In this episode, Lucas and Alex sit down with crisis communications and media relations expert Jennie Zetterström to explore what really happens when the cameras turn on.

She has spent more than 20 years helping leaders, organizations, and public figures communicate in high-pressure situations where a single sentence can change public perception.

Together they unpack why so many media interviews go wrong, why business communication doesn't work in front of journalists, and how trust has become the most valuable skill in a world shaped by AI and constant information overload.

Jennie also shares the surprising lessons she learned long before becoming a communications consultant, how working as a waitress taught her to read people, adapt to different audiences, and build genuine trust through communication.

They talk about:

• Why smart leaders fail media interviews
• The difference between business logic and media logic
• Why preparation matters more than perfect delivery
• The biggest mistakes executives make on camera
• Why trust is becoming the most important communication skill
• How to adapt your message without losing authenticity
• The communication lesson Jennie learned waiting tables that still shapes her coaching today

Whether you're preparing for a podcast, an interview, a keynote, or a difficult conversation, this episode offers practical lessons on communicating with clarity, confidence, and credibility when the stakes are highest.

Connect with Jennie

Website: https://www.buzzmore.se/

Linkedin: https://www.linkedin.com/in/jennie-zetterstr%C3%B6m-4a447a75/

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