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Helicobacter pylori and Peptic Ulcer Disease
Interviews and Spokespersons
Personal follow up also gives you the platform to establish yourself and your organization as reliable sources of information. If you can serve as a spokesperson on the issue, be sure to offer yourself as an expert on specific issues (ulcer disease, H. pylori, and stomach pain) who can be called on in the future. If you are not a recognized expert, you may want to identify a local spokesperson for the campaign prior to follow up in order to offer an interview with that person. Be sure to include the spokesperson's credentials in the materials that you send.
Having a spokesperson will help you maximize your publicity coverage. Talk shows, call-in shows, and public affairs programs all provide publicity opportunities, often in the form of interviews. Newspaper reporters and editors often want a local spokesperson that they can directly quotes in their stories. TV reporters and radio DJs also like having a spokesperson on hand to talk about events or to provide 'sound bites' explaining what is happening and why.
Print and broadcast interviews obviously differ in many ways, but the following advice generally applies to arranging, preparing for, and giving interviews:
Arranging an interview. Make sure you ask about the interviewer's objective and the context of the program. This will set the stage for the person being interviewed and help them with their preparation.
Prepare thoroughly for an interview. Organize your information, and write important points on note cards if necessary. Although the interviewers will have questions, keep key message points in mind and make sure that you get them across. In a broadcast situation where the interview may be live, one way to do this is to begin with: "I want to say that..." or "It's important that..."
Speak in simple, direct, and easy to understand statements. Incorporate your key messages into words that the vast consumer audience will understand.
When conducting the interview, try to incorporate the following talking points, as appropriate:
- Most ulcers are caused by an infection that can be cured with antibiotics.
- Contrary to long held beliefs, stress and spicy food do not cause ulcers - but they can make symptoms worse.
- Infection with the bacterium H. pylori causes nine of every 10 ulcers.
- Once treated, there is a greater than 90 percent chance that the ulcer will be cured for good.
- Treatment with acid reducing medicines alone may alleviate symptoms, but more than half of patients will have a relapse within one year.
- Ulcer disease affects over 25 million Americans and costs up to $6 billion in the U.S.
- Ulcer Awareness Week is a national effort to spread the good news about a cure for most ulcers.
- If you have ulcer disease, ask your doctor if it is caused by an infection - and ask about the cure.
You may also find the attached media Q & A document, listing potential media questions and suggested responses, helpful in preparing for interviews.
Broadcast interviews, especially on television, present additional factors for consideration. These mostly apply to how you will look on television - the key concern being that you don't want anything to detract from your message. To make the most of a television appearance, keep the following suggestions in mind:
- Avoid clothes with checks, stripes, and patterns. Medium-tone gray, blue, brown, or mixed colors are preferable.
- Avoid solid white blouses and shirts. Gray or light blue shades give the best effect.
- Avoid flashy accessories and jewelry that will catch the light. Don't wear glasses that turn dark in sunlight - they will darken under the strong TV lights.
- Resist the temptation to bend into the microphone; sit or stand up straight. Don't fold your arms.
- If sitting, pull your jacket snugly under you so that you don't slouch, cross your legs at the knee or ankle and don't swivel in your seat; if standing, plant your weight solidly on one foot to avoid swaying from side to side.
- Keep your eyes on the interviewer. Do not look at the camera or studio monitor.
- Use natural gestures, but avoid rapid hand movements that are difficult for the camera to follow.
- Never assume that you are off camera just because someone else is talking; you may still be in range of video and audio.
For information about H. pylori infection and ulcers,
see your health care provider or call toll-free: 1-888-MY-ULCER.
Email Your Plans for Ulcer Awareness Week along with your thoughts and comments to ulcers@cdc.gov