How to Respond When a Reporter Breaks Ground Rules

A reporter’s first obligation is to their story.

Good journalists are relentless in pursuit of their story and curious by nature. Don’t be surprised when a reporter strays from an agreed upon line of questioning during an interview.

Reporters are not necessarily trying to be devious. It is simply how they operate. We did it when we were reporters, mainly because we first need to secure the interview.

Once the interview starts, everything is fair game. Agreements go out the door.

If you had said you don’t want talk about something, it doesn’t mean the reporter won’t ask, it simply means you’ll need to have a ready response when the question is posed. That’s because reporters have an obligation to their audience to get the story their readers expect. The reporter, and by extension, the readers, are less interested in your agenda and the issues you want to discuss.

In Rockford Gray’s media coaching sessions, we discuss ways to respond when a reporter strays from the initial interview topic.

To help protect you and your clients from being drawn into a sensational story, or revealing information that you don’t want made public, here are some suggestions.

Expect the reporter to agree to your interview ground rules, but then break them

First, if you agree to an interview, you should be ready to answer any question. But when questions drift from the topic you’ve agreed to discuss, push back. Refocus the interview by saying: “I am focused on … ” Or, “I’m not the expert on that, but what I can tell you is … ”

Putting words in your mouth

Remember, confirming a negative statement made by a reporter could open the door for a sensational comment, attributed to you. Don’t repeat the reporter’s negative language. Use your own words. If necessary, correct first, then elaborate.

Softening you up for the kill

Some of the most effective reporters are the ones who kill you with kindness. You are prepared for aggressive reporters, but when the nice ones ask a tricky question, you are often caught off guard and may reveal something you did not intend to. Remember, reporters have a job to do. They are not your friends. Show some discipline. Avoid becoming too casual with a reporter or using language flippantly. This will help you to avoid making statements you’ll later regret.

That uncomfortable silence

Reporters deliberately will not ask an immediate follow-up question, leaving a silence with the hope that you will fill the time with more information. The solution: Be comfortable with the silence and stick to your messaging.

Anonymous sources

Never confirm, deny, or comment on information attributed to anonymous sources. You don’t know if these sources exist, and frequently the only way a media outlet can use an anonymous source is if someone confirms or comments on the information. Gone are the days when the media only uses anonymous sources for victims of crimes.

If you want to learn about these and other media coaching tools, contact us to schedule a training session, [email protected].