24 Ways to Speak in Soundbites

How do you respond to a hostile question from a reporter? How do you address an issue with which you’re unfamiliar? How do you translate your message into a memorable sound bite?

These are just a few of the issues we’ll tackle in my media-training workshop. I break the session down into five parts:

1. A presentation on the core principles of mediaspeak, replete with real-life case studies.

2. Brainstorming to essentialize your key messages.

3. A discussion on how to answer uncomfortable questions.

4. An analysis of your clips.

5. Mock interviews.

Transcript

1. 24 Ways to Speak in Soundbites
4. Nick I did not kill my wife. Tanner Why don’t you try it again, a little less wooden? Nick I didn’t kill my wife. Tanner throws a Gummy bear at Nick. Nick What are you doing? Tanner Every time you look smug or annoyed or tense, I’m going to hit you with a Gummy bear. Nick That supposed to make me less tense? Tanner Let’s try it again. Mr. Dunn, from what I understand, you and your wife had some bumps. Nick Yeah, we had some tough years. I lost my job. Tanner You both did.
5. Nick We both lost our jobs. I had to move back home so we could take care of my mother, who was dying of cancer. My dad… Tanner Your dad’s scorched earth. Let’s talk about your mom — how close you were. Go on. Nick For a while, things had been building up. Tanner “Built up” implies that an explosion is coming up. No. Nick At a certain point, we got on the wrong track. I had a moment of weakness. Tanner Your “moment” was over 15 months. Nick I disrespected my wife. And I disrespected my marriage. And I’ll always regret it. Tanner That works.
6. Tone Body Language Diction Topics to Avoid
8. 1EVERYTHING YOU NEED TO KNOW BEFORE YOUR NEXT INTERVIEW 2KEY MESSAGES 3COMFORTABLE ANSWERS TO UNCOMFORTABLE QUESTIONS 4CLIPS 5MOCK INTERVIEWS
9. 1EVERYTHING YOU NEED TO KNOW BEFORE YOUR NEXT INTERVIEW 2KEY MESSAGES 3COMFORTABLE ANSWERS TO UNCOMFORTABLE QUESTIONS 4CLIPS 5MOCK INTERVIEWS
10. Lie Shade Evade FOCUS
11. The Basics
12. #1 Never confuse a reporter for a friend.
14. “Something seems to happen to people when they meet a journalist, and what happens is exactly the opposite of what one would expect. One would think that extreme wariness and caution would be the order of the day, but in fact childish trust and impetuosity are far more common.” —Janet Malcolm
16. #2 Know your audience.
19. #3 Pinpoint your purpose.
20. BESS
21. Ego Raise your profile. Buzz Create excitement. Sales Drive business. Spin Shape a narrative. B E S S
22. #4 Don’t “be yourself.”
24. #4 Be the best version of yourself.
26. a cautious communication, intended to achieve a specific purpose Talking With a Reporter
27. #5 Remember that you’re always on the record.
29. “The Lizzas and Scaramuccis have been friends for over 50 years. My dad knew his dad from construction, and we were building a personal relationship. Most of what I said was humorous and joking. Legally, it may have been on the record, but the spirit of it was off.” —Anthony Scaramucci
31. Allen We were saying backstage that you want to take your young people on fascinating trips around the world, headed these holidays to Cuba. Why? Emmanuel Well, first of all, thanks for telling everybody what I’m going to do with my family. You had a private conversation with me, and now you decided to make that public. I really don’t appreciate that. I’m expressing to you now publicly my displeasure. My family’s trips are my family.
32. #5 Especially when you’re miked.
35. #5 And the rules don’t apply retroactively.
37. When should you go off the record?
38. Off the Record Not for Attribution On Background On Deep Background
39. “Chatterbox, who has been a Washington journalist for nearly 20 years, doesn’t have a clue what most of these terms mean, and doesn’t believe anyone else does, either. Or rather, thinks that if you ask different journalists what the terms mean, they will give you different answers.” —Chatterbox (aka Timothy Noah)
40. #5 And even when you’re off the record.
