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Opportunities to get your company’s message to the
public don’t come easily. When you do have a chance to
communicate via an interview, follow these tips to make
the most of your moment in the spotlight.
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Keep it
simple. Don’t get caught up in industry-speak. As
the poet William Butler Yeats once said, “Think like
a wise man, but communicate in the language of the
people.” Avoid the use of flowery language or
superlatives, and stay on topic.
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Don’t
BS. If confronted with a question that has you
stymied, admit it and offer to provide the
information at a later date. You can’t undo a
statement made in error.
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Talk to
the audience. Remember that the interviewer
represents an audience, and keep your responses
geared toward the audience behind the person you are
talking to.
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Stay
focused. Don’t let the interviewer catch you off
base. Stick to your own agenda, using your own
words. Don’t lose your cool if things start to
unravel. If anything, step back and take a deep
breath.
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Highlight important points. When discussing issues
of major importance, use a phrase to impart meaning
to them, such as “an important thing is…” or “the
key point is…”
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Be
prepared. When going into interviews, get to know
something about the interviewers, their expertise,
and their style. Make it a point to talk with them
briefly to try to find out exactly what areas they
want to cover, how they are approaching the
interview, and what resources they are working from.
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Stick to
your story. Just because the interviewer has an
agenda doesn’t mean you can’t have one too. Decide
in advance what areas you want to cover and be sure
to have the facts at hand to back up your
assertions. You can only steer the interview if you
know where you want it to go.
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