Interviews often start with a bang, but end with a whimper. That is, the questions are typically the most hard-hitting at the beginning or soon after an interview starts.

Very often, however, the reporter or host runs out of steam - and questions -  and coasts to a conclusion. It's not uncommon for them to ask something like, "Well, is there anything else you'd like to add?"

This is a golden opportunity. The response should never be, "No, I think we covered everything." 

Even if you did cover everything, you always want to take the opportunity to restate your key points and remind listeners and viewers of your central message. This is absolutely critical if it's a live interview and you have what amounts to free air time to promote your company, product and brand.

So, your response might go something like, "Well, I just want to thank your for the opportunity to talk about our expansion plans. And, I think it's important to again say how excited we are at (Company name) to be able to add jobs and help boost the local economy."

And, much more could be said, based on what you're trying to communicate through the interview. The point is to never pass up the wrap-up question at the end. Have your message so well thought out that restating it in various forms becomes second nature to you.  

We provide media training workshops. Find out more! Follow us on Twitter (@mack_comm).

You may be tempted to pitch your latest widget as a great subject for a media interview. It's a new product that will do wonders, you think. How could it not make news?

Stop the presses. Stop thinking about the product and your company. Stop thinking about yourself.

Think, instead, about the viewers, listeners or readers you're trying to reach. What do they think? What do they need? What are they most interested in learning?

Much of what passes as news these days is a recitation of events and what people say about them. 

In other words, a local fire causes heavy damage and a neighbor comments about the loss; the City Council passes an ordinance and a store owner comments on what it means to her; an elected official makes a speech and someone from the other party offers an opposing viewpoint.

What reporters need

While readers and listeners may benefit from comments like these, what's often missing in today's news cycle is good, effective and well reasoned interpretation of the news. Reporters are constantly on the lookout for effective thought leaders who can add a unique perspective on events or trends. The need is even more apparent when it comes to breaking news.