1. Pause before answering each question. Reasons:
A. Gives you opportunity to marshall thoughts for crisp responses.
B. Gives audience perception you are controlled, thoughtful, not shooting from the hip, or talking without first thinking.
C. Provides consistent pause after each question so that the audience will not be able to tell the difference between tough and easy questions (hostile members of the audience will dwell on subjects that seem to send you reeling.)
2. Address your answer to questioner directly. Alternatively, begin with the questioner, then include the others in the room, and finish answer with the questioner.
3. Listen very carefully to each question. If question is a long one, jot down notes.
4. Watch for:
(a.) Presumptive questions not based on fact.
(b.) "Loaded" questions laced with inflammatory or prejudicial adverbs and adjectives.
(c.) Questions that are in reality several questions lumped together.
5. If you do not know an answer, say so. But tell your questioner that you will be happy to find the answer and have someone get back to him, or her. Offer to take their name and address immediately after the Q & A session.
6. As a matter of courtesy and if necessary repeat any inaudible question so that everyone in the room can hear it.
7. Never say "no comment". Instead tell your questioner that company policy, or lawyers, or competitive restrictions or whatever, don't allow you to answer that particular question. If appropriate, say what you can on the subject.
8. Go into each Q & A session prepared to make 2 or 3 key points, by being prepared.
9. "Bridge" to those key points or to the positive aspects of any response whenever you have the opportunity. Try to end each answer on the upbeat.
10. Do not over-answer. As in notes presentations be as crisp and brief as you reasonably can. By over-answering you run the risk of saying something you would later wish you had not said.
11. Resist the temptation to load your response with corporatese language. If you are in a business setting with associates, tone down the buzz words if you can't eliminate them. If a buzz word is in wide use within your circle, and says quickly and clearly what you are trying to say, then use it.
12. In response to an extremely tough question, say something like, "That's too complicated for a brief answer - I'd appreciate more time to answer that question personally for you at the end of the event."
13. Don't respond to the same question twice even if it is worded somewhat differently.
14. Don't prolong the Q & A session.
15. If a question is patently outrageous ("Do you beat your wife?.") politely tell the questioner, his or her question doesn't deserve a serious answer, or simply take another question.
16. Accept Questions from the back of the room as well as from the front.
17. Tape radio and TV interviews and important events. This is particularly helpful when you are speaking to newsmen or handling a particularly sensitive legal issue.