Rob Phillips has so much experience working with newsmakers that he makes it look easy! He's worked for several corporations and is now Director of Communications at LifeWay Christian Resources. When I interviewed Rob for a radio program, I liked how he's calm and authentic, yet passionate about his topic. Read and learn from this interview. Notice how some of his answers display his sense of humor.
Soundbite Coach: Rob, how did you get interested in working with the news media?
RP: I was working as a corporate speechwriter in 1989 when our company experienced a crisis. There was a major explosion and fire at one of our plastics facilities. Many people died and dozens were injured. I was pressed into media relations as a backup for the first wave of media specialists on the scene. I will never forget my first on-camera interview. It was with CNN, and I must have looked like a deer in the headlights. I did so poorly that, mercifully, the network didn't use any of the interview. I figured it could only get better from there. I was wrong. I found myself needing a police escort from a news conference after another operational crisis, and I witnessed a politician take over one of news conferences on a third crisis. But the experiences gave me an interest in understanding the news media and they taught me the importance of developing and maintaining good relationships with journalists who, even in rough times, are not out to get you; they're out to get the story.
SC: What is the hardest lesson you learned about news coverage?
RP: I'll never forget agreeing to hold a news conference after an investigation into a chemical plant explosion. I thought this would be viewed as full disclosure by a big corporation, complete transparency and a significant effort in befriending the otherwise hostile news media in this major metropolitan area. I had to make all arrangements long distance, and was not able to arrive until a short time before the news conference. My flight was late, and the rental car company decided to do a favor for me by upgrading me to a gold-trimmed Cadillac (as Dave Barry would say, I am not making this up). I arrived on the scene at the last minute, where a crowd of residents led by a local politician was waiting for me, as well as a full complement of news crews. Imagine how it looked for a corporate representative to wheel into this blue collar suburb in his gold-trimmed Cadillac. Needless to say, the news conference did not go well and I nearly got ridden out of town on a rail. Lessons learned: 1. There is such a thing as being too accommodating with the news media. 2. Don't make local arrangements with news media via long distance; get eyes and ears on the ground. 3. And by all means, don't accept upgrades from the rental car company!
SC: Those are lessons not often covered in a crisis media course. What do you like about corporate communications?
RP: Two things. First, the variety. At LifeWay, for example, we're engaged in everything from news and feature stories to social networking to crisis communications. There's never a dull moment. Second, I like the challenge of telling good stories in a way that journalists see as newsworthy and that our audiences want to share with others. With the social media, we're actually able to equip and empower our audiences to retell great ministry stories from LifeWay.
SC: You’ve been in charge of media relations for big companies. What is the hardest part for executives to get about working with the media?
RP: Seeing the news media as important conduits for reaching our audiences -- customers, suppliers, the general public, and so on. The news media often are seen as anti-business -- as an enemy that can't be controlled -- rather than as a vehicle for sharing news and information with others. Sure, some journalists either don't understand or don't want to understand business, and a few are hostile to capitalism. But at the end of the day, you still don't want to pick a fight with people who buy their paper by the ton and their ink by the barrel. Also, with the rise of cell phone cameras, blogs, Facebook, Twitter and other social media, anyone is now a potential reporter, so business leaders should forever get over the illusion that they can "control" the media. The only thing we can control as businessmen and women is how we speak and how we behave.
SC: How has working with the media changed since you entered the profession?
RP: The two biggest changes I have noticed have to do with deadlines and distribution. Because of cable and satellite communications, the Internet, and especially the social media, deadlines no longer run in 24-hour cycles. They're continuous. So media relations professionals need to respond quickly to inquiries from journalists. At the same time, the expansion of distribution channels has finally erased any illusion business leaders may have had of "controlling" the media. Anyone with an Internet connection -- or even a cell phone -- is now a potential reporter. So we need to make sure we speak with a consistent voice across our organization to customers, suppliers, journalists, and others. One final note -- corporations may benefit from Facebook, Twitter, blogs and other social media in addressing public concerns and correcting inaccurate reports. No need to wait for a letter to the editor or a retraction to show up. You can respond instantly and effectively through these channels.
