Today, one of our clients was interviewed for a cover story in a major Telcom trade publication. They were good enough to give us most of the questions in advance so we could be best prepared to give our best responses.
I played journalist, and interviewed the CEO, asking him the questions. We had the answers transcribed, and much to his surprise, he responded, "…that’s not what I meant to say…."
What you say verbally, does not always translate in print. Make sure when you prepare for an interview (even if they don’t give you the questions in advance) you write out your answers. You will be amazed to see how different what you say verbally appears and can mean something different in print.