This document provides guidance for startups on public relations without an agency. It discusses how to build an early PR strategy by linking PR to business objectives and target audiences. Key recommendations include researching media outlets and competitors, defining your company's story, and remembering that journalists deal in stories. The document also covers how to be a great spokesperson through preparation, finding your voice, different types of interviews, and rules like using flags and bridging techniques to stay on message.
Alex Greenwood PR Presentation - New DesignAl Bonner
I was privileged to have an opportunity to help Alex Greenwood redesign his Public Relations training presentation. This is the redesigned or "after" version.
Content 101 - Training in content for budding entrepreneursBrutal Pixie
This presentation is the original presentation delivered to the HYPA Works Bizifyd program. Brutal Pixie is a key presenter in the Bizifyd entrepreneurial training program StartmeUP.
While this presentation has since changed a bit since 2014, it's still a fabulous tool.
Learn what content is, how to create it, how to spot stories... and why you're not a storyteller.
Value propositions: Your lack of one is holding you backBrutal Pixie
Few people realise that their value proposition can have a significant effect (or ill-effect) on their entire business. Or that it's best to have a minimum of three, rather than a minimum of one.
This slide deck is the skeleton of a seminar presented on this topic. Express your interest in participating in the next webinar at http://tinyurl.com/PixieRegister.
Everything I Wish I'd Known When I Moved From Finance To a Tech StartupKate Huyett
I spent five years in finance before moving to work at a tech startup based in NYC. The recruiting process in tech is very different, and this presentation shares everything I wish I'd known when I was making the move, including:
How to think about what I was looking for
How to approach startups
Whether or not I should be active on social media
Interviewing tips
There's a version with audio on Udemy: http://bit.ly/14Byvm2
Some of the key considerations for when you start your own business. Interspersed are parts of my entrepreneurial journey along with a high level view of what you need to do when you want to run your own business.
Alex Greenwood PR Presentation - New DesignAl Bonner
I was privileged to have an opportunity to help Alex Greenwood redesign his Public Relations training presentation. This is the redesigned or "after" version.
Content 101 - Training in content for budding entrepreneursBrutal Pixie
This presentation is the original presentation delivered to the HYPA Works Bizifyd program. Brutal Pixie is a key presenter in the Bizifyd entrepreneurial training program StartmeUP.
While this presentation has since changed a bit since 2014, it's still a fabulous tool.
Learn what content is, how to create it, how to spot stories... and why you're not a storyteller.
Value propositions: Your lack of one is holding you backBrutal Pixie
Few people realise that their value proposition can have a significant effect (or ill-effect) on their entire business. Or that it's best to have a minimum of three, rather than a minimum of one.
This slide deck is the skeleton of a seminar presented on this topic. Express your interest in participating in the next webinar at http://tinyurl.com/PixieRegister.
Everything I Wish I'd Known When I Moved From Finance To a Tech StartupKate Huyett
I spent five years in finance before moving to work at a tech startup based in NYC. The recruiting process in tech is very different, and this presentation shares everything I wish I'd known when I was making the move, including:
How to think about what I was looking for
How to approach startups
Whether or not I should be active on social media
Interviewing tips
There's a version with audio on Udemy: http://bit.ly/14Byvm2
Some of the key considerations for when you start your own business. Interspersed are parts of my entrepreneurial journey along with a high level view of what you need to do when you want to run your own business.
Media Training PowerPoint ® for Rowan University graduate students. Citations are given during oral presentation and in "The Public Relations Practitioner's Playbook" by M. Larry Litwin.
PR is essential for Entrepreneurs, but its not easy. Here is a simple reference guide to navigate the confusing world of PR. Meant essentially for those who have little PR experience.
Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
Want to get in touch?
ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
The guide is dedicated to PR managers and specialists responsible for communications in their organizations. We hope you will find here answers for all, or most of your questions regarding PR – techniques, activities, prices etc. – and this text will help you to successfully set up, run and develop your communication, both in your home countries and on markets where you choose to scale up.
5 Simple Steps for Entering the U.S Market Using Content MarketingNearshore Marketing
If you're a small to medium-sized company and you'd like to enter the U.S. market, find out 5 simple steps to use content marketing to get a foothold. From http://contentpropulsion.com
Content marketers are often too quick to jump into the tactical sandbox. A content marketing plan without a solid content strategy foundation is essentially a house built on quicksand -- sure to sink, costing everyone time, money and aggravation. Respect your audience, create content they truly want, and stop creating clutter that will inevitably become a content strategist's colossal cleanup.
