Page 212 - The New Articulate Executive_ Look, Act and Sound Like a Leader

DEALING WITH THE MEDIA 203

desire to enlighten and be helpful. It is conceivable that you could
feel you fared badly during the interview, yet wind up actually get-
ting high marks—based on nothing more than how well you came
across.

Try to be crisp. The average on-air news “clip” of people talking is
only eighteen seconds. That’s perhaps eighty words or less. Because
of the demands of available airtime and deadlines, tape editors will
typically favor the shorter cut for later broadcast. Best solution: If
you feel you can answer the question without bridging, go straight

for the conclusion, with a fact, figure, or anecdote to back it up. You
may even have some time left over.