Issue 134 working with the media

FREELANCE PRACTICE

WORKING WITH THE MEDIA Priya Tew Freelance Dietitian and Specialist in Eating Disorders Priya has a wealth of media experience working with magazines, the national press, radio stations and with on-camera roles. Recent television work includes Channel 5’s Diet Secrets, BBC1’s Food truth or scare and Eat well for less.

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Media work can be something that quite frankly scares people. It puts you in the limelight and you do not have control over how the end result will be. However, it is vital area for dietitians and registered nutritionists to be doing this work.

The more of us who get involved in shouting out the right nutrition messages, the more we counteract the negative diet culture that is all around.

I have learnt a lot from my experiences with working in all areas of media, including television and offer you the following five main tips for all media work, whether you have been simply asked to comment on a topic or have a full interview: 1 Provide information which is evidence-based and ethical. Even if you are an expert in the field you are being interviewed about, it is still a good idea to refresh your mind on the latest research and to read anything in the media that the journalist may be talking to you about. PEN can be a great place to go for a quick search.

2 It may only be a quick 10-minute phone call, but your preparation is key. Think of your key points to get across and plan out a couple of snappy lines that could be used.

3 Remember that you are the expert.

You can direct the interview. If you know that there is an area that should be focused on, then bring it up. Most journalists/media crew I have worked with have been lovely and just want to get a good result, so they are open to your ideas too.

4 Be punchy, bold and fun. Most journalists already know the basic nutrition messages; they come to you for something to add sparkle.

5 Let your personality come through.

Adding stories from your own experience can bring things to life.

www.NHDmag.com May 2018 - Issue 134

PRESS POINTERS

Fact check. With the printed press, the pressure is off a little compared to live work and the written word can have more impact, as the words are there in black and white. When speaking to a journalist, it is essential to fact check and revise the guidelines on the topic and any recent research beforehand. Draft out a few main pointers to ensure that the key messages are focused on, then find one key message for the piece and make sure you emphasise it so that it is used!

Journalists usually work to tight deadlines, so you may not get to see a copy of the article/interview before it goes to print, but it is worth checking this. Check they know how to address you use when quoting you (which title should they use?). I was recently called a ‘nutrition scientist’ on one TV show!

Always ask for the journalist to alert you when the article is used, so that you can read it, but also share it as PR for yourself. Media work can count as CPD! ON CAMERA WORK

With television work, the preparation is even more important, as you can’t stop to suddenly check. Having a draft script and being aware of the main points that the film crew want to cover is essential. The producer will have an idea of where they want the filming to go, but if you have ideas, then add those in. You are the expert and any fresh ideas are usually welcome.

On the day, it is best to wear something plain and bright. Too many patterns on clothing can be distracting and clash with the backgrounds. Ignore the camera and work on being natural, relaxed and

approachable, which isn’t easy! Most importantly, be comfortable, hydrated (talking is thirsty work) and be animated. During pre-recorded filming, if you make a mistake, do stop and do it again. It is vital to get the right message over in as few words and as much animation as possible. Think simple scientific messages that people can grab hold of, as if you were chatting to someone in a clinic setting.

RADIO WORK

Linking in with your local radio station can be a good way to get exposure and also gain practice delivering those sound bites. I regularly pop into our local BBC radio station for an on-air natter, or do a pre-record over the phone. Often producers are just looking for the right experts to invite in and it’s great if you can offer a quick quote on a hot nutrition story.

Radio can be fast paced, there is less set up, no lights and camera and it doesn’t matter what you wear! I’d advise you to have water to hand, a crib sheet and your brain in gear. Think through the topic and work out your final answer. If you can, have a chat beforehand (phone or email) to discuss how you can talk about yourself and your work, along with any top information you want to share. If you do any live phone-in Q&As, then these can put you on the spot and be tricky, so a good thing is to give the caveat of only being able to give generalised nutrition advice and that they see someone in person for more detail.

MONEY, MONEY, MONEY?

There isn’t much money in the media world well, if there is, I certainly haven’t found it yet!

The day rate for television is lower than most other freelance work and it can be long hours with travel on top. Glamorous it is not. However, if like me, it is work you enjoy, I think it can be rewarding and so important. How many people watch the TV and read magazine and the papers?

Having the right messages in the media is vital.

Do always ask for a fee and do not take the first amount offered to you, it is worth being a little pushy. There may not be much money available, but as professionals, I think we should always be paid and our expenses should always be covered.

GETTING INTO THE FIELD

If you can offer to be a media spokesperson for your profession, then this can be a good way to gain

experience. However, it can also be quite competitive with so many others also responding to the work.

Cultivating a relationship with your local media outlets and journalists can be a great way to get media experience and promote your business too.

I leave you with some quotes from others who do a lot of media work: “If a journalist or TV researcher approaches you directly, either via email or on social media, my advice is to say YES I CAN HELP, with no hesitation. Once the work is yours you can then decide what to do with it; either take it for yourself, if you have the time AND expertise, OR pass it to a dietitian or registered nutritionist who has more time and/or experience in the area in question. I pass on a lot of the media work that comes my way due to either logistical or time reasons, or perhaps the topic in question isn't my speciality, but in doing this, I also see a lot of media work in my area of speciality (diabesity and bariatrics) being passed to me directly from other dietitians and nutritionists.”

Nichola Ludlam-Raine (Twitter: @nicsnutrition)

“Having a voice in the media is a great way to get credible and reliable nutrition information into people’s homes. Make sure what you say is unambiguous and not open to misinterpretation. Stick to short, informative quotes to ensure your key message isn’t lost when it’s edited into an article and if the interview is live, don’t be afraid to extend an answer to a question to get your key points across (be clear about these before it starts). You’re the expert in nutrition, it’s up to the presenter to guide the conversation and keep going!”

Jenny Rosborough (Twitter: @HelloHealthyYou)

“1. Stick to your guns no matter how pushy journalists are. You are the expert! 2. Roll with it.

Media work is all over the place. Usually last minute, running late and urgent. Be flexible. 3. Have fun! It’s sometimes full on but make it fun and enjoyable” Linia Patel: (Twitter: @LiniaPatel)

“My top tip would be to make sure you get your facts right and read into the topic thoroughly before you send quotes or appear on radio/TV. You never know what's going to come up or what questions may be asked, so an all-round knowledge of the topic is so important. It also means you go in feeling very confident and this shows when you're put on the spot."

Charlotte Stirling-Reed (Twitter: @SR_Nutrition) www.NHDmag.com May 2018 - Issue 134

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