Recently I had the privilege of media training an eminent professor who had spearheaded the clinical trial of a promising and much-needed new drug.
The Prof was easily on top of his game in terms of his messaging. He had an impressive grasp of the scale and the impact of the conditions the drug was designed to treat, the significance of the trial results and the potential of this innovative treatment to make a real difference.
The trouble was that when it came to our practice interviews, he delivered those messages in a dull monotone, every sentence ending on a dying fall.…
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