On Cue with Kafui DEY: Media interviews: Repeating talking points until viewers tune out

There’s a moment in interviews when you start losing your audience, and you probably don’t even notice it.

The presenter asks a question. You give an answer. Then the next question comes and somehow, your response sounds exactly the same. Different question. Same line.

By the third repetition, viewers can predict what you’re going to say before you even say it. And when they start predicting your answers, they start losing interest.

This habit of repeating talking points is one of the most common mistakes I see leaders make whether they are politicians, CEOs or spokespersons.

And I get it. Many of you are trained to do exactly that. Communication advisers tell you to stick to key messages no matter what questions arise. The intention is good: stay on message, avoid risky detours.

But here’s the problem. When discipline becomes robotic repetition, you lose credibility. Audiences aren’t fooled. They can tell when you’re dodging questions or recycling lines. Instead of looking focused, you come across as evasive.

I remember interviewing a spokesman respond to four completely different questions about rising customer complaints using exactly the same line: “We are committed to ongoing improvements for our customers.” By the end, viewers were joking online that he had memorized only one sentence.

The company might have been making real progress. But nobody heard it.

Repeating yourself also drains energy from the conversation. Interviews are meant to move forward. When your answers circle back to the same script, the exchange feels flat, predictable, forgettable.

Even worse, journalists sense repetition. They push harder. Follow-up questions become sharper. And suddenly, you’re in a tense back-and-forth that you could have avoided. Ironically, the tactic you thought would maintain control ends up undermining it.

So how do you fix this?

You don’t abandon talking points entirely. You still need core messages. But you must be flexible. Think of your talking points as guideposts, not prison walls.

If someone asks about profits, talk about profits. If they ask about customer complaints, speak to customer experience. Then, if it fits naturally, connect back to your broader message. Keep it relevant. Keep it fresh.

Stories are your friend. Instead of repeating slogans, give examples. Show what changes people will notice. Explain how your policies or products affect daily life. Stories stick where recycled phrases fade.

Listen carefully. Answer directly. Adapt your words to the question. Your audience wants to feel heard, not read a press release.

Here’s a simple test: imagine watching your interview at home. Would you stay engaged, or would you reach for the remote?

Remember, interviews are conversations, not speeches. If your answers sound memorized, people tune out. If they sound human, spontaneous and responsive, you keep their attention.

Next time you step in front of a mic, know your key messages, yes, but leave room to actually respond to the questions. Stop repeating. Start connecting.

Because in media, attention is everything. Lose it, and even your best points vanish. Keep it human. Keep it clear. And your audience will listen.

Find Kafui Dey on LinkedIN

The post On Cue with Kafui DEY: Media interviews: Repeating talking points until viewers tune out appeared first on The Business & Financial Times.

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