Phrases To Avoid When Giving An Interview
Nurul Juhria
Senior Associate
When preparing for a media interview, most executives focus intensely on refining key messages, ensuring factual accuracy, and crafting memorable soundbites. However, an equally critical aspect often overlooked is how executives respond to follow up questions.
The phrasing, tone and even seemingly casual words woven into responses add a powerful layer of meaning. When used inappropriately, they can unintentionally convey subtext that undermines credibility, erodes trust and invite scrutiny. Verbal cues strongly influence whether audiences perceive leaders as authentic and trustworthy.
Therefore, effective media training extends beyond managing content. It is also honing language and delivery to avoid subtle pitfalls. Below are some less commonly flagged phrases that often slip through yet can significantly damage an executive’s credibility or rapport in an interview setting.
1. “No Comment”
While it may seem like a safe retreat, saying “no comment” signals evasiveness and defensiveness. It implies secrecy and often triggers suspicion rather than protecting the organisation. In today’s media climate, “no comment” is itself a negative statement.
Better: Acknowledge the question and commit to transparency: “We’re gathering the facts and will share more details once we have them.”
2. Patronising Or Combative Openers
Starting responses with “Look”, “Listen”, “I’ll simplify this for you” or “You’ve got to understand” immediately puts interviewers on guard. Such phrases sound condescending.
Better: Use inclusive and collaborative phrasing like, “That’s an important point. Here’s how we see it…”
3. Phrases Signalling Repetition
Saying “Well, as I’ve said before” or “As I’ve already mentioned” implies impatience and can come across as hostile, diluting sincerity.
Better: Refresh framing by saying “That’s worth emphasising. What I’d add is …”
4. “We Are Like Family Here”
Often used by executives to describe corporate culture, this phrase can sound warm on the surface, but it has evolved into a red flag. It can invite scrutiny around blurred boundaries, lack of accountability or toxic practices disguised as “family values”.
Better: Express values concretely without metaphors: “We’re proud of our strong culture of collaboration and care for each other.”
5. “It’s Business As Usual”
During a crisis, this phrase can come off as tone-deaf or dismissive. It signals a disconnect and lack of understanding stakeholders’ real concerns.
Better: Acknowledge issues while conveying stability: “We’re addressing the situation carefully, and our core operations remain steady.”
While it may seem like a safe retreat, saying “no comment” signals evasiveness and defensiveness. It implies secrecy and often triggers suspicion rather than protecting the organisation. In today’s media climate, “no comment” is itself a negative statement.
Better: Acknowledge the question and commit to transparency: “We’re gathering the facts and will share more details once we have them.”
2. Patronising Or Combative Openers
Starting responses with “Look”, “Listen”, “I’ll simplify this for you” or “You’ve got to understand” immediately puts interviewers on guard. Such phrases sound condescending.
Better: Use inclusive and collaborative phrasing like, “That’s an important point. Here’s how we see it…”
3. Phrases Signalling Repetition
Saying “Well, as I’ve said before” or “As I’ve already mentioned” implies impatience and can come across as hostile, diluting sincerity.
Better: Refresh framing by saying “That’s worth emphasising. What I’d add is …”
4. “We Are Like Family Here”
Often used by executives to describe corporate culture, this phrase can sound warm on the surface, but it has evolved into a red flag. It can invite scrutiny around blurred boundaries, lack of accountability or toxic practices disguised as “family values”.
Better: Express values concretely without metaphors: “We’re proud of our strong culture of collaboration and care for each other.”
5. “It’s Business As Usual”
During a crisis, this phrase can come off as tone-deaf or dismissive. It signals a disconnect and lack of understanding stakeholders’ real concerns.
Better: Acknowledge issues while conveying stability: “We’re addressing the situation carefully, and our core operations remain steady.”
Mastering both what executives say and how they say it is vital to building credibility and trust. Mindful phrasing preserves openness, empathy, and authority, shaping how audiences receive and value leadership messages. With thoughtful preparation, every interview response becomes an opportunity to reinforce trust rather than risk it.
At Progressive Communications, we specialise in helping executives transform media interviews from potential risks into strategic opportunities. Our media training identifies risky language, cultivates authentic delivery, and prepares spokespeople for even the toughest questions. To explore how we can support your team, get in touch with us at hello@progressive-comms.com.