Your amygdala is not your friend in a keynote speech. That little almond-sized tyrant is just as much of an obstacle when you’re in a media interview. Being a great spokesperson requires a ton of real time impulse control.
In a media interview you get asked questions. Well, your amygdala knows you get a smile from the teacher if you quickly deliver a smart, thorough, insightful answer to the question you are asked. But you are NOT an obedient third grader in a media interview. You are a company spokesperson with a specific message to deliver. It’s your job to pivot from what the reporter asks to what you want to talk about.
In Giant of the Senate, Senator Al Franken is hilarious on what he calls “weird and sociopathic political skills like pivoting.” He says, “I could not learn to pivot off of the question. I was taught by teachers and parents to answer the question. It took me forever [to get it].”
Reporters know how to use your amygdala to their advantage. Silence can be intolerably awkward for some people, so if a shrewd reporter is not getting the information they want, they’ll just sit there looking at you after you’ve finished answering their question. The silence (even if it’s just 10 seconds) becomes so unbearable that some people just start blabbing. The smug reporter gets exactly what she wants.
Finally, reporters love to bait you. There’s nothing more click-worthy than a saucy quote, so reporters love to tell you horrible things your competitors said to get a reaction from you. The only acceptable response to any gambit like this is a beatific smile and a non-response that’s not quotable at all. But if your amygdala has its way you’ll be throwing down the fighting words.
Don’t let your amygdala be in charge in your media interviews. It takes awareness and practice to put the almond in its cage, but you must do it. It’s the essential step in becoming a great spokesperson!
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