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The PM’s Media Silence: Strategy or Farce?

February 26, 2020/0 Comments/in Blog /by Lindsay Williams

The Prime Minister has been absent from the airwaves for a number of days. He has not been seen in wellies at the site of major flooding and he has not made any announcements personally about COVID 19 or Coronavirus. The Guardian for one thinks Boris is neglecting the nation.

The PM’s media silence

I am not in the Westminster bubble, but I can have a good guess why the Prime Minister has not been seen. However, the more interesting question for me and anyone involved in PR is: is this a damaging strategy or will it pay dividends?

Why might Boris Johnson have gone quiet?

Apparently there is a rumour that the PM’s girlfriend, Carrie Symonds, gave him a black eye which is why he is laying low! In the absence of evidence, I will dismiss this. On this occasion, I suspect strategy, not farce.

A more likely explanation is that the Prime Minister is busy doing things he gives a higher priority to. The first hundred days is considered to be the most crucial for setting an administration on a path for success. (Here is a good explanation of this idea from the Harvard Business Review.) It is a time when everything is new, when people expect change and when the momentum and enthusiasm from an election win can help get things done. It is difficult for those of us not in government to understand just how difficult it is to get things done. (I will recommend again Michael Barber’s book How to Run a Government – a very good read on this exact point).

Boris may just be determined not to get distracted by events.

Absence makes the heart grow fonder

There may also be some design behind the media purdah, based loosely on ‘absence makes the heart grow fonder, and screw-ups a lot less likely’. Leaders should be strategic in terms of when to make themselves available and when not to. Particularly, as every media outing carries an element of risk. It is certainly true that if Boris Johnson was spending every morning in a TV studio the press would be complaining that he was still campaigning and not paying attention to running the country. Whether the judgement to leave the sympathy and concern for flood victims to George Eustice, and the public pronouncements on a probable pandemic to Matt Hancock, is the right one – only time will tell. At this stage, there is no election to lose. And in five years time he will be judged on many other things.

There is a lesson in this for lesser mortals. That is: it is worth asking if it is in your interests to do all media interviews offered? Can you do too many? I believe, in some cases, too much media attention can work against you. Once you get good at doing media interviews, even as a commentator, you can get a lot of requests. If you say yes to them all you can get a reputation as a ‘rent a mouth’. Someone with an opinion on everything. This can quickly count against you with journalists, devaluing you as an expert commentator. How much is too much is, of course, a finely balanced judgement.

Another related point is that media outings need a bit of time and preparation. If you are doing too many, on too many unrelated subjects you won’t have time to prepare and you will make a mistake or misspeak. We have blogged here about how easy it is to misspeak.

A third reason for turning down a media interview as a leader is to let someone else do it. This can be a chance to let someone else in the team shine. But there is a flip side: if you delegate the media spotlight you can always sack the underling if it goes horribly wrong. I remember the poor Head of Operations at BA being made to do a public statement after the opening of Heathrow Terminal 5 went horribly wrong. He was ‘let go’ shortly afterwards. The CEO of BA who had been around to cut the ribbon early in the day was nowhere to be found once the bags started piling up.

If you need help preparing for a media interview or a media event give us a call +44 (0)20 7099 2212.

Image of Boris Johnson from Flickr- cc Arno Mikkor (EU2017EE)

The rise and rise of informality

September 4, 2019/2 Comments/in Blog /by Lindsay Williams

Informality is taking over the world or at least that is my perception. If I Google this I find very few articles which makes me a little nervous about my own judgement but I have been mulling this for several months. Boris Johnson, Donald Trump, Nigel Farage and other successful political figures (love them or hate them), connect with their audience in part because they are seen as ‘one of us’.

Speakers connect to audiences by appearing to be ‘one of us’

All speakers want to connect with their audience and there are many ways to do this. But increasingly younger generations – and voters – are disrespectful of anyone who seems to set themselves apart. And they connect with people who are informal.

What do I mean by informal? Well here is a very short clip from Boris Johnson this week (3rd September). He is standing on the steps of Number 10 and looking fairly prime ministerial. But in this 40 seconds we get the phrases – ‘pointless delay’, ‘no if’s, no but’s and ‘we will not accept any attempt to…scrub that referendum’. Shortly before this clip starts he also said ‘I promised we would not hang about’.