SC: How does your organization monitor social media? Are you as concerned about what an individual may say on Twitter, for instance, as opposed to what a reporter may write in an article?
RP: We do monitor what the news media say about us, and we follow the social media as well. Obviously, we are very interested in comments about LifeWay and its people. If we've done well, we like to hear about it. If we've messed up, we want to know that, too, and act quickly to make things right. One of the nice things about social networking is that in many ways it's self-correcting. Someone who places a snide comment in a blog, for example, is often chastised by a more fair-minded reader who posts a rebuttal. Someone who tweets nasty comments often is responded to by users of Twitter with more gracious words. Sometimes all we have to do is sit back and watch. But if we feel the need to weigh in, we're able to do so immediately. The big question about engaging in social media when you're attacked is: Is it worth it? If it's a blogger with eight readers, you might give the blog undue credibility by posting a response. On the other hand, if it's someone with a significant following in the social media, you probably want to take part in the discussion.
SC: You are now an author (The Kingdom According to Jesus), giving interviews representing yourself, not an entity. Which is harder?
RP: For me, it's definitely harder representing someone else -- a corporation or ministry, for example -- than representing myself. The responsibility is greater because more than just your own reputation (and perhaps career) is on the line. But it's also rewarding to know you've stepped into a difficult situation, represented your organization well, and helped defuse a volatile situation.
SC: What have you learned as you promote your book?
RP: I'm never going to get rich as an author. Beyond that obvious lesson, I have learned that when you're "promoting" a book, it's better to talk about issues in the book that relate to people and their experiences rather than to talk about the book itself.
SC: What are some of the biggest mistakes you see newsmakers commit?
RP: First, lack of homework. By that I mean they agree to appear on programs or submit to interviews without knowing much about the reporter, the news outlet, the reporter's angle, the format, etc. Second, lack of preparation. They've got their talking points memorized, but they haven't taken the time to consider the questions they figure they'll never get asked. Third, lack of execution. When they're asked a question, they go straight to one of their talking points and avoid addressing the question altogether. Politicians do this a lot, as do many political consultants. That's why their credibility is so low. People hear them talk and say, "Hey, they never answered the question."
SC: What else would you like to add?
RP: One of the most important things for media relations professionals to understand is that there are at least three agendas in any news story. First, the news media's agenda -- why are they calling you and what do they want you to do for them? Second, your agenda -- what's best for you and your organization in this situation? And third, the audience's agenda -- why will they want to watch the evening news or read about you in the newspaper? And what will they think afterward? When reporters call, it's good to think this through before deciding whether to participate and, if so, how to participate.
SC: Rob, thank you for your time and your thoughtful answers!
Thursday, November 26, 2009
Saturday, October 31, 2009
Press Releases and Pitches
I have been getting lots of questions about press releases, so here's some advice. Yes, journalists still read press releases, but it seems pitches are made more often and press releases are part of the supporting material once an interview is booked.
Pitches come in the form of an email or a phone call. If a reporter wants more information before confirming, he or she will usually request the press release.
The great thing about writing a press release is that it can be re-purposed:
1. Use them as blog entries.
2. List them in the “Press” or “News” tab of your website—this is where journalists go to research your organization.
3. Print them out and put them in packets you send to potential clients and investors.
4. Link to them in the social media outlets you use, such as LinkedIn and Facebook.
Here are ways to make your press releases effective:
1. Keep them short.
2. Have an attention-grabbing headline.
3. Answer who, what, when, where, why and how.
4. Include a quotation from the newsmaker.
5. Have contact information prominently displayed.
6. Put a date on them.
7. Do not exaggerate—be as accurate as a textbook.
8. Do not call to ask if it’s been received—reporters hate this intrusion.
With newspaper, radio and television outlets reducing their staff size for economic reasons, producers and editors are looking for shortcuts. And that means in some instances, your press release—if well-written—may end up, copy unchanged, as a news story.
