The Toughest Media Question You Will Ever Face
I’ve conducted mock interviews with thousands of spokespersons since 2004. There’s one question that no trainee has ever answered particularly well, and there’s good reason for that – it’s a killer question.
Here’s the set-up: I’m working with a top executive from a not-for-profit association, a quasi-governmental organization, a membership group, or a utility company. The top executive makes $600,000 per year. Or $800,000 per year. Or $1.2 million per year.
Here’s my killer question:
“How can you justify making $800,000 per year?
Today, I’d like to ask you to make the call. How would you advise an executive to answer that question, especially if he or she works for a group that depends on taxpayer funding, private donations, or middle-class ratepayers?
Please leave your thoughts in the comment section below. I’ll compile your answers in a post later this week, where I will also add my thoughts on the subject.
Finally, please share this link with your social networks so we can gather a wide variety of responses. As always, thank you for reading.