We all like to be entertained.
What about using humour in interviews? It’s a question that we often hear during our media training courses. And it’s asked in all seriousness. If you’re trying to make a point and sound human, making a joke might appear to be a clever move.
But, more often than not, it can go horribly wrong. Recently the managing director of John Lewis was force to apologise for a number of rude comments he made about France, described by the deputy mayor of Paris as “false and idiotic”.
Andy Street had told a group of British business people that France was “sclerotic, hopeless and downbeat.” He went on to suggest that they withdraw any investments in a country that was “finished.” Later he said in a statement, “The remarks I made were supposed to be light hearted views and tongue in cheek. On reflection I clearly went too far. I regret the comments, and apologise unreservedly.”
Other speakers have got themselves into trouble when trying to use humour during interviews. Jeweller Gerald Ratner famously held up one of his products and asked the audience how they thought he could sell it for less than the cost of a Marks & Spencer prawn sandwich. “Because it’s crap,” he explained. The audience probably enjoyed the joke as much as he did but a reporter in the room quoted him and the Ratner’s share price went from around £7 to around 40 pence in a matter of days. The joke was very much on him.
As with conventional media, jokes on social media can easily go wrong. This summer the Foreign Office was forced to apologise after staff posted a picture of a cake shaped like the White House. Decorated with sparklers, it included the comment: “Commemorating the 200th anniversary of burning the White House. Only sparklers this time!” Complaints came thick and fast and the FCO was forced to douse the flames with an apology.
Humour can work, though, if it’s well planned. The interviewee has to have the kind of warm, endearing interview style that makes humour looked natural not forced. Margaret Thatcher’s attempts at humour look stilted but her great soul mate Ronald Reagan could make jokes with ease. “It’s true hard work never killed anybody, but I figure, why take the chance?” he famously quipped.
Jokes against the speaker, him or herself often work well. Ed Miliband handled his disastrous photo opp with a bacon sandwich head on when, in a speech, he praised Tory MP Penny Mordaunt, who had appeared in a swimsuit and jumped off a high diving board in the ITV show Splash! “If she’s looking for a new challenge,” the Labour Leader added. “She should try wrestling a bacon sandwich live on television.”
Preparation is the key to doing a good interview and if you’re going to use humour this is more important than ever. Run any joke you want to make past as many people as possible to check for any offence that it might cause – and to make sure they get it.
The best jokes in interviews and presentations involve gentle humour. As always it’s essential to consider your audience – are they thinking what you’re thinking about the butt of your joke? Do they have the same view or experience of it? Ensuring that you have this empathy is essential – as is the case all effective communication.
We would love to hear your comments on this. Have you got any great examples of where humour has worked? - or maybe where it really hasn't!
Media First are media and communications training specialists with 30 years’ experience. To find out more about our highly practical media training, contact us here. Don't forget to subscribe to our blog.
