I recently received an e-mail recently from a former roommate, in which the subject line of the e-mail asks: "Is this a good example of staying on message?" The e-mail contained a link to a BBC radio interview, and my former roommate said: "I though my CEO did it well but I wondered what an expert thought!"

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Quite frankly, it's not a good example of staying on message, and I told him so. It's a brilliant example of what I teach — answering questions in clear, concise terms while using an interview as an opportunity to communicate with specific audiences important to the organization's success.

The interview is with Hector Sants, chief executive officer of the Financial Services Authority (FSA) in the UK. The subject is the bonuses paid to bankers in light of the global financial crisis, and the FSA's new code on banking remuneration.

The journalist begins the interview from an inflammatory perspective by saying "the rich will always be with us, but how rich will they be?"

Mr. Sants does a brilliant job of clearly answering questions (indeed, the interviewer even compliments him on his clarity) and sending messages to specific audiences as an integral part of the interview, not as pre-canned sound bites to which he bridges in an irritating fashion.

If you're a banker, politician or regulator listening to the interview, see if you wouldn't get the message from the UK's top financial services regulator.

As an area of future improvement, my only recommendation is that Mr. Sants not interrupt interviewers in the future. This journalist accepts it; others might not.

Overall, however, I would give Mr. Sants a 9/10. It is an excellent example of managing polarization as a catalyst to change opinions.

Listen to the interview.