Seven tips to know when speaking with the media

For orthopaedic surgeons, media opportunities can come in many forms: a local news call about trends in seasonal injuries, a podcast host looking for an expert perspective, or a TV crew requesting a live interview. These moments are more than simple sound bites. They are chances to self-promote, drive new patient acquisition, and shape how the public understands bone and joint health.

At the AAOS Annual Meeting earlier this year in San Diego, a sold-out media training workshop reminded participants just how powerful preparation, presence, and storytelling can be in making the most of these opportunities. Drawing from those lessons and long-standing AAOS resources, here are seven things to keep in mind the next time you engage with the media.

1. Start with a strong opening line.
First impressions happen fast, often in the first seven to 10 seconds of a conversation. A confident, purposeful opening line sets the tone of an interview and establishes your expertise. Compare:

• “So, I’ve been working in this area for a while …” versus
• “Every week, I help patients return to the activities they love. This procedure makes that possible.”

The second statement is focused, confident, and quotable. Starting strong also sets the foundation for the rest of the interview, giving you control from the very first sentence.

2. Tell a story, not just the facts.
Numbers can inform, but stories inspire and connect. Journalists, as well as their audiences, are drawn to personal narratives that make abstract conditions relatable. Sharing a short anecdote about a patient’s recovery, for example, often resonates far more than reciting statistics.

It is also important to understand your audience before the interview. National news reporters are looking for patient stories that resonate with their readers, so tailoring an example to something relatable makes your message stronger. For instance, if the story will appear in a local community newspaper, highlighting a patient who returned to everyday activities such as gardening or playing with grandchildren can connect immediately with readers. In contrast, a story for a sports-focused outlet might emphasize an athlete’s return to competition.

By keeping your audience in mind, you can choose examples that are both relevant and memorable. The key is to keep stories concise, relatable, and emotionally engaging.

Consider this example: Instead of saying, “This procedure has a 90% success rate,” you might say, “One of my patients, a lifelong runner, was able to complete a 10K again just six months after surgery.” The latter paints a picture, evokes emotion, and is far more likely to stick with both the reporter and the audience.

Patient stories also provide natural proof points for your expertise, and they often generate quotable soundbites journalists can use directly. A well-chosen story can transform an interview from a routine Q&A into a memorable piece that truly resonates with readers.

3. Control the conversation with bridging and flagging.
Once your story is ready, you can use techniques such as bridging and flagging to guide the conversation and ensure your key messages are heard.

Not every question takes you where you want to go. That is why skilled interviewees rely on bridging and flagging to guide the discussion without dodging the reporter’s query.

• Bridging: Pivot gracefully to your message. For example, if asked, “Is this procedure risky?” You might reply, “Every surgery carries some risk, but what’s important for patients to know is that with today’s techniques, outcomes are improving every year.” The bridge acknowledges the question while steering back to your key message.
• Flagging: Signal emphasis so the reporter and audience know what matters most. Phrases like “The bottom line is …” or “If there’s one thing patients should remember, it’s … .” Highlight your key point and increase the chances it gets quoted.

These techniques allow you to remain responsive while ensuring your most important points are heard. They also help prevent you from getting boxed in by a tough or off-topic question. Instead of saying “no comment” or sounding defensive, you can acknowledge the issue and then pivot to what you want people to remember.

4. Be the expert, but stay accessible.
Expertise is expected, but accessibility is what makes your expertise resonate. Avoid “doctor-ese” whenever possible. Replace jargon with patient-friendly language or quickly define technical terms if they are necessary.

Think of your audience as patients in your clinic. You are there to explain, not to lecture. Clear, relatable language increases understanding and ensures your message is conveyed accurately.

5. Prepare soundbites that stick.
Journalists love concise, clear, and memorable phrasing. Do not leave it to chance. Identify two or three key messages before the interview and practice them out loud so they sound natural.

The best soundbites often come wrapped in a story: “For this patient, mobility wasn’t just about walking again. It was about dancing at her daughter’s wedding.” Practicing these phrases ahead of time allows them to come across naturally and authentically during the interview.

6. Assume it is always on the record, especially virtually.
One golden rule has not changed: Always act as if the microphone is live and the camera is rolling. But today’s multimedia formats expand the risk.

In a Zoom interview, the recording often begins before the “official” conversation commences. In podcasts, hosts may use pre-interview chatter in the final cut. Even email exchanges can end up quoted word-for-word or paraphrased.

Whether you are on TV, a podcast, or a laptop camera at your desk, professionalism from the first hello to the last goodbye is essential.

7. Use AAOS resources to prepare.
You do not have to prepare alone. AAOS’ patient education website OrthoInfo.org offers easy-to-understand explanations, backgrounders, and timely updates that can serve as interview prep. Pointing reporters to these resources also reinforces your role as a partner in public education.

The AAOS Newsroom (newsroom.aaos.org) features the latest AAOS-related news highlights, including monthly injury-prevention press releases, links to statistics, and access to AAOS position statements. Recent newsroom hot topics have included “The hidden dangers of e-bikes,” “Pickleball use and benefits of play,” and “Stem cell use in musculoskeletal care.”

Bringing it all together
Speaking with the media is both a responsibility and an opportunity. Even seasoned surgeons can feel a flutter of nerves when the camera turns on, but preparation is your strongest ally. By starting strong, leading with stories, and practicing techniques such as bridging, flagging, and soundbite preparation, you can guide interviews with clarity and confidence.

The AAOS media training workshop in San Diego reminded participants that with preparation and presence, every interview — no matter the format — can help advance the public’s understanding of musculoskeletal care.

You do not have to be a reporter to receive AAOS newsroom updates, which can be helpful when talking with the media. Email media@aaos.org and ask to be added to the Academy’s press-release distribution list, so you can stay on top of the latest news in orthopaedics.

Deanna Killackey is the AAOS communications director. She can be reached at killackey@aaos.org.

AAOS members in the news
Whether print, online, or broadcast, AAOS member interviews with journalists help educate patients about the importance of musculoskeletal health. The following AAOS members have recently been featured in the media:

• Asheesh Bedi, MD, FAAOS; Jacob Miller, MD, FAAOS; and Daniel Zanotti, MD, FAAOS, spoke with The Blade (Toledo, Ohio) about the risks of trying to fix dislocations yourself.
• Adam J. Bruggeman, MD, FAAOS, FAOA, educated reporters at The New York Times for an article about the proposed physician payment rule.
• Antonia Chen, MD, MBA, FAAOS; Anna Noel Miller, MD, FAAOS, FACS; Gbolahan Okubadejo, MD, FAAOS; and Michael Lucius Pomerantz, MD, FAAOS, each shared insights with The New York Times for a story titled “Four ways to keep your joints healthy.”
• Mara Karamitopoulos, MD, FAAOS, talked with The Washington Post about the role water therapy can play in postsurgical healing.
• Kimberly J. Templeton, MD, FAAOS, contributed to an article on Self.com about strategies patients can take to prevent osteoporosis in the future.
• Sean Thompson, MD, FAAOS, talked with HuffPost about the benefits of running and its impact on strengthening the muscles and bones around the knee.
• Natasha Trentacosta, MD, FAAOS, contributed to a story in Women’s Health about frozen shoulder and menopause.

Check out the “In the News” section of the AAOS newsroom and share your recent media coverage for consideration. To express interest in serving as an AAOS spokesperson or orthopaedic subject-matter expert, email media@aaos.org.