5 Media Tips for Answering Pointed Political Questions

Make sure you know how to answer the tough political questions this election season.

SPONSOREDUpdated 10:10AM • 11/19/15

The candidates aren’t the only ones in the hot seat when it comes to answering politically pointed questions. Often times, companies get brought into conversations while lawmakers are debating policy. If you find any politically motivated questions pointed at your brand, make sure you know how to answer them.

Here are five tips to remember when talking politics with the media:

Keep your message simple.
It’s important to remember your message when talking to the media about politics, or for any interview. Matt Haller, senior vice president of communications and public affairs with the International Franchise Association (IFA), suggests only having one to two talking points to convey and circle back to drive the message home.

Remember, it’s not personal.
If you or your brand is being asked a pointed political question, make sure to remember you’re representing a brand, not yourself.

"I would caution folks to never make it personal—if you feel you have to comment, recognizing that other viewpoints exist on an issue can be an effectively communications tool to disarm your opponent," said Haller.

Engage your association.
When it comes to political interviews, franchise brands should remember they are not alone. Organizations like the IFA are a great resource to tackle the hard-hitting questions.

"I don’t think they should answer questions about politics—that is what associations like IFA or others are for. Corporations should be primarily focused on issues that impact their brand, their franchisees or consumers. Let the associations who they pay dues to carry the message on politics and policy in the media."

Don’t fake it.
As a brand representative, you never want to be caught in a lie. It will only make you, and your company, look bad.

If you’re ever asked a question and you don’t know the answer, Haller suggests saying “no comment” or letting the reporter know you will follow up with additional information or an expert.

Know when it’s appropriate to answer.

According to Haller, if your company has come under direct scrutiny by a lawmaker or activist group, then it is certainty appropriate to comment.

However, it is also equally appropriate to stay out of the media and refer questions to an association like the IFA or another third party, like a public relations firm. Often times, the negatives outweigh the positives from the brand side. In all likelihood, you are not going to prevail in the media but you could further complicate your situation.