How To Get Around The 'Tough' Questions In A Media Interview

Clever interviewees don’t refuse to answer tough questions they work out a way to get around them. Below are some proven techniques for avoiding difficult questions, though keep in mind  that any evasive answer can be counteracted with a good follow up question.

Bridging
Bridging is the most popular and the most important technique for media interviews. Bridging is about responding to a negative question in a way that allows you to present a positive message or the message you want to give. When bridging the interviewee changes the conversation from an unfamiliar or uncomfortable subject to one that is more familiar and comfortable. The following are some examples of bridging phrases, ‘the real issue is…’, ‘what people need to know is…’, ‘what I can tell you is…’

Answering a question the journalist didn’t ask
With this technique the interviewee listens to the question and then gives an answer that is totally unrelated. For example “I have wondered that myself, but that isn't the issue, the real issue is...”

Asking the journalist a question
You’ve no doubt heard the saying 'the person asking the questions has the control', with this technique the interviewee answers a question with a question. This turns the journalist into the interviewee and they can lose control of the interview. 

Giving a vague response
The journalist may ask a specific question like “did you steal the money?” and the interviewee may say something general like “I’ve never done anything unethical in my life.” This generalisation avoids answering the question directly. When you think about it further the interviewee may have still taken the money just not perceived it as unethical.

The following strategies could impact on your ability to secure future media opportunities. 

Asking the journalist to check back later
The interviewee makes a note of the question and tells the journalist they do not know the answer but will find out and get back to them later. In the meantime the interviewee hopes the journalist will forget about it.

Questioning the journalists motives
This technique tries to intimidate the interviewer. The interviewee may say “Why would you say a horrible thing like that?” or “a rude question like that doesn’t deserve a response!”

Rejecting the question as too intrusive
The interviewee simply implies that the reporter has intruded on personal privacy. This works better in a press conference or public interview scenario where the question is viewed as intrusive or tasteless by others as well. The hope is to embarrass the reporter and get them to drop the question.

Using “no comment”
An experienced interviewee will rarely say “no comment”, it is normally used by inexperienced interviewees that have seen it done on TV and think it will work. “Why don’t you want to comment?” is the best follow up question a journalist can ask.

Remember that an experienced journalist will keep asking and rephrasing questions until they get the answers. The best way you can prepare is to know why you are doing the interview, brainstorm the tough questions a journalist may ask and practice bridging techniques.