In this case, it is the words that are informal but in other cases, it is the style of delivery.

It’s not just the words that can be informal

In this recent clip, we have a ‘fireside chat’ with our PM in the middle of a party!

Despite the fact that Boris occasionally includes obtuse references to the Classics (as mentioned in this blog) – he doesn’t behave as Theresa May, Gordon Brown, David Cameron or other Prime Ministers have done. And I think there are lessons to be learnt from this.

What is the place for informality business leadership?

In both presentation and media training, I am often urging people to be less formal. Some are formal in their choice of language – many of you will have heard me urge people to ‘come down the language ladder’. By this I mean use everyday language, not business language. But there is good reason to do more than strip out the jargon.

Part of the current distrust and disrespect of power translates into distrust of people who sound like they have power. So my advice to clients is to err on the side of informality. Generally to be a little more informal than they think they should be. That’s if you want to connect to your audience, and if you want to lead your audience. The younger the audience the more informal the approach we recommend.

But a quick warning: this is not the same thing as trying to be hip! Authenticity is important and suddenly quoting a rapper (unless you are a genuine fan) or sporting a T-shirt with an anarchic saying, is not likely to win many plaudits.

If you would like help planning for a media interview or a presentation call us to discuss what we can offer, tel: +44 (0)20 7099 2212.

Public Speaking: Getting The Tone Right

July 30, 2019/0 Comments/in Blog /by Lindsay Williams

It’s summer, so I am taking a break from blogging. But if you haven’t seen this Minute with The Media Coach, where fellow trainer Eric Dixon and I discuss how to get the tone right – in either a media interview or a presentation – here it is.

Media Training Basics: On-Air Presence

July 9, 2019/0 Comments/in Blog /by Lindsay Williams

Media training basics include how to behave on-air so that your audience trusts you.

Whether you are a candidate to lead a party, a new prime minister or a business leader launching a product or vision, we think this requires three key things:

Warmth – because it is a good idea if the audience likes you
Authority – because it is an even better idea that it sounds as if you know what you are talking about.
Animation – because the studio and the microphone will ‘shrink’ you.
Most people have to be themselves plus 10% to come across well on-air. In this short video, previously shared on LinkedIn, fellow trainer Eric Dixon and I explain our thinking but disagree about how to explain this.

But if you don’t have these great attributes how do you acquire on-air presence?

Media Training Basics: Animation

Animation is perhaps the easiest attribute to acquire. The people who are naturally good on television are those that are larger than life and often rather hard work at dinner. This is not always true but people who seem quite normal on TV are often really big characters. An occasional interviewee doesn’t need to cultivate a whole new persona but just use a little more energy when speaking. Hand movement and head movement can be good so long as they not so noticeable that they are distracting.

Media Training Basics: Authority

Authority is more intangible. We know it when we see it but trying to cultivate it can be challenging. There are, though, some basics.

Don’t speak too fast. This is probably the most common way that people undermine their own authority.
On television make sure you are looking in the right place. This can be straight at the camera or at the interviewer depending on the set-up. But hold a steady gaze and don’t let your eyes flick up, down or sideways if you can help it.
Don’t use highfalutin language. We mention this every other week so do not need to labour the point here, but jargon and professional language does not make you sound clever; it makes you sound arrogant and out of touch. Be colloquial.
Consider a personal anecdote. People trust the opinions of those that have relevant personal experience. These need to be planned, rehearsed and above all short but they can really work.

Here are some other tips about being more authoritative in general. And here are some tips written especially for women in an article in Forbes, although most apply to men as well.

Having a coach to help you improve can make a big difference

Media Training Basics: Warmth

Warmth is perhaps the most elusive. Some people have it by the bucket-load even if they are not the most polished interviewee. It is worth a lot. If you don’t have it naturally on-air you can try the following things.

