The Importance of Having the Right Words

Broadcasting is a highly specialised area, and few people are really comfortable with a tough radio or television interview, no matter how senior and how skilled they are in their specialist fields. That isn’t surprising: exposure to the sharp end of the media is usually infrequent and the studio environment can seem strange and intimidating.

Any interviewee, however experienced, is dealing with a professional interviewer who is operating very much on his or her home ground. They are masters of all the techniques needed to coerce their guest into giving them a good story. And as we all know, a ‘good’ story in their terms can mean a disastrous one from the interviewee’s point of view.

Just cast your mind back to a couple of classics: British Rail wasn’t a complete laughing stock until a spokesman came out with that immortal line, “It was the wrong sort of snow”; and Ratners the jewellers didn’t have to change their name until Gerald Ratner described his own products in less than glowing terms!


One Comment to “The Importance of Having the Right Words”

  • Thanks for posting this article, It just shows you that it’s important to know how to handle how you communicate with others and especially delicate matters… I guess anything can happen in the world we are connected too and if we learn how to process our dialog we can avoid a lot of ‘unfortunate’ bad press and miss communications…

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