Interview

Key messages are essential for your success in an interview. This is especially true if you find yourself cornered by the journalist or, for that matter, if you have strayed from your subject. First of all, get yourself some breathing space by saying something like: “A very good point” or “That is an important issue.” Though these lines can sound patronizing, they are permissible when you come under pressure. Next, provide an appropriate key message and, if necessary, something topical. In some cases, however, the key message alone will create the perception that you have answered the question, and that’s all that matters. Other times, the journalist may confront you with a misperception. In that case, stop him politely but firmly. Say something like “Not at all. What is true…” and so on followed by a key message.

Sometimes a journalist will want to know something you don’t want to tell him. If that’s the case, try to avoid stalling the conversation. Don’t slap him down bluntly with something like “That’s confidential” or worse “No comment.” Instead, offer him alternative information. If he insists, offer him something else. If he still doesn’t let go, then and only then can you block him by invoking confidentiality. But be sure to get back to positive territory as fast as possible, because that’s where success lies.