Why You Should Never Bag Your Competition in a Media Interview

When a journalist asks about your competitors, it can feel like a chance to score points. It’s tempting to point out where they fall short, or to have a little dig to show you’re the better choice. In nearly 40 years of asking the questions, I’ve watched plenty of business owners take that bait. It almost always backfires. The audience doesn’t hear “we’re better”. They hear someone being negative, and that’s what sticks.

There’s a simple reason for this. Bagging the opposition makes the story about them, not you. You’ve handed a rival free airtime, and your own message gets lost. It can also make you look insecure, as if you can’t win on your own merits. And once it’s said on air or in print, it’s out there for good. It can be clipped, shared and replayed long after you’ve forgotten the interview.

The better approach is to acknowledge the competition and then bring it straight back to your strengths. Try something like: “There are some good operators in our industry, and competition keeps us all sharp. What our customers tell us they value about us is…” That answer comes across as confident and generous, and it keeps the spotlight on your business. Watch the video to see the difference, and if you’ve got an interview coming up, get in touch about media training so you go in prepared.

Quick tips when you’re asked about your competitors:

• Never name or criticise a rival on air
• Acknowledge the competition briefly and respectfully
• Bring the answer back to your strengths within one sentence
• Talk about what your customers value, not what others get wrong
• Assume every comment will be clipped and shared