New initiatives are often supported by well honed publicity but beware borrowing straplines and slogans to use on air. For a start they’re often written and geared for a specific purpose such as for digital ads or the splash on a banner stand. When inserted in to a conversation they can just sound a little bit empty or even phoney. Take the principles of that new initiative and start talking in a way that makes sense conversationally. Otherwise you might appear more like a well choreographed cheerleader with pom poms at the ready.

Be mindful, and choose the moment in an interview when you can be decisive. Some online conversations get mired in equivocation not because of the complexity of the subject but simply due to the speaker being over- cautious. So in that vital prep time ask yourself “when is it possible (if at all) to wholeheartedly affirm or deny?” Using a Yes or a No is refreshing because it is rarely heard. The flip-side to all this is to be clear in your mind when to apply caution in your answers. It comes down to asking yourself the right questions before that Zoom recording starts and testing how it sounds by talking out loud in private and offline before you go live.