The real issue is
As someone who focuses on message development and media training for our clients, I know we all look for ways to be able to stay on message during media interviews. In training sessions, we teach techniques called headlining, blocking and bridging. Simply put, there are several sentences you can learn to use that will help you get back to message and highlight your company’s product or service. Here are a few sentences to keep in your arsenal — or better yet, practice before your next interview:
“The most important thing to remember is …”
“That speaks to a bigger point …”
“What I really want you to remember is …”
Want to see first hand how it’s done? We all have a golden opportunity over the next few months to learn from the best by watching some of the media interviews with our two presidential candidates. One of them is actually phenomenal at using these techniques effectively (in my humble opinion) and one – well, not so much. Next time you’re listing to an interview on a difficult topic, listen for the number of times a candidate says “the real issue is …” and totally shifts the subject!