122 How to Sell Yourself
camera and microphone are turned off and the interview is fin-
ished. Don’t say another word except to exchange small-talk pleas-
antries, or what you see on the air may be what you said after you
thought the game was over. Don’t give them a victory in overtime.
There’s a simple, time-tested, foolproof rule: If you don’t want to
see it in print or hear it on the airwaves, don’t say it.
- The clothesline
Many reporters will hang out a clothesline filled with ques-
tions. You’re not expected to be able to remember each of four or
five questions in one bundle of laundry. Answer first the question
that suits you best and then ask the reporter, “What else did you
want to know?” I’ve even heard people say, “That’s a lot of ques-
tions. Which one would you like me to answer?” And the audi-
ence subconsciously nods and says, “Right. That’s really a mouth-
ful of questions.”
- “It’s been said...”
When the reporter knows that there may be a slander or libel
lawsuit over what comes next, the opening words are: “It’s been
said...” or “There are reports circulating that...” or “Rumor has it
that ....” An answer that begins with “Let me tell you what I know
so far,” or “Here are the facts as I understand them,” or “Obvi-
ously someone is supplying you with misinformation,” will help you
over the bomb without detonating it. There are lots of other possi-
bilities, as long as honesty remains the number one priority.
- Position
When you’re outdoors in bright sunlight, the crew will rarely
place the reporter looking directly into the sun. Don’t let them do
it to you. It will produce a pronounced squint, and an unwanted
closed face. Insist on angling yourself into a position that will let
you be natural. You and the reporter should be allowed to look at
each other without either producing a grotesque look.
12.The answer
I’ve been told about trainers who tell their clients, “This is your
interview. Make sure you get your message out. Regardless of what