A city official told me a reporter unexpectedly called and explained she was headed into town for an interview she needed. Later during the previously unscheduled interview, the reporter asked questions the city official didn’t see coming. The reporter asked what seemed like the same question repeatedly, each time slightly different. It was uncomfortable, but the reporter thanked everyone before leaving.
I sometimes called government agencies for interviews, explaining I was already on my way, ready or not. But most of these cases involved breaking news when I was under a ridiculous deadline and I simply needed the nuts and bolts of a story.
People sometimes suggested to me that when I assumed someone wouldn’t be interested in talking about a controversial topic, I should slide into the door by implying the subject was about something easier and conveniently not mentioning the true focus of some tough questions. I don’t like that approach. Interviewees feel tricked and then they share stories about reporters they don’t like. At some point in my career, I decided the best practice is to be up front and if someone declines an interview, so be it. I would explain in the story the person would not go on camera.
Here are my suggestions for those unexpected interviews and questions that follow:
- If journalists say they are on their way for an unscheduled interview ready or not, don’t be afraid to decline. Even if you work for the government and the “people,” you aren’t at the mercy of any reporter who calls at any time. You should remain flexible for the media but not a punching bag.
- Ask very specific questions about the focus of the interview. If something seems fishy or you feel something doesn’t seem right, ask more questions. Force journalists into a corner so they practically have to lie if their ultimate goal is to discuss an unmentioned topic. Most journalists are uncomfortable with lying, but some are OK with stretching the truth or leaving out important information when trying to obtain an interview.
- To the best of your ability as a human, prepare for any question. And always have canned responses for the curve balls you just don’t have answers to. Practice. Ask someone to ask you questions on just about anything and grade yourself.
- Don’t let the media see you sweat. If you get mad, if you walk away, if your public information officer steps in to save you, the media more often than not will use that very video. It makes “good TV.”
- Don’t be afraid to call a reporter or a newsroom afterward and complain. If a reporter did you wrong, call him or her on it. You may be ignored. But I’ve seen several times when someone complained to a general manager or news director and it led to a genuine conversation about how the interview was handled.
What unexpected tough interviews have you experienced?