Some Sneaky Media Interview Tricks – And How to Handle Them

Occasionally, reporters use aggressive, even sneaky, interview tactics that catch business people off guard. PR pros or other company representatives often reply to those tricky questions with comments they later regret.

Jessica Killenberg Muzik, vice president, account services, at Bianchi Public Relations, recently cited seven sneaky interview tricks and recommended responses.

These are some of them.

Deadline pressure. Reporters use the pressure of a last-minute call before deadline to prompt you to reveal something you normally would not. Don’t let the reporter transfer his/her stress to you. Be helpful and be calm.

Odd-hour calling. Reporters call in the early morning, during lunch or after hours to catch you off-guard. The obvious solution is to always be on guard when talking with media representatives. Don’t hesitate to say you need a few moments to collect your thoughts or formulate an answer. Say you’ll call back in 10 minutes and follow through.

Reference check. An unscrupulous reporter poses as a personnel manager or a credit agent and calls former employers, colleagues and customers, disguising their call as a background check. Make sure you know exactly whom you are talking to and what organization they represent. If you are wary, ask for a call-back number and check it out.

End of the interview zinger. After gaining your confidence and comfort, the reporter concludes the otherwise easy, cordial interview with one last question. That zinger may be the question that actually prompted the interview in the first place. To repeat: Don’t let your guard down. One piece of advice to company executives, which can apply to most questions, is to refer the reporter to the company’s PR agency or internal media relations.

Other Media Pitfalls

These are some the other common media interview pitfalls other PR experts cite.

“Off-the-record” questions. Reporters may lull you into an “off-the-record” conversation after the formal interview is over, warns Joyce Newman, founder of the Newman Group. Don’t fall for it. That’s a prime time for unexpected questions. Everything, even post-interview banter, is on-the-record.

Pregnant pauses. Reporters pause after getting a response to a question. Some people feel compelled to fill the uncomfortable silence even when they have nothing more to say. Inexperienced spokespeople fill the silence with unprepared material, rather than letting the key message stand on its own. In these cases, do not go off message. Ask the journalist if they have any additional questions, and remain in control, advises Strategy Corp.

Negative questions. Journalists ask questions filled with negative language. The natural response is to repeat the negative terms in your response, giving the reporter quotes filled with their negative words. Instead, rephrase the question in positive terms.

Possible Responses

Kim Harrison, principal of Cutting Edge PR, suggests some responses in these types of situations.

• Decline to answer. Refer the question to another individual or department because it is outside your responsibility or because you don’t have the necessary information.

• Question the question. Ask for clarification or more information about the question as a delaying tactic. Alternatively, turn the tables on the interviewer with a response such as “Why do you ask that?” or “Who’s making that accusation?”

• Challenge the appropriateness of the question. Say it fails to address the main issue, is based on a false assumption, is factually inaccurate, or is too personal or objectionable.

Ultimately, formal media relations training for company executives may be the best solution. PR has the responsibility for making sure that spokespersons are well-trained in media interviewing techniques. (Final thought: Executives who resist media training are often the ones who need it most.)

Bottom Line: Even veteran spokespersons can fall for sneaky interview tactics of seasoned journalists. Knowing about these techniques can help you remain on guard and better prepare for interviews.