41. Ivanka declined to speak with New York other than off the record, which we declined. —New York, 2019
42. This story is based on 60 interviews with her friends and colleagues, which also form the basis of a narrative podcast series I have been reporting for six months. —New York, 2019
43. Mr. Conte’s office offered an interview on the condition that he could answer questions in writing. When sent questions, he declined to respond. —The New York Times, 2020
44. #6 If you say it, expect that they’ll quote it.
47. © Edward Kimmel via Flickr “It’s a win-win,” Mr. Schumer said, describing his strategy, though he quickly corrected himself, settling on “no lose” as a better frame. —The New York Times, 2020
49. #6 And if you do it, expect that they’ll mention it.
50. I was 15 minutes late by the time I arrived, disheveled and apologetic. Mr. Wilson was seated with eight young women at a square table set for 10. “Now we know,” Mr. Wilson said, “that when we have breakfast with Katie, we don’t really have to be there when we say we will be there.” —The New York Times, 2016
51. Lululemon Founder in Center of Controversy Again Chip Wilson Rips Reporter for Being on “Jewish Standard Time” Chip Wilson’s Cringeworthy New York Times Interview
52. Giuliani, who is 75, is an informal White House cybersecurity adviser and a high-priced cybersecurity contractor. In one hand, he clutched three phones of varying sizes. Two of the devices were unlocked, their screens revealing open tabs and a barrage of banner notifications as they knocked into each other and reacted to Giuliani’s grip. He accidentally activated Siri, who said she didn’t understand his command. “She never understands me,” he said. He sighed and poked at the device, attempting to quiet her. —New York, 2019
53. “Do you have all three phones?,” his bodyguard asked as Giuliani stepped out of the car. “Yeah, I got all three phones,” Giuliani said. A few minutes later, as we made our way downtown, I saw from the corner of my eye the sun reflecting off of something. It was the screen of one of the phones, which he had left on the seat next to me. —New York, 2019
54. #7 Repeat yourself.
56. 17 That’s how many times you need to be exposed to a new word before you learn it.
57. “You think I want to talk about being a waitress? I’m so bored, I almost fall asleep! But that’s the one everybody wants, and I tell it with glee.” —Barbara Corcoran
58. Political Opponent Nicknamed by Trump Hillary Clinton Crooked Hillary Bernie Sanders Crazy Bernie Ted Cruz Lyin’ Ted Marco Rubio Liddle Marco Jeb Bush Low-Energy Jeb
59. magical Product Adjective iPhone revolutionary App Store legendary iPad
60. Year Adjective 2019 record-breaking 2017 2016 biggest holiday season best-ever 2018 record-breaking 2015 record breaker 2014 record growth 2013 record-setting 2012 biggest-ever 2011 record-breaking
61. #8 Make yourself quotable.
62. Spokesperson #1 Oh yeah! Definitely. what you say We apologize for the inconvenience, and thank you for your patience. Reporter Google and Twitter no longer accept political ads. Facebook does. Do you think that decision is bad?
63. Spokesperson #2 Yes, that decision is un- questionably bad. what you say We apologize for the inconvenience, and thank you for your patience. Reporter Google and Twitter no longer accept political ads. Facebook does. Do you think that decision is bad?
64. “Mainstream journalism often precludes the journalist from making an observation in his own voice. So rather than simply saying ‘Yes’ or ‘You’re right’ after I volunteered an opinion, my go-to sources would, without prompting, repeat my conclusions back to me in complete, eloquent, usable sentences.” —Jim Frederick
65. Spokesperson #2 Yes, that decision is un- questionably bad. what you say We apologize for the inconvenience, and thank you for your patience. Spokesperson #1 Oh yeah! Definitely.
66. Reporter Are there certain people who are more likely to get mugged? What advice would you offer to potential victims? Spokesperson #1 The stereotypical thing we all think about is the old lady whose purse is snatched. That certainly happens on occasion, and it’s horrible. But I’ve also seen really big men mugged by smaller criminals with a weapon. So I’d say to everyone to be aware of their environment and remember that anyone can be a victim.
67. Reporter Are there certain people who are more likely to get mugged? What advice would you offer to potential victims? Spokesperson #2 Criminals love crimes of opportunity. Crimes of opportunity can victimize anyone from the 80- year-old grandma who was caught unawares to the 6’6 wrestler who thought he was immune to street crime. So, I tell everyone three things: Surveil your surroundings. Park in well-lit and well-populated areas. And trust your instincts. If a situation feels suspicious, don’t be a hero.
