Key messages

The American Academy of Dermatology has developed these key messages to help you educate the public about the specialty. In addition to providing tips for media interviews, these key messages provide clear, consistent talking points on the skin, hair, and nail topics most commonly requested by the media.

The media are valuable allies in educating the public about dermatologic conditions and raising awareness of the range of valuable services that dermatologists offer. By communicating these key messages, you can help position the specialty as the experts in skin, hair and nails while increasing your credibility and raising the profile of your practice.

Review key messages by clicking on the topics on the left.

Tips for media interviews

Prior to an interview

Do your homework

• Watch the show, listen to the podcast, or read the reporter’s past articles.

• Know the audience and determine what they want to know.

• Do an Internet search on your topic. The reporter will do this too, so be aware of what’s new or controversial about the subject.

Identify what’s most important

• Develop three key messages that you want the audience to remember.

• Be prepared to explain why the audience should care.

Rehearse

• Anticipate difficult questions. Be prepared to answer them.

• Reporters are trained to ask the “who, what, when, where, why and how” of your subject area; make sure you can provide the appropriate responses.

During the interview

Get your messages across

• State your key messages more than once during the interview to help the audience remember them.

• Introduce them with strong language, such as “This is very important …” or “Let me emphasize that …”

• When possible, use personal examples to which the audience can relate.

• Use facts and statistics that establish your credibility.

Tell the truth

• Don’t mislead or lie.

• If you don’t know the answer, say so; don’t guess.

• If you can’t comment, explain why and transition to what you can say or review and get back to them, if appropriate.

Don’t repeat negatives

• If the reporter asks a tough question, rephrase it and transition back to your key messages.

• If you get flustered, remember KISS: Keep It Short and Simple.

Be yourself

• Answer as simply as possible without using medical jargon. If your audience does not understand what you are saying, they will stop listening or reading.

• Smile and speak naturally.

Be mindful of being “on the record”

• Do not say anything you do not want to see in print or hear on the air. Nothing is off the record.

Make sure your last words are memorable and actionable

• Give the audience a call to action and provide a resource like a website.

After the interview

• Stay in touch with the reporter.

• Amplify the story through your social media channels.

• Reflect on your interview experience and prepare for next time.

Additional Academy resources

Last updated: 12/04/24