Interviews - Five Tips To Handle Tough Questions From Reporters

Journalists are trained and often experienced at getting information out of their subjects. Conflict and other negative situations often make the news and journalists often have a knack for taking a positive situation and twisting it into something else in order to make it more "sell"-able as news.

It's a common scenario. The media calls after your organisation has put out a news release on the latest groundbreaking achievements.

You've done the hard work in preparing your media message, spending time honing the features, benefits, evidence and proof that will build your case to overcome even the most cynical journalist. After hours of brainstorming, you've come up with a great quotable quote that even the most seasoned PR pro would be proud of.

You've practised and warmed up your voice. You've spent time to quietly relax, using your favourite visualisation technique to anchor your feeling of confidence as the moment of truth comes quicker than you realise. You've never been more prepared for this media interview in your life. The opening questions go well and you grow in confidence. Your body language and eye contact show you're in control and on message.

And, then it comes. Like an unannounced steam train, a question out of the blue. A tough 'red herring' completely throws you off balance as their ambush technique works with devastating effect. Crushed, your media interview stumbles from bad to worse. You miss several opportunities to stay on message and make the most of the media opportunity. Afterwards you feel deflated, humiliated and let down.

How can you avoid this situation and prepare for the tough questions that often come from seasoned, cynical and 'so what - who cares' journalists?

Here are Five Ways To Handle Tough Questions In A Media Interview.

1. COMPLIMENT THE JOURNALIST

Many journalists are attracted to the media because they want to see their face on TV, hear their voice on radio and read their name in the paper. I call them 'ego-driven' journalists. Work to their egos and stroke them. Compliment them on a great question. For example, use "that's a great question and I'm glad you asked it, ....."

2. GET BACK ON MESSAGE AS QUICKLY AS POSSIBLE.

Once you've paid the compliment, get back on message as quickly as possible to show you are in control and not the reporter. For example, after the compliment use "...but what I want to say is this ..."

3. FOCUS.

Good reporters will always look for an angle to make the story more newsworthy and will try a range of techniques to get conflict into the story. Keep your focus, be disciplined and avoid going down a line of questioning that is not relevant to the story or your message. Be firm, but polite. For example, "I really think we're getting off track here, the main point I want to make is ...."

4. KEEP YOUR COOL.

Under no circumstances should you lose your temper, shout or get angry. This only inflames the situation and comments said in the heat of the moment when emotions are running high can often get you in trouble. Remember they make great copy and sensational 'news grabs'. Remain calm. Remember you are the one in control with the information that the media wants. You have every right to call a halt to an interview if the journalist become overly aggressive or offensive.

5. PREPARE and PRACTICE.

I've lost count of the number of times a novice interviewee has taken the whole bait and been taken down the garden path and completely off message by an irrelevant question during a media training exercise. Most people are quick learners and when they see it happening to others quickly learn not to do this once they've seen how easy it is to stay on track. Prepare for tough questions prior to the interview in a formal media training course or with a colleague. Road test your messages prior to talking to the media and you are more likely to stay out of trouble.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com

---

Public Relations ? Defining Your Organization from the Inside Out

What do your customers say about your company?Would you let... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?

Commit this to memory, please: To get in the media,... Read More

Mind Your Own Business!

And the best way to mind your own business is... Read More

7 Tips to Get More Mileage Out of Your Online or Offline Publicity

You worked hard to get a story on your business... Read More

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

Keep The Publicity Machine Rolling with Reprints

More than half of America skips the Super Bowl, the... Read More

Press Kit Elements That Work

Considering how fundamental they are to the publicist's trade,it's always... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

Know What Matters Most About PR?

When, as a business, non-profit or association manager, you are... Read More

Make the Media Your Friend

The media (newspaper, radio, television) can be of enormous help... Read More

10 Secrets to Get Your Press Release Noticed

It's difficult enough running the day-to-day aspects of a business,... Read More

In PR, You Pay When You Stray

Don't let yourself be diverted by communications tactics playtime. You... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

How To Get Press To Come To You

Have you ever noticed how the same people's names always... Read More

Marketing-Minded Financial Planners: Get Free Publicity by Choosing the Right Outlets

Sure, any publicity is good. But don't invest time and... Read More

Public Relations: The Fundamental Premise

It seems difficult to believe at the dawn of the... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

What Many PR Users Ignore

Simply that the behaviors of their most important outside audiences... Read More

GETTING YOUR MESSAGE ACROSS

You have a story to tell. Your company has developed... Read More

Managers and PR: One Thing Is Clear

As a business, non-profit or association manager, you have a... Read More

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

Free Radio Publicity for Marketing-Minded Financial Planners

Radio is a powerful publicity tool. Most stations offer news... Read More

Passion with Purpose - The Winning Combination

The power of PassionPassion is an extraordinarily powerful spring. Without... Read More

Financial Planners, Make Sure Reporters Comprehend Your Topic

Don't assume that a reporter understands financial planning. If anything,... Read More

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More

A Winning Game Plan

You want to sell your products or services, and that... Read More

Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has... Read More

Media Training: Why Nobodys Listening to You

SORRY?WERE YOU SAYING SOMETHING?Many spokespeople approach media interviews the same... Read More

Press Release, An Alternative For Paid Advertisement. Step 1

What's a press release? This is generally a one page... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More