A difficult interview is not won in the studio — it is decided in the preparation beforehand. The goal is not to dodge questions, but to walk in with clear messages that hold up however the question is phrased.
Before the interview
- Write three core messages you will not depart from, however far the discussion ranges
- Draw up the ten hardest questions you might face and answer them in writing
- Decide what cannot be disclosed and why, and prepare an alternative form of words
- Study the programme, the interviewer and the audience
During the interview
- Answer first, then explain — do not open with long preambles
- When a question is compound, break it apart and answer one part clearly
- Return to your core message without repeating it word for word
- A short silence before answering beats flustered rambling
After the interview
Review the recording with your communication team, note what worked and what needed adjusting, then update the message bank ready for next time.