iNHouse PR Guides

Handling Tricky Interviews

In this guide we illustrate techniques for how to deal with tricky interview situations. While dedicated training to develop your skills is always the best option, sometimes there isn't time, so see if this guide can help.

Preparation

  • What are your three key messages?

  • Have water on hand - you can always use the time to take a sip as a chance to gather your thoughts

  • Make sure you turn off your mobile

  • If you want a press officer there, make sure you have mentioned this. It is common practice to have someone else present so feel free to do so

During the interview

3 Cs:

  • Confidence
    Have confidence in your own knowledge. You know your subject best.

  • Clarity
    Use a clear, conversational style, focus on a maximum of three key messages and illustrate your points with examples. Avoid jargon at all times.

  • Control
    Take charge of the interview. Preparation is the key. You are there to tell the story that you want to tell.

Use the ABC technique:

  • A - Acknowledge and address the question
    - yes, some people might think that
    - no, that is not something I've heard before,
    - I don't know, I'm not able to answer that

  • B - Bridge
    - but, however, what I can tell you is..., let's be clear about this...

  • C - Control and clarity (majority of your answer)
    - key messages

Important

  • No matter how pushy your interviewer, take your time to answer.

  • Ensure you allow plenty of time for an interview so you do not feel stressed.

  • Do not expect to get editorial approval over print copy or a pre-recorded package - some journalists will be suspicious if you ask.

  • If you are unsure of a fact or policy issue, do not make up an answer, say you are not completely sure and you will get back to them asap.

  • If you are in a live situation, offer up an alternative fact or prediction which is relevant, eg: I don't know for sure how many Giant Pandas there are left in the world, but if we don't do something to help their survival, our grandchildren will never get to see any...

Contact: jo@inhouse-pr.co.uk