Think of it like a free post-doc in how to get your point across in difficult circumstances...no matter what anyone throws at you.
So, whether it's in preparation for your first media appearance or you're going in front of your friendly local VC, C-level executive or Board members - you want to know what your message is and then keep to it. Through thick and thin.
An excellent example was when Cisco's CEO, John Chambers faced the CNBC fire to give a very different perspective than the one the analysts had chosen to adopt. Even though, as he was speaking, his company's share value had taken a 12% drop in morning trade.
His key message throughout: We control our own destiny.
By stating and re-stating that - supported by all sorts of data for all the different markets in which Cisco plays - his purpose was to allay fears that market forces would drive the company's valuation and performance down further. And then further.
I don't know if it will work over the long term. After all, it has most recently resulted in the shut-down of the Flip video camera and laying off of 550 people. But it is a great example of the messaging art.
The resource below will get you to the All Things Digital page with the video.
John Chambers Plays Defense as Cisco's Shares Tumble (ATD)