Practical, actionable tips to execute PR, branding and positioning in unison to grow your startup or small business. Focused on teams with limited resources. Given at Hubspot's INBOUND 2016 in Boston.
[WEBINAR] How To Keep Your Business Momentum Up All YearContactually
If, despite your best intentions for the New Year, your phone isn’t ringing as much as you'd hoped, and you're beginning to despair -- or worse, or are beating yourself up -- STOP! Help is finally here.
This can happen to even the most enthusiastic and driven business owners. January starts off great, and then it all goes downhill from there. What if you had a comprehensive, month-by-month plan to ensure that your momentum stays high throughout 2015?
We are pleased to continue our Winter Business Bootcamp with resident marketing expert Jason Economides with even more inspiring and revenue generating strategies to keep your business plan on track. By the webinar's end, you'll have a “Done-For-You” marketing plan with something valuable to say to your customers for each month of 2015 in order to keep you top-of-mind and position yourself as the obvious choice when it comes time to do business.
Media Training PowerPoint ® for Rowan University graduate students. Citations are given during oral presentation and in "The Public Relations Practitioner's Playbook" by M. Larry Litwin.
PR is essential for Entrepreneurs, but its not easy. Here is a simple reference guide to navigate the confusing world of PR. Meant essentially for those who have little PR experience.
Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
Want to get in touch?
ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
The guide is dedicated to PR managers and specialists responsible for communications in their organizations. We hope you will find here answers for all, or most of your questions regarding PR – techniques, activities, prices etc. – and this text will help you to successfully set up, run and develop your communication, both in your home countries and on markets where you choose to scale up.
5 Simple Steps for Entering the U.S Market Using Content MarketingNearshore Marketing
If you're a small to medium-sized company and you'd like to enter the U.S. market, find out 5 simple steps to use content marketing to get a foothold. From http://contentpropulsion.com
Content marketers are often too quick to jump into the tactical sandbox. A content marketing plan without a solid content strategy foundation is essentially a house built on quicksand -- sure to sink, costing everyone time, money and aggravation. Respect your audience, create content they truly want, and stop creating clutter that will inevitably become a content strategist's colossal cleanup.
Practical, actionable tips to execute PR, branding and positioning in unison to grow your startup or small business. Focused on teams with limited resources. Given at Hubspot's INBOUND 2016 in Boston.
[WEBINAR] How To Keep Your Business Momentum Up All YearContactually
If, despite your best intentions for the New Year, your phone isn’t ringing as much as you'd hoped, and you're beginning to despair -- or worse, or are beating yourself up -- STOP! Help is finally here.
This can happen to even the most enthusiastic and driven business owners. January starts off great, and then it all goes downhill from there. What if you had a comprehensive, month-by-month plan to ensure that your momentum stays high throughout 2015?
We are pleased to continue our Winter Business Bootcamp with resident marketing expert Jason Economides with even more inspiring and revenue generating strategies to keep your business plan on track. By the webinar's end, you'll have a “Done-For-You” marketing plan with something valuable to say to your customers for each month of 2015 in order to keep you top-of-mind and position yourself as the obvious choice when it comes time to do business.
5 tips to help marketers sell tech, and techies market their services, from Marketing Coordinator Anna Remus at WordCamp Boston 2014.
*Minor corrections will be made to slides soon.
Storytelling for your business. PR WorkshopAMBITIOUS
Successful PR activity isn't accidental. It is always centred around a 'good old story' or the word of the moment 'content'. And, is (nearly) always planned.
Covering off 'why bother with a story for your business', 'the seven basic story plot lines', 'how to develop a story' and 'how to tell it', AMBITIOUS hosted a workshop with start-up businesses and entrepreneurs at Set Squared in Bristol.
An edited copy of the slides are here.
Help them to sell more: What PR can do for your growth targetsSebastian Rumberg
This was a talk that we were giving for the lovely folks at The Family in Berlin for a diverse tech audience. You'll find a ton of PR lessons for founders and small startups in there and at the end a list of books that I recommend to anyone who wants to improve their PR game.
Start your Blog Camp experience off by hearing from content creator and lapsed journalist, Jeff Cutler. He’s been creating messaging, blog posts, videos, photos and even podcasts for companies and individuals for decades. If you recognize the names Brookstone, UNO’s, Ford Motor Company, Fidelity Investments, IDG, Google and Adobe, you’ve got a taste of the caliber of businesses who have hired Jeff to help with their communications.
