Think About This: How Do You Handle the Toughest of Media Interviews?
Vicki Wilson Bohlsen
President of Bohlsen Group and Host of "Taking Care in Business" Podcast
Being an effective spokesperson can be daunting— even for the most practiced. How do you best prepare for and handle the toughest of interviews?
Let’s first start with how to prepare for any interview: Planning.
You need to identify the three most important points you want to make. These messages can be determined by going through the basics: who, what, when, where, why and how. Which of these apply to the objectives of your interview? Go so far as to write down the three main points you want to make and edit them into statements that you are comfortable sharing with key audiences.
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You should now be able to control the interview responses by incorporating versions of these three responses into every answer you provide. You want to be memorable, but also quotable. Ample practice will ensure that you will be able to consistently return to these points.
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One technique that helps to build confidence and ensure you are quotable is repeating a portion of the question in your responses. For instance, if a reporter asks about the mission of your organization, don’t start by saying “we….” or “our organization”; rather, start by saying “the goal of our organization is….”
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Don’t be afraid to buy time during an interview. You can carry this out by saying things like “that’s a really great question” or “I’m glad you asked that”. A start that also results in a good sound bite is “So, what you’re asking is….”
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If you ever find a question to be irrelevant, unfriendly or critical, you can use a bridging statement to get the interview back on track. By using one of these statements you not only buy time, but direct the conversation back to where you are more comfortable.
When difficult questions are asked, you want to try to gain control of the interview again by focusing on those three main objectives that you went into the interview with. The most important thing that you need to remember is to stay calm and confident.
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The last thing that you need to consider? is when to stop. It’s human nature to ramble on or get sidetracked. By planning out the points you want to repeatedly make— and by practicing— you will be more likely to remain in control, be confident and feel calm.
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If the question is so difficult that you simply don’t know how to answer (or don’t want to), it is best to be honest and transparent. Tell the interviewer that you will need to get back to them and tell them exactly when that will be and in what format, whether it be phone, email or text.
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Interested in learning more about media and/or crisis training for your organization? Send Bohlsen Group a message by filling out the contact form on our website.