Abercrombie & Fitch has been the go-to brand for many young Americans. But a single interview by CEO Mike Jeffries put the entire company under fire. In an interview with Salon Magazine, Jeffries said, âCandidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people donât belong [in our clothes], and they canât belong. Are we exclusionary? Absolutely.â
Now I donât know about you, but I find this type of attitude repulsive - and most Americans agree. Numerous protests sprung up around the country as this interview circulated, bringing negative scrutiny to the retail giant. Further revelations that the company purposefully refuses to manufacture clothing for larger consumers have only fueled the firestorm.
While thereâs nothing wrong with target marketing from a business perspective, it was Jeffriesâ attitude and the companyâs policies that struck dissonant chords with consumers. Since CEOs and brand representatives are spending more time with the press and monitoring public relations, itâs crucial to revisit some very applicable interview techniques. By understanding these principles, youâll be able to avoid a major gaffe like A&F CEO Mike Jeffries.
Keeping it Short
In the digital age, short-form content rules - and this applies to interviews as well. If you think about sound bites you hear in the press or read on line, theyâre just a few sentences long - or a few words. The more you speak, the more convoluted your answers can become and the higher the risk for a public gaffe.
Use your words wisely, not freely.
Knowing Your Boundaries
Just because youâre the CEO or some other executive management employee, it doesnât mean that you know everything there is to know about the company. Donât just âcome up with an answerâ so you have something to say. Sometimes a simple âNo commentâ or âI donât knowâ is the most effective answer.
Answering for the sake of having an answer is how many brands (and politicians) get in trouble.
Responding to Questions
This might seem like a given, but many people react to questions instead of responding to them. Not all reporters will be friendly - some lack personality or are outright hostile.
If you donât agree with the way a reporter handles a question or how the interview is advancing, keep your focus on answering the questions instead of overreacting. Sometimes reporters are just trying to push buttons.
Remembering Your Audience
While you might be speaking one-on-one with an interviewer, keep in mind that this will be eventually broadcast to a much larger audience.
Your answers should always be given with that in mind.
Taking Your Time
Filmed interviews will be edited and readers of a printed interview will never know that you took your time. If thereâs a complex question, donât be afraid to think for a moment before spouting off an answer. Remember, sometimes the interviewee, not the interviewer, digs the grave.
By consciously thinking through your answers, youâll avoid setting yourself up for a contradiction.
The next time you grant an interview, be sure to keep these tactics in mind for an enjoyable and interesting conversation.
Model Photo via Shutterstock