On Cue with Kafui DEY: Media interviews: Cracking jokes when the topic isn’t funny

You’re in front of a camera. The lights are on. The microphone is live. And the interviewer asks a serious question:

“Why has the electricity outage lasted three days?”

And then, in a moment that feels like it’ll lighten the mood, you crack a joke.

“Ah, well, maybe the power wanted a long weekend too!”

Cue awkward silence. Cue raised eyebrows. Cue viewers thinking, Really? Is this supposed to be funny?

This is one of the most common mistakes leaders, CEOs, ministers, and public figures make on air: trying to be witty when the topic demands seriousness. And while humour can be powerful, misplaced humour can make you look unprofessional, insensitive, or downright out of touch.

The instinct is understandable. You want to appear relaxed. Approachable. Human. But some topics such as crises, mistakes, public frustration and serious policy issues don’t reward attempts at levity. They amplify missteps instead.

I’ve watched it happen countless times. A government official joked about delayed hospital equipment deliveries. A CEO quipped about layoffs in a press briefing. In both cases, social media clipped the joke, headlines mocked it, and credibility took a hit. The audience wasn’t laughing. They were frustrated and rightly so.

Why do we do this to ourselves?

Nerves, mostly. When a question feels uncomfortable, your first reaction is to defuse tension. Humour seems like a shortcut. It’s a way to lighten a serious moment while avoiding the stress of a direct answer.

But here’s the irony: humour rarely works when you’re trying to hide discomfort. Audiences can sense it. They notice when the joke masks avoidance. And suddenly, instead of being charming, you’re deflecting.

So what should you do instead?

First, pause. Take a breath. You don’t need to fill every silence with humour. Two seconds of calm gives you control and lets your audience know you’re thinking.

Second, answer the question directly. Even if the topic is uncomfortable, clarity is more persuasive than wit. A measured, honest response shows authority and empathy.

Third, reserve humour for the right moment. Humour works when it’s relevant, well-timed, and respectful of the audience’s feelings. It’s not a tool to dodge accountability or distract from a serious issue.

For example, instead of joking about electricity outages, you might say:

“We understand the frustration. Teams are working around the clock to restore power safely. Here’s what residents can expect in the next 24 hours.”

Notice the difference? You acknowledge the problem. You show action. You remain human. And you avoid looking flippant.

Another tip: if you feel compelled to lighten the mood, make sure it’s self-deprecating rather than at the expense of those affected. Self-deprecating humor signals humility and approachability without undermining credibility.

Remember: audiences respect honesty and responsibility far more than attempts at comedy. They want leaders who can communicate calmly and clearly during serious issues.

The next time you’re tempted to crack a joke during a serious interview, stop. Ask yourself: Is this funny to my audience, or just me? If it’s only funny to you, don’t say it.

Your credibility is worth more than a laugh that won’t land.

Because in media, humour is a tool. Used poorly, it cuts against you. Used wisely, it connects.

Master the timing, master the topic and your audience will listen. Get it wrong, and they’ll remember the joke, not your solution.

And when they remember your solution, you’re remembered for all the right reasons.

Find Kafui Dey on LinkedIn

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