In a live interview, if you want the reporter to ask you the questions you want to be asked – then reel the reporter in. In other words, don’t just deliver answers to the reporter’s questions. Offer up a an enticement answer, a “hook” that leads the reporter to ask your planned/desired follow-up question.
YOU: “But that’s just one example of the incredible things we’ve seen in our research.”
REPORTER: “Really? Such as?”
YOU: “Well, for instance…”
Dangle the hook, cast your answers to elicit the desired follow-up question, and use the proper bait.