[Training Column] Press Conferences: How to Handle Unexpected Questions from Reporters? [Updated 20251025]
I am your instructor, Takagi.
Drawing on my experience as a former radio station announcer and news reporter, I conduct "Crisis Management and Media Relations Training" and "Explanation Skills Improvement Training" for local governments and public institutions across the country.
Our theme for this session is as follows.
The theme is:
"Press Conferences: How to Handle Unexpected Questions from Reporters?"
This time, I would like to answer questions regarding emergency press conferences.
Q: If I receive an unexpected question from a reporter during a press conference, how should I handle it?
Before answering this quiz, please allow me to provide a brief introductory lecture.
■ Introductory Lecture 1: Let's create anticipated Q&A before the press conference.
There are various patterns that lead to emergency press conferences.
There are many patterns of misconduct, such as embezzlement of public funds, arrest of staff, drunk driving, and leakage of personal information. Emergency press conferences due to disasters, accidents, and other troubles are also possible.
Questions from the press during emergency press conferences cover a wide range of topics.
Even when reporters have press releases or handouts in hand, they are people who look for "information that is not written down." The press always conducts Q&A sessions at press conferences while being conscious of whether there is "important information that is not written in the documents."
A major principle when holding such emergency press conferences is that media relations and emergency press conferences are things you "prepare for before attending."
There are several patterns to questions from the press, such as questions regarding factual explanations, risks and continuity, causes, responsibilities, and preventive measures (prevention of occurrence and recurrence).
It is important to create such anticipated questions in advance, list the points you think "they will definitely ask about," and prepare an "anticipated Q&A" beforehand.
Depending on the case, the standard method is to prepare about 10 to 20 items for the "anticipated Q&A," anticipate follow-up questions from there, and further prepare supplementary materials before attending the emergency press conference.
■ Introductory Lecture 2: Let's conduct a press conference rehearsal before the conference.
Once the anticipated Q&A is complete, please be sure to conduct a "press conference rehearsal."
Before an emergency press conference, the site is often in chaos due to dealing with misconduct, trouble, accidents, or disasters, and there is little time to spare.
Even so, I strongly recommend conducting a press conference rehearsal.
It is important not to respond suddenly in front of the press at the conference, but to read through the conference comments and practice saying them out loud many times.
Through this rehearsal, you will see a path to some extent regarding what the press will ask and what you should state as the spokesperson, and you may even notice "unexpected questions" during the rehearsal.
In other words,you can reduce "unexpected questions" in advance through careful preparation.
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Now, let's return to this quiz.
Q: How should I handle unexpected questions from reporters during a press conference?
This approach actually requires advanced techniques.
The press will ask detailed questions that the speaker may not have anticipated.
In particular, regarding the details of the facts that occurred, a wide range of questions will arise from the perspective of the 5Ws and 1H.
This is because even trivial information during a press conference could lead to major news.
In such a press conference, what should you do if you get stuck for an answer?
This time, I would like to present two examples of how to respond.
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A1: Withholding comment + explaining the situation
There are cases where it is difficult to respond to issues involving privacy or matters under investigation.
In such cases,
・"Regarding that matter, we will confirm it again within the relevant department and provide an answer through the press club's lead agency."
・"Regarding that matter, please understand that we will refrain from answering here as it may impact the investigation."
・"Regarding that matter, please understand that we will refrain from answering here due to privacy concerns."
One method is to respond by saying "I will withhold comment" followed by an explanation of the situation.
This way, it does not count as a "complete refusal to answer," but rather that you are providing an answer for the time being.
However, such "withholding of comment" can still leave a bad impression during a press conference.
It is possible that complaints or dissatisfaction may arise from the press, such as "What is the purpose of this press conference?"
Therefore, I would like to show another example of a response...
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