On Being Credible

This book provides a common sense framework to help you credibly manage interviews with reporters. The ideas and principles, when applied with discipline and thoughtfulness, will help you build public trust. You will strengthen your capacity to manage the uncertainty and the sense of loss of control that everyone experiences in an interview with a reporter. And critically, you’ll more easily be able think through how to shape the news and social media headline you want, while avoiding the one you don’t.

The CREDible Spokesperson approach I’ve developed works so well because its rooted in human connection and empathy, the very heart of all news storytelling. The ideas you’ll find here are distilled through my many years of media training and professional work listening to and talking with people in the thousands of seminars I’ve given since 1995. I’ve learned as much giving them as my clients tell me they’ve taken away from them and you can see some of their testimonials at www.lovinkmedia.ca.