I once said that I had training to find out if I could be a press spokesperson.
Well, humbly, the answer in my case is "no"...
I look with a jaundiced eye to see what people do in press conferences and interviews and most times, I gasp in horror at the mistakes.
But here are things to watch for when you see a politician or some PR officer standing front of a gaggle of reporters who are intent on asking questions.
These are the methods and tools of a good interview:
1) define the ballpark so that you and the reporters know what you are discussing. Not every question can or will be answered. SET LIMITS.
2) To begin the interview or the press conference create two, three, or four items that you want the public to know. NO MORE. Use them as a hammer uses a nail. These are your message. IF you have NO MESSAGE. sit down and shut up. You shouldn't be in front of the press. Prepare. Prepare. Prepare.
3) Assert your authority to control the discussion. It's your press conference not theirs.
4) Use your hands for emphasis.
5) Don't speculate. Don't guess. If you don't know say you don't know.
6) Don't volunteer information. If it is not in your opening statement. Don't suddenly add it without preparation or forethought.
7) Tell the truth in all circumstances. Repeat - Tell the truth.
Watch when you see some of these politicians and spokespersons on camera and see if they follow the methods or not.
When you see big mistakes or ugly-assed comments in interview, pick out the mistake.


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