Why are you on camera?

You wouldn't take an interview unless you had a clear message you wanted to get across to the viewers. So, what is your message and how do you relay it?

A simple question answered and your interview suddenly has direction: What do you want to tell you audience?

Is it about your diverse product range, or your reliability? Is it about your incredible customer service or your commitment to innovation? What are your key messages?

Once you are armed with your key messages, you should answer every question with those key messages in mind. Your agenda: to relay those messages. Bridging techniques are a great way to direct the interview to your key messages.

Example 1:

Reporter: "Sarah, all your competitors are investing in Africa. Why haven't you?"

Interviewee: "Ashlea, that is a good point and brings me back to the core of our business, we are not about expansion into Africa, we are about investing in innovation, investing our people, and growing our business locally. Our brand has, and always will be, about quality service, quality products, and happy customers".

Example 2:

Reporter: "Nick, the market is not playing in your favour, given your recent acquisition and the financial strain your company is under. How are you handling that?"

Interviewee: "Well Ashlea, that is a short term view. I think what people need to remember is that the acquisition was an investment in our future, and it will take time to reap the rewards of such an investment"

When you can walk out of an interview and feel as though you delivered your key messages concisely and succinctly, you have succeeded at the interview. Key messages should be memorable and repeated in your marketing material, all interviews and to your staff. It is what the company stands for and what you want to world to know about you.

Interviewee: "While there have been some comments in the media, "

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