LEAD & PIVOT: The Media Interview Technique Every Expert Should Master

When Henry Kissinger was President Nixon's National Security Advisor, it's said that he once walked out to meet the press and said: "Good morning. Now, who has questions for my answers?"

I call that my "$10,000 one-minute media mastery course."

While the quote is humorous, it illustrates one of the most important principles of successful media interviews: Lead. Then Pivot.

It's a technique used by experienced executives, thought leaders, CEOs, politicians, and media-savvy experts everywhere.

What Does "Lead & Pivot" Mean?

The goal isn't to avoid the reporter's question. The goal is to answer it briefly and honestly, then transition naturally to the point your audience most needs to hear.

You lead by acknowledging and answering the question. Then you pivot toward the message you came to communicate.

Done well, you don't sound evasive — you sound like the expert. Instead of allowing the interviewer to completely dictate the conversation, you're helping guide it toward the information that is most valuable for the audience.

That's exactly what effective leadership communication looks like.

How to Use the LEAD & PIVOT Technique

Suppose you're asked a question you'd rather not spend several minutes discussing. You might say:

"That's an important question, and I'm glad people care about this issue."

Then smoothly transition:

"What I think is most important to understand is…"

or

"What this really comes down to is…"

or

"The bigger issue people should know is…"

You're acknowledging the question while ensuring your most important message actually gets heard. That's the difference between simply answering questions and leading an interview.

Why This Works

Journalists are looking for useful information. Audiences are looking for clarity. Your job as the expert is to provide both.

When you combine a concise answer with a thoughtful pivot, you:

• Stay on message
• Build credibility
• Sound confident rather than defensive
• Make the interview more valuable for your audience
• Increase the likelihood that your best soundbite is the one that gets used

Combine LEAD & PIVOT with These Two Essential Media Interview Skills

The LEAD & PIVOT framework becomes even more powerful when it's combined with two other core media interview principles:

• Come Prepared. Know your three most important messages before the interview begins.
• Be Transparent. Authenticity builds trust faster than perfection ever will.

Why Transparency Matters

Recently I had the opportunity to work alongside my friend and business partner Mark Albert, an Emmy Award and Peabody Award-winning investigative journalist with more than 25 years of experience in broadcast journalism.

One of the most valuable lessons we discussed was the importance of transparency. It can sound intimidating at first.

But as Tony Hsieh once observed, transparency isn't something that's coming… it's already here.

With social media, smartphones, and instant communication, people can often sense when someone is withholding information. When leaders try to appear overly polished or avoid difficult topics, audiences instinctively become skeptical.

On the other hand, when you're open, honest, and willing to acknowledge reality — even when it isn't perfect — you earn something far more valuable: Trust.

That doesn't mean sharing confidential information. It means communicating honestly, providing context, and resisting the temptation to become defensive.

People don't expect perfection. They expect authenticity.

Master Media Interviews Like an Expert

The best interviews don't happen by accident. They're the result of preparation, transparency, and knowing how to guide the conversation toward what matters most.

Master these three skills:

• Come Prepared
• Be Transparent
• LEAD & PIVOT

…and you'll dramatically improve every media interview, podcast appearance, keynote interview, and executive conversation you have.

Because the goal isn't simply answering questions. It's making sure your most important ideas are the ones people remember.

Ready to Communicate Like the Expert You Already Are?

Whether you're preparing for national media, a podcast interview, a keynote, or a high-stakes executive presentation, the ability to stay on message while building trust can change the trajectory of your career. Schedule a conversation with us today to learn more about our fun and effective programs.