Everything in the interview had been going quite well. And then it happens: a question that never appeared in the Q&A despite all the preparation. A journalist who does not understand – or does not want to understand – your answer. An interviewer who keeps interrupting. And before you even begin to respond, your pulse races, your stomach tightens, sweat breaks out, or the blood rushes to your head.
Ancient Survival Instincts
In that moment, your instinct is to run away, freeze, or get rid of the uncomfortable interviewer. Flight, freeze, fight. Three reactions deeply programmed into our brains for thousands of years. Unfortunately, none of them are useful in a critical interview. Instead, they cause you to lose control of the conversation. This is especially true in TV and radio interviews – and even more so when they are broadcast live. The good news: you are not helplessly at the mercy of these reflexes.
Turning Pressure into Energy
Whatever reaction occurs, do not fight it. Breathe calmly and consciously take a pause of one or two seconds. Collect yourself briefly – this can be trained. And then embrace what comes next. Because now you have the opportunity to show what you stand for. Easier said than done? Yes. But with the right preparation, you can move out of a defensive position and actively shape the conversation.
Critical Interviews as an Opportunity
Those who prepare thoroughly before an interview and choose the right strategies during it can make use of the unique potential that difficult interviews offer. After all, where else can you defend your position and demonstrate your convictions more convincingly than when facing counterarguments? Nothing is more boring than a staged interview in which only polished PR messages are repeated and questions merely serve as cues. Audiences want tension and authenticity – otherwise they switch off or keep scrolling. And the media need something new, sharp, and headline-worthy.
Preparing in Three Steps
- To remain confident in any interview, you need to have your key messages clearly defined. Not as an overload of information, but as concise, well-formulated statements that you can say out loud with confidence. Having expertise is expected.
- Communicating it clearly and succinctly is the real skill. The same applies to answers for predictable questions. Prepare yourself for the interview setup. In critical situations, for example, you may often face two journalists at the same time. Even if they contradict each other or adopt a good cop/bad cop dynamic, it should not throw you off balance.
- Pay attention to your non-verbal signals, especially in TV interviews. Confidence is not arrogance, humor is not cynicism, and appreciation is not ingratiation. The differences often lie in subtle nuances of body language, facial expressions, and tone of voice. These are skills that can be trained.
Use the attention and credibility that critical interviews can generate. The key is to quickly move out of a defensive mindset, establish your own messages, withstand pressure, and remain composed under scrutiny. Do not hesitate, for example, to repeat important key messages several times in varied ways throughout your answers whenever appropriate. When you do that, even demanding media appearances stop being a threat and become a genuine opportunity.
