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Every election season we are treated to dozens of examples of how NOT to behave as a spokesperson.
The reporter/debate moderator/town hall participant asks: “Mr. Governor, what do you think of bananas?”
The candidate replies: “My favorite kind of music is classic rock. Here are all of the classic rock songs I love and the classic rock library I founded. I am amazing.”
The reporter/debate moderator/town hall participant is thinking: Why doesn’t this jerk listen to and answer my question?
In media training you learn to pivot or bridge to what you want to talk about. But you MUST be a human. You must acknowledge that you heard the reporter’s question, even if you don’t intend to answer it.
“That’s a complex issue” or “That’s not really how we see it” or “Interesting perspective.” Any of these phrases (and many others) tells the reporter that you heard them.
Then, once you’ve established that you’re a human with good manners, you decide whether you’ll answer the reporter’s question or pivot right to your message.
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