On Cue with Kafui Dey: Ace Tough TV Questions Calmly

Preparing for the Spotlight: How to Handle Tough Questions on Live TV

Imagine being seated under bright studio lights in a bustling city like Accra, Nairobi, or Lagos. The host, with a warm smile, leans in and asks, “So, sir, how exactly did your company lose $5 million last quarter?” Suddenly, your mouth feels dry, your suit seems too tight, and you can almost hear your ancestors whispering, “Don’t disgrace us on DSTV.”

But don’t panic. Tough questions on live TV are not the end of the world. In fact, if handled well, they can become the highlight of your career. Here’s how to answer without looking like you just ran the Comrades Marathon in a three-piece suit.

Breathe Before You Speak

When a tricky question lands, many executives rush to answer as if there’s a countdown clock over their heads. That’s how mistakes happen. Take a breath. A pause shows you are thoughtful, not clueless. Even two seconds of silence can make you look like a strategist, not a deer caught in the CNN headlights.

In many parts of Africa, people have different ways of saying the same thing. In Ghana, it’s “cool your heart.” In Nigeria, it’s “calm down.” In Kenya, it’s “pole, relax.” The message is clear—steady yourself before opening your mouth.

Reframe the Question

Journalists sometimes throw curveballs. Don’t just swing blindly—redirect. For example:

Host: “Isn’t it true your company is failing?”

You: “What’s true is that every business faces challenges, but here’s what we’re doing to come out stronger.”

See the difference? You’re not dodging—you’re steering. The question becomes a runway for your message.

Speak Human, Not Robot

A tough question often tempts leaders to hide behind jargon. Instead of saying, “Our fiscal trajectory reflects a paradigm of vertical integration,” try, “We’ve had challenges, but we’re fixing them step by step.” People at home don’t want to decode your MBA thesis. They want clarity. Speak like you’re explaining it to your auntie in Kumasi or your uncle in Kampala.

Control Your Body Language

Your words are important, but your body might be telling a different story. Nervous leg shaking, darting eyes, fake smiles—viewers see it all. Instead, sit tall, look at the interviewer, and use small hand gestures for emphasis. And please—don’t sip water after every sentence. You’re on TV, not playing musical chairs with a bottle.

Don’t Attack the Journalist

Yes, the question might sting. Yes, you might feel targeted. But arguing with the host on live TV is like fighting your in-law at a wedding—everyone will remember, and you will lose. Stay respectful. Answer firmly, but don’t get personal. If the question is unfair, correct it with facts, not fire.

Have Your Key Message Ready

No matter how spicy the question, always come back to what you want to say. Politicians are masters of this—sometimes too much. Your job is balance: acknowledge the question, then pivot to your main point. If you leave viewers with one clear idea, you’ve won.

Practice Before the Spotlight

You wouldn’t play in the AFCON final without training. Why go on live TV without rehearsing? Get a colleague to throw tough questions at you. Practice concise, confident responses. Watch yourself on video (yes, it’s painful, but it works). When the real interview comes, you’ll be ready.

Final Word

Answering tough questions on live TV isn’t about being perfect—it’s about being calm, clear, and credible. So, next time the journalist leans in with a question designed to make you sweat, smile and think: “Ah, this is my chance to shine.” Because here’s the secret: viewers don’t remember the question. They remember how you handled it.

Stay cool. Stay human. And remember—you’re not just answering for the host. You’re answering for Africa.