Answering questions from reporters can be brutal. The questions can be sharp and direct, putting you on the defensive. You need your own defensive measures to stay in control of the interview.
One of the easiest to spot is the false premise. The question that's being asked is phrased in such a way that it may be impossible to answer and still get your point across.
The best move to make is to rephrase the question. "What I think you're really asking..." you might say. Or, "What I think the real issue is...."
By rephrasing the question, you answer the question you'd like to answer rather than the one the reporter asked.
There's more to what you say than just your words
So, you're fortunate enough to secure a live interview on your local television station. There's more involved than the key message points you need to deliver.
You also need to think about how you appear on camera.
When it comes to eye contact, you're going to want to focus primarily on the host. Don't try to speak to the camera. Relax and talk to the interviewer as if you're having a friendly conversation.
Why do reporters want to know why?
Reporters often ask the "why" question even after you've given what you consider to be a thorough explanation or response. but, the problem usually is not that the reporter isn't listening or doesn't get it. The reason for the continued follow ups is to hear you explain it.
In other words, by asking "why" have you launched a major expansion or started a new project, the reporter wants to hear a little more detail for his or her story. Reporters are after color to fill in the blanks.