Pitches come in the form of an email or a phone call. If a reporter wants more information before confirming, he or she will usually request the press release.
The great thing about writing a press release is that it can be re-purposed:
1. Use them as blog entries.
2. List them in the “Press” or “News” tab of your website—this is where journalists go to research your organization.
3. Print them out and put them in packets you send to potential clients and investors.
4. Link to them in the social media outlets you use, such as LinkedIn and Facebook.
Here are ways to make your press releases effective:
1. Keep them short.
2. Have an attention-grabbing headline.
3. Answer who, what, when, where, why and how.
4. Include a quotation from the newsmaker.
5. Have contact information prominently displayed.
6. Put a date on them.
7. Do not exaggerate—be as accurate as a textbook.
8. Do not call to ask if it’s been received—reporters hate this intrusion.
With newspaper, radio and television outlets reducing their staff size for economic reasons, producers and editors are looking for shortcuts. And that means in some instances, your press release—if well-written—may end up, copy unchanged, as a news story.
Happy Halloween!
Don't be a spooky newsmaker! You can be treat to work with by:
1. Getting requested items to producers/editors ahead of the deadline.
2. Rehearsing your answers to typical questions so you don't get caught flat-footed.
3. Wearing the correct colors for TV.
4. Arriving at the studio early.
5. Having high energy and passion for your topic.
6. Sending a thank-you note after the interview.
1. Getting requested items to producers/editors ahead of the deadline.
2. Rehearsing your answers to typical questions so you don't get caught flat-footed.
3. Wearing the correct colors for TV.
4. Arriving at the studio early.
5. Having high energy and passion for your topic.
6. Sending a thank-you note after the interview.
Saturday, September 26, 2009
Meaty Questions
As a newsmaker or guest on a talk show, you want to have a list of questions for the reporter or host. You can reframe these as "talking points" if you like.
I recommend that you have a list and title it, "10 Suggested Questions." You don't want the reporter to think that you're doing anything other than suggesting a line of questioning. Some interviewers are so slammed, they will go straight down the list, asking each one in order. Others won't even look at your list. Some may pick and choose questions from the list.
When you come up with this list, put good questions on it. By that, I mean meaty questions or ones of substance. If you only put lightweight questions on the list, you lose credibility as a newsmaker. For instance, a non-meaty question would be, "Where can people buy your book?" or "Why did you write the book?" You are likely to be asked those questions anyway, so make your ten questions count.
I recommend that you have a list and title it, "10 Suggested Questions." You don't want the reporter to think that you're doing anything other than suggesting a line of questioning. Some interviewers are so slammed, they will go straight down the list, asking each one in order. Others won't even look at your list. Some may pick and choose questions from the list.
When you come up with this list, put good questions on it. By that, I mean meaty questions or ones of substance. If you only put lightweight questions on the list, you lose credibility as a newsmaker. For instance, a non-meaty question would be, "Where can people buy your book?" or "Why did you write the book?" You are likely to be asked those questions anyway, so make your ten questions count.
Friday, September 4, 2009
Confirmations
When you are scheduled to be on a talk show, most producers will send you some sort of confirmation. It may be a simple email with the time or date. It could be a fax that you have to sign and send back. At our show, we send an attachment and ask guests to read and follow the instructions. We include FAQ's. Even so, many people don't read this sheet. I can tell because they don't send the required information, or they ask questions answered in the document.
To give you an idea of what talk shows like to get, here's a modified version of what we send confirmed guests.
Congratulations! You are confirmed as a guest!
To ensure that you get the publicity you want on our website and to make sure our hosts can be prepared, please send the following at least TWO WORKING DAYS before your interview:
1. Your landline and backup numbers
2. Your headshot –preferably in a jpeg (also send book cover, DVD cover, etc)
3. Your bio
4. Your website
Due to our early morning shift, if we have not received the phone numbers 48 hours in advance, we will begin looking for a replacement for your time slot.