68. Spokesperson #1 The stereotypical thing we all think about is the old lady whose purse is snatched. That certainly happens on occasion, and it’s horrible. But I’ve also seen really big men mugged by smaller criminals with a weapon. So I’d say to everyone to be aware of their environment and remember that anyone can be a victim. Spokesperson #2 Criminals love crimes of opportunity. Crimes of opportunity can victimize anyone from the 80- year-old grandma who was caught unawares to the 6’6 wrestler who thought he was immune to street crime. So, I tell everyone three things: Surveil your surroundings. Park in well-lit and well-populated areas. And trust your instincts. If a situation feels suspicious, don’t be a hero.
70. News Release #1 In 2014 we launched T Brand Studio with a small team that focused on creating branded content at a level of quality people expect from the New York Times. That talented team of designers, writers, producers, developers, and strategists has grown four-fold in the last year, and we’re excited to bring our market-leading expertise to international advertisers. News Release #2 Last year, we were a risky experiment. Today, we’re an indispensable — and soon international — moneymaker.
71. MAP
72. When it comes to corporate social responsibility, Kermit the Frog was right: “It’s not easy being green.” Technique Example Metaphor We’re Uber for medical marijuana. Alliteration Casper’s decision is capricious, counterproductive, and cowardly. Pop-Culture Reference
73. Let’s Recap “Media training” can be summarized in one word. What is it? 1/7
74. Let’s Recap Why is a reporter not your friend? 2/7
75. Let’s Recap What are the four big reasons to talk with the press? 3/7
76. Let’s Recap When should you go off the record? 4/7
77. Let’s Recap If you make an off- handed remark, can a reporter quote it? 5/7
78. Let’s Recap What’s the seven-second slip? 6/7
79. Let’s Recap Name one way to make yourself quotable. 7/7
80. The Advanced Stuff
81. #9 Listen for the clickety clack of keystrokes.
82. SLOW DOWN
83. #10 Reply not with an answer, but with a statement.
85. Kelly The standard practice for a scandal is to get all the damaging facts out yourself — if there are any. So it doesn’t look like you’re hiding. Donna But they’ll leave me out of it? My parents won’t hear about any of this, will they? Kelly We know what we’re doing. Donna B.B. did say that you might have a job for me. Fund- raising? I graduated magna cum laude. Kelly That’s impressive. Donna Do you believe it, about a job? Kelly You sound very qualified.
86. Patient Will this hurt? Doctor #1 Yes, but only for a second.
87. Patient Will this hurt? Doctor #2 It’ll make you better.
88. Lawyer Were you injured? Witness Well, not physically…
89. Lawyer Were you injured? Witness My pocketbook was!
90. Reporter Can you guarantee this issue won’t happen again? Spokesperson #1 Unfortunately, there are no guarantees in life.
91. Reporter Can you guarantee this issue won’t happen again? Spokesperson #2 I promise you this: We’re committed to changing our culture.
92. Jeb Bush He has every right to have a view on it. Reporter Do you agree with the Pope’s moral mission on climate change?
93. #11 Reframe the negative as a positive.
94. Instead of This Try This Sorry I’m late. Thanks for waiting. Don’t forget to smile. Remember to smile!
95. This Has Become This illegal immigrant undocumented worker intact dilatation and extraction nuclear codes a nonunionized state The Affordable Care Act bailout Democratic Party partial-birth abortion nuclear bombs a right-to-work state Obamacare financial-stability package Democrat Party anti-abortion pro-life religious faith-based
96. This Has Become This change my mind evolve a lie directionally correct
98. Volunteer I get that! Labels can be intimidating, especially those that are used in so many ways. The truth is, what Bernie stands for is social equality. He wants to ensure equal opportunity for all, not just those on the top. That means healthcare and schools that are reliable, accessible, and effective. That’s what he means by “socialism.” Voter Bernie is a socialist, and that’s scary to me.
99. C.E.O. No. I’m an entrepreneur. Like any businessman, I try to buy low and sell high. I specialize in buying companies that are failing. In many cases, if I don’t step in, the company will go bankrupt within weeks. So I’m actually saving companies and communities and jobs. Reporter Critics say that venture capitalists are predators who scoop up vulnerable companies and then sell them for parts — no matter the human cost. Are you a predator?