Try smiling more, particularly at the beginning or end of an interview. Even on radio, you can hear a smile.
Try to be less formal. Often people lack warmth because they think they are required to be very, very serious and correct.
A trick I have often used is to ask the interviewee to pretend they really like the interviewer. Of course, in reality, they probably hate the presenter and the process but if they can pretend or act ‘attraction’ or ‘affection’ it will come across. Clearly, this could be taken too far and it will be acting. When coaching people we find that once they hit the right tone – and then watch it back on video playback – they can usually find it again. With coaching, it will become their default on-air tone at which point it is ‘job done’.

Think about the tone as well as the words when preparing for an interview

Getting the tone right is half the battle and will compensate for other missteps in an interview. In the end ‘people buy people’ as the saying goes: so developing a good on-air presence is something worth working on.

Media Interviews You Just Can’t Win

June 3, 2019/0 Comments/in Blog /by Lindsay Williams

Media interviews you just can’t win present a particular challenge to non-commercial organisations. Generally, commercial organisations will simply not put anyone up for an interview if they feel their spokespeople may come off worse. But public bodies often feel they have to be available for interviews however difficult the subject matter.

In the last couple of weeks, I have worked with two completely unrelated clients who each have a particular issue with a group of almost professional objectors. Sadly, I can’t share the names or issues but for the sake of this blog I have come up with a parallel or metaphor. They both face the equivalent of arguing with a vegan!

A Strategic Approach to Interviews

Don’t try and sell a meat pie to a vegan!

I am personally very sympathetic to veganism and read and think about it a lot. However, I would not bother to argue with a vegan if I was selling a meat pie! My point is that nothing I said about the meat pie would in any way change the opinion of a vegan about the pie. Nor would it change the opinion of any other vegan who was watching or listening to the argument. However, vegans are in the minority, and while we may (or may not) respect their views, our target for selling the meat pie is everyone else.

Taking this back to my clients, in both cases they face a relatively small but noisy group of objectors who both brief journalists and turn up on panels, etc. And in my opinion, both organisations pay far too much attention to their detractors, planning point by point rebuttals for arguments they will never win.

Don’t Rebut Arguments Point by Point

In life in general, and certainly in a democracy, it is very important to have these discussions, to understand each other’s position, to tweak policy, etc. But there is a judgement to be made as to whether the ‘objectors’ are representing an argument you need to respond to.

In a radio interview, you are likely to have three minutes or less to make your argument.

If you have a three-minute radio interview it may not be worth challenging the oppositions’ arguments in detail. Better to spend the time, as much as possible, talking about your point of view (selling the pie).

What I have observed with clients is that the arguments of the professional opposition overly dominate the preparation for any public appearance. Just because a group of people are noisy and aggressive does not mean they have a strong case – and also does not mean any audience will assume they are right.

So, my advice if faced with this sort of opposition, is to keep your focus on your own argument.

My suggested strategy is slightly different in a print or web interview compared to a broadcast interview.

Make Sure the Audience Hears Your Argument

In a broadcast interview, you will have limited time to speak. So, plan a short statement, or several short lines, that explain your high-level response to the objector but be determined to get into the discussion the positive aspect of your argument. Do not concern yourself with intellectually rebutting every point the objector can raise – as I have said you are unlikely to convince anyone. What should matter is that your argument reaches the audience who are receptive to it.

Print Journalists are Looking for a Quote

In a print interview where the journalist has been briefed by the objectors, it is a different game. Firstly, understand the journalist is not necessarily on their side or yours. They are looking to test your arguments (or perhaps the other side’s arguments). But the nature of the game is that they can only write what you say. So, it is crucial not to allow yourself to be provoked into overly combative phrases or strongly worded rebuttals. One annoyed or irritated misspeak will make the headline. Remember an interview is not a debate. You are being asked to respond to a set of arguments ‘on the record’. Keep calm and keep rational. And don’t judge the subsequent piece on whether it agrees with you or not – instead judge it on whether your side of the argument is fairly represented.

Should you want more advice about handling tough interviews, I have previously written my top 10 tips for handling aggressive interviews in this blog post.

Of course, a good media trainer will rehearse you through the different types of interview you will face and ensure you can be confident about your argument and your response to the other side.

Photo credits:

Flickr – By Alpha – originally posted to Flickr as Steak and Onion Pie.
Flickr – US Department of State.

