The Delta Media P.R. Clinic

Handling Tough Questions

By Bernard Gauthier, MA

Wouldn’t it be nice if a reporter asked you a question like “What can you tell me the best things happening in your association today?” Nice, but not terribly likely. Reporters will often want to ask you about aspects of your association and your work that are controversial, confrontational and that could have a significant impact on the public, governments and businesses. The good news is that, handled correctly, even tough questions can be an opportunity to communicate your messages effectively. Here are a few do’s and don’ts to make sure you make the most of the opportunity.

1. Do prepare for the tough questions
   

   Know the issue and how it affects the public, government, business
   Anticipate the tough questions – think like a reporter or have one on your team
   Prepare short, effective answers for the tough questions and practice them out loud

2. Do take the opportunity to face the tough questions
   

   Never say no comment and put your hand over the camera
   Never be “unavailable for comment”
   If your voice is not part of the debate, you lose
   Accept the invitation, take some control of the situation, and seize the opportunity

3. Do address the tough issues

   Beware overly slick attempts to bypass the issue – the public and the reporter will spot it immediately.
   Respect the audience and take a stand on tough issues – put your organization’s position on the record.

4. Don’t limit yourself to merely answering questions
   

   Questions can sometimes be limiting – address the issue and move beyond the confines of the question to get to your message.
   Questions can also be designed to trap you into a discussion you don’t need to have – challenge these questions by coming at the issue from a different perspective – but do get to the issue

5. Don’t feel compelled to answer every question
   

   I can’t answer that question because _________ but I can tell you that….

Keys to success…

Know the issue or pass the microphone to someone who does. Listen. Think of your audience.

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