.
• Understand the basics of the news cycle, how breaking news can call off planned interviews. Don’t take it personally if your interview is postponed due to breaking news. Likewise, if your story was scheduled to air on a certain date and it does not due to breaking news, be patient. But, also, be relentless with the reporter. Don’t let them forget about you!

Keep it concise, but powerful

• Know the importance of responding quickly to media inquiries. Again, timeliness is everything!
• Develop two to three talking points before every interview and appearance and weave those talking points into your responses. Be ever ready with standard talking points for spontaneous interviews that may arise.

Further reading for media tips and training

• The Value of Media Training
• Do You Need Media Training? Yes. Here are 11 Guidelines.
• 3 Reasons You Need Media Training
• Media Training Case Study: Preparing The Experts
• Back to Basics: Media Training Never Goes Out of Fashion
• Tips and Tactics to Make Media Training Successful and Efficient