The technique - evolved from media training hundreds of people - is so far ahead of any other that I call it the magic ingredient for success in a tough interview.
But before we get to it (this is important) it won't work unless you're ready with key messages that anticipate and answer the tough questions. And you must believe your own message. If you don't, no technique will help you unless you have an Oscar on the mantelpiece.
Imagine. The news media are onto your crisis. And so are the social media - which can be an even bigger challenge. Why? Because the social media are much faster and much freer with exaggerations and outright fiction. Social media can treat your crisis the way a pack of dogs treats a rabbit.