Primary Source
Executive Media & Spokesperson Program, by Cited Advisory
Turn Every Interview into an Asset
In today’s fast-moving media landscape, a 20-minute interview is often reduced to one or two defining line; quotes that are immediately picked up by search engines and synthesized by AI systems.
If you aren't the PRIMARY SOURCE on your own story, someone else will be.
Our Executive Media Coaching framework gives leaders the clarity, control, and practical tools to deliver consistent, high-impact messages under pressure.
Technique Toolkit
Mastering the interview comes down to six essential techniques that keep your delivery natural, authoritative, and memorable.
Headline First. Puts the answer in the opening sentence so the quotable line precedes detail."Yes, and here's why…" / "The short answer is…"
Bridging. Moves smoothly from the question asked to the key message you need to deliver."What matters most here is…" / "That's part of a bigger picture…"
Flagging. Signals your core message explicitly so reporters and audiences take notice."The key thing to remember is…" / "If there's one takeaway…"
Hooking. Concludes an answer in a way that naturally invites the follow-up question you want.“…and that's the first of three major changes we're making.”
Blocking. Politely declines an inappropriate question, explains why, and bridges forward."I can't discuss individual cases for privacy reasons, but what I can tell you is…"
Repetition. Restates core messages seamlessly across the interview for maximum reinforcement.What feels repetitive to you is brand-new to your audience.