.png)
When representing your company in a public forum, like an on-stage interview at a conference or a Zoom interview with a journalist, every word matters. As a spokesperson, it's natural to want to be seen as an expert, who has all the answers at your fingertips.
Unfortunately, in their eagerness to appear knowledgeable and likable, too many spokespeople fall into the trap of over-sharing. They fill every pause with words, afraid that even a moment of silence will be misconstrued as ignorance or evasiveness. What they don't realize is that reporters are counting on this very reaction.
Journalists are trained to use silence as a tool. They'll let an uncomfortable pause linger, knowing full well that the spokesperson will likely rush to fill the void. And in that rush, they may say something they regret, reveal information they shouldn't, or speculate on topics they're not fully informed about.
Common reasons for rambling (and how reporters exploit them)
Whether driven by nerves, a desire to be helpful, or a fear of being misunderstood, many spokespeople inadvertently sabotage their own messages by saying more than they should. Journalists, well aware of these tendencies, are skilled at using various tactics to encourage oversharing.
Beyond a general discomfort with silence, spokespeople might be dangerously chatty for many very human and relatable reasons.
Desire to be seen as an expert
Spokespeople often feel pressure to have all the answers, so they may ramble in an attempt to showcase their knowledge. Journalists might take advantage by asking open-ended questions that encourage long-winded responses, then cherry-pick quotes that may be out of context.
Wanting to be liked
When journalists act friendly and build rapport, spokespeople may let their guard down and share more to maintain that positive interaction. Interviewers capitalize on this by creating a (probably false) sense of camaraderie, making spokespeople feel like they're just having a casual chat rather than an on-the-record interview.
Fear of not being understood
If spokespeople sense confusion, they may over-explain, providing more detail than necessary. Reporters sometimes feign confusion or ask for clarification on a straightforward point, baiting the spokesperson to divulge more than they intended.
Lack of self-awareness
In the nervousness of the moment, spokespeople may not realize how much they're speaking, losing sight of the key points they want to make. Reporters can ask rapid-fire questions or interrupt, throwing the spokesperson off balance and making it harder for them to regulate their responses.
Desire to be thorough
Spokespeople may dive into the weeds, providing unnecessary background or tangential details in an effort to give a comprehensive response. Interviewers can sit back and let the spokesperson talk, allowing them to inadvertently reveal more than they should or lose sight of their main message.
Fear of being misquoted
Ironically, in trying to prevent misinterpretation, spokespeople may over-explain or repeat themselves excessively. Journalists can take advantage of the excess content, selecting quotes that may not fully represent the spokesperson's intended message.
The result? Maybe you didn’t have time to share the real key messages you wanted to convey in the interview. Or worse, maybe you let a headline-grabbing gaffe slip that overshadows the intended message.
Just say the thing and stop talking
To counter these tendencies, one of the most effective techniques spokespeople can master is the art of the soundbite. By focusing on delivering concise, memorable statements that encapsulate their key messages, spokespeople can maintain control of the narrative.
A soundbite is a short, memorable statement that encapsulates a key message or idea. It's typically a concise phrase or sentence that can stand alone and still convey meaning.
They should be:
Short
No more than a sentence or two. This makes it easier for reporters to include your exact words in their article or broadcast, reducing the risk of misinterpretation or misrepresentation.
Prepared
While soundbites should sound natural and spontaneous, they are often crafted and rehearsed in advance (out loud!!)
Repeated
Don't be afraid to repeat your soundbites throughout the interview, especially if the journalist asks similar questions or tries to steer the conversation off-topic. Consistently returning to your key messages helps reinforce your points and increases the likelihood that your soundbites will be used.
When in doubt the soundbites should give you a safe message to go to, even if the question isn't directly related, or even if you’ve already said it (Repetition is good! Repetition is good!). You can use bridging phrases like "What's really important here is..." or "The key point is..." to pivot to your prepared soundbite.
The trick is to resist the urge to elaborate unnecessarily after delivering a soundbite—just say the thing and shut up.
Once you've made your point, let your words stand on their own. This not only makes your message more impactful but also limits the material journalists can potentially misuse.
Savvy spokespeople understand that silence is not a weakness, but a strength. They have the confidence to pause, gather their thoughts, and respond with intention. If they don't have an answer, they're not afraid to say so directly. They stick to the facts they know and avoid the temptation to speculate or over-explain.
This strategic use of silence is a skill that takes practice to master. It means getting comfortable with the discomfort of a pause, trusting that a thoughtful response is worth a few seconds of dead air. It means anticipating tough questions and having a plan for how to address them succinctly. Iit also means knowing when to stop talking. Disciplined spokespeople deliver their message, then calmly wait for the next query. They're not baited into saying more than they intend to.
So the next time you're sitting down for an interview, remember: you don't have to have all the answers. You just need the confidence to know when to stop sharing them. Embrace the silence, and let your message speak for itself.
Comments