Getting the tone right can be far from easy in a media interview. You need to sound in control, but also demonstrate the right emotion for the occasion. I wrote last week about how Prince Harry and Meghan delivered a happy but not schmaltzy interview on their engagement whilst apparently effortlessly avoiding a lot of potential pitfalls.
Husband of Iran prisoner gets the tone right
Another man who gets it right in much less happy circumstances is Richard Ratcliffe. An accountant from Hampstead thrust into the media spotlight when his Iranian born wife, Nazanin Zaghari-Ratcliffe, was imprisoned in Iran, and his young daughter who, despite her British passport, has not been returned to him but is instead with her grandparents in Iran.
Not much is written to my knowledge about Richard Ratcliffe but nothing that is written suggests he is someone with any understanding of the media (besides living in Hampstead which might mean there are some invisible guiding hands amongst his neighbours).
He is never angry, never over-claims but just calmly and sadly states and restates the facts and the argument.
The latest development as reported here in the Independent is that following Foreign Secretary Boris Johnson’s visit to Tehran, a court case expected to be held in Iran on Sunday and likely to extend Nazanin’s sentence, has been postponed. It’s a small bit of positive news in very sad story. And Ratcliffe was interviewed on Sky news, from his sitting room to put the human face on the latest development.
Here is an interview from Channel 4 news a month ago. It took place just after the Boris Johnson ‘gaffe’ when he mistakenly said that Nazanin had been training journalists – and his subsequent quasi-retraction. It was a mistake that undermined the whole family defence which was that Ratcliffe’s wife was simple on holiday when she was arrested. Many people would have been raging but Ratcliffe just looked and sounded sad but did his best to be positive.
Media Training tips for managing tone
Often the important point in managing the tone is to think first what the tone should be. A strategic approach to interviews will always give you a better outcome.
Media Training tips for managing high emotion
I have actually media trained several people who have become media spokespeople for all the wrong reasons. The father of a girl who died in controversial circumstances, a man with terminal cancer who was campaigning for change in some laws etc. The challenge in these cases is to manage the narrative to avoid the emotional bits that will trigger a breakdown. Bluntly, looking sad is one thing but sobbing on air is uncomfortable and distressing for everyone. The trick is to isolate the bits that people can’t talk about and have an alternative track that will distract from that bit of the story. Of course the journalists and probably the audience want to hear the personal story so it is a fine balancing act. At least broadcast journalists are not insensitive to the problem of too much emotion and in these circumstances, they are not looking to make life difficult for the interviewee. And thank goodness the BBC at least has banned the question ‘How do you feel…’.
Of course, those spokespeople, like Richard Ratcliffe, put themselves through the media ordeal because they think something important is at stake, and at the end of the day there is nothing like media exposure to get things done. Let’s hope in the case of Nazanin Zaghari-Ratcliffe all the media attention will pay off.
- Oxfam Crisis notes - February 14, 2018
- Senior leaders – get media trained before you need it - January 11, 2018
- Latte-levy is my phrase of the week! - January 8, 2018
- Media training: Getting the tone right - December 11, 2017
- Royal Interview – nicely done - December 4, 2017
- PR and the role of the enemy - November 14, 2017
- So easy to misspeak: case study from Michael Gove - October 30, 2017
- Dull presentations are endemic but can be avoided - October 3, 2017
- The hypocrisy of Blair: PR lessons from a reviled politician - September 12, 2017
- Media Interviews: The Hardest Questions - September 4, 2017