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page 1 | page 2 | page 3 | page 4 | page 5 | page 6 page 7 | page 8 | table of contents | references | test Lights, Camera, Action Step! The most important goal for an interviewee is to persuade the audience to take a behaviorally measurable action step - to do something concrete that will benefit your nursing organization, something that (at least in theory) could be measured, even if your nursing organization doesn't have the time or resources to make the measurement. Remember that the reporter is a tool and the interview itself is a tool - tools whose object is to prompt the audience to act . Reporters know that any thoughtful interviewee approaches the interview with an agenda for the audience. Knowing this is the case doesn't "turn off" the reporter - S/he expects it. The reporter simply wants a good, solid, accurate interview that brings some new angle to the story. Expressing your nursing organization's agenda need not detract from the interview; on the contrary, it can help focus and bring it alive. It is not enough anymore simply to hope that the audience will read, hear, or see your story and be "better informed" or "have a greater understanding" of your issue. You want more. You want at least some members of your audience to act in a way that may help realize a concrete goal of your nursing organization. So, the first step, of course, is to know your nursing organization's goal(s) in relation to the particular story. You need to clearly convey the action step to the audience. This means stating a concrete behavior you can actually visualize your audience doing - preferably today -- such as phoning, writing, or sending a letter or an e-mail to an elected official, or showing up for a public health forum.
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