Once you have a media message, you still must answer questions, but how do you do that without losing control of the interview? You don’t want to dodge questions or simply repeat the same message over and over. Members of the media will think you are a moron and will therefore not quote you or use you as a future news source.
You must answer questions, but do so with an agenda and a framework of operating principles. For starters, if a reporter asks you a question that is not directly related to one of your three main message points, guess what? You still have to answer it. Continue reading