Public Relations

The Crisis Communications Interview

Interview Tips

Here are some tips for dealing with the traditional media and putting your companiy's "best face forward" in difficult or even crisis situations.

When a Reporter Calls

Take the call. Return the call as soon as possible if you miss it.

“Disarm” the reporter by being helpful and concerned: "How can I help you?"

Ask about deadllines. This usually makes a good impression with the reporter and also gives you an idea of the time frame involved.

Types of Interviews

TV or video is very common because of the proliferation of cable and the Internet. Click on crisis communication TV interview tips to learn more.

Telephone interviews are often done by radio and print reporters, but are also sometimes done on TV.

If you've made an appointment to call a reporter, place the call yourself. Placing the call through an assistant sends a negative signal that your time is more important than the reporter's.

Avoid speaker phones. They also send a negative signal and may make you more difficult to hear.

When possible, use a hard line or "land line" telephone and not a cell phone or cordless.

If you have set up an interview for a company representative or spokesperson, try to listen in during the interview. But make sure the reporter knows you're on the line.

Give your full attention to the interviewer during the interview. Don't multitask.

Mention the company or client name where appropriate, but don't overdo it. Sound as if you're giving relevant information--not doing a commercial.

At the close of the interview, thank radio or TV interviewers for giving you an opportunity to be on the air with them.

Email interviews are becoming more common. However, reporters use email most often to check facts or get clarification on something that was said during a previous interview.

Sometimes reporters will email a single question if they're "canvassing" or "scattergunning," hoping to get comments from a multiple sources.

Remember, anything sent by email is out of your hands. It may surface months or years later, and can be forwarded to dozens, hundreds, thousands or even millions of other people.

Also remember that using a private email address to conduct company business looks suspicious.

In person interviews signal that you're open, friendly and willing to give of your time. If the reporter comes to your office, be hospitable. Ask if he or she would like something to drink before you get started. Depending on time constraints, you might also want to offer a quick tour and make some introductions to your co-workers.

Find out in advance how much time the reporter thinks he or she will need, and add at least 15-30 minutes to it.

A deskside briefing is an offer to talk to a reporter or editor "at their desk" (although "desksides" are often done in coffee shops, break rooms or conference rooms).

A deskside briefing might also be called a "one-on-one" or a backgrounder. In a sense, it's almost like a "human news release."

Editorial board meetings involve a discussion between an interviewee (or interviewees) and the staff of a newspaper editorial page. These are frequently done with political candidates, but anyone who wants to get their point-of-view on the record can request one.

The ambush interview is a staple of documentaries and exposes. The idea is to catch someone off guard and get information from them, or possibly even to "make them sweat."

In these circumstances, most people are tempted to blurt out a "no comment," or even put a hand over the TV camera. These are both bad ideas, for obvious reasons. See below for tips on techniques that are effective in dealing with ambush interviewers.

Panel discussions are the staple of some talk shows. You won't often be asked to participate in a panel discussion in most crisis situations, but it could happen under certain circumstances. Unfortunately, sometimes panel discussions sometimes turn into "free-for-alls" or even shouting matches. Be prepared to be forceful and stand your ground without appearing to try to dominate the conversation yourself.

It's generally a bad idea to insult another panel member, as hard as it may be to refrain at some moments.

Preparing for the Interview

If you're not familiar with the reporter or interviewer, do some homework. If there's time, try to get samples of the reporter or interviewer's previous work.

Know what the subject will be.

Know why the reporter is interested.

Review the subject matter

What’s the medium?

TV, radio, print?

Also know

When the interview will take place.

Where it will take place.

Will it be live, recorded, or over the telephone?

How long will it last?

Will you need to provide the reporter with photos or graphics?

Has there been a news release? If so, read it carefully.

Rehearse probable questions.

Just Before The Interview

Check clothing.

Straighten ties, collars, jewelry.

Make sure hair is neat and combed or brushed..

Make sure once again that you understand why you’re being interviewed.

Keep it short, simple, and succinct.

Be prepared for tough questions

Review in your mind what can & cannot be discussed during the interview.

Greet the reporter and photographer (if there is one). Get names.

Take deep, measured breaths to maintain composure.

Warm up your voice at it’s normal range.

During the Interview

Keep in mind that even when you're alone with a reporter (usually called a one-on-one), and there don't seem to be other distractions around, there may still be a lot of things on the reporter's mind.

In fact, after a reporter asks a question, he or she is not only listening to your response, but might also be

formulating the next question,
taking notes,
worrying about whether he'll meet his next deadline.

Don't take it for granted, however, that the reporter isn't paying close attention to what you're saying--and sometimes, what you're not saying. The best reporters will be as sensitive to what you don't say as what you do say.

So, follow these guidelines:

Listen closely to the question.

Expect "open ended" questions. Not ones in which you can give a one word answer (like yes or no).

If you don’t understand a question, ask the reporter to repeat it.

Keep your answer short, simple, and succinct. 10-15 seconds.

Make your most important point first.

Offer reasons for your statement or position

Stay calm and relaxed

Have clear messages & objectives in mind.

Divide your message into major points.

Cite facts, not opinions. If you offer an opinion, state clearly whose opinion it is.

Answer questions briefly, directly, concisely and clearly.

Speak slowly and deliberately, but avoid a monotone.

