1. Pause and think before you reply

Even if you already know what you are going to say it suggests that you respect the questioner and will also reduce the chances of unhelpful conflict.

2. For all but the simplest questions

Repeat the main points to show that you have heard and to make sure that you are dealing with the questioner’s real concerns.

3. Give the most direct answer that you can in the opening sentence

We are so used to watching politicians dodge the issue that we rarely start an answer with ‘yes’, ‘no’ or ‘by 23 October’ even when this is exactly the point we want to make. 

4. Use stories or anecdotes to illustrate your answer
 
As they will give colour although make sure that you explain why they are relevant.

5. Before you finish, repeat your one line answer

Research suggests that people are more likely to remember the first and last things that they hear (this is called the ‘primacy and recency effect’).

6. Before moving on

Check that your questioner believes that their question has been answered - this gives you another chance if you’ve missed the main issue.

7. If the question is unclear

Try to build it into something challenging. In order to make the questioner more sympathetic you want to make them seem cleverer than they are.

8. Make eye contact

When the questioner is speaking and at the beginning and end of your answer but not the whole way through, especially if there is an audience who will want to feel that you are talking to them as well.

9. Think about all the tricky questions that you might be asked beforehand and prepare answers

Try these out on a colleague or at least say them out loud – you will quickly spot what sounds impressive and what does not.