“The three rules for speaking with the media: Answer the question you want to be asked. If someone asks a very difficult or challenging question, reframe it into one that you’re comfortable answering. Don’t accept a question’s implicit framing, but instead take the opportunity to frame it yourself. Don’t Think of An Elephant by George Lakoff 32 is a phenomenal, compact guide to framing issues. Stay positive. Negative stories can be very compelling. They are quite risky, too! As an interviewee, find a positive framing and stick to it. This is especially true when it comes to competitors and controversy. Speak in threes. Narrow your message down to three concise points, make them your refrain, and continue to refer back to your three speaking points.”