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Controlling Your Interview (SunStar Strategic)

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5 tips to help mutual fund managers and other spokesman control your next interview. Get our the messages about your company and products, and say what you want. SunStar Strategic's Media Training Workshop provides tools, techniques and practice!

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Controlling Your Interview (SunStar Strategic)

  1. 1. CONTROLLING YOUR INTERVIEW SUNSTARSTRATEGIC energizing growth since 1990 5 STRATEGIES T O E N S U R E Y O U R M E S S A G E S A R E H E A R D sunstarstrategic.com | 703.299.8390 |
  2. 2. STRATEGY #1: KEEP IT SIMPLE Know what you want to say Keep answers short Keep answers easy to understand
  3. 3. STRATEGY #2: AVOID JARGON Lessons: Avoid jargon, acronyms, & technical language. For your company and products, think about jargon you use today, and what alternatives there may be: Don’t say Say Don’t say Say Don’t say Say
  4. 4. STRATEGY #3: DON’T TELL, SELL Educate Get NAME out Build brand Sound smart TELL It is easy to tell, but you need to sell... ...or do a little of each. SELL Persuade Get STORY out Attract investors Be consistent
  5. 5. To our right is a massive body of floating ice that has broken away from a glacier or ice field in the polar sea. Most of an iceberg lies underwater, but because ice is not as dense as water, about 10% of it remains above the surface. Icebergs are classified by shape and size. The terms blocky, pinnacled, valley, and weathered are used for berg description, and bergy-bit and growler for berg fragments ranging smaller than cottage size above water. The lifespan of an iceberg may be indefinite while the berg remains in cold polar waters, eroding only slightly during summer months…. WHAT DOES THIS MEAN FOR US? I KNEW THIS WAS GOING TO HAPPEN. HUH? #%!!&$!! GET ME OFF THIS THING! TELLING
  6. 6. On your right is an iceberg. To keep you safe, we’ll be adjusting our route to the west. GLAD THEY ARE KEEPING US SAFE! vs. SELLING
  7. 7. STRATEGY #4: BRIDGE TO YOUR MESSAGES SECTORS STOCKSMACROECONOMIC STRATEGY COMPANIES BREAKING NEWS PROGRESS ASSET CLASS THEMES REPORTER INTERVIEWEE
  8. 8. That’s a good/interesting/important question… Let me give you an example… We’re positioned/we’re impacted… What I’ve found is… We don’t look at [issue].... What we look at instead is… [Issue] is important because… Another thing to remember is… Look! or See! That reminds me… We look at [issue] as part of our process. And for our fund that means… What’s important is… The real issue is… The way [issue] impacts our fund is… I don’t follow/like that particular stock/sector. What I like instead is… What [issue] means for our investors is… While we pay attention to [issue], we look for… If you look at it closely you’ll find… The larger issue is… BRIDGING TECHNIQUES
  9. 9. Answer, Acknowledge, don’t Avoid Bridging technique within 10 seconds Core message Deliver full name of fund Express the interviewer’s first name Finish within 30 seconds STRATEGY #5: REMEMBER YOUR ABC’s D E F A B C
  10. 10. SUNSTARSTRATEGIC energizing growth since 1990 CONTROLLING YOUR INTERVIEW 5 STRATEGIES T O E N S U R E Y O U R M E S S A G E S A R E H E A R D sunstarstrategic.com | 703.299.8390 |

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