You can control one thing in a media interview

“Focusing exclusively on what is in our power magnifies and enhances our power,” says Ryan Holiday in The Obstacle is the Way.

This isn’t just great advice for business strategy! This is great advice for media interviews!

When you sit down with a reporter you have no control over how prepared the reporter is, what questions the reporter asks, whether the reporter likes you or finds your content interesting, how the reporter’s editors might change the story the reporter writes, what the headline will be, where in the broadcast the story will appear, how long the story will be, what comments of yours the reporter will quote (if any), who else a reporter will interview, or what overall angle a reporter will take in the story.

The ONLY thing you have any control over is what comes out of your mouth.

So what do you do? Accept this and govern yourself accordingly.

Rather than trying to exert control over other aspects of the media relations process, focus on what’s in your power. Focus on your message and how you deliver it. Your job as a spokesperson is to deliver memorable and useful soundbites, interesting data points and compelling key messages over and over again, with sincerity and energy, no matter what the reporter asks.

When you artfully deliver artful messages you are doing everything in your power to contribute to a great story.

You may at times feel like a meat puppet, but being a great spokesperson is vitally important to your business. Embrace this odd Kabuki dance. Learn to operate beautifully within its constraints! This is the path to communications mastery. And communications mastery magnifies and enhances your power.

Communication is the essential last mile in finding and motivating the right teams, acquiring strong allies, powerfully bonding with customers, and capturing mindshare with compelling stories. Nothing will serve you and your vision better than developing exceptional communication skills.