5 Tactics Reporters Use To Intimidate You
My media training clients often tell me they don’t trust reporters because they use “sleazy” tactics to coax information from them.
When I hear that, I ask my clients this question: “Are there ever times you tell your colleagues something behind closed doors that you’d rather not share with the reporter?”
They always say yes.
That’s when I remind them that a reporter’s job is to find out what they’re saying privately. Journalists want to know the things you know but would rather not tell them. It’s not necessarily sleazy. It’s just their job.
Of course, your job as a spokesperson is different. You want to enhance your company’s reputation, sell more products, advocate a point-of-view, or pass a new law. Your goal is to say enough to maintain your credibility, but not so much that you do yourself harm.
Below are five intimidating tactics reporters use to get information out of you – and five ways to defeat their cleverly-laid traps.
1. “I’m On Deadline and Need an Answer Now”
Reporters know that the more time you have to prepare for an interview, the less likely it is you’ll say something damaging. So they’ll try to catch you off-guard, calling you 30 minutes before their “deadline.” They’ll say they need an answer now – and if you refuse, they’ll unsubtly threaten to tell their audience you refused to comment.
Don’t bite. Calmly tell them you’re eager to cooperate, but that you’re in the middle of something and need a half-hour to finish. Spend those 30 minutes crafting your messages and anticipating the likeliest tough questions before returning the call.
2. “It’ll Look Bad If You Don’t Tell Me”
Reporters may try to intimidate you by inferring you will look guilty if you don’t share confidential information with them. To be sure, there are times they’re right.
But there are many legitimate reasons to withhold information: Companies may withhold proprietary intellectual property (Coke has never revealed its formula), private firms can withhold specific financial data, and many organizations can refuse to disclose personnel records. Just avoid saying the words, “no comment,” and tell reporters why you can’t go into greater detail on those topics instead.
3. Dead Air
Have you ever been in a conversation with someone who just keeps looking at you when you’ve finished talking? If you’re like most people, you feel awkward and start talking again to fill the silence.
Reporters bank on that awkward dynamic and know you’ll say the most damaging things after you’ve finished your “official” answer. Instead of falling into this trap, just remain quiet after your official answer, or say something like, “That’s the main point. What other questions can I answer for you?”
4. Accelerating the Tempo
In an attempt to force a mistake, reporters may try to increase your stress level. They’ll start the interview slowly with the easy questions, then gradually (and somewhat imperceptibly) quicken the pace until you feel stressed and out of control.
There are two things you can do to help control the tempo. First, pause for a moment before answering each question. Second, if you’re being rushed, tell the reporter, “That’s an important point, and I’ll need more than a couple of seconds to answer it.”
5. Space Invaders
For in-person interviews, reporters may invade your space in an effort to fluster you. They’ll move their chair within inches of yours, stand nose-to-nose with you, or use a height advantage to make you feel small.
Survive the space invader simply by recognizing the tactic for what it is. Remember that your conversation should be with the audience – not a physically imposing reporter – and direct every word to the man watching television in his bedroom or the woman watching from her living room sofa.
Read our follow-up to this story, “So, Do Reporters Use Intimidation Tactics or Not?”
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As a PR person AND a former reporter, I think if interviewees stick to the truth and aren’t shielding bad actors, you won’t have a problem with journalists. Journalists don’t have time to be sneaky–they want to get the facts and move on. What always worked for me was to say to an interview subject, “This is your chance to tell your side of the story…” It’s not a reporter’s job to find out what’s being said behind closed doors, unless what’s being said is a critical part of telling the story accurately.
Hi Liz,
I appreciate you writing. We both share a similar background in PR and journalism, so it’s nice to hear from another recovering reporter.
I respectfully disagree with your comment, as it over-generalizes “journalists.” Reporters come in all types and styles. It sounds like your personal style wasn’t to be sneaky, and that’s a totally fine approach. But I could fill a year’s worth of blog stories just reporting on cases in which reporters were, indeed, sneaky.
I’m also a bit surprised that you don’t think it’s a reporter’s job to find out what’s being said behind closed doors. That’s the exact thing I wanted to know when I was in journalism, and I know that was true for many of my ABC and CNN colleagues.
I do appreciate you leaving a counterpoint to my article, though, and welcome you to leave a comment anytime.
Best wishes,
Brad
I was a reporter for 20 years and I never purposefully used any of these tactics — or knew of their existence. And no one I knew in my business advocated these techniques, although I can’t say if they ever used them or not.
Alan — I admit that number five (the space invader) isn’t all that common — but I HAVE seen it.
But the others are pretty typical. In his article “Loosening Lips,” Seattle Times reporter Eric Nalder describes his approach to interviews, which includes similarly aggressive tactics. Dozens of other reporters have written similar articles though the years – or commented to me personally that they’ve used them. Dozens of clients have also experienced these techniques, which is often why they decide to bring in a media trainer.
That said, I think your e-mail — and Liz’s — underscores an important point: not all reporters are out to get you. Although that’s the case, interviewees would do themselves a grave disservice if they didn’t prepare for those journalists who are.
I think a response to these tactics can be different now. If a company (or person) has a Social Media presence and plan, then they are a creator of content as well as the reporter.
So all of these tactics should work both ways now. Get the name of the reporter – you’ll need it for your blog. Feel free to ask a ‘why’ for every invasive question. It will look bad (on your company blog) if the reporter will not reveal their motivation.
Most of all, make it clear to the reporter that there will be accountability for this interaction. And your version might even be published before theirs!
Sigmund – interesting point. Thank you for adding your voice to the blog. You’re absolutely right – there’s a place for social media in highlighting questionable journalistic practices. As a general rule, I’d suggest a little goes a long way here – organizations might adopt that strategy in unusual circumstances rather than making it a regular part of reporter interactions.
Great advice. It’s important to remember that you can’t necessarily “win” every interview. Sometimes the facts are just downright ugly or the reporter is sporting an attitude about your client (yes, that happens). However, with good preparation you should always be able to represent your client and yourself calmly, accurately, and professionally. The story may end up negatively, but you don’t want it to end up looking like you are untrustworthy or dishonest. Your goal should be to brand you both as honest and responsible, and nothing should be allowed to distract you from that objective.
Graham – thank you for your e-mail and kind words. I have nothing to add to your sage advice. You’re exactly right.
Brad
I too am a former reporter and editor, now in PR. The tip about dead air – I’ve used that tip in my PR career, and it works every time!
Jill – You’re absolutely right that remaining quiet can work on both sides of the story, and it’s something spokespersons should keep in mind. Thanks for adding that tip to the blog!
Great list. They are techniques often used in hostile interviews rather than the norm. I have even taught some of them in media training before.
I have written a post over at my blog ‘5 questions to ask before an interview with the media’ which will hopefully help people to feel more confident.
http://www.cleverpr.info/public-relations/5-questions-to-ask-before-an-interview-with-the-media/
Good list, Brad! As a fellow news refugee – turned media trainer, I admit using 1, 3 and 4 all the time as an investigative reporter. Another of my favorites was using statements as questions: “Your employees acted unlawfully,” instead of “Did your employees act unlawfully?” Much more confrontational style of questioning that rattles interviewees and can knock them off their game.