What do you do when a reporter has broad questions (not specific ones) or doesn’t really know the topic? How do you make the most of the situation?

This is more common than you would expect. Journalists today are juggling multiple responsibilities, stories, and technologies, and the number of traditional “beat” reporters who really know their files has been shrinking for years. Some of them simply don’t have time to do the research you’d expect before the interview.

I often find clients spend so much time preparing for hard questions and curve balls, that when a soft ball or open question is thrown their way, the interviewee becomes stumped because there’s nothing to directly respond to.

This is why it’s so important in media training to work with the client on techniques for leading the interview. It’s a peer-to-peer conversation, and you’re there to answer questions, but it’s also important to learn how to lead the conversation in the direction you want it to go and make sure your key message gets delivered – whether the journalist asks about it or not. It’s a skill that takes confidence and practice!