Description: To represent the Academy in interviews with both mainstream and trade press (print, TV, and online media outlets). To effectively articulate the Academy’s brand and our position on a variety of patient health and safety issues.
Expectations: The member must have previous experience as a media spokesperson.
Instructions: The goals of media interviews are as follows:
- Communicate to the audience the importance of caring for their eyes and their vision.
- Clearly define what an ophthalmologist is and does, and why someone should see one.
- Incorporate the Academy and its core messages into the interview.
- Make sure the audience understands what you’re saying and why they should care by:
- Speaking their language – avoiding technical language and the jargon of the specialty.
- Telling stories about people that the audience can relate to
- Combining the everyday with the extraordinary
- Provide useful and practical information, and simple steps people can take, to help them protect their vision and eye health
- Highlight the advances and breakthroughs in eye care for which ophthalmologists are responsible
- Provide a call to action – help the audience take the next step – such as making an appointment or visiting aao.org/eyesmart.
To get more information or volunteer, send an email to firstname.lastname@example.org.
Time commitment: Must attend at least one media training session, which is held during the Academy’s annual meeting. After initial training, time commitment varies from 30 minutes to two to three hours a month. Being responsive to interview requests is essential. Academy staff is responsible for generating and coordinating media interviews around your and the writer’s schedule. Academy spokespeople must respond same day to either accept or deny a media request.