Lessons we can learn from this interview with Dame Sally Davies

Sometimes you can say too much in an interview.

This is particularly true towards the end when the reporter tries to bring in wider questions, usually about another story that is in the news.

This is something we often discuss during our media training courses.

And with good reason, because the ‘and finally’ or ‘while you are here’ question has tripped-up many spokespeople.

There was another example yesterday of how it can take the focus away from the message you want to get across.

Professor Dame Sally Davies, the outgoing Chief Medical Officer, was discussing her final report in the role, on Radio 4’s Today programme, which calls for a back on food on public transport and an extension of the sugar tax to aid the fight against childhood obesity.

It had been a strong interview packed with forthright views.

And then the reporter said “just turning to other areas” and brought two more topics into the conversation.

The first of these saw Dame Sally suggest that England could end up with mandatory vaccinations.

She said: “We need to up our vaccination rates. I hope we can do it by other means, but if we can't, we might well end up with mandatory.

It is important children are vaccinated. I remember looking after two children as they died from measles.”

These comments created several headlines on the subject:

The conversation then moved on somewhat predictably to Brexit, in the form of an ‘in finally’ question. And Dame Sally shared some stark opinions.

She said: “The health service and everyone has worked hard to prepare.

“But I say what I've said before, we cannot guarantee that there will not be shortages - not only of medicines but technology and gadgets and things.

And there may be deaths, we can't guarantee there won't."

Asked if patients' lives are at risk, Dame Sally replied: "They are at risk."

Not surprisingly, these stark warnings also grabbed the headlines:

It was a similar story on social media.

These headlines are a timely reminder for spokespeople that what they say in broadcast interviews can gain far wider coverage.

But it also shows the risk of being drawn into discussing other subjects during an interview.

Sure, the call to ban snacking on public transport still generated headlines, but it is far from ideal for it to be competing for space with stories based on Dame Sally’s views about vaccinations and Brexit.

So how should these ‘and finally’ questions be handled?

On our media training courses, we stress the importance of spokespeople responding to these questions in a way that doesn’t detract from the main message.

The key is to briefly answer, or at least acknowledge the question - you can’t afford to appear to be dodging it - and then steer the conversation back to the subject you want to focus on.

It is also crucial that as part of their interview preparation spokespeople ensure they are familiar with the wider issues which are on the news agenda, particularly connected to their sector, and plan what they will say if the issue comes up.

If you are caught off-guard by an unexpected question, buy yourself some thinking time.

A brief pause or a phrase like ‘that’s a good question’ – as long as it is used sparingly – can give you a few moments to gather your thoughts and plan how you are going to respond.

Ultimately, diluting your message by waxing lyrical about wider issues is going to do little to prevent people wolfing down the fast food on the train home.

Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers. 

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