This module has been designed to help executives and members of their communications team prepare for important interviews. The ambition of the module is to help ensure they get the message across in a pithy and memorable fashion. We work together to craft various sound-bites with a view to testing and refining until the one selected is absolutely right for the moment.

The reality of any type of interview is that the audience is likely to only remember a small percentage of what is discussed. The brain is wired to remember key points, sayings or truisms delivered in a pithy fashion. This is why sound-bites can be so effective.

Key elements of the module covered off include:

- Thinking through the essence of the core message

- Discussing it and getting comfortable doing so in depth on camera

- Refining a long form version into the beginnings of a sound bite

- Ensuring the short form sound bite delivers the key message you need and want

- How to handle aggressive yet remote questioning

- How to finish with aplomb

These will of course be plenty of time to practice this technique for participants. We are able to make use of our Central London TV studios - used by various organisations and programme makers to create their own content - so perfectly suited to deliver this course. This module can be delivered on a stand-alone basis or as part of a longer session. It is now a key technique used by broadcasters to source radio and television interviews so it is important for executives to be able to handle it.

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