Dealing with Difficult Questions

Our clients are often dealing with controversial issues, and it is not uncommon for them to be faced with hostile questions. While some media relations practitioners propose evading the question through a technique known as “turning the question”, we have found more impactful methods for addressing this type of issue whether you are dealing with a business issue or with the media.

In the face of a loaded question, you can respond by:

Asking for more information. “Senator, how long would such a military action take, how many lives would be at risk, how much would it cost?”

Agree with stipulations. “We agree that more competition would be great for the consumer as long as every company in our worldwide industry competes on a level playing field.”

Point out that the strategy has been rejected by others. “That same suggestion has been made to the past three administrations, Republican and Democrat and they all rejected the idea.”

Do not get angry – keep your cool. “I share your concern but unfortunately what you are proposing isn’t a solution to the problem.”

Use facts that cannot be challenged. When a university president was asked if the school’s policies were “dumbing down” the university he answered: “We have the highest graduation rate in the history of the university, we have the highest four-year graduation rate in the history of the university, we have the highest freshmen retention rate in the history of the university, we have the highest SAT scores in the history of the university.”?? ?

The biggest obstacle to people utilizing these proven strategies is their lack of preparation for interviews or other interactions with their potential critics. Even the most skilled speakers and polished politicians rely on spontaneous responses. They prepare by enlisting professionals to research the issue, play the role of devil’s advocate, anticipate likely questions and develop effective answers.