Where Did THAT Reporter’s Question Come From?

Your news conference is tomorrow. You’ve prepared for all kinds of questions around your announcement topic. You’ve nailed your key messages. You’ve rehearsed your speech. You’ve prepared your press materials. You’ve learned a little about each reporter who will attend your event. So you’re all set, right?

Right … but ONLY if you prepared for the unexpected … the off-topic question that comes out of left field.

Frequently, PR folks and the executives they support focus so intently on the subject of their news conference, on getting the key messages just right and being able to handle the tough questions related to their newsworthy topic, that they forget about being ready for those crazy questions that can come out of left field … and can throw an otherwise well-prepared executive off his or her game.

How often does it happen? More often than you might think.

I was surprised to note that, for the past few news conferences I’ve attended, one-half of the questions that reporters asked had no direct connection with the main topic of the event.  And in a few cases, the speakers were a bit rattled by these off-beat questions.

Although you may have organized your event to announce your news, reporters often have their own agenda – and their own story – in mind.

Although they may accept your invitation to attend your news event, you cannot expect that reporters will limit their curiosity to the subject of your announcement.

They can, and often will, use your event as an opportunity to gain access to your executive … to pose a question that has nothing to do with your news.

So, to keep your executive from getting tripped up by an off-topic question, we suggest you:

1)      Make sure to include a few potential off-beat questions for your speaker(s) in your pre-event briefing Q&A document;

2)      Conduct a mock Q&A session, complete with a few off-topic questions, as part of your speaker rehearsal – to help the speaker(s) learn to retain composure and control in unexpected situations;

3)      Identify, if possible, which reporters might be most likely to ask the off-beat question, based on your (or your PR agency’s) knowledge and experience; and

4)      Have your speaker(s) practice the use of bridging techniques to smoothly transition from the reporter’s odd-ball question to one of your key messages.

The key is to prepare your speaker to handle the “unexpected” with confidence and composure.  For more help on dealing with difficult media questions, see http://wp.me/ppqb5-fL .