Another thriller on my festive TV schedule where references to “the Asset” is code for a cold-blooded assassin. Thugs use such language to conceal or sanitise their nasty operations. It’s one reason why we are suspicious of euphemisms and a good reason not to use them in interviews. Tempted to use them to sidestep a difficult situation? Often the interviewer won’t let you get away with it. If you substitute “efficiency savings” for “job losses” you’re laying yourself open to more savage challenges. Much better to spend your planning time on reasoned justifications which may keep your audience onside.

In 13 long (and glorious) years of media training we’ve never told a single person they talk too slowly in interviews. Instead here are 5 reasons why people talk too quickly on air: 

1 – People speed up over the familiar. Phrases and sector specific terms you are used to using regularly will be rattled off at 100mph. It’s exactly the point in the narrative that you need to slow down. 

2-  People speed up when they’re nervous. Being in the right headspace for interviews is crucial and something we get into at length in our media training courses. 

3 – People speed up when they are overly-energised. Conviction is important in interviews but not at the expense of a well-paced delivery. 

4 -People speed up when they are trying to say too much. Trying to cram in those 5 crucial factors in one answer will inevitably cause you to rush.

5 – People speed up when other people are speeding up. If a fellow guest or a presenter pressed for time is talking quickly, don’t let their pace become yours. 

Let’s talk about pre-interview briefings. A quick telephone chat with a producer in the lead-up to going on air is a good way to control the flow of information. If you get it right.

Here are 5 tips:

1) Be proactive
Some producers will require off-air briefings, but many won’t. When the idea of an interview is first mooted, always request a short telephone briefing with the producer assigned the story

2) Be prepared
A bad off-air briefing will leave the producer more confused at the end of the call than they were at the beginning. Work out the direction you want the interview to go in before you pick up the phone

3) Don’t be too subtle
Preface your key content with phrases like “What’s new about this is…” or “the real game-changer here is…”

4) Ask questions
An off-air briefing is a chance for you to build a logistical picture about the interview. Questions might include: “Is the interview live or pre-recorded?” “Are other guests expected?”

5) Plug your social media
If you are going to tweet about your appearance on the programme, flag this up to the producer in the off-air briefing