When working with a company to create their Message, Voice, and Tone, I utilize an unlikely tool: 5 cliché questions from job interviews. While the questions may be clichés–and often misused in interviews–they still provide a simple way for companies (and people) to think about who they are and what they want to accomplish.
At some point in this process you’re going to say “Wait a minute. We’re dealing with a global market. We can’t talk to everyone in the world the same way!” That’s where the Tone comes in. You take your Message, and your Voice, and you adapt it to fit the culture and market. While you may say the same thing to your mother and your daughter, you say them differently. That’s Tone.
Answering questions in front of the press is tricky. But there’s a good rule of thumb to help you stay focused and quotable: One Plus Three
Your biggest ally–or greatest enemy–will be the press. The press has the power to raise you up or bring you down, so it’s important to behave in a way that makes them like you. Not coincidentally, the same behavior is what gets the public to like you, too. A Press Kit is one way to start things off on your terms.