So simple and such time-savers, VNRs are causing an uproar in the television world. Now even the FCC has jumped into the fray, turning its microscope on “fake news.”

Move over television, newspapers and radio, the Web continues to raise the stakes as the ever-dominant force in the media world and television is trying to salvage the remains.

Appointment programming is a long-ago memory. Now, broadcast media executives are responding to viewer demands with podcasts, cellcasts and every other technological marvel to give them news whenever and wherever they want it.

While broadcasters embrace technology – from podcasting to cellcasting to blogging – in order to struggle to keep their ever-bored and ever-fragmenting audience, newspapers aren’t quite ready to write their own obituaries just yet.

The benefit being that companies don’t build brands or relationships with customers…people do.  But your top executives and the company culture must be open to critical feedback and a willingness to change, if necessary.

Interviewing continues its series on Tough Questions, the situations most commonly confronted during news interviews and how to deal with them.