Clients should be set to express to the media. Even though the top interviews seem like banter, in fact they are not. Both the interviewer and the interviewee have their own program. The interviewer needs to pique the curiosity of his or her target audience; the interviewee wishes to get his or her ideas across, which should include a call to action. Interviews work when the questions and answers flow and the agendas don't clash.
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