If being interviewed by a reporter, you want them to pick up what you want them to pick up, rather than getting side-tracked with something that may catch their attention but which you believe to be peripheral. So, don’t be afraid to clearly flag up what you feel is the most important point, so it is absolutely clear to the journalist what you believe should appear in the piece if your views are to be fairly reflected. Of course, the finished article is up to the reporter – you cannot tell them what to write, and if you do you will get short shrift. You have to make your key messages as compelling and relevant as possible, making the impact of them clear so he or she can instantly see why they are important. The relevant flagging phrases include “the key point here is”, “and this is absolutely at the heart of the matter”, “but what is really important”, “though as I was saying, it all comes down to” and so on. (Taken from the book The M-Factor by Tom Maddocks.)
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