Now we've got to come up with messages that we know are going to be of interest to reporters now. Don't waste a lot of time here. Don't brainstorm on 50 questions reporters last. Otherwise, you can waste the entire two hours. Just thinking of new questions and new answers. Don't waste your time on that.

Instead, I want you to come up with the top five questions that you think a reporter is going to ask you on this subject. Now, if it's your factory, and there's a fire going on, there's an explosion. And every TV reporter has notified you that they'll be at your gates in 10 minutes. You know what the obvious questions are going to be? What happened? Who was hurt is the community at risk?

Think of the most obvious five questions that a reporter would ask what would you ask yourself if you had to do a story on this? Think of those five questions and then come up with messages that answer those questions. Just five bullet points. it out I want you to write it down. What are the messages the answers you have to these top five questions. That's the next step in your messaging process.