Remember our three key messages!

1. Trichotillomania is relatively common disorder affecting 2-4% of the population, including people from all backgrounds, that has both biological and behavioral aspects.
2. For many, the psychological impact of trich can be severe, including intense feelings of shame, isolation, and loss of control.
3. There is help available for sufferers and their families. Contact TLC at www.trich.org for Information , resources, and treatment referrals.

General Interview Tips

• When a reporter calls, take his/her name, number and deadline and commit to call him/her within a reasonable timeframe
• Remember there is no such thing as “off the record”
• Know your “three key messages” inside and out
• Be clear, concise and consistent, answer the question, then stop
• Relax
• Practice your interview, prepare for attack questions in advance
• Show respect for every journalist and each question
• Do not feel obligated to answer every question and if you don’t know about something asked, say so
• Be familiar with your interviewer’s work
• Do not say “no comment”
• If a question is repeated, give the same answer every time
• Help develop an interesting, well rounded story by giving examples and sharing relevant data
• Do not disparage a competitor, an individual, an agency
• Seize every advantage to communicate, when asked if there is anything else you’d like to add, the answer is YES – reiterate your three key messages

The in-person interview

• Be punctual
• Make sure you have contact Information in the event of a delay or cancellation
• Relax!  Your body language, facial expressions, and personality will be interpreted as well as the content of your interview
• Consider the interview a formal presentation even if you are in casual setting
• Listen carefully to each question and take your time answering

The phone interview

• Hold your calls and devote your full attention to the interview
• Do not use a speakerphone unless there is more than one interviewee in the room
• Keep your key messages and notes in front of you
• Smile – your voice will project warmth and authority
• If there is a pause or a silence, do not feel obligated to fill the void with “over-Information ”

The broadcast interview

• Relax, your body language, facial expressions, and personality will be interpreted as well as the content of your interview.
• Look at the anchor (in 1:1 interviews)
• Show your enthusiasm and use open gestures
• Review any on-screen graphics the broadcaster intends to use and ask when they will use them
• Do not look directly into the camera (unless it is “live via satellite”)
• Do not slouch, fidget, frown or swivel in your chair, cross your arms or used closed gestures
• Do not repeat negative questions or language

Flag Phrases

Flags are statements that call attention to your messages. Flags include:

• The most important thing . . .
• The single thing we need to remember is . . .
• The bottom line is . . .
• The key thing is . . .
• The best part about . . .
• The three most exciting elements are . . .

Bridge Phrases

A bridge is a transitional phrase that prevents an interview from becoming an interrogation.  Use a bridge to go from your answer to your message.

• “What I am really here to talk to you about is . . .”
• “Before we get off that let me tell you about . . .”
• “Let me just add . . .”
• “That’s a good point, but I think your audience would be interested in knowing that . . .”
• “Let me answer you by saying that . . .”
• “That’s not my area of expertise, but what I can tell you . . .”