10Move the Conversation Forward

Your conversation is your advertisement.Every time you open your mouthyou let men look into your mind.

BRUCE BURTON

Typically when journalists call for an interview, they have a story angle in mind with questions prepared to lead the interview. But often their questions don’t really get at the heart of the matter. That’s not their fault, of course. It’s just that they don’t know the topic as well as the person being interviewed. So if a subject-matter expert simply responds to the questions, many reporters hang up the phone either disappointed or without the whole story.

Enter the concept of “talking points”—media training 101 for authors, movie stars, politicians, CEOs, and anyone who’s going to be in the public ...

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