When politicians are interviewed they use the questions as a springboard to get across what they always wanted to say anyway. They don’t answer the question unless it really suits them. Often they virtually ignore the question.
Corporate audiences do not like to see questions “answered” the political way. They like to see issues dealt with head-on.
The facilitator/link presenter is not likely to have an aggressive attitude (unless it’s John Humphries). The questions will not be deliberately phrased to catch you out: they will be a genuine attempt to seek your opinion.
You also will probably have a major advantage over a politician on TV. You will have had the chance to speak to the interviewer in advance, to discuss the parameters of the questioning. But don’t just assume that you will get this chance: make sure that it happens. Take as much control of the situation as you can.
During your pre-interview chat (which might be very short), find out the likely topics to be covered and actively suggest better topics if you disagree with his choice. You won’t be able to completely dictate to the presenter, but your aim should be to influence him. At the very lease, you should find out what his first question will be. He is unlikely to lie about this, unless you are Jeffrey Archer.
You must apply the same focusing methods to an interview as you do to any presentation situation.
- What is your desired Finishing Position for this interview?
- What is your Micro-Message?
- What are the essential facts you need to support the Micro-Message?
I know I have warned you against the politician's bulldozer approach of pushing your own agenda at all costs. Nevertheless, at some stage you must get your message across in reply to one of the questions.
You must ensure that it is you, not the interviewer who decides what the audience will take away.
By Graham Davies
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