Crisis media interviews are understandably terrifying, and most people chose to avoid them and stick to that familiar phrase ‘no comment’. Here at The Media Coach, we spend a lot of time encouraging those who suddenly find themselves in a difficult situation with the media, to be bold and accept requests for interviews.
The PR best practice handbook, were it to exist, would explain that the ‘vacuum’ which would be caused by the absence of timely comments can quickly be filled by something even more damaging. If you don’t talk it is likely your enemies or detractors will.
However, it’s absolutely critical on such occasions the spokesperson has his or her messaging sorted with pin-sharp accuracy, as well as preparing and rehearsing answers to the tirade of negative enquiries.
Henry Bolton had clearly not been given such advice. The UKIP leader (at the time of writing, anyway) had left his wife and children for glamour model Jo Marney who subsequently was discovered to have sent racist texts, some of which were about the most recent addition to the royal family, Meghan Markle. Bolton appeared on national TV and radio the morning after he and his girlfriend had decided to part company.
Whilst credit goes to him for facing the media in a series of interviews (BBC 1 Breakfast, BBC Radio 4, ITV’s Good Morning Britain, LBC, Talk Radio and the rest), what emerged was a confused, chaotic, hesitant, and humiliating performance which was almost as destructive as deciding not to do the interviews in the first place.
For the benefit of others who might find themselves facing a series of crisis media interviews, here are three main reasons why every single interview went so badly:
1) Misplaced concern
Unbelievably, during all of his media interviews, Bolton seemed more interested in talking about how “absolutely distraught” his former girlfriend was with the fallout from her racist messages than the offensive nature of the texts themselves. He also suggested that he wanted to “help her re-build her life” and “support her family” (these are the relatives of someone he had been dating for just four days), rather than talking about the support he might provide for his wife of seven years and their two young children back at home.
2) Arguing over minor details
If Bolton had prepared his key messages, he would have been able to focus on getting them across. Without them, he wasted time and effort trying to contradict the interviewers on minor, irrelevant points. So he tried to claim that Jo Marney’s messages had “been taken out of context” – although failed to reveal what sort of context would make such messages acceptable. He also talked about the fact that the original messages were meant to be private (as if that suddenly made them OK). Similarly, when it was put it to him that the content of the messages were “still her views”, he tried to argue “Well, no they’re not, actually” – but failed to explain why anyone would expound views which they didn’t believe.
3) Ambiguity about the future
When events in the recent past have been as chaotic as those experienced by Henry Bolton, the future should have presented a chance to make statements which are simple, clear and unambiguous. But that opportunity was missed, with the curious suggestion that “the romantic side of our relationship is over”, whilst adding that they were “not breaking contact”, then arguing that he hadn’t “dumped” her and that he would be “standing by her”. Both journalist and audience could be forgiven for being left uncertain about what the nature of their future relationship might be.
So whilst it’s almost always better for interviewees to face the media, they should do so only when they’ve got their messaging and reactive lines sorted out. To his cost, Henry Bolton is an example of a man who had neither.