Five Interview Failures
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Failure to take control The spokesperson is there to disseminate information, not just answer questions
Failure to anticipate questions There should be few or no surprises in an interview
Failure to deliver key messages Know the key message before the interview and practice getting it in.
Failure to stick to facts Speculating or answering hypothetical questions can get you into trouble. Confine answers to what is known.
Failure to stay calm When you stay cool, you show a willingness to cooperate with reporters and convey an impression of candor.

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