3 Mistakes Journalists Notice Immediately in Executive Interviews

Executive interviews fail because their answers are too polished and too careful, while a journalist is a representative of the public. In that context, your tone, attention to detail, and accountability matter as much as message discipline.

A recent example in aviation 

Boeing’s leadership came under scrutiny for safety culture and manufacturing quality after the January 2024 737 MAX 9 door plug incident, plus continued regulatory oversight.

That incident triggered intense regulatory and political scrutiny, including the FAA production cap on 737 MAX output and repeated questions about Boeing’s safety culture and oversight.

How did the Boeing executive handled this questioning 

In prepared testimony, he said Boeing made “serious missteps” and called them unacceptable. He framed the turnaround as “sweeping changes” across people, processes, and company structure, with a safety and quality plan tied to specific work areas like defect reduction, training, and process simplification.

On production pressure, he answered that they were not pressuring teams to move fast but only to do it correctly. 

Senators pressed him for concrete steps and evidence that the safety and quality plan produced measurable change. Parts of the transcript show some acknowledgment of a change in tone from Boeing leadership, even while the questioning stayed tough.  

Ortberg did several things right from a media training standpoint. He acknowledged failure, used direct language, and refused to over promise. Those choices reduce reputational risk.

3 Mistakes Journalists Notice Immediately in Executive Interviews and How To Avoid Them:

Mistake 1: You do not answer the question right away 

Leaders have a right to protect confidentiality, regulatory posture, litigation risk, employee morale, or investor sensitivity. However, it doesn’t work in your favour. Journalists interpret that as a deliberate attempt to manage the record, and they will test you more aggressively as a result.

How can executives prevent this mistake: 

Start with a direct response that mirrors the question’s wording. If the question implies a binary, lead with a clear position, and then add one verifiable anchor. Some examples include decisions already made, a policy change, a milestone achieved, or a measurable outcome. 

Mistake 2: You default to broad corporate language instead of specifics

Executives often rely on phrases like robust, comprehensive, and industry leading, which can be vague phrasing that doesn't not early trust and forces a follow up. 

How can executives prevent this mistake: 

Bring three concrete specifics into the interview and use them early. Use one metric that shows scale, one that shows progress, and one that signals what comes next. Pair those facts with one operational example and supplement with concrete proof. 

Mistake 3: You over message after a follow up question

While sticking to the script is important, you cannot repeat the same talking point over and over again. Journalists read repetition as deflection. They will press harder, narrow the questions, and quote the most rigid line to frame you as evasive or overly managed. 

How can executives prevent this mistake: 

Start with a direct clarification statement, then add one new detail that strengthens the answer. After you add the detail, restate your core message in plain language, but do not repeat the same sentence. 

Media Training for Corporate Leaders in Toronto

Bulletproof Media Training delivers executive-level coaching that equips corporate leaders to communicate with clarity, authority, and control. Led by veteran media trainer Tara McCarthy, our bilingual team brings over 20 years of experience helping executives, founders, and spokespeople prepare for high-stakes interviews and public appearances.

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