First of all, Be Bold. Know what your headline is and make it bold. Examples might be: “Early childhood education is the single most important element in closing the achievement gap” or “Talent drives strategy. Strategy does not drive talent.”

Number two, Bundle. There is something about the magic of three and bundling key ideas in a group of three makes your message memorable and makes you easier to quote. And, let’s face it, we all want to be quotable. Examples might be: “We believe in the power of sales, services, and support” or “Our customers value our quality, convenience, and cozy atmosphere.”

Number three, Bridge. You will be challenged in an interview. You will be encouraged to enter into controversial topics. Don’t resist or become defensive. Instead, accept what’s thrown at you and bridge to what you’d like to focus on. An example of this might be: “I appreciate that you’d like to focus on our numbers for the quarter, but what is likely more valuable to your listeners is what’s happening in the overall market.”

Number four, Bounce. A great interview is one that displays energy and builds momentum. Gaining control of an interview is not just about your verbal acuity. It is also about your personal energy so be sure to look attentive, lean forward, listen intently, and be expressive. Your enthusiasm will translate into credibility, conviction, and commitment.

So, whether you’re getting ready to face the media, or you’re about to embark on an important conversation with a customer or stakeholder, keep the principles of Be Bold, Bundle, Bridge, and Bounce in mind and you will ensure a dynamic dialogue that will help you reach your goals.