Handling Difficult Interviews

This Guide is designed to encourage researchers to talk about the positive contribution they are making to Canadian society through scientific research. However, you may be contacted by a reporter critical of your work. Such a situation may represent an opportunity to change the reporter's perception of an issue. Here are a few helpful techniques:

• Make a list of the positive points you wish to stress before the interview. Use the reporter's questions or accusations to introduce those points. (Example: "We appreciate the public's concerns about the use of animals in research. But let me tell you the steps we have taken in recent years to reduce the use of animals in our research and prevent suffering to those animals, etc...)

• Remain dispassionate and deal with the questions in a straightforward manner. Don't become antagonistic. If the reporter cuts you off, politely insist on finishing your point. If the reporter presents you with a series of questions all at once, break them apart and begin answering the one which best lets you present your message. If an accusation is true, you may want to admit the mistake, then move on to the steps taken to correct it.

• Hostile interviews can easily provoke a person to speculate in their own defence or to comment on third party actions or statements. Try and avoid this. Stay calm and stick to the facts as you know them. Once you have answered the question or presented your point, wait for the next question. Do not fill the void by rambling on. Where there is fundamental disagreement, acknowledge the fact and invite the next question or switch to a key message.

• Do not repeat the reporter's accusations in answering the question. An editing mistake or a misunderstanding may attribute to you a point of view you do not share.

• A television or radio audience will judge you as much on your tone of voice or appearance as on your words. People are more likely to sympathize with your viewpoint if you remain positive and confident throughout the interview.