Media Interview Secret: Don’t Avoid the Question

Corporate media interviews can be challenging and nerve inducing, even for well-trained executives. When a spokesperson is ill-prepared for the questions being asked, the results can be disastrous. We’ve all watched that uncomfortable interviewee delivering a rambling response to an unanticipated question. You can keep media interview opportunities from turning into public relations nightmares by employing prep, practice, and poise.PrepExperienced PR professionals agree: If you’re not prepared for the tough questions, you’re definitely going to get them. You have to take an honest look at your business and the message you want to convey. Where are the weaknesses or inconsistencies? What are the drawbacks? Prepare yourself to openly and frankly discuss  the negatives of your business. When you identify the potential weak points, you can prep for the inevitable questions. And rather than feed into the negative, have several positives that will counteract.For example, let’s say you’re a representative for an oil and gas company involved in hydraulic fracturing. In the midst of a media interview, the journalist will likely ask why your company continues to use fracking technology when it’s contaminating groundwater. Such a question is not out of left field and should be anticipated. Without preparation, you might panic and freeze. You might not want to say anything for fear of saying something you cannot retract. But if you have prepared thoroughly, you can handle the tough questions with ease, like this:

• Our company takes every possible precaution to protect the community and the environment.
• Natural gas is a key part of America’s energy independence.
• We are proud of our safety record and are open to questions from the community.

Practice You can have thoughtful responses that will help you avoid a public relations fiasco, but if you haven’t practiced articulating your answers during mock interviews, you may sound stilted or scripted. Delivery is key for your messages to be received credibly. Poor delivery can even make matters worse. Record yourself and watch the practice session, to help ensure that you are as prepared as possible.Poise The worst response to an unexpected question is anger or frustration. An angry appearance makes for entertaining viewing, but will backfire even more than ignoring a tough question.Instead…Take a deep breath.Pause for a second or two.Focus on what you should say.Poise in front of the media is essential. Even if you truly don’t know an answer, a tactful “You know, I will need to get back to you after I check on that…” will work much better than storming out of the studio in a huff. You’re guaranteed to make headlines if you walk off the set.Working with the media can be nerve-wracking, but the more you focus on the 3 Ps – Prep, Practice, and Poise – the better your chances of ensuring a successful interview, even when the questions are tough.