Note: Please do NOT send us to a website for these items—many times our corporate Internet will not allow us to access certain sites, then you miss out on having your photos on our website or on our TV broadcast.
If you’re scheduled during the TV simulcast (7-9 am eastern), and your interview is by phone, please send relevant photos and/or video to enhance your segment. Our pipeline is small, so send no more than three jpegs at a time. Mail the video so that it arrives three days in advance. Or give us a link to download video.
If you are scheduled as an in-studio guest, please arrive 30 minutes ahead of time for makeup. You will have access to tea, coffee, water and light snacks. Also, we only need your cell number (see #1 above).
ATTIRE: In-studio guests look best wearing blues or earth tones. Please avoid wearing white as a main color.
AUTHORS, ARTISTS, etc: Please send TWO copies of each book, DVD or CD. Our hosts prepare for each guest. Please send these as soon as the interview is scheduled.
Here are answers to FAQ’s (and a few more Do’s and Don’ts):
1. We are live, not taped. We take calls from listeners and viewers.
2. We broadcast to Canada, via Sirius, all three hours. When you use inclusive language such as “North America” or “U.S. and Canada,” our listeners appreciate it.
3. “Simulcast” means that for two hours we are airing both on TV and radio, like Mike & Mike on ESPN.
4. QUESTIONS—we do not come up with questions ahead of time. However, if you want to send suggested questions or talking points ahead of time, we consider it helpful.
5. Audio podcasts of the interview generally will be up on our website the afternoon after the interview. We do not post video of every show.
6. Our program reaches:
· 8.6 million subscribers to Sirius
· 30 million households on FamilyNet Television
· 10,000 subscribers to SkyAngel.com
7. Many people want to know how they can be a repeat guest. The easy answer is, “Do a great job the first time!” Offer lots of content and energy and you will make a good impression. We promise to give the name of your book and your website IF you’ve given it to us in advance, so we don’t like it when you repeatedly say your book title or website. In fact, doing that is almost a guarantee you won’t get asked back.
8. If you are a guest by phone, we prefer to call you. We much, much prefer to call you. We have been burned by many guests who promised to call and then slept through the interview. We will call a few minutes before your air time.
9. If you are a frequent Skype user and are scheduled to conduct a phone interview, we may want to consider using Skype. Let us know if you are interested.
THANKS! We look forward to you being on our show!
To give you an idea of what talk shows like to get, here's a modified version of what we send confirmed guests.
Congratulations! You are confirmed as a guest!
To ensure that you get the publicity you want on our website and to make sure our hosts can be prepared, please send the following at least TWO WORKING DAYS before your interview:
1. Your landline and backup numbers
2. Your headshot –preferably in a jpeg (also send book cover, DVD cover, etc)
3. Your bio
4. Your website
Due to our early morning shift, if we have not received the phone numbers 48 hours in advance, we will begin looking for a replacement for your time slot.
Note: Please do NOT send us to a website for these items—many times our corporate Internet will not allow us to access certain sites, then you miss out on having your photos on our website or on our TV broadcast.
If you’re scheduled during the TV simulcast (7-9 am eastern), and your interview is by phone, please send relevant photos and/or video to enhance your segment. Our pipeline is small, so send no more than three jpegs at a time. Mail the video so that it arrives three days in advance. Or give us a link to download video.
If you are scheduled as an in-studio guest, please arrive 30 minutes ahead of time for makeup. You will have access to tea, coffee, water and light snacks. Also, we only need your cell number (see #1 above).
ATTIRE: In-studio guests look best wearing blues or earth tones. Please avoid wearing white as a main color.
AUTHORS, ARTISTS, etc: Please send TWO copies of each book, DVD or CD. Our hosts prepare for each guest. Please send these as soon as the interview is scheduled.
