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Start Interviews Where You Want To, Whatever The Question

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Ahead of a forthcoming media interview, how reassuring would it be to have prior knowledge of the first question? Compiling a list of the questions that might be asked is a request we hear often from leaders and the comms teams who support them. But in truth, the interviewee can take control of an interview without them by deciding to start with some pre-prepared context. Especially in an initial meeting. Here’s how to do it.

Press meetings often start with some social interaction before the interview begins in earnest. But the first question will often start in a place that is unexpected, perhaps even picking up on a news event from the morning. Some examples: A British politician, on an influential radio show to talk about Covid relief funding, was asked when he plans to stop wearing a face mask. A holiday resort magnate asked on live TV why his company’s name is a mash-up of his own and his wife’s names. A Chinese tech CEO asked if the company’s military ties might impact growth prospects.

None of these individuals expected to start there. None of their planning and practice with advisors or communications teams would ever have resulted in the guidance: “OK, let’s make (random subject) the first point, because I think the reporter will start there.”

But this is precisely where any interviewer can take control of the agenda by offering to establish some context. It enables the party answering to begin their narrative where it is comfortable for them, not only framing what follows, but establishing a sense of confidence that at least one of the ideas they wanted to deliver has reached the audience.

While it’s not possible to plan for all contingencies specifically, there can be a strategy to manage them.

It goes like this:

  • Reporter: Asks some random question based on a news item they just read or something they think might be fun for their readers.
  • Interviewee: “Sure, I’d be happy to answer that, but to understand it would perhaps be useful to have a little background to (the business/our plans/this issue/the deal/whatever), how we got here and what we’re currently thinking?”
  • Reporter: “OK, sure…”

Give your interviewer something they want and need

Most reporters want this background, and they want it in the interviewee’s words, because they have to provide context for their audiences and it’s helpful to be able to quote this directly. Reporters are often set strict word allowances or durations. By taking the time to prepare this context an interviewer provides an easy and compact way for the interviewer to insert needed background into the article or broadcast package.

Even on live TV, reporters will rarely resort to wrestling over getting that first question answered. There may be a need to compress the delivery (“Sure, I’ll be happy to answer that but taking a step back for a second, thinking about how we got here…”). But making the pivot to give some background, delivering something of value for both parties, means interviewees can be confident of how they start and ready for the next questions.

Set up your main ideas for later

One of the best ways to do this is to engineer the context narrative with some core ideas (perhaps purpose or values, or strategic imperatives). These then become some of the basis for the whole interview. It’s possible to keep coming back to those ideas, picking them up with phrases like: “as I mentioned” or “coming back to my point on…” by rebounding off this solid ground, the interview to be delivered with more assurance.

Don’t ignore the original question

It’s worth noting that the interviewer may feel slighted if you don’t answer the question they asked, even if they see value in the context. At the end of your “background,” it’s important to briefly address whatever their opening topic was. This is a crucial point. The idea is not to completely ignore their opening, but to delay it so you can deliver a baseline that is more helpful.

Don’t forget that editing takes place after recording

As a final point, it’s worth noting that just because an interview starts with context, that doesn’t mean it will be where the reporter begins when they structure their piece. Their entry point could well be the most clear-cut or simply the biggest idea discussed in the course of the exchange. Many reporters start with an anecdote or case study that makes the idea relatable.

Providing context will help prevent both narrative and interviewee being derailed from the start and reduce the chances of committing the cardinal sin of interviews: not saying what you planned to say.

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