This is not breaking news… it’s already gone viral

Why does something happen just when you can't get to the computer?

Yesterday a man (you probably know who) appeared on the radio and tv in advance of his company's launch of a new product. No doubt he couldn't reveal too many details, so the interviews were theoretically too early. But then, if he'd tried to get on today, the news would have already gone round the world and the programmes would have been less interested.

So, he arrived with a set of inward-looking and content-free messages which he was determined to deliver. If anyone had advised him about bridging techniques or addressing the interests of his audience, his memory clearly failed him.

He answered every question with a non sequitur, usually involving words like unique, new, proposition, experience, essence and transformation.Oh yes, and he found it "exciting", several times. Completely forgetting perhaps that he's paid to be excited.

In the end, one of the presenters was so anxious to get something out of the interview that they offered an open goal, "Sell it to us then." And he talked about "managing to find the way to transition the essence …"

Handling the media is not rocket science but I accept it can be stressful. That's why you need to prepare. Know what you want to say and what you can say. Make sure it is of interest and, hopefully, benefit to the audience. Say it in concrete language that they understand. Know how to bridge (I call it transition – am I guilty of the same crime?) away from the awkward question and get onto something interesting to the audience.

My mate and highly regarded journalist/editor, Dick Pountain, came up with a form of words that would have got the interview off to a racing start and actually delivered value to the audience within a few seconds. Sadly I can't share those words because it would identify our miscreant.

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