Here are answers to FAQ’s (and a few more Do’s and Don’ts):
1. We are live, not taped. We take calls from listeners and viewers.
2. We broadcast to Canada, via Sirius, all three hours. When you use inclusive language such as “North America” or “U.S. and Canada,” our listeners appreciate it.
3. “Simulcast” means that for two hours we are airing both on TV and radio, like Mike & Mike on ESPN.
4. QUESTIONS—we do not come up with questions ahead of time. However, if you want to send suggested questions or talking points ahead of time, we consider it helpful.
5. Audio podcasts of the interview generally will be up on our website the afternoon after the interview. We do not post video of every show.
6. Our program reaches:
· 8.6 million subscribers to Sirius
· 30 million households on FamilyNet Television
· 10,000 subscribers to SkyAngel.com
7. Many people want to know how they can be a repeat guest. The easy answer is, “Do a great job the first time!” Offer lots of content and energy and you will make a good impression. We promise to give the name of your book and your website IF you’ve given it to us in advance, so we don’t like it when you repeatedly say your book title or website. In fact, doing that is almost a guarantee you won’t get asked back.
8. If you are a guest by phone, we prefer to call you. We much, much prefer to call you. We have been burned by many guests who promised to call and then slept through the interview. We will call a few minutes before your air time.
9. If you are a frequent Skype user and are scheduled to conduct a phone interview, we may want to consider using Skype. Let us know if you are interested.
THANKS! We look forward to you being on our show!
Saturday, August 22, 2009
Letters of Recommendation
I've noticed a new trend over the past year. More guests are asking me, as a producer and host of a talk show, for letters of recommendation right after their interview airs. I think they use these to pitch to other media outlets or to post on their websites.
If the guest is terrific, amazing, wonderful, fantastic... I don't mind taking the time to do this. Keep in mind, though, that just in the last 18 months, I have interviewed about 3200 guests. That's not counting all the news interviews I did in the 20+ years before that. So by now, it takes a lot to stand out from the crowd.
Time is the challenge for me. First, if I write a recommendation, I want it to be a good one, and that means putting thought into it. Second, the way our office is set up, a short email response is much more convenient. But some guests have insisted on a letter on our station's letterhead. To me, this is asking a lot. It takes more time to find letterhead, go down the hall to the printer, tell all my office mates not to print... get the letter printed correctly, find an envelope... you get the idea. Keep in mind, I'm preparing for as many as nine guests a day, reading books that many of these guests have written, or researching them... and booking future guests. Time is already at a premium.
Here's what I would suggest. Send an email (or have your publicist do it for you) asking the host/producer/guest scheduler how the interview went and if there are suggestions for improvement. If the response is, "She was awesome! We'd love to have her back sometime!" then the chances of getting a glowing recommendation are good. If there is a less than enthusiastic response or more than one suggestion for improvement, the interview may not have gone as well as you thought it did. So don't even ask for a recommendation.
And if someone goes to the trouble (and yes, it's trouble--we have no spare time) to write a recommendation, thank them profusely!
If the guest is terrific, amazing, wonderful, fantastic... I don't mind taking the time to do this. Keep in mind, though, that just in the last 18 months, I have interviewed about 3200 guests. That's not counting all the news interviews I did in the 20+ years before that. So by now, it takes a lot to stand out from the crowd.
Time is the challenge for me. First, if I write a recommendation, I want it to be a good one, and that means putting thought into it. Second, the way our office is set up, a short email response is much more convenient. But some guests have insisted on a letter on our station's letterhead. To me, this is asking a lot. It takes more time to find letterhead, go down the hall to the printer, tell all my office mates not to print... get the letter printed correctly, find an envelope... you get the idea. Keep in mind, I'm preparing for as many as nine guests a day, reading books that many of these guests have written, or researching them... and booking future guests. Time is already at a premium.
