One trick interviewees occasionally get caught by is the ‘on the way back to the lift’ question. This is when a face-to-face interview appears to have concluded, the reporter has closed his or her notebook, and the Chief Executive (or whoever) politely says ‘let me show you out’. Chatting informally while waiting for the lift, the journalist slips in one more question, and the interviewee, now relaxed and thinking the formal proceedings have concluded, chats openly and says more than is wise – perhaps giving the ‘killer quote’ that of course finds its way into a prominent place in the article. This is how the notorious quote from the Goldman Sachs boss a few years back about ‘only doing God’s work’ is said to have found its way into the headlines. Remember, it’s not over until it’s over. (Taken from the book The M-Factor by Tom Maddocks.)
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