How to Handle Challenging Questions in Media Interaction

Communicating effectively and the ability to handle challenging questions during a media interview are vital skills for senior executives. It can significantly impact a company’s credibility and reputation. In this blog post, we will explore the strategies and practical skills needed to handle tough interview questions, helping businesses confidently manage their media interactions.

Get To Know the Media You Are Talking To

When conducting interviews, journalists are looking for clarity, digging for deeper insights, or sometimes aiming to spark debate to keep their audience engaged. Getting to know the journalist, the media, and their motivations can help spokespeople anticipate the most likely questions they can expect to get.

Media interviews come in different formats, from live, face-to-face meetings and studio broadcasts to pre-recorded segments and written Q&As. Each has its own set of challenges. Live broadcast interviews require careful preparation, quick thinking, and on-the-spot responses. Pre-recorded ones give a little more breathing room but still require clear, polished answers. Written Q&As, on the other hand, allow for more thoughtful responses. Getting familiar with these formats is also a great first step in preparing for any challenging media interaction.

Preparation is the Foundation of Success

Before heading into an interview, take some time to get to know the journalist and their style. Are they known for asking tough, hard-hitting questions, or do they lean toward a more conversational tone? Reviewing their past coverage can give spokespeople a good sense of what to expect and help them prepare for the journalist’s approach.

It’s also important to think about any challenging or sensitive topics that might come up. What’s currently making headlines in the industry? Are there controversies or criticisms that could be raised? Having well-prepared responses ready for these questions can help spokespeople stay calm and confident, even under pressure.

Finally, make sure the spokespeople have nailed down the company’s key messages. These messages serve as the anchor, helping spokespeople guide the conversation back to what’s most important, even if the questions take an unexpected turn.

Techniques for Handling Challenging Questions

Even with solid preparation, journalists can still throw a curveball during interviews. Here are some practical tips for any spokesperson to handle tough questions with confidence:

1. Stay Calm and Composed

Staying calm is key. Keeping your composure not only helps you think more clearly but also shows your audience you’re confident and in control. If a question catches you off guard, don’t rush—take a moment to gather your thoughts before answering.

2. Use Bridging to Shift Focus

The bridging technique is a great way to steer the conversation back to your key messages. If asked about a sensitive or negative topic, acknowledge the question briefly and then pivot to something more constructive or relevant. For example: “While there have been challenges, what’s important is that we’re actively addressing them by…”

3. Clarify or Reframe If Necessary

If a question feels vague, misleading, or based on incorrect assumptions, don’t hesitate to ask for clarification or reframe it to align with your message. For example: “I think what you’re asking is…” or “Let me explain that from a different perspective”. This helps keep your response accurate and on point.

5. Be Constructive if You Don’t Have the Answer

If you are not sure about the answer to a question, instead of simply saying you don’t know, acknowledge the question and offer to follow up later with accurate information. For example: “I don’t have that information on hand, but I can connect you with someone who does.” Or: “I’ll check with my team and make sure we follow up with the details you need.”. This shows you’re constructive, reliable, and proactive.

Common Pitfalls to Avoid

While handling tough questions, it’s also important to avoid common mistakes that can weaken a spokesperson’s message or credibility.

First, reacting with anger or defensiveness can make a spokesperson seem unprofessional or even untrustworthy. Stay calm and composed, even if the question feels unfair or pointed. Professionalism always leaves a better impression.

Overloading with information is also a common mistake a spokesperson may want to avoid. While it’s natural to want to overexplain when faced with tough questions, too much information can muddy the key message. It is always recommended to keep the answers clear, focused, and to the point so the key message doesn’t get lost.

On the other hand, when guiding the conversation toward the key message, it is important to briefly acknowledge the question before smoothly transitioning to the message. Otherwise, it will seem like the spokesperson is trying to avoid a question, making them look evasive or insincere.

Building Confidence Through Practice

Regularly doing mock interviews can help spokespeople sharpen their responses and improve their delivery. Non-verbal communication is also something a spokesperson should be mindful of during mock interview sessions — the tone of voice, body language, and facial expressions matter just as much as words. For instance, maintaining good eye contact and speaking in a steady, confident tone can go a long way in reinforcing credibility.

Looking at real-world examples of media interviews will also help spokespeople gain valuable insights to improve based on past performances. Studying these examples can help spokespeople avoid similar mistakes and refine their approach.

The Role of the Communications Team

Turning to experienced communications counsel is essential when it comes to preparing leaders and spokespeople for media interactions. This will help with everything from identifying potential interview topics to developing key messages and organizing mock interviews, making sure the organization’s representatives are fully prepared and confident.

The role of communications counsel becomes even more crucial during crises or sensitive situations. In these moments, the crisis and issues communications team helps craft thoughtful responses, manages the company’s messaging, and provides real-time guidance to ensure tough questions are handled professionally and effectively.