Pivot

Polite but firm. Friendly but not manipulable. Guiding but not controlling.

When you’re doing a media interview, an industry panel discussion, a podcast, or any kind of public Q&A, you get to decide which questions to answer and which to let slide.

“I can’t speak to that,” is a wonderful phrase that does two things. It says, “Fellow human, I heard that you said words and I acknowledge those words because I respect you.” It also says, “Nah, not gonna touch that question with a ten-foot pole.”

You always want to demonstrate respect for the person asking questions, but that person is not your third-grade teacher (nor the dept. chair leading your dissertation defense) and you are in no danger of getting a bad grade if you do not obediently answer each question.

But isn’t transparency great? Shouldn’t you have the courage to always answer the questions you get? SURE. But not 100% of the time. For example:

Sometimes the question is asking about future plans that you’re not ready to reveal. “We can’t talk about that yet, but I’ll let you know ASAP when we have something to share.”

Sometimes it’s an unflattering supposition about your industry, partners, or customers. “We don’t see it that way. Our relationship with WidgetCo is very important to us.”

Sometimes it’s a question about a competitor’s plans: “I’d say that’s a question for them, but I can talk about our plans.”

A polite, effective spokesperson is firm about her boundaries, friendly and engaged, but not easily manipulated. A great spokesperson guides the conversation without exerting overt control. She does this by choosing which questions she will and won’t answer. And she does it with grace.