Every CEO will face a difficult question. From media, investors, board members, employees or even the public. The issue isn’t the question – it’s how you respond.

The Comms Gurus train leaders to handle tough moments with poise, power and precision. Because here’s the truth: the question isn’t always fair, but your answer always reflects on you.

What Makes a Question “Difficult”?


It’s not just about controversy or confrontation. Difficult questions can:

• Challenge your integrity or values
• Put you on the back foot with limited information
• Expose gaps in strategy or accountability
• Come at the wrong time, in the wrong tone, in the full glare of the public

And in many cases, it’s not the content of the question that’s damaging – it’s the reaction it provokes.

What CEOs Get Wrong


Getting defensive

The moment you push back with emotion, you’ve lost the tone. Defensive behaviour reads as guilt – even when you’ve done nothing wrong.

Rambling or overexplaining

Filling the silence doesn’t protect you. Long-winded answers create opportunities for misquotes, contradictions, and confusion.

Dodging the question

Audiences can smell evasion. They’ll lose trust – and the media will double down.

Reacting before thinking

Speed isn't strength. A rushed response can say more about your fear than your leadership.

What to Do Instead


Stay composed.

Start with a pause. Breathe. Let the question land before responding.

Acknowledge, then bridge.

Respect the question. Acknowledge it plainly, then guide the conversation toward your core message. This is called “bridging,” and it’s a critical media training skill.

Stick to your structure.

Have a messaging framework in mind:
1. Acknowledge
2. Short, clear response
3. Reinforce a key message
4. Stop talking

Be honest – but strategic.
You don’t need to share everything. But you do need to be truthful. Say what you can say clearly. Don’t speculate, and don’t mislead.

Practice under pressure.
It’s not enough to prepare content. You have to prepare yourself. That’s what we do. We simulate the pressure, so you’re ready when it’s real.

A Note on Crisis Scenarios

In high-stakes or crisis situations, how you answer can shape public perception for years.

Sometimes the best answer is:

“That’s something we’re still working through. What I can tell you today is…”

Other times, you need to take a firm stance.

“We understand this is sensitive, but here’s where we stand, and here’s why.”

There’s no one-size-fits-all script – but there is a strategy. Get in touch.