The phrase ‘car crash interview’ is often bandied about on social media.
There normally tends to be little merit to the description.
But this week, the use of the phrase has been a little more apt.
Step forward, Suella Braverman.
Don't have time to read this blog? You can listen to it here:
The Home Secretary has been at the centre of a political and media storm for allegedly asking civil servants to help her dodge a group speeding awareness course.
The Sunday Times broke the story reporting that when the politician was caught speeding in a 50-mph zone last summer, she asked civil servants for help arranging a private course – something that blurs the line between public and private life.
And the accusation has been that because civil servants are publicly funded this breaks the ministerial code, in the same way asking them to do her online shopping or arrange childcare would.
Ms Braverman has insisted she has done nothing wrong. And Prime Minister Rishi Sunak announced yesterday (24/5) that “further investigation is not necessary”.
But it is how Ms Braverman tried to get that across in media interviews that is most interesting for this media training blog.
During a pool media interview, the Home Secretary was asked: “Did you ask civil servants last year to arrange a one-on-one driver awareness course when you were caught for speeding? It is a yes or no question.”
Here’s how she replied:
“Well, first and foremost, I am focused on the priorities for the British people as Home Secretary.
“That’s cutting serious crime with more police officers. That’s standing up for victims of child sexual abuse. It is about stopping the boats.
“And I’m not going to take a backward step from working on those issues.
“In relation to your question, last summer I was speeding. I regret that. I paid the fine, and I took the points.
“But we are focused now on delivering for the British people and working for them.”
Pressed on whether she asked civil servants to put her on a one-to-one speed awareness course, she replied: “In relation to the process, I’m focussed on delivering for the British people and doing my job.
“What I will say is that in my view, I’m confident nothing untoward has happened.”
"I'm very confident nothing untoward has happened."
— Channel 4 News (@Channel4News) May 22, 2023
In an interview for broadcasters, Home Secretary Suella Braverman answers questions on whether she broke the ministerial code after reportedly asking the civil service for advice on arranging a private speed awareness course. pic.twitter.com/CGttI5q03x
These are strangely constructed answers.
We’ve spoken many times in these media training blogs about politicians being evasive in media interviews and trying to answer a different question than the one asked.
In this interview, the answers initially don’t relate to the question. But after talking about priorities, the question is at least acknowledge, if not answered.
It is like the bridging technique is being used in reverse. During our media training courses, we show how spokespeople can use the technique to answer awkward questions and then steer the conversation to safer ground.
Here, the answer is ignored at the start before Ms Braverman eventually steers her answer back to what she was asked and then tries to move away again to what she wants to discuss.
Talking about strangely constructed, I’m not convinced “last summer I was speeding”, is a great line to take.
It makes it sound like the politician spent the summer months tearing around the country with a general disregard for the speed limit.
Surely, Ms Braverman and her advisors would want to make it clear this was a one-off offence rather than imply it happened regularly – we can always help with message development and testing.
The Home Secretary also faced questions about the issue as she arrived at Downing Street earlier this week.
Asked by one of the gathered reporters if she was going to resign, the Home Secretary replied, “I’m here to stop the boats.”
'Are you going to resign home secretary?'
— ITV News Politics (@ITVNewsPolitics) May 22, 2023
'I'm here to stop the boats' - @SuellaBraverman insists she has done nothing wrong after claims she asked civil servants to help her avoid a public speed awareness course https://t.co/5qf0cmli1g pic.twitter.com/zmMYb3Mnch
I might try this approach at home.
When my wife asks if I’m going to do the washing up, my response will be, “I’m here to stop the boats.”
Why did I get back late from the pub? I’m here to stop the boats.
Joking aside, providing an answer that bares no resemblance to the question is a weird approach to this doorstep-style interview (or any other interview format).
Many politicians say nothing to the questions shouted as they arrive at the Prime Minister’s residence.
Surely that’s better than robotically responding with a random slogan. Better still, why not reiterate the “I’m confident nothing untoward has happened” message?
At least that sounds human and relates to the question.
The other issue surrounding this story is whether Ms Braverman’s aide misled journalists when approached about the speeding offence.
The Daily Mirror has reported the Home Secretary’s special adviser denied four times she had been caught speeding. And it has published a transcript of the conversation.
Shadow home secretary Yvette Cooper raised this issue in the House of Commons, asking Ms Braverman whether "she authorised her special adviser to tell journalists that there wasn't a speeding penalty when there was".
She replied: “As I said earlier, in the summer of last year, I was speeding. I regret that. I paid the fine, and I accepted the points.
“At no time did I seek to avoid the sanction.”
If the Mirror’s claims are true, why the cover-up?
There would have been some embarrassment, but speeding is not a career-limiting offence.
It is an offence many of us commit. The Archbishop of Canterbury was fined more than £500 and given three penalty points after speeding in London.
That story was covered, and then the media focus quickly moved on.
The attempted cover-up is so often much worse than the offence.
It is a golden rule of crisis communication – accept something has gone wrong, take responsibility and show what you are doing to ensure it doesn’t happen again.
But this leaves us with one final question. How would we score Ms Braverman’s media appearances this week?
I’d say they have to be worth three points.
Media First are media and communications training specialists with more than 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
Click here to find out more about our media training, crisis communication and message development and testing
