Tough Media Interviews

Forbes describes how Apple's CEO responded to tough media questioning about worker well-being at Apple's China manufacturing facilities:

http://www.forbes.com/sites/carminegallo/2012/02/16/media-skills-5-ways-tim-cook-tackled-the-tough-question/

• Be prepared to emphasize all the good things your are currently doing to deflect and dwarf the criticism.
• Be honest. Don't commit to doing things you can't deliver.
• Don't directly answer the question.

It must have been a very interesting and instructive interchange.