Did I forget someone in this whole messaging process? That's right, you, we forgotten you, let's not forget you. It's critically important that you come up with messages that make you look good. That help your business, your organization, your mission, your cause your campaign. You're doing this interview to get something out of it might not be for selfish reasons. You may be a government official, you're trying to make the world a better place.

But there's something that you could communicate that helps you advance whatever it is you're trying to do. You need to brainstorm on all of those things. The problem many people have when they go into an interview, is they just get into a completely reactive mode to the reporter and they think they're only to ask us answering questions with the facts. Just the Facts, ma'am. No, that is not your objective. Your goal is to get the messages you care about the most in the final story the quotes you want.

Well, you can't do that. If you haven't isolated and defined what messages help you benefit you make you look good. So that's what I want you to do now, brainstorm, typed up, right however you want to do it. Every message on this topic that you've chosen, that makes you look good, doesn't mean it's going to make the final tap because we can look at the message later and say, reporters going to find that self serving are boring or tell us to buy an ad, where the public doesn't care about it. But for right now, I want you to write down every single message that you possibly can and let's get them all in one place.