If you concentrate on answering interviewers’ questions in press interviews, you’re putting your result in their hands. If you’re lucky, their agendas match yours, leading to a happy result.

Don’t do that.

Hoping for good luck is not a plan.

Instead, concentrate on the three points you want to communicate and use interviewers’ questions as cues to help you do that. Now you’re in charge. And you make interviewers’ job easier. Instead of piecing together stories from scratch, they can tell your story – with their perspective on it.

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