Executive Interviews: Easy Questions the Hardest

When it comes to learning how to handle media interviews, a great many executives—and their PR handlers—live in a dream world. Often in preparing for a media training session, I have heard these comments: “Our CEO wants to get ready for all the tough questions.” “Let’s put the execs in the hot seat.” “Teach her how to get our story across.” However, over the long haul, the media relations game will be won less by how well a spokesperson answers the hard questions, and more by his or her ability to powerfully connect with the easy ones.

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