In this keynote – aside from reminding you to drink your coffee, charge your devices and enjoy yourself – Jeff will try to work you into a frenzy with new methods for looking at the content you already have right in front of you.
People are increasingly mobile and ridiculously distracted. Take control of their eyeballs with content that’s interesting, valuable and fun. Learn the easiest way to get a blog post written; the right way to connect with mainstream media; the most important element about your videos; and much more. Finally, you’ll go away with a few strategies that will help you work more efficiently, examples of the companies that do content right, and an equipment list of the gear you can rely on when crafting your own content.
This session is worth the price of admission…come armed with your questions, too as Jeff will do his best to solve your challenges.
Stories have been told for centuries, with many childhood tales passed down across each generation. But what makes a good story in the 21st century and how can we as Digital PRs and marketers produce a story that is worthy of being covered by the media? During this talk I will discuss what makes a good story, uncover my own interpretation and tactics of storytelling, which I have developed through my love of studying History at university, and apply this to creating content and enticing journalists across all industries, to ultimately secure those all important links. Presented by Marina Plummer, Digital PR Manager, Kaizen Agency.
DIY PR – it's a thing. PR is a challenging topic for startups and established companies alike. With over 20 years of experience in public relations, Paul Wilke, founder and CEO of Upright Position Communications, discusses best practices to identify how best to increase your company's visibility in the marketplace in an efficient and effective manner.
Marketing Edition: How we leverage UserTesting UserTesting
Marketing and Customer Empathy: How we push UserTesting to the limit
User tests can be used to validate a huge array of marketing content—everything from commercials to images to email messages. It can also help you get inside the heads of customers on a wide variety of topics, even sensitive subjects like religion and politics. If you want a fast path to empathy with your customers, this is it.
In this webinar, UserTesting VP of product marketing Michael Mace will share his personal experiences in pushing the UserTesting platform to the limit to validate marketing content, and get fast insights on customer attitudes in a wide variety of subjects. He’ll share what works, what doesn’t, and will share tips on what you can try yourself.
You will learn:
What types of marketing content can be validated
How to set up the tests
Problems to watch out for
How to get insights on sensitive issues that people wouldn’t normally discuss
Resume and Interview Tips to Stand Out in 2021Albert Qian
Get a fresh start on your career in 2021! Stop holding yourself back and stand out in front of recruiters, hiring managers, and directors. Learn how to:
Structure your resume and interview questions so that they put their best selves out there while not sounding egomaniac.
Virtual interview tips and strategies to stand out in front of your potential employer.
Learn how to find clues in the job description to learn what employers are looking for in a potential candidate.
COVID effect on resumes and interviews - how to explain furloughs, layoffs, or temporary unemployment.
How to highlight your current job situation even if it isn't ideal.
And much more!
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
6. Why you don’t need a PR agency
Cathy White
@cathywhite10 / @Seedcamp
7. Currently Communications & Marketing Manager
Leading all activity to communicate Seedcamp and actively advising our
portfolio of almost 200 companies
Currently Organiser for GeekGirl Meetup UK
Arranging networking events for women in tech, to learn from inspiring
speakers and meet others within the industry.
Previously Senior Account Manager, startups, fast-growth &
community
Working with scaling companies and the ecosystem that supports them.
Previously PR and sales lead, Silicon Milkroundabout
Marketing the bi-annual tech recruitment fair to startups in the London
scene.
Previously Senior Account Executive & acting “MD”, SparkPR
Managing the day-to-day operations of the London satellite office of a
Silicon Valley-based PR firm.
11. PR should be linked to your business objectives
When you start thinking about PR, you need to ask yourself “what’s my goal?” and work
backwards to shape your strategy.
• Are you looking to drive customer
acquisition?
• Are you looking for investment?
• Do you want to increase traffic to
your site?
• Do you want to beat a competitor to
market?
• Are you trying to raise the profile of
your Founders to increase
connections?
• Who is my primary target audience?
• What do they read?
• Where are my competitors
appearing?
• Which publications do Investors
read?
• Could I reach my customers
through other methods? (Social
media, advertising, word-of-
mouth) Is PR the best method?
12. Research is key
• Read what your target audience reads!