Managing Emotion in a Media Interview

January 14, 2019/0 Comments/in Blog /by Lindsay Williams

Managing emotion in a media interview can be a huge challenge.

Emotion on radio or television is considered good entertainment. Brutal but true. However, if you are a professional person, or you have an important point to make, your priority becomes not breaking down in public.

Andy Murray Breaks Down

Andy Murray gave a press conference just before the Australian Open last week, in which it was absolutely clear that he was struggling emotionally with both his continuing pain from injury and his decision to give up professional tennis. (The bit that makes even me cry in sympathy is at time code 4:45 minutes for about a minute.)

Having lived so long in the public spotlight Andy Murray is, perhaps, not uncomfortable sharing his pain, but most people would be.

So how do you cope?

Tips for Handling Emotion in Interviews

I have just a few tips:

Firstly, work with an adviser to work out what your trigger words or phrases or images are. I have worked with people who have lost children or husbands etc. who want to talk to the media (always about lessons to be learned) but don’t want to breakdown in public. It is usually certain phrases that trigger overwhelming emotion.

Once these trigger phrases are identified you can build a narrative or messages that avoid them. Knowing the trigger phrases is crucial to managing emotion in a media interview.

Rehearsal Acts as a Sort of Aversion Therapy

Secondly, rehearsal really helps. We always advocate rehearsing aloud for even a simple media interview. But for something of high emotion, it is critical. If you can tell the story several times the emotion triggered by that particular narrative decreases. It is something we all know from our life experience. It is a mild version of aversion therapy. Repeated exposure lessons the reaction, at least in most cases.

Brief the Journalist

Thirdly, if it is a radio or television interview tell the journalist what you don’t want to talk about, or tell someone else to do so in the briefing. Even the most aggressive journalist will play ball if you say: ‘I am alright so long as I don’t have to talk about the moment I identified the body’. In this sort of interview journalists and broadcasters will absolutely respect your wishes.

If you need help preparing for difficult interviews of any sort give us a call on +44 (0)20 7099 2212.

Preparing for a Media Interview: 5 Key Steps

August 20, 2018/1 Comment/in Blog /by Lindsay Williams

Preparing for a media interview is common sense but knowing exactly what and how to prepare is less clear to most people. Almost all of us are time poor; knowing exactly what to do in the one or two-hour window allocated for interview preparation is not so obvious.

Pre-flight Checklist

So here is our five-step pre-flight checklist. If you are lucky enough to have good comms professionals around you, this will be a joint venture – but it is not something that can be delegated.

Like a pilot preparing for take-off, an interviewee should run through some disciplined pre-flight checks.

Step 1: Your Objectives

The first step is to be clear about your own or the business objectives of any media engagement. Why are you doing interviews? It may be something as general as ‘profile raising’ or something much more specific such as driving sales of a new product or trying to get a change in some regulation. Whatever it is, you should know before you start.

Step 2: Ask Who is the Journalist? What is the Story?

Next, you need to know who you will be talking to. Who is the journalist, who is their audience and therefore what story will they be interested in? The journalist is never there to do your advertising for you. They will have a different perspective on the subject and you as the interviewee need to know what that is. If you are dealing with a number of different journalists, for example at a media event or for a big launch, you must be aware of the different agendas of the different journalists: the Pensions Weekly freelancer will likely have a different angle than The Guardian columnist.

Step 3: Prepare your Argument

Once you have completed step one and two you are in a position to pull together your messages. This is an essential step when preparing for a media interview. We write a lot about ‘messaging’ as we call it, so no need to go into it here. However, it helps to understand that you want a smorgasbord of an argument or a Chinese buffet. Each little bit of the argument is carefully prepared and ready for serving, but what exactly gets served in what order will depend on how the interview goes. Despite that, it is crucial that your prepared argument is crystal clear.

If you want to make any bold statements, look for ‘proof points’; include anecdotes and examples and above all keep the language simple. Remember, the journalists’ two favourite questions, often not articulated quite as bluntly but there none-the-less, are: ‘so what?’ and ‘can you prove it?’

Once you have done the preparation for an interview, you can be confident, in control and above all compelling.

