There are plenty of wrong ways to answer a question. Especially one from the media.
Don’t fall victim to these common Q&A pitfalls.
Not responding at all. This results in a “So-and-so could not be reached for comment.” Or, worse, “So-and-so refused to comment on the matter.”
Solution: There’s always something thoughtful you can say so you don’t seem evasive. Make sure that you respond promptly. This could mean within a matter of minutes, not hours. Reporters work under very tight deadlines.
“No comment.” This unassuming little phrase causes endless grief. First, it looks like you’re hiding something. Second, it invites the reporter to dig deeper. (This is exactly what you’re trying to avoid, isn’t it?)
Solution: Before an interview, anticipate sticky questions you might get asked and prepare answers. Don’t make promises you can’t keep and don’t paint yourself into a corner.
Rambling. If you try to cram too much into your answer, you’ll lose your audience and possibly your train of thought.
Solution: To avoid a case of The Rambles, define in advance the two to three key points that are most important to support your message. Stick to them.
Flat-out stating “Our message is…” Yes, it’s important to have a message and convey it. After all, that’s the point of the interview. But beating your audience over the head with it is off-putting and can actually lower your chance of getting through to them.
Solution: Luckily, this one is simple — Don’t utter those words.
“We’re not here to discuss that.” It’s likely you’ll encounter a question that’s not aligned with your key message or talking points. But telling a reporter or anyone else that it’s off-limits won’t get you far.
Solution: Briefly acknowledge the question, then bridge your answer back to the message that you want to talk about. Politicians are usually (but not always) a prime example of this.
For a deeper glimpse into our world, see our book on Amazon, A Lawyer’s Guide to Crisis PR: Protecting Your Clients In & From the Media.
You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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