• Take 15 minutes each day to scan the press
• Build your own media database and save links to stories related to
your sector
• Learn what news they cover
• Learn the interests of journalists covering your beat
• Know how your company will be relevant to them
13. Defining your story
What is news according to Mike Butcher, TechCrunch
• Competition/Drama: “X will Kill Z”
• Gossip: “CEO/Company rumour…”
• Insight: “Trend X will change the world”
• Evolution: “Startup Y is like the X for Z”
• Success: “Awesome Y created!”
• Failure: “Company X dying/screwed up”
• You are The Story: “Kid creates FB” (You are rarely the story though)
• Celebrity: Ashton Kutcher invests!
• Krakow company hacks Facebook!
http://www.slideshare.net/mikebutcher/how-to-deal-with-tech-media-
by-mikebutcher
14. Defining your story
• Customers! Case studies work well for the trade media, and getting
your client to talk about what you do is a great way to acquire more
customers.
• Expansion – opening an office in Berlin? Not ground-breaking
news, but great for the local economy and local press.
• Data – really think about what stories you can unlock from your
biggest asset, but create a story journalists will like and not one
directly crafted for sales!
15. Defining your story
And you should always….
• Know your competition!
• Know how your different
• Talk about the BIGGER picture – how your technology will make an
impact and what this could mean in five years time
• Don’t be afraid to be bold! Say something new.
16. Remember…..
Journalists deal in stories….
• They want to attract readers and increase social presence
• S**t happens – other, bigger stories will break!
• Try and dodge key dates – such as elections, quarterly results
(Apple, Google, Facebook),
• Don’t be afraid to be bold! Say something new.
21. Your role as a spokesperson
Wearing many hats:
● A preacher in your goal to grow user base
● A teacher in your explanatory approach
● A friend who smiles, is interesting and entertaining
● A lawyer in your vigilance and focus on each word
22. Tech press:
‘Google’s new two-factor authentication solution: a security silver bullet’
Business/financial press:
‘Google introduces new security tool as privacy fears mount’
Consumer press:
‘Another password? Google brings new codes to your account’
Broadcast:
‘Next, our tech guru Joe Smith is in the studio to show us...;’
Tailor your message
23. Find your voice
Who do you want to be?
● Funny and entertaining
● Humble and helpful underdog
● Crazy genius
● Aggressive destroyer of status quo
Remember to be:
● Clear and concise (no jargon)
● Friendly and approachable
● Informative/Useful
● Candid
24. Types of interview
● TV/radio interview (live in the
studio)
● TV/radio interview (pre-recorded
stand-alone)
● TV/radio (clip or soundbite)
● Print/ newspaper (f2f/ phone)
● Email interview
● Background briefing
● Group briefing
25. Rules for great interviews
1. Preparation, preparation, preparation
● What the publication is Who the readers / listeners are and what they expect
● What the interview is for / which show/ what date
● Who the journalist is and whether they have an agenda
● What topics they want to cover
● Who else is being interviewed/anticipate what they might say
● Read the news of the day
26. Rules for great interviews
2. Give the right impression
● If it's TV make sure you're wearing something appropriate
● Body language is important
● Get the tone right: confident and interesting, but not arrogant or abrupt
● Respect your audience - talk their language
● Be interesting
27. Rules for great interviews
3. Know your key messages (and back them up)
● Make sure you are confident about the story you want to get across
● Write down your three key points
● Use data, case studies and examples where possible
● Keep it simple - 'think ink', soundbites, tweets
● Rehearse the day before and repeat the 1 key point just before the interview
28. Use flags
Lead
● First let me say . . .
● That’s a great question, but first let me place this into context . . .
● The important thing to remember here is . . .
● First, let me expel a myth...
(This is your first answer, almost regardless of the first question)
Support
● Industry statistics show . . .
● Latest analyst reports indicate . . .
Wrap-up
● Again let me state . . .
● As I said earlier . . .
● What is important to remember is . . .
29. Bridging - Answering tough questions
Bridging phrases to help keep you on message:
● ...I would describe it differently...
● ...Those are definitely areas we're focused on, but we're particularly excited about...
● ...We're not talking about X at this point, but we are excited about...
● ...I can't speak to what other companies are doing, but what I can tell you is...
● ...The critical issue is...
● ...What's more important is...
● ...I think this is a key point...
30. The DONT’S
Interviews without tears
● Don’t fill in dead air
● Beware of bad eye contact
● Avoid jargon and buzzwords
● Avoid saying ‘no comment’
● Don’t speculate it’s ok to say ‘I don’t know’
● Don’t argue or get emotional
● Don’t repeat leading questions
● Expect the question to deliver your key message