Here's what I would suggest. Send an email (or have your publicist do it for you) asking the host/producer/guest scheduler how the interview went and if there are suggestions for improvement. If the response is, "She was awesome! We'd love to have her back sometime!" then the chances of getting a glowing recommendation are good. If there is a less than enthusiastic response or more than one suggestion for improvement, the interview may not have gone as well as you thought it did. So don't even ask for a recommendation.
And if someone goes to the trouble (and yes, it's trouble--we have no spare time) to write a recommendation, thank them profusely!
Tuesday, August 11, 2009
Hear How to be a Great Guest From a Great Guest
A one-time guest appearance can so impress your hosts that they will invite you back again. And if you wow the hosts again with your quick repartee and depth of knowledge, you could become a regular. That's what happened on my talk show with Dr. Rick Winer. He's a fun guest because as a psychiatrist, he can talk about mental health issues, and as a sports statistician, he can keep us enthralled with amazing facts and stories he's compiled over the years. He took time out of his busy schedule to answer a few questions about being a guest.
Lorri: Dr. Winer, you are a fabulous guest. What do you think it is about your profession or background that prepared you to be articulate and able to handle any question thrown at you?
RW: Lorri, thanks for the kind words. Long before I became a psychiatrist, I had an eighth grade speech class teacher who helped me work on trying to be articulate. When I first had to present a short speech to the class, he stopped me the first time I said "um" and pointed out how important it was to try to speak concisely and clearly. I have never forgotten that bit of advice although I am sure my speech that day was rather forgettable! Each day of my 25 years practicing psychiatry, I go to the office or hospital never knowing what a patient might say during our visit. That sure makes me think on my feet and try to come up with a comment or question that will be appropriate for that patient session. Yet, it is interesting to me that many psychiatrists are so introspective that they have to think things through for a long time before responding. The other experience I have had that probably has helped me be however articulate I might be must be my work in high school and college doing the play-by-play announcing of football, basketball and baseball games. No matter how prepared you might be for a broadcast, the beauty of play-by-play is painting the "word picture" and calling the action as you see it because there is no script for what happens during the game itself. If you'll pardon the sports analogy, it's a little like baseball. It's one thing to be able to hit a fastball right over the plate, but can you hit the curveball?!
Lorri: That's a great analogy! Your depth of knowledge and breadth of topics amazes me. It would be too easy to say that you are a smart man. You must do some preparation. How do you keep up with all the sports and psychiatric current events?
RW: There is no way to keep up with everything, so it is important to hit the highlights. To keep up with the sports, I commonly watch shows like Sportscenter while working out, and it sure helps pass the time more quickly when exercising. I certainly try to keep my eyes and ears open for any information that comes along about what is happening in psychiatry. Maybe more importantly, I learn a great deal from my patients and what they consider to be important. Fortunately, I tend to remember sports and psychiatric information more readily. On the other hand, I don't always remember what I had for breakfast that morning! When it comes time to go on a show like Mornings, I appreciate going over possible topics in advance of air time so I can do some preparation in anticipation of the show.
Lorri: You are gracious and have a terrific sense of humor. For guests who may be a bit nervous, what advice can you give them about remaining calm, but also being quick-witted?
RW: You're very kind. I have been told that I have the makings of a wit, but I am only halfway there! Actually, being a bit nervous is natural. It's human nature. More people are fearful of public speaking than death and that might be because they think are dying while they are speaking. But, being nervous to me represents caring about how things will go and doing a good job. Take a deep breath and be yourself. People want you to do well. It's often helpful to check out the setting before going on the show because, in this case, familiairity breeds comfort, not contempt. I would say to first work on being calm and then see where your sense of humor takes you. It's not so easy to tell a joke with the proper delivery, timing and punchline. We all have to be very careful in our attempts at humor and not be offensive. You can be humorous without doing stand-up comedy. If there is a funny story to tell, you might want to tell it to someone before ever going on air. That way, you have it in mind and can probably tell it more quickly and to the point.
Lorri: In your work as a statistician, you have worked with some of the best sports announcers and commentators in the world. What do these professionals do that we can all learn from?
