Media interviews can feel like walking a tightrope, especially when challenging questions come your way. Whether you're representing a company, organisation or yourself, being prepared to respond with confidence and clarity can make all the difference. Here's how you can effectively handle tough questions and bridge them into opportunities to deliver your key messages.
1. Understand the power of bridging
One of the most effective techniques to handle challenging questions is “bridging”. Bridging allows you to acknowledge a question and seamlessly steer the conversation toward your key messages. Think of it as a way to cross from potentially negative territory to a place where you feel confident and in control.
Example: If asked: “Why has your company faced criticism for its environmental practices?”
You might respond: “We’re committed to sustainability and have recently launched initiatives that demonstrate this, such as reducing our carbon footprint by 30% over the past year.”
By doing this, you acknowledge the question without dwelling on the negative, while reinforcing your commitment to positive action.
2. Prepare your key messages
Before any interview, identify 2-3 core messages you want to communicate. These should align with your goals and resonate with your audience. Knowing your key messages ensures that even if you're asked difficult or unexpected questions, you can pivot the conversation back to what matters most.
3. Acknowledge, Answer, and Pivot
Here’s a simple framework to guide you through tricky moments:
Acknowledge: Recognise the validity of the question or the concern behind it.
Answer: Provide a concise, truthful response to address the question directly.
Pivot: Transition smoothly to your key message.
Example: If asked: “Why has your project been delayed?”
Response: “We understand the frustration that delays can cause. The reality is, we’ve prioritised safety and quality over speed, which has resulted in a few extra weeks of work. Ultimately, this ensures we deliver a project that meets the highest standards and serves our community better.”
4. Stay calm under pressure
When faced with challenging questions, your body language and tone matter just as much as your words. Here are some tips to stay composed:
Pause before responding: A brief moment to gather your thoughts can prevent hasty or emotional reactions.
Maintain open body language: Avoid crossing your arms or looking defensive.
Use a confident tone: Speak clearly and at a steady pace.
Remember, journalists are doing their job by asking tough questions. Staying calm and composed shows you’re in control.
5. Practice active listening
Effective communication starts with listening. Pay attention to the exact wording of the question and any underlying concerns. By addressing these concerns directly, you build credibility and trust with your audience.
6. Know when to say 'I don’t know'
It’s better to admit you don’t have all the details than to risk providing incorrect information. If you’re unsure, say:
“That’s a great question, and I’d like to get back to you with accurate information after this interview.”
This approach shows transparency and a commitment to providing reliable answers.
7. Avoid common pitfalls
Don’t speculate: Stick to what you know.
Avoid jargon: Speak in terms your audience can easily understand.
Don’t get defensive: Responding emotionally can undermine your credibility.
8. Rehearse, rehearse, rehearse
The best way to prepare for challenging questions is to practice. Conduct mock interviews with colleagues or a communications coach, focusing on potential tough questions. The more you practice, the more confident and natural you’ll feel during the real interview.
9. End strong
No matter how the interview progresses, always aim to conclude on a positive note. Reinforce your key messages and thank the interviewer for the opportunity. Leaving a strong final impression can help mitigate any difficult moments earlier in the conversation.
Challenging questions don’t have to derail your message. By using bridging techniques, staying composed, and practicing thoroughly, you can turn even the toughest queries into opportunities to communicate your key points effectively. Media interviews are your chance to share your story -make it count!