Laura Kuenssberg’s cancelled interview with former Prime Minister Boris Johnson continues to gain lots of attention.
What would have been a high-profile interview was canned after she accidentally sent him her briefing notes.
The political journalist had been due to speak to him about his memoirs – called Unleashed - but posted on X that the “frustrating” gaffe “obviously means it’s not right for the interview to go ahead.”
While prepping to interview Boris Johnson tomorrow, by mistake I sent our briefing notes to him in a message meant for my team. That obviously means it’s not right for the interview to go ahead. It’s very frustrating, and there’s no point pretending it’s anything other than…
— Laura Kuenssberg (@bbclaurak) October 2, 2024
And, just like that, a cancelled interview grabbed the headlines.
‘Embarrassed’ Laura Kuenssberg cancels Boris interview after she sent him her briefing notes The Telegraph
Laura Kuenssberg cancels Boris Johnson interview after sending notes The Times
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I’m grateful none of my workplace cockups result in headlines, like the time I accidentally…
Actually, you don’t need to know about that.
Now, we don’t know exactly what was included in the briefing. But you must assume it contained some of the likely questions on things like Brexit, partygate and his resignation.
The issue – and the debate surrounding it – reminds me of a question often discussed during our media training courses: Is it ok to ask the reporter for the questions before the interview?
It is a question I was also often asked to ask during my comms career.
And I understand why it still comes up so regularly.
People are nervous. They want to feel prepared. They are desperate to avoid unexpected questions they do not know how to answer. They want the interview to be a success.
But the answer is usually ‘no’, and asking is not a good tactic.
Why?
One of the main reasons is that journalists don’t want spokespeople to sound rehearsed and scripted. They are looking for a natural-sounding conversation rather than something that seems robotic.
As Ms Kuenssberg subsequently said: "If they knew what was coming, they could prepare all their answers, and it would be a totally artificial exercise.”
It’s also not the journalist’s job to prepare interviewees. And newsrooms are not as well staffed as they once were, so they are unlikely to have much time for extensive question preparation.
Asking for the questions in advance can also feel suspicious and raise alarms. It can make it seem like there is an area you are desperately hoping does not come up during the interview.
I also feel that getting the questions in advance could create false confidence – there is no guarantee they would be asked. For example, I plan the interviews I carry out during our media training courses. But often the questions I have considered in advance don’t get used because the spokesperson has said something – positive or negative – I want to explore.
News also moves quickly. Something could easily come up between receiving questions and the interview that the journalist wants to pursue.
What should you do instead?
Focus on your interview preparation and ensure that you are well rehearsed in using media training skills that give you the confidence to handle any question.
Ensure you know what message you want to get across in the interview and how you can support it with relatable stories and examples.
And spend time preparing for the difficult and unexpected questions that could be asked.
Similarly, refresh your knowledge of the bridging media training technique. It is a great way of navigating challenging questions and regaining control of the interview.
Subtle
While you should not ask for a list of questions in advance, there are other ways of gaining a little more information ahead of the interview.
Asking about the angle they are exploring, the main points of interest and who else they are speaking to about the story are more subtle ways of getting details that can help shape your thinking and briefing.
The one exception to this rule about questions is interviews with trade publications.
These interviews typically require greater detail, and trade journalists will typically want to delve much deeper under the skin of a story. In my experience, they are more open to sending questions in advance.
Would you like to add some polish to your media interview skills? Perhaps you work in comms, PR and media and need to support your spokespeople who talk to the media. Join us between 2-3 pm tomorrow (9 October) for a FREE webinar that will help ensure you are ready to shine in the media spotlight. Don't miss this opportunity to shake off the rust and get into shape with our media experts.
Evolving media landscape
The media world constantly changes.
WhatsApp journalism is emerging.
Here, questions are submitted on the messaging app and the response comes either in the form of voice memos or videos.
It is a format we are already helping some of our clients prepare for.
One of the challenges it presents is that it forces journalists to send the questions in advance.
That means there can be a lot of time to think, rethink and edit responses.
And that can lead to bland, controlled and sanitised answers that add little to the story – presumably the types of answers Ms Kuenssberg was so desperate to avoid.
Of course, there is an irony to this particular story.
While Boris may have been sent the briefing notes, does anyone think the former Prime Minister would have read them?
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