Our media training blogs are often based on the recent performances of spokespeople.
Good or bad, interviews provide plenty of learning opportunities for other spokespeople.
Often, the bad examples come from our politicians.
Why?
Because it typically feels like you never get a straight answer to challenging questions.
Instead, interviews are filled with evasion and attempts to swerve difficult questions. Sometimes questions are criticised.
But a couple of interviews this week showed a politician taking a much better approach.
Rachel Reeves, the shadow chancellor, was doing the media rounds on Tuesday to discuss Labour’s plans to fund policies on the NHS and school breakfast clubs by boosting efforts to tackle tax dodgers.
With what you might describe as ‘tricky’ timing, the announcement came amid intense media scrutiny of the tax affairs of the party’s deputy leader, Angela Rayner.
And inevitably, this was something Ms Reeves was questioned about.
Here’s what happened on LBC:
Presenter Nick Ferrari: “What If I am able to say I have got private advice that I did nothing wrong and I’ve paid my right amount of tax, as is the case with one of your senior colleagues, who stands accused of possibly incorrect tax procedures on the sale of a property – Angela Rayner?
Reeves: “Well, look, Angela has answered about this. This relates to the sale of her home almost 10 years ago now, when she was married to her ex-husband, before she was a Member of Parliament. And she has sought advice on that, and she is confident – and I am confident – that she has paid the right amount of tax.
“Today’s announcement is really about ensuring those with the broadest shoulders are paying their fair share of tax so our public services are properly resourced.”
“I am confident she has paid the right amount of tax."
— LBC (@LBC) April 9, 2024
After Rachel Reeves insisted that Labour would ensure ‘everybody pays their fair share of tax', @NickFerrariLBC couldn’t help probe the Shadow Chancellor on her colleague Angela Rayner. pic.twitter.com/cHpA2V1Nlc
And there was a similar exchange on BBC Breakfast.
Presenter Jon Kay: “It must be awkward for you though - coming on to talk about tax avoidance - when at the same time Labour’s deputy leader Angela Rayner is still facing questions about whether she paid the right amount of tax over the sale of her council home back in 2015. We should say, she insists she has done nothing wrong. But the police are still looking at this. That is a distraction, isn’t it, and could continue to be a distraction when you talk about tax?
Reeves: “Well, Angela has answered questions about this in quite some detail, and she has also sought additional tax and legal advice. She is confident - and I am confident - she has paid the tax that is owed. But all this is from a decade ago about the living arrangements with her and her ex-husband before she was a Member of Parliament. This is what a Labour government would do if we are elected later this year to bring in billions of pounds to properly fund our frontline public services. And I think that is what people want to know – whether Labour are serious about funding our public services and ensuring people pay their fair share of tax. I am determined to do both those things.”
'It's a distraction isn't it?'
— BBC Breakfast (@BBCBreakfast) April 9, 2024
As Shadow Chancellor Rachel Reeves launched a plan to tackle tax dodgers she is asked on #BBCBreakfast about Labour's Deputy Leader Angela Rayner and a claim she owes tax on the sale of her homehttps://t.co/LhGkGAbNs5 pic.twitter.com/kdfjLvMwPW
The response is much more polished and fluent during the LBC interview. But in both interviews, Ms Reeves did not attempt to dodge the uncomfortable question or answer a question she would prefer to be asked.
She answered the questions and attempted to steer the conversation back to her announcement.
It shows that with a bit of anticipation and media training, difficult questions don’t need to lead to taxing interviews.
During our media training courses, we teach delegates the bridging technique to help them navigate awkward questions.
And we stress the crucial part of the bridging technique is answering – or at least acknowledging – the question.
Once you have done that – and Ms Reeves did it in some detail – you can look to steer the conversation back to what you want to talk about.
The best way to do that is by spokespeople developing their own words and phrases, which they feel comfortable with and that work for them.
But – to get you started – here are a few phrases you could consider using:
“That’s how /not how I see it – going back to…”
“That is a concern, but what our customers tell me is more important is…”
“That’s not my experience. When I talk to our customers…”
“People have said that, but the key thing to remember is…”
“I can’t speculate on that, but what I can confirm is…”
You can find more examples in this blog.
Depending on the interview subject, you may need to spend more time responding to the question before looking to steer the conversation.
The other point worth stressing is that after steering the subject to safer ground, experienced and confident spokespeople then start telling a story or giving an example relevant to their target audience and containing an element of the unusual or surprising.
When this happens, most interviewers will let you carry on as they know that is good content for their audience – and that’s ultimately what they care about.
Media First are media and communications training specialists with over 35 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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