Keys to Answering Very Tough Questions

Keys to Answering Very Tough Questions

What was the toughest question you’ve been asked?  Think of a personal situation.  Then a business situation — especially Q and A in connection with one of your presentations.  Many executives — even spokespersons — get riled.  You can see it on their face.  Hear it in their voice.

That’s why I’m sharing with you the video with this article. White House press secretary Josh Earnest tangled with “Fox and Friends” co-host Elisabeth Hasselbeck over what she characterized as an “aloof, apathetic … and quite cavalier” response on the part of President Barack Obama to terrorist attacks in France.  The video above is just an excerpt.

Talking to the last of the three major cable news networks from Manila, Earnest was asked to account for Secretary of State John Kerry’s language yesterday in which he said he saw a “rationale” for the Charlie Hebdo attacks earlier this year in Paris but not last Friday’s massacres. She also press him on Obama’s characterization of the latest attacks as a “setback” in the larger fight against violent extremism.

Keys to Answering Very Tough Questions:  Takeaways

• Prepare for the toughest questions.  In this case, Josh Earnest likely anticipated some reporters would question the use of the word “setback.”  He was prepared.
• Even though you may be tempted to interrupt a long question, wait it out.  That way you can collect your thoughts enhancing your response.
• Pause, if necessary, to give yourself time to think.
• If the interviewer is passionate and interrupts you, respond by saying, in effect:  “Let me answer your question.”
• As much as possible, keep your cool.  It’s natural to be irritated, but keep your cool.
• Refer to facts and transcripts when possible.
• Use phrases like “Let’s put that into context…”
• Remember your audience is the ultimate “client,” rather than the reporters.
• End respectfully.  The media or your critics gave you an opportunity to answer questions so you could give you side of the story.  That’s a good thing.

Whether you’re speaking on behalf of the president of your company or trying to make points about how great your product is, I’m eager to help:  bob@kaplitz.tv.