In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse.
Sometimes, when you are doing a great job of keeping on topic, the reporter is leading to you talk about different topics, some of which you aren't as knowledgeable about. If the reporter leads you into different areas, go there only if it suits your needs and you are comfortable there.
One advanced technique you can use in a tough interview is "bridging." Bridging is simply steering the interview back to your topic. Going down any side roads a reporter pursues is usually a bad idea – even if the detour is innocuous, it takes you off your main points. You may find, when the article is published or the interview airs, that the only comments of yours that reach the general public are those about a topic that you don't know much about. This isn't going to help your marketing efforts at all.
Don't be afraid to bridge. If the reporter asks, "Well, how do they feel about that in Argentina?" and you have nothing to say about Argentina, diplomatically acknowledge that the question is valid. For example, say "That's a good question. I don't focus on Argentina in my practice, but I can tell you what my clients are saying." Then move back to your topic – gently but firmly.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.
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