As a PR pro with over a decade of experience prepping executive clients for media interviews, I’m often asked: “What do I say if [insert scary topic we really don’t want to talk about] comes up?
And I get it. Putting yourself in the spotlight invites criticism and a degree of risk. That’s true for any interviewee, from Love Island stars to startup C-suite teams to a seasoned Fortune 500 CEO.
I’ve seen the fear of getting asked a tricky question on-the-record kill too many otherwise great press opportunities. It also can lead comms pros to prepare for interviews the wrong way, grasping for more editorial control than what’s appropriate for earned media. (Want to piss off journalists? Ask them to share their interview questions in advance.)
But even the most risk-averse teams can effectively prepare for these scenarios and still land incredible coverage with the right training:
- Prepare your pivot. Scenario-map and practice answering those “no-comment” questions ahead of time. A great technique is to block and bridge. “I can’t speak to that, but what I can say is…” In practice, this can sound like: “Sorry, we have to leave you hanging on the hardware rumors today. But what we will say is that we’re excited about our next round of AI updates.” Have a few go-to phrases in your pocket to give yourself more confidence when the person asking the question is ready to print your every word.
- If pressed, explain your boundaries. Pin your silence on a topic on a higher power, whether that be your legal team, your partners, or your customers. It’s good for shutting down tough questions people really want the answers to — like when Mark Murphy, president of the Green Bay Packers, said he was “sworn to secrecy” about whether the team was trading Aaron Rodgers back in 2023 (they were). Examples: “Out of respect for our users’ privacy, I can’t speak on that.” “I’d love to get into that another time, but for now, my legal friends have asked me to zip it.” Basically, the goal is to draw a line in the sand that no one can argue with — and bring the conversation back to the points you want to hit.
- Don’t let a single closed door stop the whole conversation. At the end of the day, strategic media appearances help your brand tell an important story. Saying “no comment” is a great tool to refocus the conversation and regain control of the narrative — not a moment to clam up and hide in hopes that the attention will go away. (Or worse, a reason to avoid the opportunity altogether.) Embrace the spotlight, but brace for conflict so you can steer the story where you want it to go.
- Remember: Transparency is good for your brand, but a little mystery can be, too. And if you can’t say everything you want to say yet, turn that into a positive. A simple smile and “You’ll be the first person I call when we’re ready to talk about that” is a win for you and the reporter.
Need more media prep? You know where to find us.