Communication, Media Training, Skills

In a media interview, what should I say if I don’t know the answer?

Posted on by Luke Waters

It’s one of the most common fears expressed in our media training sessions:

“What if I’m asked a question in an interview and I simply don’t know the answer?”

The worry is understandable. Spokespeople are expected to appear confident, knowledgeable, and authoritative. But here’s the truth: you don’t need to know everything, and pretending you do is one of the biggest mistakes you can make.

So what should you say if you don’t know the answer?

Sometimes, the most powerful response comes down to three words:

“I don’t know.”

Why saying “I Don’t Know” works in media interviews

Handled properly, admitting you don’t know something can actually build credibility. Audiences appreciate honesty more than a poorly delivered guess. The danger isn’t the question itself, it’s the temptation to wing it.

A confident, clear “I don’t know” (followed by a transition back to your key message) demonstrates control, authenticity, and professionalism.

Practical variations you can use to say “I don’t know”

Of course, you don’t need to stop at those three words. Here are some spokesperson-approved variations that acknowledge the gap but keep the focus on your prepared messages:

  • “I don’t have that specific detail, but I’d be happy to provide it afterwards. What I can say now is … [key message].”
  • “That’s not the way we’ve approached this issue. What we are focusing on is … [key message].”
  • “I’d need to refer to another part of the organisation for that detail. What’s important here is … [key message].”
  • “I can see why that question is being asked, but it’s not something we’ve looked at directly. What I can share is … [key message].”

And sometimes, if appropriate, simply: “I don’t know”, before bridging to your prepared message.

Avoid overthinking the media interview question

Not every difficult moment comes from a calculating journalist looking for a “gotcha” quote. Sometimes, it’s an inexperienced or rushed journalist who asks something off-topic or outside scope.

The solution? Don’t overthink the question. Focus on your response structure, not the journalist’s agenda. Acknowledging what you don’t know and pivoting back to your prepared narrative keeps you in control.

Why spokespeople need to practise this skill

Knowing what to say is only half the battle. Knowing how to say it; tone, pace, body language, confidence, is what makes the difference in front of cameras or a live audience.

That’s why this technique is a key focus of Media Spokesperson Training. In realistic interview simulations, leaders practise:

Honesty builds trust

Audiences don’t expect you to know every number, detail, or fact on the spot. What they value is a spokesperson who is credible, authentic, and accountable.

Trying to bluff your way through an answer is far riskier than admitting you don’t know. With the right training, “I don’t know” becomes a powerful tool for trust, not a weakness.

Train for the questions you can’t answer

Every spokesperson will eventually face a question they don’t have the answer to. The difference between reputational damage and reputational strength lies in how they handle that moment.

Saltwater Media offers media spokesperson training and crisis communication training tailored to your industry and organisation. Sessions are delivered one-on-one or with small teams, led by a former journalist who understands the real-world dynamics of the media.

Don’t chance it with generic online courses. Invest in practical training that prepares your leaders for the tough questions and the uncertain moments.

About Luke Waters

Luke Waters is a communications consultant, media trainer, and former journalist with extensive experience preparing spokespeople for press conferences, live broadcasts, and high-stakes media interviews. He has completed specialist training in Crisis Communications at the University of Technology Sydney and holds a Certificate in Leadership and Strategy in Stakeholder Engagement from the Australian Institute of Management.

Luke combines his newsroom background with structured, practical training frameworks to help leaders and organisations deliver credible, confident, and resilient communication under the spotlight. His programs are tailored to each organisation’s needs and include:

For a confidential, obligation-free discussion about your organisation’s training needs, contact us.