The Three Questions Reporters always Ask

Health Care Reform Bill Passed - The Three Questions Reporters always Ask

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In 1999, upon reporting for my first Sunday shift at Cnn, I was invited into a "question" meeting with Wolf Blitzer and his menagerial producer.

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Health Care Reform Bill Passed

The three of us sat around for 15 minutes, arrival up with questions for previous Vice President Dan Quayle, who was mounting a bid for the 2000 Gop nomination.

We developed a seemingly impressive list of questions, but I noticed that the questions all fit inside certain categories. Some questions were intended to be "stumpers," for example, while others called for speculation.

That taught me an leading lesson. Spokespersons don't need to prepare for every possible question. They just need to prepare for every type of question.

The Three Questions Reporters always Ask

1. Questions You Don't Know the respond To

Many of our trainees get stumped during a live interview when they're asked a query to which they don't know the answer.

For example, a physician might be asked, "How many people are diagnosed with stage four liver cancer each year?" If she doesn't know the answer, she might stumble before finally saying, "I don't know."

There's a better way -- and this month's video media training tip tells you how to respond a query when you don't know the answer.

Click here to watch video: http://www.youtube.com/watch?v=eDi1pbBl270

2. Questions That Call for speculation

Imagine you're an advocate trying to pass a piece of legislation. You're being interviewed when the reporter suddenly asks, "So, what's the lowest line? Is this law going to pass?"

Don't take the bait! If you guess wrong, reporters will be able to use your quote against you forever, and your credibility with the communal may take a hit.

Stick with the facts. respond by saying something like, "Well, we have more preserve for the bill than we've ever had before, and we are more hopeful than ever that we can get this passed."

If pressed again, you can ensue up with, "Well, although I can't speculate, I can tell you that...."

3. Questions That Ask For Your Personal notion

Whole Foods Ceo John Mackey sparked a buyer rebellion last year when he wrote an op-ed for the Wall street Journal opposing health care reform.

He defended himself days later, by writing, "I was asked to write an op-ed piece and I gave my personal opinions...Whole Foods as a company has no official position on the issue."

Hogwash.

When you are identified as a spokesperson for a company, group, or organization, there's no such thing as a personal opinion. The media will recognize you as a representative of your organization. Period.

Therefore, do not offer a personal opinion. Instead, say, "Well, I'm speaking for the organization, not myself, and what we believe is...."

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