You’d think that being the chairman of a high-profile group campaigning for Britain to stay in Europe would at least require you to remember the name of the organisation concerned.
But as Lord Rose, chairman of the ‘Britain Stronger in Europe’ group discovered in an interview with Sky News, even such obvious details can slip from the mind in the heat of the moment.
“I’m Stuart Rose and I’m the chairman of Ocado,” he started telling political editor Faisal Islam before realising that whilst true, that role was not relevant to the interview that was about to follow.
“Sorry – chairman Stay in Britain… Better in Britain campaign,” he stuttered, before trying to clear the decks with “Right, start again!”
Sadly, the next two versions were no better.
“I’m Stuart Rose and I’m the chairman of the Better in Britain campaign…er… Better Stay in Britain campaign.”
Four attempts, none of them correct. Not only embarrassing, but also a mistake which went onto overshadow his key message – the claim that the EU brings in an additional £670,000 a year for the average British business importing or exporting goods within the union. Very few of the media reports which followed that interview made mention of his key statistic, and chose to highlight his opening errors instead.
A mistake like that matters. If the chairman of an organisation can’t remember what it’s called, why should anybody else? And with a plethora of different pressure groups campaigning variously to stay in or leave the European Union, yours needs to stand out.
So how can you make sure you don’t forget something so fundamental?
The key is good old-fashioned practice. As well as going through possible interview scenarios in advance, something called ‘tongue-memory’ comes into play, making it easier to remember those words and phrases which have actually been uttered out loud beforehand.
You should also seize any useful mnemonics available out there. The more unusual, the better – and as far as Lord Rose was concerned, he had already been offered a helping hand by his rivals.
Eurosceptic campaigners positively enjoy referring to the ‘Britain Stronger in Europe’ group as ‘BSE’ for short – the unfortunate acronym also standing for Bovine spongiform encephalopathy, or mad cow disease, which led to the EU banning British beef in the 1990s.
All he had to do was take their acronym on board, and use it to spell out the correct order of the letters beginning the words in his group’s name.
Simple, dramatic and effective – and even more powerful because it uses an intended insult from the very people opposing you, to help you on your way.
- 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