Aggressive interviews are relatively rare and mostly reserved for politicians. But because we all witness them on television from time to time, spokespeople are always aware that there is a chance things can turn nasty.
In practice, the tricks journalists use in aggressive interviews are small in number and well known. And the most aggressive interviewers all have their own, well documented style. Here is my list of this country’s most aggressive interviewers. I would be delighted to hear if you have others you’d like to add.
If you think you or your spokesperson could be facing aggressive interviews, here is a checklist of things to do or think about.
1. Rehearse your messages
As with all interviews, there is a need for rehearsed, thought through messages. Always ensure there is something credible to say.
2. Tough questions
Once you have your messages, work out what the tough questions are likely to be. Politicians and CEOs are in a much more difficult position than most because they can often be legitimately asked about a very wide range of subjects. For most others, the scope is more limited and anything outside the scope can be ‘closed down’ by simply explaining you are not the right person to answer the question.
3. Work out the answers!
Now you have worked out the tough questions, work out the answers but keep them as short as possible. These are called ‘reactive lines’ and are different to your messages. You don’t offer a reactive line unless asked the question.
4. Don’t lie
The hardest ‘reactive lines’ to sort out are the ones where you can’t tell the truth and you can’t lie. In my experience, there is always a way but it can take a few minutes to work it out, which is why you don’t want to be doing it in the interview. However tempting it is, never ever lie.
5. Beware the ‘rabbit-punch’
Beware the ‘rabbit punch’ question: a tough destabilising first question, often unexpectedly personal. It’s a technique that was often used by the now retired UK journalist, Jeremy Paxman. A couple of his classics: to politician and former cabinet minister Ann Widdecombe ‘Were you a little in love with Michael Howard?’ To the Iranian ambassador ‘Sir, your country is lying to us isn’t it’. To deal with this you need to respond briefly and, if appropriate, with wit and then move on to saying something credible and relevant.
6. Slow down
If the questions get tough, slow down your answers, it will give you more thinking time.
7. Avoid jargon
Do not start using jargon and technical language; you will immediately lose the sympathy of the audience.
8. Be reasonable
Stay reasonable, even if the journalist isn’t, and be humble.
9. Say sorry
If you have made a mistake admit it and say sorry.
10. Don’t say ‘you’re wrong’
Don’t fight with the journalist. It’s better not to say ‘you’ at all i.e. don’t say, ‘you are wrong’, ‘I don’t know where you got that number from’, ‘you guys are all the same’, etc. If you make it personal, the journalist is likely to increase their aggression. Your job is to stay reasonable and professional. In this Sky News interview from June 2015, Kay Burley is very aggressive and also resorts to that classic question, ‘if nothing was wrong before, why are you fixing it’. Note that Nick Varney, the CEO of Merlin Entertainment, the owners of Alton Towers, never loses his cool despite a lot of provocation.
[This Alton Towers interview definitely falls into the category of a ‘crisis interview’ and my colleague Catherine Cross has written more about handling these in a previous blog.]
A final thought … nowadays it is not just the journalists who get to be aggressive. If you haven’t seen President Trump’s handling of questions from CNN’s Jim Acosta last week you really should!