Who grabbed the attention of our media training experts for all the wrong reasons this year?
And who shone in the media spotlight?
These were the questions we explored during our last complimentary webinar of 2024.
Host Darren Wingham, part of our studio production team, was joined by Elisa Colton, one of our media training tutors.
There were also video contributions from other members of our brilliant training team.
And they started by looking at what Elisa described as a “lovely interview”.
A gold medal-winning performance
It came from Irish swimmer Daniel Wiffen after taking part in the men’s 10km marathon swim in the River Seine, having already won 800-metre freestyle gold and 1500m bronze in the swimming pool.
And he was happy to share that he did not enjoy the experience, calling it “probably one of the worst things” he had done.
"When I got to halfway, all I was thinking was 'I'm already Olympic champion, and I’m swimming this and I’m coming 18th. We’ll just finish it now, and then I’m never doing it again’.
"My goal coming into this was to finish. I’m very pleased with myself and happy I didn’t come last. So, that’s the main thing.
"All the coaches were laughing because I was swimming out by myself because I wasn’t arsed going behind somebody. I can’t be arsed getting kicked in the face.
"I got a couple of elbows in the eye and punched in the face at one point. This sport isn’t for me. I definitely want my own lane next time."
He added that he took part in the event because his friends were competing and he was now retiring from open-water swimming.
"It's probably one of the worst things I've ever done but happy I did it... I'm retiring from open water!" - Daniel Wiffen is planning "to party" after completing his superb Olympics with the 10km marathon swim
— RTÉ Sport (@RTEsport) August 9, 2024
📺 Live on @RTE2
📱 Live updates https://t.co/JcS0y4dHUk#Paris2024 pic.twitter.com/h6zvtbEoPe
Mark McQuillan, one of our current working journalist tutors, said: “I think it is always great to see a sports interview with some warmth and personality. That comes across from Daniel.
“There is relatability in the interview, where he says he was just happy to finish the race.
“There was also some good storytelling and picture painting, talking about being elbowed and punched, which set the scene of the challenge.”
Elisa agreed, saying that humour is crucial in media interviews.
“Sometimes, it can be a little bit difficult to use humour in an interview. But in this situation, it worked well.
“It felt like he was chatting to his friends. Using everyday language and being conversational is important for spokespeople.”
A 'ridiculous' interview
Not our description.
That was what the journalist asking the questions made of our first ‘bad’ interview example from the past 12 months.
Richard Holden, the Conservative party chairman, was parachuted into a safe seat with a 20,000 majority, 300 miles away from his original constituency, in the run-up to the general election.
And he was not happy to answer questions about the controversial move.
Asked by Jon Craig how he justified being parachuted into a safe seat, he replied: “This interview is about Emily Thornberry’s comments today where she admitted…”
That answer referred to comments from the then shadow minister about Labour’s plans to tax private school fees.
When the journalist said he and other broadcasters wanted to ask about Mr Holden’s selection and suggested it “looked like a stitch-up”, the politician replied: “Emily Thornberry today has completely admitted Labour’s approach…” and continued with the same answer.
A third attempt asked whether he was “not denying it was anti-democratic and a stitch-up.” There are no prizes for guessing how that answer began.
Yes, “Emily Thornberry has today admitted,” he said.
At this point, the journalist had heard enough and intervened, saying, “This is ridiculous”, while Mr Holden claimed to have answered the questions about his seat move in an interview with Channel 4 “last week”.
And an adviser could be heard off-screen – never a good look - saying: “If that's the way this is going to go, then we'll just leave.'
The same adviser also said questions about Mr Holden's seat selection row were not the agreed subject of the interview – a claim the journalist rejected.
“I’m going to stop you now… this is ridiculous” - @joncraig
— Sophy Ridge (@SophyRidgeSky) June 9, 2024
pic.twitter.com/8DxtJKNbKV
The interview resulted in damaging headlines and many memes.
Victoria Smith, another member of our training team, said: “Richard Holden should have bridged. He should have acknowledged the situation, dealt with it briefly, and only then moved on to what he wanted to talk about.”
Elisa went on to explore the bridging media training technique in more depth.
“It is a technique that does take practice, but it is incredibly useful,” she said.
“You need to answer or acknowledge the question and not avoid it, as we have just seen in that clip.
“Then you can build a bridge to where you want to communicate. A bridging word might be ‘but’, ‘however’, or ‘what people tell me is…’
“And you get to the key point you want to communicate.”
Doorstep disasters
Our next clips looked at doorstep interviews, a notoriously tricky media interview format for spokespeople to master.
“If you are a comms professional, and you find yourself in a crisis media management situation, you can expect a doorstep interview for your spokesperson,” Elisa said.
“They will appear outside the office, outside the home or follow you down the street.
“But there are ways of managing it.”
