Apparently in limb surgery, the terms abduction and adduction sound so similar that a surgeon may say “Let’s proceed with the A-B Duction” just so everyone in the operating theatre is on the same wavelength. Interviews might not be such a life changing process but it’s worth journalists hearing what you want them to hear. So in a press briefing via the phone or Skype – do clarify: “That’s 14 – 1-4 per cent”, because fourteen sounds very like forty especially if reception isn’t the greatest. Of course you can’t sound as starchy as the speaking clock on radio or TV and so instead take your time over those key words and phrases.
