Seems like it's time to start on 'control'. Just squeezing in a bit of typing before I take my wife out for a meal, so I may spread this subject around a little. Let's see what happens.
By far the most important aspect of interview control is stuff we've already mentioned: know who the audience is, know what you want to say to them and know who you're talking to. Don't embark on any conversation/interview unless you are clear about those three things.
Then you can use this information as a way back to safety if things start going wrong.
Imagine everything you know as a couple of concentric circles. An egg frying in a pan would do. The yolk is what you know and what you're prepared to share with others. The white is stuff you know but don't want to share - financials, bugs, delays, unhappy customers etc - and the pan is all your opinions, stuff you really don't want to share.
Guess what a good news journalist heads for? Yep, the white. And, failing that, they might try to draw you into the frying pan and get you to comment on stuff you really shouldn't. (What do you think of Bill Gates really? Hohoho.)
You want to stay in the yolk. So stay there. As soon as the conversation gets near the edge, head back to safety with phrases like "Even if I knew the answer to your question, I'm sure you realise I couldn't possibly discuss it with anyone outside the company. But I can talk about ...."
"Even if I knew..." preserves your credibility. "I couldn't possibly discuss it..." blocks the prospect of returning to the subject. "I'm sure you realise..." embraces and involves the listener. "But I can talk about ...." gives you a transition or segué to something you do want to talk about. But it had better be something of interest and value to your listener.
I hear the rattle of car keys. This subject of blocking and transitioning is important, so I'll return to it later on. At least we've made a start.
More anon.
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