The first doorstep interview example came from Sir Mark Rowley, the UK’s most senior police officer, as he emerged from an emergency Cobra meeting called in response to the UK riots in the summer.
A Sky News journalist who asked, "Are we going to end two-tier policing, sir?"
Instead of answering or acknowledging the question, the Metropolitan Police Commissioner appeared to bizarrely grab a microphone before dropping it to the ground.
BREAKING: Commissioner of the Met Police Sir Mark Rowley has been seen leaving the Cabinet Office in Westminster.
— Sky News (@SkyNews) August 5, 2024
As he left, he was asked a question about two-tier policing, but Sir Mark grabbed the journalist's microphone and dropped it to the ground.https://t.co/sSlOq3trXp pic.twitter.com/tbcyehnADf
The other case study came from former Post Office boss Paula Vennells.
She was approached by Channel 4 journalist Alex Thomson while preparing to cycle away from church.
It was the first time she had been seen in public since the TV drama Mr Bates vs The Post Office shone a light on the Horizon scandal.
And since secret tapes revealed she may have known about the system issues and misled Parliament.
The reporter asked her if she had “lied to MPs” and whether there had been a “cover-up”.
But Ms Vennells was not in the mood to talk.
Rather than answering the question, she spoke only to address someone she knew before cycling away.
EXCLUSIVE:@Alextomo asks Former Post Office CEO Paula Vennells if she misled parliament.
— Channel 4 News (@Channel4News) April 7, 2024
She’s been seen publicly for the first time since Channel 4 News released damning revelations confirming Post Office management knew of issues with remote access to its Horizon system… pic.twitter.com/6avYHjiIZe
Let’s hear what Mark made of these approaches.
He said: “Doorstep interviews can be combative and challenging. But in both these cases, had they been handled differently – the interviewee acknowledges the reporter, greets them or gives them a short answer to their question and politely moves on – it would have led to a better outcome.
“A poorly handled doorstep interview can lead to the story snowballing, getting more negative headlines and becoming a bigger story than the interviewee would have wanted.
“It is better to front up, be polite, keep your composure, give a short answer and move on rather than walk off or cycle away.”
Elisa added: “Take a deep breath. You must keep your composure in this situation and remember you are speaking to your audience through the journalist.”
Spokesperson keeps interview on right track
Olympic cyclist Laura Kenny appeared on Channel 4 News after announcing her retirement from sport.
Britain’s most decorated female Olympian had previously spoken about suffering a miscarriage and an ectopic pregnancy.
As the interview came towards the finish line, she was asked about Kate Middleton and whether she sympathised with her desire for privacy during her health issues (before it was announced she was undergoing cancer treatment).
“I think health issues and what you go through personally should be kept completely quiet until you feel it is the right time,” Dame Laura said.
“Honestly, if someone had been speculating about what I had been through before I was ready, I think it would have broken me.
“It was a hard enough time as it was going through what we were having to go through, let alone any sort of speculation or gossip in the background.
“I fully believe any sort of health issues, be it pregnancy, be it illness, is your news to tell. I do believe it should be personal until you feel you are ready to speak out about it.”
Asked whether we should “give her a break”, she added: “You don’t know what is going on.
“These things could be delicate subjects. So, for me, yes, I used my platform to speak out, but it was on my terms.
“And I was very much ready to speak out about it.”
‘I’ve never felt so sure about making this decision’: Laura Kenny on retirement from cyclinghttps://t.co/75FjCo3pbJ
— Channel 4 News (@Channel4News) March 18, 2024
Elisa said: “Laura navigated the question well while maintaining a connection with the audience.
“It was incredibly warm, very empathetic and honest. But she was also controlled. When she was asked about the Princess of Wales’ health, she responded in a way that was not about her at all but in more general terms and brought it back to her experience.”
Facing the media when your company has messed up
Lyft had quite the wild ride earlier this year.
A typo in a press release told investors of the ride-hailing company it expected profit margins to increase at a rate far higher than was real.
An extra zero saw the release state profits were projected to rise 500 basis points, or by five per cent this year. The real prediction is for a 50 basis points rise or 0.5 per cent this year.
Shares soared by more than 60 per cent off the back of the error in the release before retreating to a gain of about 15 per cent once it had been amended.
It was described as a $2 billion typo. And it grabbed plenty of attention.
And David Risher, Lyft’s CEO, skilfully stepped into the media spotlight.
He told CNBC: “Look, it was a bad error and that’s on me. That’s on me.
“But I don’t want to take an ounce of attention away from everyone at Lyft who busted their butts to deliver the best financial quarter in the company’s history.”
Asked for more detail about how it happened, he said: “We had thousands of eyes on this. We have a process on this that is nuts.
“And it is a terrible thing. It is an extra zero that slipped into a press release.
“Thank goodness we caught it pretty fast, and we issued an immediate correction.
“It is super frustrating for everyone on the team, and people are taking it really seriously.”
