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Who wouldn’t like to be able to predict the future? Or, for that matter, even change the past? It could make a lot of things easier. But in the environment of a news interview it can be a very slippery slope. An innocent attempt at predicting what might happen could have significant repercussions on your business.
For instance, a few years ago when Microsoft lost a major suit to competitors in U.S. District Court and it appeared that the company would be split into two businesses divided by a court-ordered firewall, Bill Gates was quizzed by one of the best, Nightline’s Ted Koppel.
Gates' performance is an example of how to avoid being seduced into an area where he really didn't need to tread. The Microsoft chairman clearly, and correctly, was conscious of critical audiences hanging on his every word. The last thing he needed to be speculating about is the break up of his company. Think of the impact it would have had on his stock and his employees if the boss, himself, was even considering, and speculating on, the possibility of the court dividing Microsoft into two parts.
The Media Trainers® Re–winder Reminder:
- Whenever you hear "What if…" in a question, you're being asked to make a prediction.
- Before you take the bait, ask yourself what are the possible ramifications? Who are your target audiences and what will be the message they hear?
- Can you use the question to respond with a message supporting your agenda?
- You have the right to say that any answer you give would be speculative and, therefore, unwise since you're not in a position to predict the future, or change the past.
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