Step 4: Plan for Tough Questions

Once you know what you want to say, you need to then think about the difficult questions and plan the responses. There may be challenging questions related to your messages but there may also be uncomfortable questions about wider issues – journalists can ask anything and are always looking for a headline or a good quote. Anticipating these is all part of preparing for a media interview. Generally, on these anticipated negative questions, you want to make a convincing but dull response in as short a time as possible. Remember, you don’t want the journalist to focus on the negatives. Depending on the circumstances, another option may be to simply tell a journalist that it is not appropriate for you to answer such questions, perhaps the issue is confidential or simply outside the scope of your role. If so, say so.

Step 5: Rehearse

Finally, we think a few minutes rehearsing aloud is worth several hours talking about your interview with advisors. Role-play is uncomfortable but effective. Don’t be afraid to change your messages if they don’t work. Anyone can ask the questions, it is the act of getting your tongue around the messages and articulating the reactive lines that is valuable. So, give the list of tough questions to your teenage son, if you have one, and ask him to role-play being a journalist. I think of it as creating the neural pathways in advance so that you don’t have to do all that thinking in the interview.

After Thoughts

My last thoughts refer to after the interview rather than before. If you are senior in a big business many things in your world are tightly controlled and outcomes are predictable. If you tell someone to do something, they do it. Media engagement is not one of those things. The outcomes are not entirely predictable.

We often come across execs who have been upset or infuriated by journalists in the past. We also come across plenty who, while not being devastated were mildly annoyed or disappointed by some write up or broadcast. Preparation will limit the risks and potential for disappointment – but in the end, you are not buying advertising and you cannot tell the journalist what to write. If it goes wrong put it down to experience.

Above all do not blame the press officer! They have no more control than you do, but just like a professional investor, they do understand the risks and rewards better. They are advisors, not magicians and only a fool alienates their expert advisors.

Every day The Media Coach team help people preparing for a media interview. We also help organisations embed a media-aware culture, so media engagement becomes part of business as usual rather than something squeezed in after the day job. If you think we can help your organisation please give us a call on +44 (0)20 7099 2212.

Photos used under creative coms licence
Pre-flight Checklist – Credit US Airforce
Thumbs up – Credit Centre for Aviation Photography

Live broadcast interviews: Keep calm and stay sharp

May 21, 2018/0 Comments/in Blog /by Catherine Cross

Live broadcast interviews can be nerve-wracking at the best of times and can also be a minefield if not taken seriously.

At the other end of the scale, there are the hidden traps that regular media commentators can fall in to – mainly, familiarity breeding contempt. As Sainsbury’s CEO, Mike Coupe, illustrated recently, if you have several interviews lined up one after the other, the problem can be not so much nerves as tedium:

But he’s not alone in falling into the trap of thinking you can let your guard down near a camera or microphone, even if you think the interview hasn’t started yet or has finished. From John Major’s infamous “bastards” comment 25 years ago, to former England Rugby Captain, Will Carling, colourfully describing the game’s ruling body “57 old farts” – and being sacked shortly afterwards – the lesson to remember is that the camera is always on, the microphone is always ‘hot’.

Live broadcast interviews – beware the sound check

Even the obligatory sound check can also be a potential disaster if you don’t act professionally, as Ronald Reagan discovered when he decided to joke that “We begin bombing Russia in five minutes” and it was later leaked to the media. (Bonus tip – humour and sarcasm hardly ever work in interviews so play it straight at all times. It is so easy to misspeak, particularly in live broadcast interviews, as we have written about before.)

So here are three other tips for live interviews:

1. Preparation, preparation, preparation

At The Media Coach, our training sessions hammer home the importance of preparing thoroughly with three carefully crafted messages and ‘sizzle’ (media-friendly soundbites, metaphors or alliteration to make them stand out). And for a live interview, preparation AND rehearsal are absolutely vital when you may have at most a couple of minutes to make your points. A live interview is no time for original thought! Nor do you want to waste those valuable seconds waffling while you get to the point.