Cite compelling statistics only… and you should generally keep them to a maximum of two per sentence. Remember, numbers numb, stories speak.

Avoid industry or company jargon.

Be honest and forthright

Don’t guess or speculate if you don’t know.

Give only authorized information.

Be careful about volunteering additional information.

Correct inaccurate, misleading, or false assumptions immediately.

Be confident and positive

Don’t repeat inaccurate statements or language.

Never shout, regardless of provocation.

Silence is fine once you’ve made your point.

Don’t be tempted to “fill” empty moments.

Separate responses to multi-part questions.

Personalize responses whenever possible. Speak from your own experience when appropriate.

Never ask to review stories before they are published or aired.

ALWAYS ASSUME:

The “red light is on.”
The mike is “hot.”

Never engage a reporter in conversation after an interview and say something you wouldn't have said during the interview. Some less-than-professional reporters will try to trick you into saying something you'll regret later.

Avoid "No Comment"

It’s okay to say “I don’t know but I'll find out…” but avoid “No comment” and “Off the record.”

Understand that journalists must ask tough questions--that's what they're supposed to do. When you say "no comment" you

Sound as if you have something to hide. Many people think "no comment" is another way of saying "we're guilty."
Completely surrender control of the content to the journalist--and that's risky. You've giving the journalist the opportunity to speak for you or you company.

Granted, there will probably be times when companies lawyers insist that you say "no comment." Even so, you can usually find something to say. Like

"It is our policy to say 'no comment' about any pending legal matter, even when the facts in the case are decidedly in our favor."

Spinning

As mentioned on the overview page on crisis communication, "spinning" is the process of avoiding or ignoring a reporter's question in favor of selected "talking points."

Spinning can be a dangerous game. Some reporters will let you. Others won't, and can make you look really bad for even trying.

Nonetheless, your job as a public relations professional is to put your company's best interest ahead of the reporter's need to present the story as he or she sees it. This sometimes means using spinning strategies. So we'll describe the most common and offer some examples below.

Creating Talking Points

A talking point is an short summary of an idea a speaker or spokesperson wants to emphasize during an interview or public speaking event. Talking points are often used to "spin" a topic, i.e. to "saturate this discourse" and frame a discussion in a manner that suits the speaker's best interest.

In politics, the term "talking point" has recently come to mean propagandizing a point of view and repeating it continuouesly in the mass media in the hope the public will accept it as fact.

In preparing talking points, you should:

Review YOUR objective in granting an interview.

Selecting the “central message," which could possibly come from company slogan or mission statement.

2-3 key “positive” themes.

Support with statistics, stories, examples.

Keep it “short & sweet”

“Steer” responses toward it and control the interview as best you can by using the following techniques.

Talking Points Example 1

Talking Points Example 2

Talking Points Example 3

Bridging

A transition from the answer to the reporter’s question to a different subject of your choice.

For example, you could use language like

(Answer to reporter's question) “And not only that…”

(Answer to reporter's question) “In addition…”

(Answer to reporter's question) “We/you should also bear in mind that…”

(Answer to reporter's question) It’s also critically important to remember that…”

(Answer to reporter's question) “Plus… Furthermore…Similarly…”

Bridging Example 1

Bridging Example 2

Bridging Example 3

Redirecting

Redirection is the process of switching the focus from the reporter’s question to what you want to say as an answer. You may partially answer the reporter's question in a vague, inconclusive way, but then quickly transition into a different subject.

“ the investigation’s ongoing…but above all else here, keep in mind…”

“we’re still gathering data on that…but meanwhile…”

“we’re making every effort to get more facts…and until we do our greatest concern is…”

“it will take more time and more information before I can say…but for now we’re concentrating on…”

Redirection Example 1

Redirection Example 2

Deflecting

Deflecting is the tactic of speaking without answering the question. A deflection is usually followed by an attempt to turn the interview in another direction (see "Redirection," below).

Think of a deflection as an attempt to "push a train of thought off the track" and replace it with a different one.

You can sometime use language like:

“we’re still gathering data on that…”

“ the investigation’s ongoing…”

“we’re making every effort to get more facts…”

“it will take more time and more information before I can say…”

Or you can just take the conversation in a different direction, as you'll see in the examples below.

Rebutting

A rebuttal follows an incorrect assumption in the reporter’s question. It's okay to say something like

"I don't believe that's really true,"

“On the surface that may seem to be the case, but…”

Or something similar. Then go on to state your case and try togive the facts that prove your point of view.

Minimizing

Minimizing is an attempt to make an unpleasant fact insignificant. As Mary Poppins might say, "a spoonful of sugar helps the medicine go down..."

You can also use a time-honored sales tactic, such as the following:

Reporter: "Isn't it true that your cable company is raising basic cable rates by $10 a month?"

Spokesperson: "Think of it this way. For less than a quarter a day, our customers will get more channels, a clearer picture than has ever been possible picture, and increased responsiveness to their technical questions if they ever have to call us."

Maximizing or Capitalizing

Do this when the reporter gives you an opportunity to place your company or product in a favorable light. For instance, when

the reporter asks you question that's "right up your alley:" a question you really want to answer, or

you have a chance to "squeeze in" a mention of the company's name or a product name during an interview. But don't overdo it. You'll destroy your credibility with the reporter, and possibly even the audience, by sounding like a "flack."

Capitalizing Example