Not answering the question in a media interview is never a good idea and can always be spotted a mile off.
Delegates arriving through the doors of The Media Coach are sometimes under the impression that we are there to teach them how to avoid answering questions they find difficult or awkward to answer.
The truth is that our sessions help them understand how to address questions during media interviews in such a way that both interviewer and audience are satisfied that they have understood the question, and have dealt with it appropriately.
Done well, it’s highly effective; done badly, it stands out like a sore thumb.
Not answering the question: Theresa May
Cue this week’s research by the University of York, which indicates that Theresa May is the ‘most evasive’ of recent leaders of the Conservative Party.
The academics involved studied how she dealt with MPs’ questions and media interviews, comparing her responses to the past three Tory predecessors in Number 10 Downing Street – David Cameron, John Major and Margaret Thatcher.
They found that in two broadcast interviews after she became Prime Minister in 2016 and four during the 2017 general election campaign, Mrs May answered only 27% of the questions put to her. By contrast, David Cameron answered 34% of questions in the 2015 poll, while both John Major in 1992 and Margaret Thatcher in 1987 answered 39%.
The researchers identified techniques which included ignoring awkward questions without acknowledging that a question has been asked, as well as responding to her own modified versions of questions, rather than the version that was actually posed. The research made the front page of the Telegraph Newspaper.
As it happens my colleague Lindsay Williams made this observation when Theresa May first became Prime Minister. Lindsay wrote this blog in September 2016.
Little wonder the Prime Minister has been nicknamed “the Maybot” by many commentators during her failed general election campaign in 2017, even admitting, ‘People used the term “robotic” about me… I don’t think I’m in the least robotic’ (there’s also a lesson here about not repeating negative words or phrases in responses – but that’s for another blog).
Media interview techniques
To be clear – being trained in media interview technique is not about not answering the question. Instead, we teach an approach that allows interviewees to address questions in a way that convincingly persuades all of those listening that they are being dealt with in an open and honest manner.
It’s a learnt skill, often counter-intuitive in its method, and there are dozens of tricks and traps in the interviewer’s armoury which are craftily designed to prevent you from carrying it out effectively.
But then, that’s what our sessions are for.
We’ll give you the skills you need, lay bare the techniques media interviewers use and provide you with plenty of practice to deal with them.
Of course, the alternative is to take the politician’s approach – which is to openly not answer the question. The trouble is, that method gets spotted.
Not only by university researchers, not only by journalists but by members of the public too.
Theresa May from Wikimedia Commons
Telegraph article by Christopher Hope
- Not answering the question is not the way to do it - May 2, 2019
- Crisis management: that’s the way to do it! - February 22, 2018
- Crisis Media Interviews: Face the music – but sing from the right song sheet - January 24, 2018
- Political gaffes: Don’t show your briefs - July 6, 2017
- Crisis Comms: How to say sorry - April 13, 2017
- Media Training basics: don’t shoot the messenger - December 5, 2016
- Media training basic: don’t storm out - September 12, 2016
- Remember to get the basics right - February 2, 2016
- Farage reminds us the ‘frame’ of an argument is crucial - October 27, 2015
- Know your numbers - February 24, 2015