In most cases, you’ll probably find media interviews to be a pleasant experience. The average business doesn’t find itself plagued with controversy, so the chances of you being blindsided by a reporter probably aren’t all that great.
However, there may come a time when a reporter does hit you with a tough question. Your ability to handle a tough line of questioning will play a huge role in determining the direction and outcome of the interview. If you panic and drop the ball, your image could take a serious hit.
So, how should you react when a reporter asks a hard question?
- Prepare yourself — First things first, you have to be prepared for your interviews. Rare is the moment where a tough question will come completely out of left field. If you’re in a situation where a reporter might hit you with a question you don’t like, you should probably know about it ahead of time. Be prepared for any and every type of question the reporter might ask you, and study the reporter’s work prior to the interview to determine if they have a history of asking hard questions.
- Attack questions that lack validity — If the reporter asks a tough question that is irrelevant, inaccurate, or just too personal/inappropriate, it’s well within your rights to attack the quality of the question. Don’t let yourself be bullied.
- Refer the reporter to someone else — If the question is about something that isn’t in your area of responsibility or it’s about something you just don’t know about, you can deflect it by referring the reporter to the person who would be able to answer it or by promising to get back to them on it.
- If you’ve already answered it, don’t answer it again — Should you find yourself in a crisis, reporters will tend to ask the same types of hard questions over and over again. If you’ve already covered the topic extensively, there’s no need to go over it time and time again. Simply let the reporter know that you’ve already answered the question and that you’re not going to keep going over old ground.
- Don’t get emotional — Have you ever seen an NFL coach snap at a reporter for asking a tough question after a loss? Yeah, you don’t want to be like that guy. If your emotions get the best of you, you’ll say something that you regret and that makes you look like a fool. Furthermore, you’ll just attract more attention to that tough question, causing reporters to dig even deeper.
More Strategies for Dealing with Tough Questions from the Media
Here are some more key strategies for dealing with tough questions from the media:
- Stay calm and composed. Don’t let yourself get flustered or defensive.
- Pause before answering to collect your thoughts. It’s okay to take a moment.
- Bridge to your key messages. Acknowledge the question, then transition to points you want to make.
Here’s an example of bridging: Question: “Isn’t it true that your company’s new product has serious safety flaws?” Answer: “Safety is our top priority. While we continuously evaluate and improve our products, our rigorous testing has shown that this new product meets all safety standards. In fact, it includes several new safety features that…”
- Be concise and avoid rambling. Short, clear responses are best.
- Stick to what you know. Don’t speculate or comment on things outside your expertise.
- Use flagging phrases like “The most important thing to remember is…” “What’s most important here is…” “The critical issue we’re addressing is…” to emphasize key points.
- Avoid repeating negative language from the question in your answer. Reporters are famous for taking someone’s repeat of a negative question and running that out of context.
Here’s an example of how to avoid that – Question: “Why did your organization fail to meet its goals this quarter?” Instead of: “We didn’t fail to meet our goals…” Say: “Our organization made significant progress this quarter. While we’re still working towards some targets, we’ve achieved notable successes in…”
- Redirect the question to cover your point. Example – Question: “Can you comment on the rumors about potential layoffs?” Answer: “I can’t speak to rumors, but what I can tell you is that our company is focused on growth and innovation. We’re actively hiring in several departments and investing in our workforce…”
- Practice difficult questions in advance so you’re prepared.
Prepare answers for questions like:- “What’s your response to critics who say…?”
- “How do you justify the decision to…?”
- “Can you explain the discrepancy between…?”
- If you don’t know something, say so. Offer to follow up later with more information if needed.
Here’s an example: “I don’t have that specific information at hand, but I’d be happy to look into it and get back to you.” “That’s outside my area of expertise, but I can connect you with our specialist in that field.”
- Remember that you don’t have to answer every question. You can politely decline or redirect if appropriate.
Have you ever been asked tough questions in a media interview? How did you handle it?
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: https://www.ereleases.com/free-offer/beginners-guide-writing-powerful-press-releases/