2. Interviews need substance AND style

While a broadcasting studio can feel quite intimate don’t forget you need to deliver your messages with a bit of ‘oomph’: passion, energy and animation. But try not to nod during a question – it’s a natural body language which signals understanding and a willingness to engage. However, unfortunately, if the question is hostile or negative, it can look to the audience like you agree with it, even if you then go on to disagree. On TV, don’t forget you may still be visible to the audience when the presenter is speaking so don’t react physically during a question, for example grimacing, shifting in your chair or rolling your eyes. And remember, you may still be in shot after your last answer so don’t rip off the microphone, leap out of your chair, turn and walk off or joke about how awful that was until you are sure you are off air or are directed to do so.

3. Keep calm and carry on

While this may not want to hear this, you need to bear in mind that live broadcasting is often controlled chaos – and sometimes not even that controlled! Things can and do go wrong so keep your wits about you. And this goes for TV professionals too as BBC Sports presenter Mike Bushell demonstrated when he took an unexpected swim during a recent live interview:

So, if you have done your preparation, act professionally at all times and expect the unexpected, live broadcast interviews should hold no fears!

Why we all need an elevator pitch

April 30, 2018/0 Comments/in Blog /by Lindsay Williams

I have come to the conclusion that each of us who represent our business to the outside world, however that is defined, needs to have a honed and perfected elevator pitch.

Can you describe your company in the time it takes to move between floors in an elevator?

What is an elevator pitch?

It is a succinct, thought-through and rehearsed explanation of what the business does.

Why do we need one?

Because the world is complicated and we all assume too often that others completely understand where we are coming from and what we do. Most people interviewed at the start of media training make assumptions about the knowledge of the trainer-journalist. Once this is pointed out, it is obvious. But it is not just relevant for journalists. I am always using my elevator pitch when introduced to new people. I lengthen or shorten it depending on the circumstances.

What are the elements?

I think the elements are first an overview or helicopter view. ‘We sell software that helps people cut their use of paper and save money’ or ‘we provide a wide range of personal and business insurance for the UK market’ etc. Second a bit of detail e.g. size of the business, number of employees, range of contracts, key clients etc. and finally an example of a good piece of work you have done.

Do I need to include the history of the business?

I believe the history of the organisation is only relevant if it is memorable and interesting. If it was started in a cow shed in 1901 or was the brainchild of an astronaut, use it, otherwise, don’t bother.

Why is the overview so important?

Because detail makes no sense to people if you don’t provide a frame for it. Once you have the frame you can hang different things on it, but you need the frame.

Why so much emphasis on numbers?

Numbers allow people to understand scale, whether that’s scale of an operation, scale of the growth, scale of the potential market. Without scale, people are left wondering or guessing.

Do you really need examples?

Never miss the examples, they are always the things people will remember after they forget the overview and the numbers.

Warning! Do not try to be all things to all people!

Sounds daft but this is such a common mistake. A story I often tell from the early 2000’s when I was media training a start-up in the dot-com boom.

Me: ‘What is your website for?’
CEO: (aged 22): ‘It’s for all sorts of things, all sorts.’
Me: ‘Okay, what sort of people do you envisage visiting your website?’
CEO: ‘All sorts of people’
Me: ‘So, what might prompt them to visit the site?’
CEO: ‘Oh, all sorts of things!’

I left after three hours none the wiser what this company planned to do (of course, it is possible they didn’t know either which is a different problem.) Much better to give an idea and then layer in further information later if you get the chance.

Warning! Avoid positive bland!

This is another major problem. People think it is impressive to say ‘we provide a great service for our customers’, ‘we help clients become more efficient’, ‘we help make staff more productive’. No detail and only positives mean it is unconvincing propaganda. You might as well not bother.

Warning! Do not use the org chart

People are tempted to explain how many division and subdivisions there are in the company. This really will bore the pants off anybody. (For CNBC’s advice on putting together an elevator pitch click here).

We ran a competition at a conference (ECS 2015) asking people to do their elevator pitch to camera. We called it Message in a Minute challenge. Even PR professionals found it remarkably difficult to do it well.

Do you need an elevator and a message house?

