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In the Spotlight: The Essential Guide to Giving Great Media Interviews
In the Spotlight provides step-by-step direction to prepare for and give media interviews. It explains the communications principles and concepts that underpin great interviews. And it shines with anecdotes and case histories drawn from Ed’s illustrious career as a journalist and communicator. Ed’s ground-breaking approach to giving great media interviews dismisses traditional "stay-on-message" techniques as unethical and ineffective. They are unethical insofar as they entail deflecting reporters questions in favour of disseminating what is usually irrelevant, inaccurate or untruthful propagandsa, and ineffective because such manipulation is often apparent, thus eroding the credibility of the spokesperson. Instead, Ed advises spokespersons to respond directly to what a reporter asks and to put the requested information into a relevant and accurate context. In this way, the public will more likely regard the spokesperson and the organization that he or she represents as credible and worthy. Of course, this approach will only work for organizations that operate ethically and provide a net benefit to society.