Handling Question and Answer Sessions

How to present an ideal 

Communicating To External Stakeholders

Often after giving a presentation you will be called upon to answer questions from the audience, particularly when you are delivering a presentation to the press corps, in a meeting of investors or at a union function.

Question and Answer sessions (Q & As) can be quite intimidating, but if you have thoroughly researched your topic and have anticipated the types of questions you might receive, you will be better able to handle anything you are asked.    

Here are some guidelines for handling Q & A sessions:

• Make sure you understand the question. To check for understanding, paraphrase it for the inquirer.  For example:  Are you asking why we propose a 2% annual increase or how we estimate that           this increase will match increases in the cost of living?

• If you did not understand the question, ask for clarification.  For example:  I don’t understand what you mean by total compensation package.

•  Repeat the questions for the benefit of those in the audience who may not have heard it.  For example:  The question is, “What raises do we expect to propose over the next 5 years?”

•  Don’t let the questions move off of the topic.  For example:  I appreciate your concern over profit-sharing with beneficiaries, but today’s focus is on investor relations.

•  Answer directly and succinctly. Tell them what you know, why you believe it, or what you believe.  If you don’t have answer, tell them so or volunteer to find out the information and provide the answer at a later time.  For example:  I did not hear the President’s comment about eliminating unions.  My understanding is that she is committed to union participation.  I will check the minutes from that meeting and address this issue at next week’s press conference.

• Look at the questioner as you answer the question, but still present the answer to the audience as a whole.

•  If the questioner starts to give a counterspeech, politely interrupt and ask for his/her question.  For example:  Thank you for your concern, but we only have time for one more question.  Do you have a specific question I can answer?

•  After answering, check with the questioner to determine whether you answered the question to his/her satisfaction. For example:  Did I address your concerns?

Special Challenges:

Occasionally, special challenges arise during Q & As that require special responses. Be cautious in using the following suggestions and remember to never engage in a heated argument in front of an audience. Your goal is to maintain control of the session and maintain goodwill with the audience.

ü        Keep the audience on the topic.

ü        Address issues raised, not the person raising the issue.

ü        Do not engage in personal attacks.

ü        Offer outside assistance to individuals who fail to understand a point when clear to the rest of the audience.

ü         Agree to disagree if reach an impasse.

ü         Know which questions not to answer.  Questions not to answer might include questions about pending legal disputes or unannounced partnerships that would impact stock value.

ü         Know how to reestablish your point or position and move on.