An interview is like a seduction: the journalist aims to charm you into giving him your best stuff. Sometimes the seduction is literal
Usually, I am the journalist asking people stupid questions. But because I have a new book out in the US, the roles are temporarily reversed: now other journalists are asking me. I like the situation. Because I’m the enemy myself, I know how to deal with him. Media savvy typically costs a fortune (which is why PRs outnumber journalists six to one in the US) but here is some free with your FT.
