The recent media uproar over inappropriate comments made by Sir Richard Timothy "Tim" Hunt has sparked interest in how scientists and doctors should relate to the media. 

On 9 June 2015, Hunt gave a speech at an event for female science journalists at the 2015 World Conference of Science Journalists, in which he suggested that female researchers were more prone to crying or inappropriate love interests. These remarks did not have the intended humourous effect, and Hunt has since resigned.

As the conversation continues, some scientists and healthcare professionals wonder whether they, too, might be fired for an inopportune joke. 

Don't worry - such gaffes can certainly be avoided without too much media training. Here are some of ecancer's tips to make that interview, speech or media opportunity go well. Our Do's and Don'ts aren't exhaustive, but they're a good start.

Do

• Slow down. Most people are surprised when they hear or see recordings of themselves speaking in public - they didn't expect to sound so rushed or flustered! Don't worry about hurrying; speak at a normal or fairly slow pace.
• Sound positive. It's important to be truthful and stick to evidence, but if you sound positive, then people tend to think positively of you. Try not to complain - whether about colleagues, events, or situations.
• Stop, think and reflect. If you receive challenges or questions, don't feel that you need to dive straight into a response. Instead, pause to absorb and consider the query. If it is unclear, ask a question to clarify it. (If the query is off-topic, think of this as an opportunity to redirect back to the topic.)
• Acknowledge, bridge and move on. If you receive a query, challenge, or heckle that is off-topic, aggressive, or out of your sphere, use this technique to positively redirect the flow of the conversation.
  • Acknowledge: Take a moment to thank the speaker for their contribution, perhaps by noting that it is a good question or an interesting point.
  • Build a bridge: Suggest that the question requires background information, is outside the scope of the discussion, or is beyond your personal capabilities.
  • Move on: Segue into talking about a more relevant topic.
• Ask a friend or colleague to help you prepare. For a recorded interview, you may wish to have someone you know ask questions and film the responses, allowing you to become comfortable with being on camera. For public addresses, try practising with friends or colleagues.

Don't

• Make jokes at the expense of minorities. Jokes about women, racial groups, religions, disabled people, low-income people or other marginalised groups simply do not go down well - and do not reflect well upon you. 
• Use insulting or offensive language. Profanity, slurs, or insulting language do not come across well, particularly if the event is being recorded.
• Assume that everyone in the audience has the same background or values as you. No matter how much individual members have in common, every audience is diverse and different. 
• Assume the worst intentions. A query that sounds hostile may simply be uninformed. Try to remain calm and non-confrontational. 
• Be afraid to admit that you don't know. It's better to disclaim knowledge than to pretend to it. And you can make it sound perfectly good by saying things like "That's a good question, but it's outside of my field/scope/experience."
• Be nervous! Well, it's perfectly natural and acceptable to be nervous about public speaking. But do remember that public speaking and media interviewing are important skills, which become easier and more relaxing with time and experience. Try not to worry too much about being perfect and focus on your work. If you have been invited to speak, it's usually for a good reason - your work is important, and you are the best advocate to speak about it.

What to expect from an ecancertv interview

If ecancertv approaches you for a news or author interview, remember that our goal is to inform other cancer professionals about your work in the best way possible. To see what our videos look like, watch them here. 

You will meet our interviewer and film crew. Our interviewer will put you at ease and will usually ask a few preliminary questions to make sure that they are on the right track. You will be fitted with a lapel mic.

• Take your time and relax. Our team of skilled video editors will polish the final product, so don't worry if you stammer. If you're not happy with how you've answered a question, you can simply ask to try it again.
• Don't worry about preparing a script, or rehearsing answers to specific questions ahead of time. While it's good to know what you want to talk about ahead of time, don't try to memorise a script - this is quite hard work and can be distracting.
• Be confident in yourself and your work. Here at ecancer, we're interested in disseminating information about your work to other professionals in your field. It's a great opportunity to tell the world about everything you've been doing - and we want to help you make the most of it.

As a healthcare professional, you may be called upon to interact with the media in a variety of interesting and engaging ways. These opportunities can be nerve-wracking, but they can also be very rewarding. We wish you the best of luck - and perhaps one day we might interview you too!