Media Training Tip: When You Don't Know The Answer

Summary

In this video, Brad Phillips, president of Phillips Media Relations, addresses how to handle difficult questions in media interviews, especially when you don't know the answer. He suggests that in live interviews, instead of saying 'I don't know,' which can undermine credibility, it's better to pivot to information you do know. Phillips shares a technique used by journalists, offering tips on how to redirect to relevant facts and maintain control of the interview. This approach helps preserve credibility while still providing useful information to the audience.

Takeaways

• 😀 If it's not a live interview (print or radio), it's fine to admit you don't know the answer and follow up with the information later.
• 💡 In live interviews, saying 'I don't know' can hurt your credibility with the audience.
• 🗣️ Instead of saying 'I don't know,' pivot to what you do know and steer the conversation in a related direction.
• 📺 Brad learned a useful technique from ABC News during the 1990s, particularly from Peter Jennings' style of questioning.
• 🤔 Jennings liked to ask questions that reporters might not fully know to ensure they were well-prepared.
• 🔄 If caught off guard, reporters learned to say something like 'That’s unclear, but what I can tell you is...' and pivot to a related topic.
• 📊 When asked about specific numbers or details you don't know, shift the answer to broader knowledge related to the topic.
• 🎤 Most live interviews are not contentious, so reporters will often allow you to steer away from specifics if you handle it smoothly.
• 👍 Using this approach helps maintain credibility while keeping control of the messaging in an interview.
• 🔔 Viewers are encouraged to subscribe for more media training tips in future videos.

Q & A

What should you do if a reporter asks a question during a print or radio interview that you don't know the answer to?

If the interview is not live, such as a print or radio interview by phone, you can simply tell the reporter that you don't know the answer but will try to get the information as quickly as possible after the interview.

How should you respond if you don't know the answer during a live interview?

In a live interview, instead of saying 'I don't know,' which can undercut your credibility, you can use a bridging technique. Acknowledge the uncertainty by saying something like 'That's unclear, but what I can tell you is...' and then pivot to a topic you do know.

Why is saying 'I don't know' during a live interview problematic?

Saying 'I don't know' during a live interview can harm your credibility with the audience, as it might make you seem unprepared or uninformed.

What technique did Peter Jennings use to challenge his correspondents, and how did they handle it?

Peter Jennings would occasionally ask questions his correspondents might not know the answer to, to ensure they knew the story well. When caught off guard, correspondents learned to bridge the gap by saying something like 'That's unclear, but what I can tell you is...' and then provided related information they were confident about.

What is the main strategy you should use when you don’t have a specific answer during an interview?

The main strategy is to bridge from the reporter's question to a topic you do know. Instead of focusing on what you don't know, shift to discussing what you can confidently explain.

Can you give an example of how to apply the bridging technique during a live interview?

If you're asked about a specific number and don't know it, you could respond by saying, 'Well, here's what I can tell you: the number has been growing for the past 5 years, and that's because...' This allows you to provide useful information even if you're not giving a specific figure.

Will most reporters press you for an answer if you use the bridging technique?

In most live interviews, which are generally not contentious, reporters will recognize your attempt to steer the conversation to an area you're knowledgeable about and will not push you to give a specific answer again.

What was the key lesson Brad Phillips learned from working with ABC News?

Brad Phillips learned the technique of bridging from his experience at ABC News, where correspondents would redirect questions they didn’t know by acknowledging uncertainty and then providing relevant information.

Why is it important to avoid telling the reporter what you don't know during an interview?

It’s important because focusing on what you don’t know can make you appear less credible or unprepared. Redirecting to what you do know helps maintain your credibility and keeps the interview on track.

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