In my view, typically an elevator pitch stands outside a set of messages or a message house that has been prepared for a product launch, a particular issue or set of results. Sometimes organisations ask us to help with an ‘organisational’ message house. This is most likely to be a new company or a hitherto unknown company reaching into a new market. In this case, the elevator is a shortened version of the longer and more detailed organisational messages or ‘house’. In the end, it doesn’t matter what form you use to communicate your message. What does matter is that the message is thought through, crystal clear and rehearsed.

A version of this blog first ran in March 2016

Journalists are not clients or customers – handle with care

March 13, 2018/0 Comments/in Blog /by Lindsay Williams

Journalists are not clients or customers and this seems to confuse those planning to speak with them for the first time.

One of the great advantages of being a consultant of any sort but a media trainer, in particular, is you get a huge variety of experience. We get to see and experience the cultures that have grown up inside the dozens if not hundreds of businesses and organisations we work with.

And from this privileged position I can see, with great clarity, how different people have very different programmes – let’s call it emotional programmes – running when they’re faced with a journalist (or trainer) for the first time.

People vary enormously in how they approach a media interview before they have been trained.

Journalists – how should you treat them?

These range from being much too risk-averse, convinced every and any syllable might be twisted and used against the interviewee or the company – all the way across the spectrum to people who are simply too keen to please. Where a person is on this spectrum seems to bear little relation to how senior they are, or indeed how real the media risks are.

Anyone trained by The Media Coach team will know we think you should approach journalists in a disciplined way, it is never just a chat.

Defensive interviews serve no one

However, those too aware of the risks, and without the information on how to handle the risks, will give a very defensive interview: short answers, usually unhelpful and very determined to be dull at all costs. There are lots of problems with this approach.

Short answers mean you give up control of the interview every 10-15 seconds and wait for another question.
The journalist is bound to get frustrated and feel they have wasted their precious time. They will have a problem because the interview will be difficult to write up and they may have to do more work elsewhere.
The journalist will find it difficult to quote the interviewee and therefore be much more determined to try and put words into his or her mouth.
At the very least, they will probably not want to talk to the person again.
But it could be worse; the journalist may conclude the interviewee is hiding something and start digging around either in the interview or separately, to try and find the dirt.

There is nothing wrong with being professionally friendly, in fact, we would advocate this as the right approach.

Waiting for a trap to spring is no way to manage an interview.

People-pleasers are more likely to say something stupid

At the other end of the spectrum, the people-pleasers run the risk of being exploited by journalists.

These people, in an interview, will focus only on answering questions in an expansive and helpful way. The problem with this is that journalists rarely know the right questions to ask – to some extent all interviews are a fishing expedition. In a worse case scenario, our helpful interviewee can be bounced around, asked and answering all sorts of questions on subjects that are not core to the organisations interests.

If an interviewee is too anxious to please, they run the risk of being exploited.

Helpful people asked a question that they don’t know the answer to, may end up waffling around trying to be vaguely positive but also stay out of trouble. The longer they are talking the more likely they are to say something ill-advised. So for example, if asked about some controversial aspect of the work of a regulator for your industry, we would probably advise that you close down this line of questioning very quickly. Say something like ‘this is not my area of expertise’ or ‘that is a question for them’ or ‘we work closely with the regulator but I am not going to comment in detail’. However, if you waffle around trying to be positive you are likely to end up saying something like ‘it’s a very difficult area’, ‘I wouldn’t want to be in their shoes’, ‘I know our xyz department really struggles with this’ or even ‘they’ve clearly got this one wrong’. All of these phrases can be used to build a story that suggests your business has chosen to publicly criticise the regulator.
Even if you don’t say anything inappropriate you will still have spent a lot of the interview talking about something you would rather not see in print.
Helpful people are also easy to manipulate into giving quotes they wouldn’t have chosen to give. They are more likely to pick up language from the question e.g. a journalist might say ‘I understand this is a nightmare for you’ and the people-pleasing interviewee might respond ’well it is a bit of a nightmare yes’ – enough to give a screaming headline.
Being overly obsequious may lose you credibility with your tough, streetwise journalist.

So we suggest you are professionally friendly, expansive (up to a point) and use prepared messages whilst closing down or moving away from questions that are not in your interest to answer. Easy really.

Media Interviews? We can help

If you would like help or training in how to handle a media interview positively and safely, we would be delighted to work with you.