PR TOOLKITMedia Relations

Navigating a tough interview

Use this page when the topic may be sensitive, complicated, or likely to include challenging follow-up questions.

Prepare first

Commit to no more than three core message points.

Before a sensitive or complicated interview, know what you want the audience to remember. It is okay to repeat important points throughout the conversation or return to the same point at the beginning and end of an answer.

Build the message around

  • Who: who is affected, involved, or helped.
  • What: what happened or what the team is doing.
  • Where: the campus or local context.
  • When: the timing, date, deadline, or next step.
  • Why: why it matters to students, guests, or the community.
  • How: how the team is responding or improving.

Keep it usable

  • Be simple and concise. Use sound bites.
  • Make the reporter care by answering: "So what?", "Who cares?", and "What's new or different?"
  • Write the message in plain language before you practice it out loud.
  • Stay within approved information and your area of expertise.

Use the rest of this guide when you need to redirect, simplify, or respond to a difficult question without losing the approved message.

Technique

Flagging tells the audience what matters most.

Use flagging when you want to embrace the question, alert the reporter to an important message, and encourage listeners to pay attention.

Use it when

  • The reporter asks a broad question.
  • You need to identify the main takeaway quickly.
  • You want to make sure the audience catches the approved message.

Example phrases

  • "I'm so glad you asked me about that..."
  • "This is why understanding [topic] is so important..."
  • "That's the key question you just asked right there. The most important thing you should know is..."

Technique

Headlining gives the answer a clear structure.

Use headlining when the answer could become complicated. Start with the headline, then add only the most useful supporting details.

Use it when

  • You need to make a complex topic easier to follow.
  • The reporter may only use one sentence from your answer.
  • You have a short list of steps, reasons, or takeaways.

Example phrases

  • "There are three things everyone should know about [topic]. First..."
  • "The most important thing for colleges and universities to understand is..."
  • "There are three specific steps to take when deciding [topic]..."

Technique

Hooking sets up the next useful question.

Use hooking when you want to point the reporter toward a natural follow-up question that keeps the story focused on the right message.

Use it when

  • You can steer the interview toward a stronger angle.
  • The story needs a clearer next step or example.
  • You want to keep the conversation productive without ignoring the question.

Example phrases

  • "That's just one thing we're helping our partners do right now..."
  • "We're approaching contactless food service in a different way than most..."
  • "You might be surprised by how many schools are missing opportunities in this space..."

Technique

Answer clearly, then stop.

Listen closely to each question, ask for clarification if needed, and answer succinctly. You do not have to answer questions you do not know, questions outside your area of expertise, or questions you are not approved to answer.

Do

  • Pause before answering.
  • Ask for clarification if the question is unclear.
  • Stay within verified facts and approved messages.
  • Offer to follow up if you need more information.

Say instead

  • "I don't have that information on hand, but what I do know is..."
  • "I'm not the right person to answer that, but I can tell you..."
  • "I want to make sure I give you the most accurate information, so I'll follow up on that."

Technique

Bridging redirects without dodging.

If you are not asked about a key point, or you are asked about something you cannot answer, bridge back to the approved message. A bridge should acknowledge the question and move the interview toward what you can responsibly discuss.

Bridge phrases

  • "While I am not able to answer that directly, I can share that..."
  • "Good question, but what we really should be discussing is..."
  • "Something that's important to remember about [topic] is..."
  • "That's an interesting point, but what's even more important here is..."
  • "We don't publicly provide that information, but what I can say is..."