There's a big difference between the way you communicate with a journalist and the way you communicate in business. The messaging styles are dramatically different in their approach and execution.
In business, the client and team leaders will give you time to work out your thoughts.
Unfortunately, it doesn't work that way with the media. Reporters are under a deadline and by nature are driven to hear the story lead quickly. Few reporters will give you 30 minutes to elaborate on your business model or explain your story concept. You have a few precious minutes at the top of the interview to bring them in and sell them on the story — or you risk losing the media placement.
