Media interactions can be daunting, and the current U.S. election cycle may make interviews particularly challenging for executives who would rather not talk politics. Every statement or action can — and likely will — be scrutinized through a political lens, posing a high risk of alienating portions of your audience, even if you do so unintentionally. On the other hand, staying apolitical can sometimes be perceived as a lack of leadership or commitment to social responsibility as internal and external stakeholders increasingly expect companies to take a stand.

Needless to say, navigating the current climate requires a balance of personal beliefs, company objectives and stakeholder demands. One misstep could throw off the equilibrium and lead to a reputational crisis. Interviews present the perfect environment for things to go wrong, especially if you aren’t prepared to tackle hard questions.

3 Key Strategies for Staying Neutral and Addressing Critical Issues

The most effective way to handle unexpected questions is to anticipate them. Executives can practice and refine their responses through media training to ensure they are well-prepared for real-world interactions. While our programs are comprehensive and tailored to each participant, here are some essential strategies we emphasize:

• Focus on Core Messages: Preparation is paramount. Before an interview, executives should prepare key messages that align with their business objectives and anticipate potential political questions. This allows them to steer the conversation back to these core messages.
• Neutral Language and Tone: Avoid endorsing specific political parties, candidates or controversial policies. Instead, focus on how broader trends impact the business. For instance, “Economic stability is crucial for our industry, and we’re monitoring how various policies might affect our operations.” Use inclusive language that resonates with a wide audience, emphasizing values like innovation, community, and sustainability.
• Seek Common Ground: Discuss initiatives that benefit the community or industry as a whole, without political overtones. “We’re working on projects that bring economic growth to our region, supporting local jobs and innovation.” Additionally, it is important to base responses on data and factual information rather than opinions. “Studies show that sustainable practices lead to long-term profitability, which is why we’re committed to…”

Some Industries Are More Likely to Face Political Questions

Although any company can unexpectedly find itself at the center of a charged discussion, certain industries are inherently connected to regulatory frameworks, social issues and public interest. For example:

Technology

Innovations, and those responsible for them, are frequently the subject of debates about data privacy, cybersecurity and the ethical use of technology. The rise of artificial intelligence is just the latest technological innovation to spark calls for governance. Social media companies have continuously come under fire for everything from data privacy to their policies around politics. Whether it is fielding questions from a reporter or testifying in front of Congress, tech executives often find themselves on the receiving end of questions meant to make political headlines.

Utilities

Since the sector is heavily regulated, executives frequently encounter questions about environmental impact, renewable energy mandates, infrastructure development and climate change. Additionally, issues like energy prices and service reliability increase the likelihood of political scrutiny.

Healthcare and Pharmaceuticals

Government policies deeply influence the healthcare industry. Leaders must navigate discussions on frequently debated topics including medical ethics, access to healthcare and drug affordability. These are complex topics that hold significant public interest, making them likely to come up in interviews.

Finance

Financial institutions in the U.S. are deeply connected to economic policies, tax laws, and regulatory compliance, requiring navigation of regulations from entities like the Federal Reserve, the Securities and Exchange Commission (SEC), and the Office of the Comptroller of the Currency (OCC). When engaging with the media, executives must be prepared to discuss a range of issues, including the regulation of digital assets, the impact of interest rate changes, and adherence to consumer protection laws as well as broader concerns about economic inequality.

Personalized Media Training for Your Industry

Media training will equip you with the skills you need to stay on message, maintain composure under pressure and minimize the change of negative headlines. Our team is ready to create a customized program that meets your needs, regardless of your level of experience in engaging with the press.

Email us at service@artemia.com or send a message to our page to schedule a free media training consultation!

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