Don't run on - when you've given the answer you want, stop talking. Spokespersons most often make their biggest mistakes when they impulsively add something to their answers, usually because they believe the reporter wasn't satisfied with the original answer. Well, you've thoroughly prepared for the interview; you know exactly what you want to say, so don't start reinventing the wheel in front of a reporter, a microphone or a video camera. If a reporter wants to pursue the issue in greater detail, then he or she will ask followup questions, which you will then answer.
Don't disclose confidential information - but explain the reason why you can't, and if possible, weave in a key message.
For example:
Q. What precise margins do you earn on the service fees your bank charges small businesses?
A. That information is confidential for competitive reasons. But I can tell you that keen competition forces us to keep the fees as low as possible, and, overall, we earn less than one cent for each dollar we spend.
Stick to your own agenda of answering each question with a direct factual statement followed by a relevant key message. Don't concern yourself with the reporter's overt or hidden agenda by answering an anticipated question that has not yet been asked.
Anticipating questions is what you do while preparing for the interview. Doing this during the interview will only get you off track. Instead of concentrating on your agenda, you'll start feeling anxiety about the reporter's intentions - and this will likely cause you to be incoherent, defensive and unfocussed.
Don't be afraid to admit your mistakes. Your publics - and that includes the media - recognize that you are human and will inevitably err. They will forgive you your trespasses (provided they are neither too offensive nor to frequent and you make an honest attempt to atone for them). What they will not forgive are your efforts to cover them up. So, if you are asked about the chief financial officer's embezzlement conviction, readily acknowledge it and then follow with a key message that will show, first, that you regard the action as reprehensivle and, two, that the company has taken corrective action.
Don't ever say "no comment." It will make you look arrogant, untrustworthy and guilty
Nothing is "off the record." Don't tell the media anything you wouldn't tell the whole world.
Don't guess at an answer. If you don't know, say so, and if possible, weave in a relevant key message. But if you can't come up quickly with such a message, forget it. Just say you don't have that information at your finder tips, and let the interview move on. |
