Training for the toughest interviews: 4 tips for handling hostile reporters

Andrew Petro is account director at Matter Communications.

Facing a confrontational reporter can be nerve-racking, even for seasoned spokespeople. Unlike friendly interviews, these moments test your composure, quick thinking and ability to stay on message. To emerge unscathed, preparation must go beyond simply anticipating questions — it’s about mastering the skills to navigate intense situations with confidence and control.

Here are four actionable tips every spokesperson should consider before engaging with an aggressive or hostile reporter.

Understand today’s media pressures

Reporters are under immense pressure to deliver compelling stories quickly. Budget cuts, newsroom layoffs and the chase for clicks have heightened the demand for narratives that drive engagement — often by focusing on conflict or controversy. Recognizing these realities can help spokespeople approach interactions with empathy, even when faced with tough or antagonistic questions.

Before any interview, spokespeople should study the journalist’s past stories to understand their tone and approach. Knowing whether they favor hard-hitting questions or sensational angles can help them anticipate potential areas of conflict (or avoid getting on the phone altogether).

They should also prepare for potential tough questions and craft thoughtful responses that redirect focus to key messages. Most journalists will not provide spokespeople with questions in advance, so lean on the PR team to anticipate what the questions will be. Identifying timely and relevant news of the day is usually a good place to start.

The recent interview between Intuit’s CEO and the Decoder podcast is a great example of this. On the same day the IRS announced free direct federal e-filing, the host questioned the CEO about its potential impact on Intuit’s business. While the host was well within bounds to probe on such a timely and relevant topic, the exchange revealed a lack of preparation from Intuit’s PR team.

Master your key messages without sounding robotic

Key messages are the foundation of any successful interview, but delivery is just as crucial as content. Memorized, overly polished responses often come across as insincere or evasive — qualities that are amplified during high-pressure exchanges.

Instead of relying on scripts, focus on internalizing the core ideas you want to convey and practice delivering them naturally. Use conversational language to make your points relatable, avoiding jargon that could alienate your audience. Simplify complex ideas with everyday analogies and tailor your key messages to the reporter’s audience. The more flexible and authentic your delivery, the more effectively you’ll connect, even in challenging moments.

While more than a decade old now, this Spirit Airlines interview on CBS This Morning is a master class in authentic delivery of a key message under pressure. Former CEO Ben Baldanza brought positive energy to what could have been a contentious interview, answering tough questions about poor ratings while making his key message about low prices crystal clear and relatable.

Use bridging techniques to stay on track

When a reporter presses with tough or off-topic questions, bridging techniques can help you pivot gracefully back to your intended message. The goal isn’t to avoid the question but to use it as a springboard to reinforce your narrative.

Effective bridging starts with transition phrases that feel natural in conversation, such as “What’s important to keep in mind is…” or “To add some context to that…” Staying calm is critical; take a breath before responding if the tone becomes aggressive. A composed demeanor can diffuse tension and keep the focus on your key points.

When addressing sensitive topics, it’s also essential to acknowledge the concern directly. The infamous Cadbury interview on CNBC Squawk Box is a great example of a CEO failing to do this. When asked about price increases for cocoa and other commodities, the CEO evaded the question and spun up a company narrative, which led to more probing.

Instead, the CEO should have acknowledged the question head-on: “Yes, we’re seeing price increases, as are our competitors. While I can’t speculate on future prices, our focus remains on delivering value to customers and investors today,” and then pivot to the key message that explains how they’re doing that.

Prepare for the worst with targeted media training

No matter how experienced you are, hostile interviews can be unpredictable. Media training is essential for building the skills and confidence needed to handle these situations effectively.

Practice mock interviews with a coach or colleague who mimics aggressive questioning or misinterprets your answers. Recording these sessions can help spokespeople evaluate their body language, tone, and overall delivery. Pay attention to non-verbal cues like crossed arms or fidgeting, which can inadvertently project defensiveness.

Rehearse handling interruptions, focusing on staying composed and returning to your message without losing your train of thought. Building these skills creates muscle memory, making it easier to perform under pressure.

Preparing for the toughest scenarios

Aggressive interviews are an inevitable part of being a spokesperson, but they’re also an opportunity to demonstrate leadership, credibility, and composure. By understanding the pressures reporters face, mastering the natural delivery of key messages and using bridging techniques effectively, you can maintain control of the narrative, even under the toughest questioning.

Preparation is everything. The more you practice and refine your approach, the better equipped you’ll be to handle any curveball a reporter throws your way.