Why do even experienced executives break into a sweat when faced with critical questions from journalists? Why do well-prepared media appearances sometimes turn into communication minefields? How do some interviewees manage to convey their core messages even in the most delicate situations?
The answer lies in professional preparation and mastery of proven interview techniques. This is particularly important in the Swiss media landscape, where journalists are known for their critical and thorough approach to their work.
An interview is not an interrogation. It is a strategic dialogue in which both sides pursue their own goals. The journalist is looking for information, quotes, and possibly controversial statements. As the interviewee, you want to get your message across, present your company in a positive light, and avoid misunderstandings.
The biggest mistake is going into an interview unprepared. According to a study by news aktuell, over 80 percent of Swiss journalists use press releases on a daily basis—so they are well informed and expect well-founded answers. Superficiality is immediately apparent.
Being in control of an interview does not mean ignoring or evading questions. It means actively steering the direction of the conversation. You are not just reacting, you are acting. This distinction is fundamental to successful media relations.
In Swiss business culture, which values precision and reliability, authentic communication is particularly important. Journalists from NZZ, Tages-Anzeiger, and SRF appreciate clear answers and quickly see through evasive responses. The techniques we present here will help you navigate difficult questions without appearing untrustworthy.
Bridging is probably the most important technique for dealing with difficult questions. Media training experts emphasize that this technique makes it possible to elegantly transition from an uncomfortable question to your own core messages without appearing evasive.
The principle is simple, but execution requires practice.
You acknowledge the question, briefly address it, and then build a bridge to what you really want to say. The key lies in a natural transition that does not seem like an abrupt change of topic.
Effective bridging phrases for the Swiss context:
A real-life example: A journalist asks about the high prices of your product. Instead of getting defensive, you could respond: "Our prices reflect Swiss quality standards, and what our customers particularly appreciate is the excellent value for money. Let me give you a concrete example..." This way, you steer the conversation toward quality and customer satisfaction.
The danger with bridging lies in overuse. If you deflect every question, it comes across as manipulative. Swiss journalists, who are known for their thoroughness, will probe further. Use bridging selectively, not excessively.
Sometimes there are questions you cannot or are not allowed to answer. Confidential business information, ongoing negotiations, legal restrictions—there are many reasons for this. This is where blocking comes in.
Communication experts recommend never ignoring a question. Instead, explain transparently why you cannot answer and offer alternative information.
Professional blocking phrases:
It's all in the tone. In Swiss business culture, directness is valued, but it should be couched in polite terms. A simple "no comment" comes across as dismissive and arouses suspicion. It is better to state the reason for your reticence and then continue in a constructive manner.
An example: "I can't give you the exact investment figures for our new plant in Basel yet, as the financing has not been finalized. But what I can tell you is that it will be the largest single investment in the company's history and will create over 200 new jobs in the region."
Flagging is an underestimated but highly effective technique. It signals to journalists and the subsequent audience that something important is about to come. Media trainers emphasize that flagging helps to anchor core messages in the memory.
In a 30-minute interview, perhaps two or three statements will be quoted. Flagging increases the likelihood that these will be your most important points.
Effective flagging phrases:
Flagging works particularly well in combination with concrete figures or surprising facts. "The most important finding of our study: 73 percent of Swiss SMEs underestimate the importance of..." – a statement like this sticks in the mind.
But be careful: not everything can be important.
If you flag too often, the technique loses its effect. Reserve flagging for your two or three key messages. In an interview with the business magazine Bilanz or the Handelszeitung, journalists expect substantial statements—empty superlatives come across negatively.
Hooking is the art of ending a response with bait that invites a follow-up question—a question you want to answer. This technique gives you more control over the course of the conversation.
Examples of effective hooking:
The journalist will almost automatically ask, "What other innovations?" or "What was so surprising in Zurich?" This allows you to steer the conversation in the desired direction.
Hooking works particularly well in feature interviews or longer conversations. In short news interviews, journalists often have a fixed list of questions and less flexibility. Adapt your technique to the format.
Some journalists deliberately provoke people in order to elicit emotional reactions. An angry outburst, a careless statement—these are tomorrow's headlines. Communication consultants advise paying particular attention to body language and tone of voice when faced with provocation.
Strategies against provocations:
First: take a break. A brief pause for thought signals confidence. In Swiss business culture, which values prudence, thoughtful answers come across as more professional than quick-witted responses.
Second: Facts instead of emotions. If a journalist asks provocatively, "Isn't it cynical to still talk about success in this situation?", respond with facts: "The figures show a different reality: 15 percent growth, 50 new jobs, 92 percent customer satisfaction. These are measurable successes."
Third: Rephrase the provocation. "You're actually asking how we're dealing with the difficult market situation. Let me explain our strategy..."
Fourth: Clearly refute unfair insinuations. "This representation does not correspond to the facts. The reality is..." But remain objective and avoid personal attacks.
Before every interview, you should create a Q&A list. What difficult questions might come up? How will you answer them? This preparation is essential.
Think like a journalist. What are the weak points in your story? Where are there contradictions? What could be critically questioned? A journalist from the NZZ or SRF will have researched thoroughly.
Categories of difficult questions:
Develop key responses for each category. Don't memorize them—that makes you sound robotic. But make sure your lines of argumentation are solid.
Practice with colleagues. Have them ask you difficult questions.
The first answer is rarely perfect. With practice, you will become more confident and authentic.
What you say is only part of the message. How you say it is at least as important. In TV interviews on SRF or TeleZüri, the visual component is crucial.
