Who Writes the Headline?

by Roger Pynn

As part of our Message Matrix® training program, we often tell clients who are preparing for media interviews to try to “write the headline.”

In other words, imagine what you would like – in your fondest dreams – to be the headline of a story about you or your organization or product, and then speak in terms of that dream.

I’ll give Volkswagen CEO Matthias Mueller a bit of the benefit of the language barrier, but I’m sure the last headline he wanted to see was “We are not a criminal brand” as appeared in USA Today after he appeared at an event in Detroit in conjunction with the Detroit Auto Show.

Here’s a tip:  assume that the meatiest thing you say will make the best headline and make sure it is well done.  If it is blood-dripping rare, you’ll hate the headline.

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