RW: Lorri, you are right. I have been very fortunate since I was a 15 year old working at my first NFL game to be around some of the top sportscasters. As a kid, I would listen to as many baseball games on the radio as I could find on a summer night and came to appreciate and, in a sense, study the announcers. Then, to have the opportunity to work with not just the play-by-play announcers, but also the analysts, many of whom I watched during their playing days is indeed a real thrill. The really good ones all do their homework before the game by viewing game film, interviewing players and coaches, and reading up on the game at hand. What the top announcers do that I also try to do in my own practice is take the specialized language of our chosen fields and then explain themselves in language that the layman can understand and appreciate. Too many X's and O's without talking in plain English will just confuse the viewer or listener. In doing the stats, I particularly appreciate those broadcasters who trust the people working with them and providing information to enhance the broadcast. We need to be team players both on and off the field. Lastly, I think we can learn from those who have a sense of wonderment about the game and the broadcast. I try to follow that example of being enthusiastic and excited while trying to have fun doing the work before me. Don't take things for granted and enjoy what you do.
Lorri: What great advice for every aspect of life. Another action you take that I would recommend to people who want to become regular guests is that you are responsive to requests. As busy as you are, you always manage to accept or reject a possible interview time within 24 hours. How do you do it?
RW: That goes along with my own policy in my practice of trying to make return calls to patients in a timely manner. It is very flattering to be asked to participate in various speaking engagements and it is important to respond to the invitation as quickly as possible. There have been numerous times over the years when I have been quoted in stories or given talks of some kind simply because I returned a phone call or an email with little delay. I also welcome the opportunity to talk sports for sure, but any time I can talk about psychiatric issues, it is a great way to help educate, dispel myths, and provide a greater comfort zone for people.
Lorri: What other tips do you have for people who want to be great talk show guests?
RW: First of all, you have to do it for the right reasons and enjoy it. Lorri, this goes right along with your website because it is worth working on being able to speak in soundbites. That is useful for both electronic and print media. If our responses are too long, our answers will not be quoted and anyone watching or listening will tune us out in a heartbeat. Also, we have to remind ourselves that we are talking with people, not at people. I often say there is the message and there is the massage. Many people know their material, but have a hard time conveying it. Practice can go a long ways to making us more comfortable and at ease in front of the camera and the microphone.
Lorri: You are so right. Thanks so much for your time and insight!
Lorri: Dr. Winer, you are a fabulous guest. What do you think it is about your profession or background that prepared you to be articulate and able to handle any question thrown at you?
RW: Lorri, thanks for the kind words. Long before I became a psychiatrist, I had an eighth grade speech class teacher who helped me work on trying to be articulate. When I first had to present a short speech to the class, he stopped me the first time I said "um" and pointed out how important it was to try to speak concisely and clearly. I have never forgotten that bit of advice although I am sure my speech that day was rather forgettable! Each day of my 25 years practicing psychiatry, I go to the office or hospital never knowing what a patient might say during our visit. That sure makes me think on my feet and try to come up with a comment or question that will be appropriate for that patient session. Yet, it is interesting to me that many psychiatrists are so introspective that they have to think things through for a long time before responding. The other experience I have had that probably has helped me be however articulate I might be must be my work in high school and college doing the play-by-play announcing of football, basketball and baseball games. No matter how prepared you might be for a broadcast, the beauty of play-by-play is painting the "word picture" and calling the action as you see it because there is no script for what happens during the game itself. If you'll pardon the sports analogy, it's a little like baseball. It's one thing to be able to hit a fastball right over the plate, but can you hit the curveball?!
Lorri: That's a great analogy! Your depth of knowledge and breadth of topics amazes me. It would be too easy to say that you are a smart man. You must do some preparation. How do you keep up with all the sports and psychiatric current events?
