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.

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.