In preparing for questions, anticipate what the interviewer or audience member may ask and have answers ready. Answer patiently and confidently, and don't get defensive.
If you don't know the answer to a question, say so. Tell the questioner that you will get back to him/her with the answer. Get his/her name and number and follow up.
The question and answer period is often a good place to refer to the key messages. Many times you can answer a question by emphasizing one of your corporation's key messages.
The best rule to follow is to address the question asked and then transition to a message point to redirect the discussion back to what you want to talk about. Remember that you don't want your messages to disappear in the question and answer session. Your must return to them often.
Most people answer questions like a pyramid is built — a broad and strong foundation with additional levels in sequence building to a final point at the end.
You need to answer questions like an inverted pyramid. State your most important point immediately, and then add to it if appropriate.
That is how a reporter writes a story — not in sequence or chronological order, but with the most important point first.
When you do this, you will be thinking like a reporter. Reporters always think in terms of inverted pyramids.
SUCCESSFUL INTERVIEWS OF ANY TYPE ARE ALL ABOUT PREPARATION. SOMEBODY CONTROLS EVERY INTERVIEW.
THE BEST CONTROL TECHNIQUE IS TO BE FULLY PREPARED.
Being interviewed for television or radio is much different than being interviewed for a print publication. In addition to preparing for the questions that may be asked, keep these steps in mind:
Viewers and listeners will never understand your business as well as you do. That doesn't matter.
What does matter is that you speak in terms they understand and which inspire them to take a desired action.
TV and radio are all about sound bites. And if your sound bite is re-purposed for use on a news web site, the shorter it is, the faster the download and the better your chances of getting your message heard.
Say your message in a 5-to-10 second sound bite. Say anymore and run the risk of having your message edited, or left on the cutting room floor.
You never get a second chance to make a first impression.
A good example of being clear is stating one of your messages. That immediately leads to additional questions that will allow you to expand on that basic sound bite with supporting examples.