It is not true that we must answer every question. We must, however, address every question. And then we should segue (or bridge) to our key message. It helps if we know the types of questions we will be asked. Let’s have some fun and not make these too serious. For each type, I will explain the challenge, then throw out a random question with a proposed response. It’s good to rehearse these types with your spokespersons.
Hypothetical: These are the “What if…’ questions and they try to pull you into speculation, which we now know is a pitfall. The solution is to not take the bait. Restate the reality and segue (we always segue).
Q: What would you do first if you were made king of the world?
A: Well, I’m not the king of the world. I am the manager here at McDonald’s and I love it. Let me tell you about our new menu item….”
False Facts/Assumptions: These are questions that include false information, potentially false information, or assumptions. Call them out. Correct them. Protect your credibility.
Q: Nobody likes horror movies and the Director’s Guild said you are wasting your career staying I n this genre. Why don’t you try to make a more meaningful type of movie?
A: On the contrary, I get fan mail all the time and the theaters are always packed. I am not personally aware of what the Director’s Guild did or did not say, but each movie I direct has great depth and meaning. For example, the movie I am directing now….”
Leading: These are common with lawyers, but investigative journalists love them too. A leading question suggests a particular answer that the questioner desires. That answer is usually yes or no. Don’t be led. Don’t answer with just a yes or no. Try to avoid them and add context. You are in an interview, not a court of law, so no one is going to call an objection.
Q: You were the last one to leave the bar that night, weren’t you?
A: I don’t make a habit of keeping tabs on people in front of me or behind me. I left the bar at 11:30 pm. It is my understanding that the bar does not close until midnight, so I would have no information on who might have been there later. By that time, I was home with my wife watching Jimmy Fallon. He had the funniest guest….”
Forced Question: These try to compel respondents to select an option that reflects their experience or opinion. Sometimes they are clear, reasonable, and you have a strong opinion to share. If so, go for it. But if they paint you into a corner that you do not want, you simply don’t have to follow their rule and choose.
Q: Are you for or against the Oxford comma?
A: I am in favor of using punctuation to convey meaning. If they accomplish that, then they have done their job well. In fact, I wrote a paper on this I can share….”
Factual: These are typically direct and clear, without hidden agenda. The mistake respondents tend to make here is that they are so relieved, they only give the short, clear and direct answer without context. Add context that is helpful to your efforts and perspective.
Q: What percentage of donations go to overhead and administrative costs as opposed to the actual medical research?
A: In order to maintain the staff and resources to be effective, we are obligated to apportion 6% of donations to the administrative costs that support men and women who are working hard every day to find a cure. We have an independent auditing firm that ensures that we are fiscally responsible, and we are completely transparent on our budget. This enables us to accomplish amazing breakthroughs like….”
Can’t Answer: There are many questions that you will not be able to answer for a wide array of reasons. Classified. Under Investigation. Simply do not know. The important thing to remember is to not say “no comment” or “I can’t answer that.” Aside from being negative, they are just not helpful.
Q: Is it true that Frank Abagnale committed fraud as he posed as a pilot of a major airline, and later as a surgical doctor?
A: The case is still under investigation, but I can tell you that we are pursuing this with vigor and if Mr. Abagnale is found guilty, we will pursue this to the fullest extent of the law. Anyone impersonating a pilot or doctor puts people at great risk….”
Opinion: These questions want to know what you think, The problem is that any opinion you give will reflect on the entire organization. That can be dangerous since an individual’s opinions do not always align with their employers. It is always best to avoid opinions. That’s my opinion. But similar to the “no comment” rule, avoid saying that you are not going to give your opinion. It comes off as defensive.
Q: How do you feel about your company developing these new lines of widgets in different sizes and colors? Are you worried that this would burden the manufacturing team with the sudden shift in supply and demand?
A: Wally’s Widgets has been in business long before I was born, and I am sure they will still be thriving long after I am gone. As long as I am here, I am just excited to be making high-quality widgets. Would you like to see our latest line…?
Softball: These are the ones that are supposed to be very easy to answer. They are tossing you a softball. They often come as the last question. They are common in job interviews as well as media interviews. Give me a second to vent here. I feel like I should not even have to explain how to answer an easy question, but I do because I have been so frustrated by how often I see this one screwed up. Ugh. Sorry. Since people mess it up so much, I will give two examples. In each, I will give the common Wrong Answer (WA) and the Right Answer (RA).
Q: Well, thanks for coming in to interview for the job. Do you have anything else to add?
WA: No. Thank you.
RA: Yes! First, I want to thank all of you for taking the time to speak with me today. Having heard your feedback, I think this job is a perfect and mutually beneficial fit. I am not applying for any job; I want this job. And I hope I have convinced you of my passion and what I bring to the table. If you want any more information at any time, please do not hesitate to reach out. I look forward to hearing from you soon so we can do great things together!
Q: We understand that you are dealing with a crisis, so we won’t take up any more of your time, unless you have anything else to share.
WA: Thanks. I will get back to work now.
RA: This interview is important. The community needs to know what is going on. So, I want to share and stress. Key Message. Key Message. Key Message.
We don’t have to answer every question; but we must address them and then segue. By understanding the types of questions, you and your principals are more empowered to provide honest, intentional, and effective responses that shape the environment.
Did you absolutely love this narrative, or do you simply think this is the best thing you have ever read?
###
Stoneking Strategic Communications (SSC) 