6 June 2024

Our third Media Training series piece following Knowing Your Interviewer by Adam Taylor and Crafting Your Narrative with Rhoda Macdonald, comes from Chris Wimpress, who a former journalist at BBC Radio 4, as both a reporter and editor on its flagship programmes including Today, World at One and PM.

There are still more media training insights to come, so come back to our insights page soon or get in touch with a member of our corporate communications team for what we can do for your business.

The world of media interviews can be a double-edged sword. It offers a valuable platform to share your expertise, but it also exposes you to the potential for scrutiny and challenging questions. Difficult questions can come in many forms, from probing inquiries about a controversial topic to pointed statements designed to trap or embarrass you. Journalists have a toolbox of tactics to try and elicit a specific response, and navigating these tactics effectively is where media training shines.

Identifying the tricks of the media trade

Media training equips you with the skills to recognise common tactics journalists use to elicit a particular response. These tactics might include:

• The Loaded Question: This question presupposes a negative answer and is often phrased in a way that plants a seed of doubt in the audience’s mind. For example, “Don’t you think your recent decision will have a devastating impact on the environment?”
• The False Dilemma: This tactic presents you with two seemingly negative options, forcing you to choose the “lesser evil.” For example, “Would you rather prioritise profits or the safety of your employees?”
• The Hypothetical Question: This question asks you to speculate on an imagined situation, potentially leading you to reveal unintended information. For example, “If you knew then what you know now, would you have handled the situation differently?”

READ: How to craft your narrative – storytelling in media interviews

Staying on message and in control – media interview bridging techniques

By recognising these tactics, you can formulate effective responses that stay on message and maintain control of the interview. Here are some bridging techniques media training teaches you to employ:

• Acknowledge the Question: Begin by acknowledging the journalist’s point and demonstrating respect for their inquiry. For example, “That’s a very important question.”
• Buy Time: Take a moment to collect your thoughts before responding. A short pause demonstrates thoughtfulness, not hesitation.
• Focus on Key Messages: Gently steer the conversation back to the key messages you want to convey. Use the opportunity to provide factual information, address concerns, and highlight positive aspects of your story.
• Be Transparent: Honesty and transparency are vital. If you don’t have the answer, admit it and offer to get back to the journalist with more information. Never fabricate a response or try to downplay an issue.

Honing your ability to manage difficult questions is an investment that extends far beyond the media spotlight. The skills you develop – recognising tactics, bridging conversations, and staying on message – translate directly to confident stakeholder engagement.

By mastering these techniques, you’ll be prepared to address concerns, navigate disagreements, and foster productive dialogue in any situation. So, the next time you face a tough question, remember – it’s not just about that moment, it’s about building a foundation for successful communication across all your interactions.

Get the desired outcome from your media engagements – get in touch with our experience media training specialists.

Read Adam Taylor’s top tips for achieving your interview goals by Knowing Your Interviewer.