Body language dos:
Body language don'ts:
Your voice often reveals more than words. Speak more slowly when you are nervous. Vary your pitch and tempo to avoid monotony. Pauses are powerful—they give your words weight.
In radio interviews, your voice is your only tool. Smile when you speak—people can hear it. Stand up if possible—your voice will sound more energetic.
The Swiss media landscape has its own peculiarities. Journalists expect precision and factual accuracy. Exaggerations and marketing clichés are not well received.
In German-speaking Switzerland, understatement is valued. Too much self-praise comes across as unpleasant. Better: "We are satisfied with the development" instead of "We are the best."
In French-speaking Switzerland, it can be more emotional. French-speaking journalists appreciate eloquent phrasing and rhetorical finesse. But here too, substance takes precedence over style.
Regional ties are important. Mention local references and give Swiss examples. "At our plant in Winterthur..." or "Together with ETH Zurich..." – references like these create connections.
The militia system shapes the Swiss mentality. Many journalists know the economy from their own experience. They quickly see through superficial answers.
Mistake 1: Talking too much Many interviewees talk themselves into trouble. The longer the answer, the greater the risk of saying something wrong. Rule of thumb: 30 to 60 seconds per answer is optimal.
Mistake 2: Misunderstanding "off the record" In Switzerland, the rule is: everything is on the record unless explicitly agreed otherwise—and this must be done BEFORE the statement is made, not afterward. Never assume that something will "stay between us."
Mistake 3: Speculating "What if" questions are traps. Don't speculate about scenarios you can't control. "That's speculation. What I can tell you is..." – that way, you stick to the facts.
Mistake 4: Badmouthing others Negative statements about competitors come across as unprofessional. In Swiss business culture, fair play and respect are key. Focus on your strengths, not on the weaknesses of others.
Mistake 5: Being unprepared The biggest mistake of all. Even a short phone interview requires preparation. Know the medium, the journalist, and the target audience. What are your three key messages?
The interview is over, but your work isn't done yet. Follow-up is important for quality assurance and future interviews.
Document: What questions were asked? How did you respond? What went well, and what could have been better? This analysis will assist in preparing for future interviews.
Stay accessible. Journalists often have questions when writing articles. Quick, precise answers are appreciated and strengthen the relationship.
When the article is published, analyze it: Were you quoted correctly? Did your key messages come across? Were there any misunderstandings? Learn from this for the future.
Thank the journalist, even if the article was critical. Professionalism pays off in the long run. The Swiss media landscape is small—you'll meet again.
Interview techniques cannot be learned from books alone. Practical training under realistic conditions is irreplaceable. Professional media training simulates various interview situations and gives you confidence.
During training, you can make mistakes and learn from them. You practice difficult questions, test different techniques, and optimize your body language. Feedback from professionals is invaluable.
Particularly important: camera training for TV appearances. Most people are shocked when they see themselves on video for the first time. Tics, insecurities, linguistic quirks—all of these become apparent during training and can be corrected.
The media landscape is changing rapidly. Artificial intelligence enables journalists to research faster and uncover contradictions. Their statements are compared with previous statements, and inconsistencies are immediately apparent.
Social media increases the reach of interviews. A careless statement can go viral. At the same time, digital channels offer new opportunities to present your perspective unfiltered.
Podcast interviews are becoming more important. The format allows for longer, deeper conversations. The techniques remain the same, but the more relaxed setting requires different nuances.
Would you like to perfect your interview techniques and appear confident even in difficult media situations? Brand Affairs supports you with professional media training tailored to the specifics of the Swiss media landscape. With over 18 years of experience and our network of communication experts, we prepare you optimally for interviews with SRF, NZZ, Tages-Anzeiger, and other important media outlets.
Contact us for a no-obligation consultation. Together, we will develop your personal media strategies and train you in the techniques that suit your personality and your company.
What is the difference between bridging and blocking? Bridging diverts attention from a question to your core messages while still answering the question. You build an elegant bridge to your topic. Blocking, on the other hand, means that you explicitly state why you cannot answer a particular question—for example, for legal or confidentiality reasons. Both techniques are legitimate, but should be used selectively and not excessively.
How should I respond to unfair or biased questions? Remain calm and objective. Correct any false assumptions in the question: "That statement is not accurate. The reality is..." Avoid emotional reactions or personal attacks. Use the opportunity to present your perspective. If unfair questions are repeated, you can also address the question itself: "Let's stick to the facts..."
Should I do media training even if I rarely give interviews? Yes, especially then. People who rarely give interviews are often more uncertain and more likely to make mistakes. Media training gives you confidence and techniques that you can also use in other communication situations—during presentations, negotiations, or difficult conversations. Investing in communication skills pays off many times over.
How long should my answers be? For radio and television, 20 to 30 seconds is ideal for a concise statement, with a maximum of 60 seconds for more complex topics. In print interviews, you can give more detailed answers, but here too, conciseness is more important than length. Long monologues are tiring and increase the risk of making mistakes. Structure longer answers with clear points.
What should I do if I don't know the answer? Honesty is the best policy. Say, "I can't give you a definite answer right now, but I'll be happy to look into it and get back to you." Then keep your promise. Never guess or make things up—journalists check facts. You can also refer to experts or mention general industry trends if you don't have specific data.
How should I deal with Swiss dialect in interviews? That depends on the medium. Local radio stations and regional television often welcome dialect, as it creates a sense of closeness. Standard German is more professional for national media and business publications. If in doubt, ask in advance. In French-speaking Switzerland and Ticino, you should of course speak the respective national language. Important: Stay authentic – forced standard German often comes across as stiff.
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