Media Training: Tricks and Traps Reporters Try

A reporter might - or might not - deliberately attempt to get you to answer in a way that can be embarrassing or harmful to you. You need not respond to the question within the framework the reporter sets.

The classic is, forced choice. "When did you stop beating your wife?" or variations on the theme. The question is framed to force the answer, "Last Tuesday, " or "October 14th . " Set the reporter's framework aside, and respond, "My wife and I have an excellent relationship."

Some others:

Conversations

Remember that this is not just another conversation with someone. Sometimes reporters try to engage you in friendly conversation as a way to get you to say things you would not normally say. Everything that comes out of your mouth is open game.

False Assumption

A false assumption sets a premise that is incorrect. Do not repeat the error in your response, even to deny it. Do not say the words the reporter said. Simply say, "That's not true. What is correct..."

Dumb Questions

If a reporter asks you to list your five biggest problems, or to describe the problems you've encountered, quickly - decline. If you respond, count on a story about every issue you've pointed out.

"What if?" Questions

Don't speculate, conjecture or guess. And don't speak for others. "We'll cross that bridge when we get to it."

Badgering

A persistent reporter may ask the same question a dozen times, trying to wear you down to get the response he or she wants. Don't concede the point to get rid of it. Rest assured the reporter will never tell the audience how your answer was extracted.

Irrelevant Questions

When the reporter strays from your area of expertise, don't follow. Bridge to your own.

"A" or "B" Questions

The "A" or "B" Dilemma: "Do you prefer X or Y?" Answer: "I think C is a good choice because . . ." (Don't let the reporter limit your choices.)

Multiple or Rapid Questions

Take issues one at a time. When confronted with several questions, pick the one you want to answer and ignore the rest. Simplify, simplify, simplify.

Three Key Points:

• You don't have to answer within the framework the reporter sets.

• Never repeat a reporter's error in your response.

• Touch on the answer and move to your own objective.