Being focussed vs being an automaton
Came across an interesting posting/discussion on the IABC Media Relations blog about “staying on message”. Natasha Spring was making the point that simply repeating your message and not directly answering the reporter/interviewer’s question is a bad idea. She’s talking about media relations spokespeople in particular, but it applies equally well to anyone who’s being interviewed. At best, mere repetition of the same point sounds like you’re a bad listener; at worst, it sounds like you’re hiding something.
The important point that comes out of the comments on the IABC blog, I think, is that you need to separate having a key message you want to deliver during the interview from delivering a key message no matter what happens. You need to listen to what the interviewer is asking/saying, address it, and if possible, relate your answer back to your key message. An interview is a conversation and you wouldn’t (I hope :-)) just talk on and on as if the other person’s comments didn’t exist.
I’ll try to find some posted examples of this kind of mindless repetition in a live interview - if you spot one, share it with us in a comment.
Posted: June 24th, 2006 under Key Message.