100. This Has Become This greenhouse gases pollution renewable energy clean energy rising temperatures extreme weather drill for oil explore for oil the dump landfill geoengineering climate interventions
101. This Has Become This taxes revenue enhancements tax cuts tax relief estate tax death tax raise the taxable-income cap make everyone pay the same rate
102. This Has Become This rotten meat dry-aged meat sheep dolphin fish Patagonian toothfish maple syrup mutton mahi mahi Chilean sea bass low glycemic-index sports fuel prunes dried plums drunk overserved
103. This Has Become This cozy unbearably small hidden gem charming needs a little T.L.C. seller is motivated no one wants this old a teardown seller is getting divorced good bones about to collapse must-see overpriced
104. This Has Become This corporate raider shareholder activist junk bonds high-yield bonds vulture capitalist phoenix broke temporary, negative cash flow in debt in the red leveraged buyout private equity poison pill shareholder-rights plan
105. This Has Become This Department of War Department of Defense kill accidental deaths neutralize collateral damage torture enhanced interrogation withdrawal tactical retreat kidnapping rendition torture enhanced interrogation shakedown safety check shoplifting external shrinkage assault rifle modern sporting rifle
106. This Has Become This secretary executive assistant medic hospital corpsman janitor custodial engineer stewardess flight attendant hooker sex worker flower shop floral design studio old senior citizen content moderator process executive pornography free speech
107. This Has Become This time bandwidth fire middle managers delayer fire people increase efficiencies fail pivot unemployed between jobs hang up on release the call warehouse fulfillment center
108. This Has Become This off-price premium-value used (headphones) factory-renewed used (car) certified or pre-owned cheap low-cost
109. This Has Become This pet owner pet parent biting teething
110. This Has Become This deaf hearing impaired bald follically challenged handicapped physically challenged blind visually impaired false teeth dental appliances sweat perspire fat curvy wrinkles character lines
111. This Has Become This toilet paper bath tissue use the toilet powder my nose toilet water perfume diarrhea stomachache constipation occasional irregularity
112. This Has Become This ejaculation release strip hooker wardrobe malfunction sex worker coffee (or: Netflix and chill) sex impotence erectile dysfunction naked birthday suit
113. Company Employees Trader Joe’s crew members Bonobos Walmart ninjas associates Disney cast members Amazon pick ambassadors Lululemon educators
114. Company Managers Trader Joe’s captains Sweetgreen head coaches Apple senior advisors
115. Company Customers Target guests Instagram partners Kaiser Permanente members
116. #12 Recognize that it’s not what you say. It’s what people hear.
117. What Your Customers Hear We’re not sorry we missed you. Your call really isn’t that important to us. what you say We apologize for the inconvenience, and thank you for your patience. What Your Voice Menu Says We apologize for the inconvenience, and thank you for your patience.
118. What Folks Hear But not by me! I didn’t do anything wrong. what you say We apologize for the inconvenience, and thank you for your patience. What You Say Mistakes were made.
119. Do You Support Medicare for All? 63% Do You Support Single-Payer Healthcare? 48%
120. #13 Reject the premise.
121. When did you stop stealing office supplies?
122. Did you plan to embezzle from your company, or did it just happen?
123. #13 Never repeat a false premise.
125. “I am not a crook.” — Richard Nixon 1973 “I am not a witch.” — Christine O’Donnell 2010 “I’m not a lesbian.” — Oprah Winfrey 2010 “I am not a bully.” — Chris Christie 2014
128. Jerome Powell We may well be in a recession. But again, I would point to the difference between this and a normal recession. There’s nothing fundamentally wrong with our economy. Quite the contrary. The economy performed very well right through February. We’ve got 50-year low in unemployment for the last couple of years. So we start at a very strong position. This isn’t something that’s wrong with the economy. Question As you well know, a “recession” is a technical term; it means two straight quarters of negative growth. We’ve already had one quarter. Put it bluntly: Do you think we are already in recession? Do you think it is inevitable that we will be in recession?
