Don't be a media interview passenger
/One of the biggest errors spokespeople make is giving the journalist way too much control over the interview process. Yes, the reporter gets to ask the questions. But that doesn't mean you should hand over 100% control of the exchange to them. If you do, I guarantee that you will be disappointed with your media coverage over the long term. Instead of asking you to participate in a media interview, imagine the reporter asked you to go on a car ride.
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