Are your media spokespeople answering questions directly, clearly and succintly?
They probably say they are. They probably even think they are. But very, very few people I interview do this well.
Some never quite address the question head on, even when it’s giving them a great chance to sell their company, product or services.
Some lose their message in a welter of empty jargon, management-speak, and general verbiage.
Others just talk. Sometimes even before I’ve asked a question they’ll launch into a speech and on they’ll go. They’ll talk and talk and talk and talk, ignoring my desperate attempts to enter the conversation, just a torrent of words flying out until I’ve lost the will to live, let alone write down whatever it is they’re waffling on about.
The thing is most people aren’t even aware that they’re falling into any of these traps. They think they’re doing a great job. So, help them out – listen in on the next interview they do, and see for yourself whether they are genuinely answering the questions directly, clearly and succintly.