129. Jerome Powell Savannah, As you know there are technical indicators like G.D.P. that determine whether a country has entered a recession. The most important thing for everyone to keep in mind is that nothing is fundamentally wrong with our economy. Quite the contrary… Question As you well know, a “recession” is a technical term; it means two straight quarters of negative growth. We’ve already had one quarter. Put it bluntly: Do you think we are already in recession? Do you think it is inevitable that we will be in recession?
130. #14 Treat gotcha questions with empathy.
131. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” —Maya Angelou
132. George Bush I think the national debt affects everybody. Obviously, it has a lot to do with interest rates. Question How has the national debt personally affected each of your lives? And if it hasn’t, how can you honestly find a cure for the economic problems of the common people if you have no experience in what’s ailing them?
133. Bill Clinton Tell me how it’s affected you again? You know people who’ve lost their jobs and lost their homes? Question How has the national debt personally affected each of your lives? And if it hasn’t, how can you honestly find a cure for the economic problems of the common people if you have no experience in what’s ailing them?
134. Answer #1 Since the Sunshine Society is a woman’s facility, we were unfortunately unable to help this young man. We offered to connect him with another group that works with boys. Reporter The Sunshine Society says it helps victims of domestic abuse. So why did you turn away a 14-year-old boy who was abused?
135. Answer #2 It breaks my heart that we aren’t equipped to bring Jared into our facility. It’s moments like these that I wish we had a separate building where we could house boys who need our services. I have personally pledged to do everything I can to help him, and I’ll accompany him to an appointment at a facility that has the capacity to give him the help he deserves. Reporter The Sunshine Society says it helps victims of domestic abuse. So why did you turn away a 14-year-old boy who was abused?
136. Reporter In 2006 and 2007, you were paid about £20 million a year. Now, that’s 1,000 times more than the average Barclays teller gets paid. Can you be worth 1,000 times more than anybody at Barclays? Bob Diamond #1 First of all, most of it wasn’t bonus; most of it was deferred in equity. I think it’s appropriate for someone as senior as myself to get a blend of short term and long term, to get a large portion deferred, and that I’m tied as closely to the shareholders as possible — which was the case. You know, I think market-based compensation is something that is important, and incentives are important.
137. Bob Diamond #2 Well, on a personal level, no. Anyone who comes into our bank knows just how good our tellers are at their jobs. But my role as C.E.O. is to grow the bank, and if I do my job well, there will be more job opportunities, more tellers, and more room for upper growth for our entire staff. And with that responsibility, yes, comes increased compensation. Reporter In 2006 and 2007, you were paid about £20 million a year. Now, that’s 1,000 times more than the average Barclays teller gets paid. Can you be worth 1,000 times more than anybody at Barclays?
139. #15 Beware your nonverbal expressions.
143. #2
145. #16 Bridge back to your message.
147. Michael Phelps I checked myself in because I think I was at a point in my life where something needed to change — and I needed to figure things out. Matt Lauer You checked yourself into the Meadows for 45 days. You’ve said you don’t know if you’re an alcoholic. Maybe you have a binge problem. So did you check yourself into treatment because you had a drinking problem or because you had a public-relations problem?
149. Pete Buttigieg Well, I suppose you could run and succeed at any age. But I think the really important thing is, Are we focusing on the future, or are we tied up in the politics of the past? And I think in a moment like this, in order to govern — but also in order to win — we gotta be focused on the future … We’re dealing with cybersecurity threats, global-health risks, the economy changing in the era of technology … Every single time that my party has captured the White House in the last 50 years, it’s been with a candidate who is looking to the future, new to national politics, and opening the door to a new generation. Bill Maher As the youngest guy in the campaign, what do you think about Bernie and Biden — that this party that’s so young-looking is embracing the two oldest people?
150. Here’s what our customers tell us… What’s important to remember is that… We’re focused on…
151. 1. Let’s put this in perspective. 2. Let me add some context. 3. We view that as an incomplete view of the issue. The fuller view is that… 4. The bottom line is this: 5. It’s important to remember that… 6. Here’s what we know: 7. Here’s what I can tell you:
152. 9. If your readers keep only one thing in mind, it’s that… 10. Let me tell you what we’ve been seeing. 11. What our research shows is… 12. Keep in mind that… 13. I wouldn’t say that. What I would say is that…
153. #17 Comment without saying “no comment.”
