1. Don’t React Immediately
When you’re asked a tough question, your first reflex can often be to go on the defensive immediately. Instead, take the time to let the question and any criticism or feedback from a journalist sink in. Make sure you fully understand the journalist’s question and their intention behind it. Think about what information you want to share. This can help you give a well-considered and well-formulated answer.
2. Ask Questions to The Core
Do you feel like you’re not quite getting the hang of a journalist’s challenging question? Try the LSD method: listen, summarize, and follow up. As previously mentioned, it’s important to actively listen to the journalist’s question. Then, summarize it in your own words and ask follow-up questions about the aspects that are unclear before you answer. For example, does the journalist give specific feedback? See this as an opportunity for growth rather than an attack. Once you have all the information you need, you’re ready to give an appropriate response.
3. Stay Calm and Confident
Although your stress levels may increase when faced with an unexpected or difficult question, it’s important to remain calm and confident with a journalist. Your non-verbal cues can be very revealing. Words like “the spokesperson said, nervously,” are something you want to avoid. Take a deep breath and remind yourself that you have the skills and knowledge to answer this question appropriately. Remain confident in your answers, even when you are hesitant.
4. Be Honest and Transparent
No matter what happens during an interview, always be honest and transparent in your answers. You don’t have to share information you’d rather keep private, but it’s crucial not to fabricate details to achieve a positive outcome. Being truthful helps earn a journalist’s trust and enhances the company’s credibility.
5. Stay True to Your Core Message
Who says that critical questions can’t lead to positive outcomes? See these questions as an opportunity to steer towards the core messages of your brand or organization. Reiterate the key points you want to convey and stay focused on the message you want to communicate. This helps you stay in control of the interview and get the message across.
6. Use The bridge Technique
If you get a tough question that you’d rather avoid, you can always try to bridge the gap to another relevant topic. Emphasize that the questions are understandable but direct the focus elsewhere. For example, “That’s an important question, but let’s look at the bigger picture…” or “I understand your concerns, but it’s important to emphasize that…”
7. Avoid “No Comment”
If there’s one thing journalists are allergic to, it’s two words: “No comment.” This makes it look like you have something to hide. Instead, try to answer the question in a constructive way, even if you can’t share all the details. If you need more time to think about it, say you’ll come back to the question later.
8. Practice Beforehand
The saying “practice makes perfect” exists for a reason. Anticipate potential critical interview questions that a journalist might ask and rehearse your responses with colleagues. This preparation will help you know what to say and the logical order to present your answers. It also allows you to improve your posture, self-confidence and tone.
Still looking for professional support?
As an integrated communications agency, we provide tailor-made media training. During these sessions, organizations are given the opportunity to practice their core messages and receive valuable tips and practical examples for interviews with journalists. We offer you the chance to step into the role of interviewee during this training. Our media trainers will address both theoretical questions and the most frequently asked interview questions, highlight personal areas for improvement, and provide feedback on how to best answer these questions in future interviews.
Curious to know more? Get in touch with our team today.
