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Executive Rewind: What Steve Ballmer Did Right

Last month Interviewing criticized Microsoft CEO Steve Ballmer for getting trapped into responding to a highly negative interview question in kind when he had the opportunity to be very positive (see Executive Rewind: Why Go Negative?). This month, a look at what Ballmer did well during that same interview.

We were critical because his message was couched so negatively toward an audience that included Wall Street investors and analysts who watch his company and category very carefully.

In fairness, Ballmer did some things very well in that interview with Fox News Channel’s Stuart Varney, who has a way of asking “glass half empty” questions. For instance, he suggested Microsoft’s stock price has languished. Ballmer’s answer focused on earnings, with a clear message to Wall Street to catch up with reality.

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Varney likes to inject his own premises in questions. Using this tactic, he often asks questions that can trigger negative emotional reactions. Case in point, he told Ballmer Microsoft has lost its way and its image. Ballmer reacted with a quizzical glance, but came back with a strong response that much is expected of Microsoft and much is delivered.

Click the Icon to play the video

The Media Trainers® Re–winder Reminder:

Check your emotions at the door. Make a conscious decision that anything that feels like a personal attack will just roll off your back. This is a game. Play to win.
Listen closely to questions. Even the most negative ones have opportunity within. Hear a word or phrase you can adopt to incorporate in a positive answer.
Remember, this is message delivery. They can only quote what you say. Keep it positive and on your terms.

The Media Trainers®, LLC, has a Tough Questions eBook on our Web site that you can download free for easy reference.

Email us your comments.
What’s your reaction to these performances? Which executives perform best on camera and which ones are awful?

> > Executive Rewind Archives

Over 25 years of local & network news reporting and management experience
- Comprehensive knowledge of how media work and how to work with the media
- Managed more than 50 people
- Able to spot and develop talent
  - Hired and developed syndicated talk hosts Sean Hannity and Clark Howard and several news reporters who have gone on to network positions
  - Successfully molded and directed individuals into award winning broadcasters; more than 40 international, national, regional and statewide awards
- An understanding of running a business
  - Managed a seven figure budget
Deep experience in customized training
- TMT has conducted more than 450 workshops and consulting sessions with over 90 clients. Workshops are designed around the needs of each participant based on:
  - Their specific role inside the organization
  - Their available time for training
  - Their comfort level
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  - The type of interview(s) they will be doing
- Depending on your needs, our training will include:
  - Media skills built around The Media Trainers® 10 Rules of Interviewing™.
  - Tough questions preparations focusing on the most difficult inquiries reporters are apt to make.
  - Message development that gets your team "on message" to avert a crisis, diffuse an issue or promote your company.
  - Role playing, mock interviews and video clips drawn from our extensive library.
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- A Lockheed Martin Aeronautics Company executive:
  - "A training program where somebody spoke our language, prepared materials that reflected our business needs, and gave us just the right amount of useful materials."
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- A Georgia Power Company executive:
  - "Trainer obviously knows our business and was excellent in identifying the areas we may be presented with while dealing with the media."
- A Mirant executive:
  - "I was very impressed with the prep work done by the trainer relating to our business. Our industry is complex and he quickly adjusted to our local (Canada) issues."
- An AGL Resources executive:
  - "Your training is straightforward and completely accomplished my objectives. Thank you for the open, honest feedback and relaying real life experiences."
Exclusive Tools Transferred to You
- Through hundreds of training sessions and constant refinement, we have developed a set of proprietary media and communications training tools that are fast and easy to use. Our kit creates message structure, and makes your communications tangible and focused on results. Proprietary communications tools include:
  - TMT's 10 Rules of Interviewing™
  - TMT's Exposure Grid™
  - TMT's 30 Minute News Interview Planner™

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Executive Rewind: What Steve Ballmer Did Right

The Media Trainers® Re–winder Reminder:

The Media Trainers®, LLC, has a Tough Questions eBook on our Web site that you can download free for easy reference.

The Media Trainers® Advantage

Over 25 years of local & network news reporting and management experience

Deep experience in customized training

Attention to detail

Exclusive Tools Transferred to You

Executive Rewind

TMT’s eNewsletter