Don’t show your briefs, Jeremy! The Health Secretary’s recent gaffe highlights the importance of preparing briefing documents but not sharing them with the world!
What is it with Government ministers and briefing papers?
Why is it on the (often short) walk between Number 10 and ministerial car, or Government department and meeting venue, they let the content of papers – regularly carried unprotected under the arm – become visible to all and sundry?
Especially when the ‘sundry’ concerned is press photographers with long-range lenses, easily capable of picking up the contents of A4 sheets of paper with words in a standard 12-font.
The latest in a long line of MPs to allow this to happen was Health Secretary Jeremy Hunt, who was snapped earlier this week holding notes he and his team had prepared on Brexit. One italicized line, in particular, stood out: ‘Hard Brexit means people fleeing UK’. Whilst Jeremy Hunt campaigned to remain in the European Union, it’s hard to believe that this was his own view – particularly as leaving the single market and customs union is official Government policy.
Preparation is good
I am going to make a small leap here but I am pretty sure this was a briefing document containing examples of criticism or tough questions Hunt might hear from opponents in the Chamber of Commons. What is written underneath will be his prepared response – what we at The Media Coach call ‘reactive lines.’
These are an essential for Ministers but also an important part of planning for a media interview. They ensure the interviewee is fully prepared for the type of difficult questions, which he or she might be asked, and will have practiced answering them when it comes to the interview itself.
It is not just about the questions
Of course, as highlighted earlier in Lindsay’s blog – your focus in a media interview should not be solely on questions you expect the media to ask. Such an approach leaves you on the back-foot, only ever responding to the enquirer, rather than proactively making statements reflecting the point of view that you are trying to get across. Anyway, the truth is that no amount of preparation can guarantee to predict every possible stance the media may choose to take – from the unintentionally irrelevant to the unexpectedly left-field.
Helping spokespeople and their PR teams craft the ‘reactive lines’ and stress test them is very much part of what we do in any event-focussed media training. It is usually a lot easier than people realise and there are many tried and tested formulas for answers to tricky questions.
In short, Q&A documents have their place. Indeed, they are an essential part of an effective media strategy. However, preparing messages and knowing how to land them is even more important. But don’t let the written evidence of your preparations go on show to the outside world.
Here are a couple of relevant links for further reading
Another take on how to write key messages (but our message house system is much more comprehensive than this!)
- 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
- The dangers of sizzle without evidence - May 21, 2014