154. David Richter #1 No comment. And I don’t want “no comment” to be my answer. No answer. Reporter Has President Trump stayed true to his principles?
155. #17 Ignore.
156. David Richter #2 I’m running for office in New Jersey, and I’m focused on the issues here in the Second Congressional District. Reporter Has President Trump stayed true to his principles?
157. #17 Explain.
158. Ben Smith You know, this question has come up in a couple of different ways, and I’ve realized that I am just of the generation that’s very uncomfortable talking about this kind of thing. Reporter Here’s a difficult question: I’m assuming you took a pay cut to work at the New York Times. Is that true?
159. Spokesperson As you know, we have a fiduciary responsibility to our shareholders to consider all serious offers. But we don’t negotiate through the press. When we have something to announce, we’ll issue a news release. Reporter There have been reports of a possible acquisition. Is Disney buying your company?
161. Tim Tebow Well, it was heartbreaking, and it was sad. And we’ve been advised, as I’m sure you’ve all heard a bunch of times, not to comment on an ongoing legal investigation. So I’m not to comment further. Reporter #1 You know Aaron pretty well, and you’ve known him for six, seven years now. What was your reaction over the last six weeks?
162. Tim Tebow I understand why you have to ask all the questions. That’s part of you doing your job. Part of mine is listening to instruction. We’ve been told not to talk about it. Reporter #2 Are you shocked just knowing him, just knowing the guy and having gone to college with him?
163. #17 Email.
164. I Thought This Might Be Helpful
165. #18 Avoid picking nits.
166. “The data analytics firm that worked with Donald Trump’s election team and the winning Brexit campaign harvested millions of Facebook profiles of U.S. voters, in one of the tech giant’s biggest-ever data breaches, and used them to build a powerful software program to predict and influence choices at the ballot box.”
167. “The data analytics firm that worked with Donald Trump’s election team and the winning Brexit campaign harvested millions of Facebook profiles of U.S. voters, in one of the tech giant’s biggest-ever data breaches, and used them to build a powerful software program to predict and influence choices at the ballot box.”
168. Hand’s Up!
169. Spokesperson #1 Let me clarify that our chair- man is appealing that verdict. Also, I believe you’re referring to our former C.E.O. Reporter Your C.F.O. is cooperating with the S.E.C. Your C.E.O. is on trial for insider trading. Your chairman was convicted of backdating stock options. Is there a culture of corrupt- ion at Waystar Royco?
170. Spokesperson #2 The Waystar Royco of 2020 is not the Waystar Royco of 2018. Our new C.E.O. has dedicated the firm to transparency, and we believe that our new compliance controls are second to none. Reporter Your C.F.O. is cooperating with the S.E.C. Your C.E.O. is on trial for insider trading. Your chairman was convicted of backdating stock options. Is there a culture of corrupt- ion at Waystar Royco?
171. #19 Clean-up any mistakes.
172. Correction #1 Earlier, I think I said that about 75% of Arlington’s companies are considered small businesses. I should have said 85%. Incorrect Info Arlington is so entrepreneur- friendly that 75% of companies here are small businesses.
173. Correction #2 Earlier, I think I said that about 75% of Arlington’s companies are considered small businesses. I should have said 85%. That statistic, by the way, comes from an article your own paper published a few months ago. I’ll send you the link as soon as we’re done. Incorrect Info Arlington is so entrepreneur- friendly that 75% of companies here are small businesses.
174. Correction #1 What I meant to say is that money isn’t everything. Small businesses are critical to Arlington. Infelicity Small businesses don’t provide as much revenue to Arlington as large businesses do.
175. Correction #2 What I want to reiterate is that small businesses are the heart of our local economy. They not only pump revenue into the town’s coffers; they also bring our community together. In short, small businesses represent a critical part of Arlington’s success. Infelicity Small businesses don’t provide as much revenue to Arlington as large businesses do.
176. Spokesperson I mentioned earlier how small businesses contribute far more than just their economic value. Expanding on that, I want to call attention to their indispensable role in the historical and cultural fabric of Arlington. I’ll give you two quick examples: Goody’s provides after-school jobs to our students, and Cherrydale Hardware never fails to sponsor a Little League team. That kind of heartfelt, sustained commitment is how communities like ours thrive. Reporter Anything else to add?