RW: There is no way to keep up with everything, so it is important to hit the highlights. To keep up with the sports, I commonly watch shows like Sportscenter while working out, and it sure helps pass the time more quickly when exercising. I certainly try to keep my eyes and ears open for any information that comes along about what is happening in psychiatry. Maybe more importantly, I learn a great deal from my patients and what they consider to be important. Fortunately, I tend to remember sports and psychiatric information more readily. On the other hand, I don't always remember what I had for breakfast that morning! When it comes time to go on a show like Mornings, I appreciate going over possible topics in advance of air time so I can do some preparation in anticipation of the show.
Lorri: You are gracious and have a terrific sense of humor. For guests who may be a bit nervous, what advice can you give them about remaining calm, but also being quick-witted?
RW: You're very kind. I have been told that I have the makings of a wit, but I am only halfway there! Actually, being a bit nervous is natural. It's human nature. More people are fearful of public speaking than death and that might be because they think are dying while they are speaking. But, being nervous to me represents caring about how things will go and doing a good job. Take a deep breath and be yourself. People want you to do well. It's often helpful to check out the setting before going on the show because, in this case, familiairity breeds comfort, not contempt. I would say to first work on being calm and then see where your sense of humor takes you. It's not so easy to tell a joke with the proper delivery, timing and punchline. We all have to be very careful in our attempts at humor and not be offensive. You can be humorous without doing stand-up comedy. If there is a funny story to tell, you might want to tell it to someone before ever going on air. That way, you have it in mind and can probably tell it more quickly and to the point.
Lorri: In your work as a statistician, you have worked with some of the best sports announcers and commentators in the world. What do these professionals do that we can all learn from?
RW: Lorri, you are right. I have been very fortunate since I was a 15 year old working at my first NFL game to be around some of the top sportscasters. As a kid, I would listen to as many baseball games on the radio as I could find on a summer night and came to appreciate and, in a sense, study the announcers. Then, to have the opportunity to work with not just the play-by-play announcers, but also the analysts, many of whom I watched during their playing days is indeed a real thrill. The really good ones all do their homework before the game by viewing game film, interviewing players and coaches, and reading up on the game at hand. What the top announcers do that I also try to do in my own practice is take the specialized language of our chosen fields and then explain themselves in language that the layman can understand and appreciate. Too many X's and O's without talking in plain English will just confuse the viewer or listener. In doing the stats, I particularly appreciate those broadcasters who trust the people working with them and providing information to enhance the broadcast. We need to be team players both on and off the field. Lastly, I think we can learn from those who have a sense of wonderment about the game and the broadcast. I try to follow that example of being enthusiastic and excited while trying to have fun doing the work before me. Don't take things for granted and enjoy what you do.
Lorri: What great advice for every aspect of life. Another action you take that I would recommend to people who want to become regular guests is that you are responsive to requests. As busy as you are, you always manage to accept or reject a possible interview time within 24 hours. How do you do it?
RW: That goes along with my own policy in my practice of trying to make return calls to patients in a timely manner. It is very flattering to be asked to participate in various speaking engagements and it is important to respond to the invitation as quickly as possible. There have been numerous times over the years when I have been quoted in stories or given talks of some kind simply because I returned a phone call or an email with little delay. I also welcome the opportunity to talk sports for sure, but any time I can talk about psychiatric issues, it is a great way to help educate, dispel myths, and provide a greater comfort zone for people.
Lorri: What other tips do you have for people who want to be great talk show guests?
RW: First of all, you have to do it for the right reasons and enjoy it. Lorri, this goes right along with your website because it is worth working on being able to speak in soundbites. That is useful for both electronic and print media. If our responses are too long, our answers will not be quoted and anyone watching or listening will tune us out in a heartbeat. Also, we have to remind ourselves that we are talking with people, not at people. I often say there is the message and there is the massage. Many people know their material, but have a hard time conveying it. Practice can go a long ways to making us more comfortable and at ease in front of the camera and the microphone.
Lorri: You are so right. Thanks so much for your time and insight!
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