As a former producer for “60 Minutes” and other CBS News magazines, I rarely advise clients to not do high-stakes TV interviews, especially during a crisis. Since reporters interpret silence as a tacit admission of guilt, open communication is the smart approach. But these types of interviews require preparation on an entirely different level. Here is an eleven-step strategy to limit risk and leverage opportunity when engaging with the media in high-stakes or crisis communications situations.
Presenting somebody else’s slides can be a daunting task for even the most senior executives. That’s why I’ve adapted 3D’s successful model for communications preparation, “ACT – Analysis, Content Development, Testing,” to this less-than-ideal situation. Since the speaker usually has a short amount of time to prepare, I call it ACT Fast – 15 quick steps to making a presentation your own, when it’s not.
The ability to communicate well is every business leader’s primary tool. Why do some speakers always win over the audience, while others fail to connect? Most speakers get all the words right, but make little or no impact upon their audience. Those speakers fail because they are unaware of the “Unconscious Conversation.”
The emotional power President Obama drew upon is a connection all great speakers seek to make with their audience. It’s a connection that occurs only when the audience can sense the speaker’s words, because those words are genuinely connected to personal values and shared experience. That kind of content is what I like to call “shared context.” It only happens when the words are rooted in character and they are delivered with passion and conviction.
The day of an FDA Device Panel Meeting is arguably one of the most important days in the regulatory pathway of a new device. Sponsors have only a few hours to clearly articulate years’ worth of research and development and to communicate the benefits of their new device. Too often,…
Introduction On June 1, FDA issued a draft guidance, Evaluation and Reporting of Age, Race and Ethnicity Data in Medical Device Clinical Studies, which provides recommendations for the evaluation and reporting of age, race, and ethnicity data in medical device clinical studies. This draft guidance has important implications for trial…
Today’s exciting medical innovations should be shining moments for biopharma. Instead, companies are increasingly being tarnished by a backlash over prices. Increased scrutiny means the old way of justifying a therapy’s price is obsolete. Influential stakeholders are demanding collaboration and transparency to maximize patient access.
“60 Minutes” stories are morality plays. Good vs. Evil. The hero is the correspondent, who brings the story to climax with what Mike Wallace called, the “best question. One they don’t know is coming and I already have the answer.” They call that moment, the “Gotcha.”
When executives are deciding whether to accept interviews with shows like “60 Minutes,” they need to understand the gestalt of these shows – and learn how to survive and even excel on them.
Good data alone are no longer enough to win approval. In today’s environment, it is critical to prepare a clear, credible and engaging presentation and to start the preparation process early.