First impressions matter, in particular in press interviews. This means the first sentence you say when a journalist asks a question is going to set the tone for the rest of the conversation.
Journalists will latch onto what’s clear, concise, and quotable. So your opening line sets the tone not only for the interview, but also for how your organisation is represented in print, online, or on broadcast. If you start with a strong, simple message, you’ve already guided the conversation in your favour.
Think of it this way: if the journalist only had space for one line, what would you want it to be? That should be the sentence you put up front. It might be a clear statement of your position, a striking fact, or a simple, human expression of why what you’re saying matters.
Here’s a quick exercise for PR people to share with their clients: take the key point you want to get across and practise saying it in no more than 12 words. That’s your first sentence. If you can deliver that confidently and without jargon, you’ll sound authoritative and above all memorable.
Waste that first line and your client will lose their best opportunity to make an impact.