177. Let’s Recap In a phone interview, when should you slow down? 1/7
178. Let’s Recap If you don’t want to reply with an answer, you can reply with a _________. 2/7
179. Let’s Recap Name two before-and- after examples in which you reframe a negative as a positive. 3/7
180. Let’s Recap How can you defuse a gotcha question? 4/7
181. Let’s Recap Name two phrases you can use to bridge back to your message. 5/7
182. Let’s Recap If you can’t comment, then you need to do what? 6/7
183. Let’s Recap In cleaning-up a mistake, what should you promise? 7/7
184. Bonus Tips
185. #20a Write a spec sheet.
186. Publication The New York Times Magazine Reporter Mark Leibovich Deadline September 12, 2017 3 PM EST Topic Reince Priebus Notes Leibovich is the magazine’s chief national correspondent. He’s best known for his DC tell-all book, This Town. He was raised in Boston and has 51,000 followers on Twitter.
187. q Live q Live to Tape q Edited
188. Instead, Try This Can you tell me about the story you’re working on? Never Ask This Question What’s your angle?
189. We’re going to decline this opportunity right now. #1
190. BICS
191. B I C S Biased Suspect Controversial Irrelevant
192. I read your article about Elon Musk. #2
193. #21 Treat deadlines as inviolable.
194. Your Deadline 4 PM Reporter’s Deadline 5 PM
195. Source I’d love to comment, but I just don’t have the time right now. Normally, this isn’t a problem, but not today. Thanks for the opportunity. I hope you’ll keep in mind in the future. Reporter I’m writing a story about Victoria Secret’s decision to cancel its fashion show. My deadline is 5 PM EST. Any thoughts?
196. #22 Send a thank- you note.
197. #23 Tweet the link — and use the reporter’s handle.
198. Right Check out this “elevator” interview I just did with the @WSJ’s @JoannaStern: https://on.wsj.com/394C5by what you say We apologize for the inconvenience, and thank you for your patience. Wrong Check out this “elevator” interview I just did with the Wall Street Journal: https://on.wsj.com/394C5by
199. Better How does @ThirdLove determine your bra size? In this video interview with @JoannaStern, I explain our secret algorithm: https://on. wsj.com/394C5by what you say We apologize for the inconvenience, and thank you for your patience. Good Check out this “elevator” interview I just did with the @WSJ’s @JoannaStern: https://on.wsj.com/394C5by
200. #24 Try HARO.
201. http://HelpAReporter.com
203. Right Here are a few thoughts in response to your HARO request about “pinkwashing.” Wrong I saw your request on HARO to speak with a PR pro about “pinkwashing.” Let’s chat! Here’s my contact info.
205. 2KEY MESSAGES 1EVERYTHING YOU NEED TO KNOW BEFORE YOUR NEXT INTERVIEW 3COMFORTABLE ANSWERS TO UNCOMFORTABLE QUESTIONS 4CLIPS 5MOCK INTERVIEWS
206. “Omne trium perfectum.” —Aristotle 3
207. SER
208. Exampled Soundbitey Repeated S E R
209. 1. Keep 2. It 3. Simple
210. Good Slow. what you say We apologize for the inconvenience, and thank you for your patience. Bad We were too slow to spot this and too slow to act.
214. Message Stories Stats Soundbites
215. “What questions do you have for my answers?” —Henry Kissinger
216. 3COMFORTABLE ANSWERS TO UNCOMFORTABLE QUESTIONS 2KEY MESSAGES 1EVERYTHING YOU NEED TO KNOW BEFORE YOUR NEXT INTERVIEW 4CLIPS 5MOCK INTERVIEWS
217. 4CLIPS 3COMFORTABLE ANSWERS TO UNCOMFORTABLE QUESTIONS 2KEY MESSAGES 1EVERYTHING YOU NEED TO KNOW BEFORE YOUR NEXT INTERVIEW 5MOCK INTERVIEWS
218. 4CLIPS 3COMFORTABLE ANSWERS TO UNCOMFORTABLE QUESTIONS 2KEY MESSAGES 1EVERYTHING YOU NEED TO KNOW BEFORE YOUR NEXT INTERVIEW 5MOCK INTERVIEWS
219. JonathanRickPresentations.com