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Advice You - How to Stay Composed During Contentious TV Interviews
NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001.
Robert Novak’s meltdown on CNN’s Inside Politics was predictable, perhaps. After all, he’s spent the past two yea
Robert Novak’s meltdown on CNN’s Inside Politics was predictable, perhaps. After all, he’s spent the past two yea
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
rs fending off growing public criticism for his role in the Valerie Plame leak investigation and has watched helplessly from the sidelines as his media brethren have turned an increasingly sco
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
nful eye at his silence. If there’s one thing “old school” reporters like Mr. Novak can’t stand, it’s being part of a story they’re supposed to be covering.
But when he swore after James Carv
But when he swore after James Carv
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
lle’s mild provocations and stormed off the set, it was a complete surprise. I ought to know. I used to be Robert Novak’s producer.
Within hours of his outburst, more than 300 news stories –
Within hours of his outburst, more than 300 news stories –
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rom as far away as Russia, India and South Africa – had already appeared about the incident. With each story, you could faintly hear the echo of liberal commentators uncorking bottles of champ
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
gne. Media darling Jon Stewart went so far as to rub his nipples with delight on The Daily Show.
It’s an unsurprising case of schadenfreude, perhaps, since Novak has spent years mocking polit
It’s an unsurprising case of schadenfreude, perhaps, since Novak has spent years mocking polit
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
cians who self destruct on camera. In early 2004, for example, he wrote about Howard Dean that, “Being overworked is a poor excuse for Dean’s gaffes.”
Robert Novak just had his Dean scream mo
Robert Novak just had his Dean scream mo
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ent.
He’s not alone.
Today, as a full-time media trainer, I see spokespeople from across the nation embarrassing themselves unnecessarily. One recent client, a high-ranking city official, al
He’s not alone.
Today, as a full-time media trainer, I see spokespeople from across the nation embarrassing themselves unnecessarily. One recent client, a high-ranking city official, al
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
o ripped off his lapel microphone and stormed out of an interview only to see the clip used for seven straight days on the local news.
But the job of a journalist – particularly a television
But the job of a journalist – particularly a television
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ournalist – is to elicit drama. By pairing conservative vs. liberal, the entire construct of the show is intended to create a fiery debate, excluding most of the nuanced views that could lead
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
o a thoughtful conversation. Although CNN’s “Crossfire” may officially be canceled, the left-right debate format is here to stay. I often advise clients to avoid appearing on those programs al
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ogether and to seek a more substantive venue instead.
In many other cases, like that of the city official, viewers will never see the questions posed by a reporter. These “bites” interviews a
In many other cases, like that of the city official, viewers will never see the questions posed by a reporter. These “bites” interviews a
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
low a reporter to ask leading, obnoxious, and downright insulting questions, but if the spokesperson loses control and gets angry, that’s all viewers will ever see.
So how can a high-profile
So how can a high-profile
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
pokesperson stay in control during an interview? First, remember the “Seven Second Stray.” Being on message most of the time isn’t good enough. Those seven seconds during an hour-long intervie
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
when you respond angrily or say something flip or sarcastic is guaranteed to be included in the segment, and will likely be played over and over again. Novak’s entire incident lasted just 11
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
econds.
Second, think out what your response will be to an unexpected antagonistic comment in advance. Practice with someone who knows you well – your spouse, perhaps – and ask them to critic
Second, think out what your response will be to an unexpected antagonistic comment in advance. Practice with someone who knows you well – your spouse, perhaps – and ask them to critic
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ze you in a way they just know will get under your skin. Stay calm during your response, and choose your words carefully. It may make for an awkward dinner with one another, but the practice w
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ll help prevent self immolation when you’re on live television.
Third, monitor your non-verbals. Studies show that more than half of the way people perceive you is based not on what you say (
Third, monitor your non-verbals. Studies show that more than half of the way people perceive you is based not on what you say (
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
r don’t say), but on how you look. If you successfully restrain yourself from making a sarcastic remark but your eyes, face, or body betray your true feelings, viewers will notice.
Mr. Novak’
Mr. Novak’
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
fate is still uncertain. But just like Janet’s Super Bowl flash, President Clinton’s finger wag and the Dean Scream, Mr. Novak’s walk-off is destined to become a remembered pop culture moment
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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