MASTER YOUR IMAGE - PART 1

5 techniques to keep the conversation on your subject that work every time

Tallulah Bankhead described working on television as "like being shot out of a cannon. They cram you all up with rehearsals, then someone lights a fuse and-BANG-there you are in someone's living room." To be ready for your time to shoot out of the cannon, take the time to thoroughly prepare your ideas and sound bites. Television, radio and print interviewers are often focused on presenting a lively, entertaining program—not on promoting you or your products. Honing your conversational skills to include a repertoire of key phrases will keep interest focused on you and the points you want to convey.

1. When asked a question that doesn't pertain to your topic...
Sharing information with the audience you know is fascinating makes the interview move at a swift pace while making the interviewer appear as if he's doing an excellent job. For example say, "What most people want to know is...." Or, "What many people ask me about is...." Or, "What people find most surprising/useful/ entertaining is...."

2. When asked a question for which you don't have a clear answer...
Stay within your area of expertise and reinforce the impression that you are knowledgeable in your field. You might say, "I don't know about that, but what I do know is....which I discuss in...(name of presentation, book, article, brochure, report etc.)."

3. When asked a question that is too general...
Ask yourself a specific question and then answer it. You might say, "I sometimes wonder how I could have written/said...." Then launch into a story, anecdote, or epiphany.

4. When asked a question that could provoke controversy...
Jean-Paul Sartre said, "Words are loaded pistols." You can use word's explosive power in your favor by learning how to soften your introduction before delivering controversial ideas. President Clinton uses this technique when he is talking about sensitive issues such as abortion. It's a way of acknowledging a difficult issue or position while respecting your critics' or opponents' ideas. Also, by mentioning an opposing view, you automatically diffuse it. Examples, "People who disagree with me might say...." Or, "Other people who have opposing ideas may say...but I believe...for these reasons...." Or, "What I'm about to say may make a number of people angry...." A Gaelic proverb states, "if you want an audience, start a fight."

5. When asked a question you don't want to delve into deeply...
State facts, statistics or quote someone else who has information relevant to your point. Surrounding yourself with other experts who agree with you creates a fortress of facts that support your views. Remember, you are in charge of how you are presented to the public. Even when caught off guard, take a deep breath, reflect, and then say something that people will remember.