What you can learn from the ABC’s ‘Insiders’ to answer tricky questions

When you are facing media questions or live questions at an event, you can learn from and borrow techniques used on ABC’s Insiders show. I don’t work for the ABC but I am a big fan of the show. I am a ‘political communication nerd’, a university teacher and private media coach.

You can watch Insiders live or on iview and even look at the transcript if you want to see the words a ‘good operator’ will use.

Not all interviewees are ‘good talent’. Some seem evasive and obviously do not answer questions. In my professional opinion, the recent guest Jim Chalmers was ‘good talent’. You may have a different view. My view is based on his answering technique – not on the politics.

When we train university students or when I do corporate media training on how to answer questions we get ‘talent/interviewees’ to practice a technique called ‘block and bridge’. I prefer to describe it as ‘partly having something to say’ then bridging to the message you want to deliver.

You will note that Jim Chalmers does not answer the specific question (what would you call it now?) but quickly ‘pivots’ or ‘bridges’ to plenty of things he wants to say.

The key message seems to be (as is often the case with ‘new governments’ – that the problem started under the previous government). It’s a common interviewer tactic to take something a speaker said in Opposition and compare it to their current stance/position on an issue. Basically, Chalmers called inflation a full-blown crisis and Speers is trying to get an answer (and I paraphrase) “well, if it was a full-blown crisis then, what is it now (under your government)?”

Chalmers response (using the block and bridge technique): “That (the question Speers asks about inflation increasing) is an important reminder that…(the message/s Chalmers want to deliver).” To me, the message is that the problem started under the previous governments. You can see how he doesn’t answer the specific question asked.

Chalmers uses another bridging phrase – ‘that’s why…..to lead into a key message’ That’s why… it’s a major focus on the Albanese government.

Speers asks the same question again. “We’ve had nine interest rates since then. If that was a full-blown crisis, what is it now?”

In response, Chalmers uses the technique I call ‘say something general and not too damaging’ then ‘that’s why’ that bridges to your key message.

The key here is a structure helps you answer in a way that is ‘on the spot’ yet controlled.

1. what’s the problem word? Crisis
2. how can you express this is more general/less damaging words – difficult times
3. bridge with an expression like ‘that’s why’ – then move into the message you want to say.

In this way, Chalmers seems to briefly address the question in a non-damaging way then bridging to his messages.

I’ve heard Chalmers use ‘difficult times” in many media conferences. He doesn’t want to say crisis (or worse).

Chalmers then uses some concrete ‘homey’ terms to seem relatable to the people (around the kitchen tables of this country). This is another technique often used by MLK Jr – In future posts I’ll discuss how you can use this to seem grounded in the experience of your listener and not seem too remote.

‘that’s why’ is a useful bridging expression – leading into key messages..

In my professional opinion, Chalmers seems to party address the question but in a very general and not too damaging way, then he pivots/bridges to his key message.

Some speakers/interview guests are effective – even if they are straight (not too fancy) and keep ‘on message’. Some politicians are fiery and guarantee a good quote. Others, need to project a calm, controlled demeanour.

I’ll discuss more from this interview in future posts.

My main messages to you.

1. On Insiders you can watch longer interviews where the guest often has to respond to a question asked several times.
2. You can look at the transcripts to see the actual words used
3. You can use some of the techniques mentioned above. Use bridging phrases to pivot to your key message. If an interviewer is trying to get you to say a damaging word (e.g. crisis) you can use more general and less damaging expressions like ‘difficult times’.

Useful expressions:

That’s a reminder

It’s important to remember

That’s why

In a future post, I’ll write about answering that first question. To use a cricket analogy – facing that first ball.

I find, in media training sessions, many interviewees fear that first question. Practice in simulated interviews and having basic simple structures helps interviewees feel more prepared and more confident.

Here are links to Insiders and the transcript. As I mentioned, I am in no way connected with the show or the ABC. I am just a big fan and nerdy regular viewer. This information if freely available on line and on on iview

Insiders:

https://www.abc.net.au/news/programs/insiders

Transcript:

https://ministers.treasury.gov.au/ministers/jim-chalmers-2022/transcripts/interview-david-speers-insiders-abc-1

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