Mike Pearce, another member of our unrivalled media training team roster, said: “It was impressive the CEO agreed to do the interview in the first place. Many would shy away in that situation.
“He came on, expressed his sorrow and regret in just a few words and then went on to praise his team and talk about the fantastic period the company had in the financial markets.”
Eilsa added: “He owned up and did some incredibly good bridging.
“He was relatable, human and reassuring.”
The Woolworths walkout
“From one CEO who got it together for an interview to one who was unprepared.”
That was how Elisa introduced the next clip.
It came from Brad Banducci, the then boss of Woolworths in Australia, during an interview about allegations of price-gouging tactics.
He walked away after making comments he appeared to instantly regret about Rod Sims, the former boss of the Australian Competition and Consumer Commission.
He initially said that Mr Sima was “retired” and suggested he no longer understood the grocery market.
But he then appeared to have second thoughts and asked for the remarks to be “edited out”, saying, “I shouldn’t have said that.”
When the journalist said the interview was on the record, Mr Banducci stood up and said: “Yeah, no, I think I’m done guys.
“You know, I do this with good intent. I don’t do this with bad intent.”
Mr Banducci returned to the interview after a few minutes having spoken to his PR team, but the damage was done.
As well as a series of damning headlines, the footage also went viral on social media.
And a few days after the interview, it was announced the boss would be stepping down.
This is what happened when Four Corners asked Woolworths CEO Brad Banducci about the lack of competition in the Australian grocery market.
— ABC News (@abcnews) February 19, 2024
Watch the #4Corners documentary tonight: https://t.co/dDRYGLaw2i pic.twitter.com/bsrJD9IETB
Let’s catch up with Mike again.
“If you want to make sure you get yourself on television, this is one way to do it,” he said.
“Broadcasters will always want to show these confrontations and walking off the set.
“There was a lack of control. You must remember you are talking to your audience, and not the journalist, who might be winding you up.
“Take a breath, slow down, and ignore the confrontational element and tell your story.”
Elisa added: “When you let your emotions get the better of you, you become the story.
“But I also think the issue here is preparation.”
The power of personal storytelling
Sir Ed Davey had quite the general election campaign.
Much of it seemed to be an attempt to complete his bucket list as he moved from one madcap adventure to another.
But among the silliness, he shared his moving personal story, talking about caring for his disabled son.
He told Sky News: "We started talking about it quite gently in my first year or so of leadership [and] we got this reaction from people saying, 'thank you for talking about it', and we sort of felt we had a duty to.
"I've talked more about my whole life as a carer because I lost my father when I was four. So, my mum was widowed, aged 36, with three boys under 10. Then she got ill.
"When I was nine, she told us she had breast cancer, and my little brother and I nursed her until she died when I was 15, so I was a young carer.
"And then we had our first child, John, and we realised after about a year that he was going to be severely disabled. So, I have had a caring role in different ways in my life. And it's quite clear millions of others do too.”
"No one is going to hold him like we hold him"
— Sky News (@SkyNews) June 25, 2024
Alongside his wife Emily, Lib Dem leader @EdwardJDavey spoke to Sky's @BethRigby about caring for their 16-year-old son John who is disabled.
Read more: https://t.co/sqVVOdjzxd
📺 Sky 501, Virgin 602, Freeview 233 and YouTube pic.twitter.com/vXrcKCa27P
Victoria said: “We saw all sides of Ed Davey during the election. This was his caring and compassionate side, and it was a chance for him and his wife to speak about something personal to them in an emotional way, which resonates with the audience.
“They used the personal story to link to a message about how the community needs to be more caring.
“It is a powerful and engaging interview.”
Elisa added: “You can see how difficult it was to talk about the subject - they were on the verge of tears.
“He had a message but didn’t try to hammer it home.
“This is one where emotions work well. He talks genuinely about his experience as a carer. It does not sound like a political interview.
Our handy guide will ensure your spokesperson is best prepared for that crucial next interview. It covers the media interview essentials, developing key messages and making them resonate, anticipating difficult questions and tips for success.
The innocuous question that left a spokesperson stumped
You are coming to at the end of your media interview.
The finish line is almost in sight.
And you are asked about something completely different to your subject.
What do you do?
It was the situation Michael Tomlinson, the then illegal migration minister, found himself in when he appeared on Sky News to discuss Rishi Sunak’s Rwanda plan and Conservative party unity amid a rebellion.
But his bizarre answers about what he watches on TV and football grabbed all the attention.
The interview started to go wrong when the politician was asked if he had watched Mr Bates vs the Post Office, the ITV drama that gripped the nation and shone the spotlight on the Post Office IT scandal.
He said: "I watch very little, is the honest and straightforward answer.
“If you ask my family, they would say I’m a little bit focused on what I’m doing and probably don’t have enough time to watch box sets, and I’m not sure I can even tell you the last box set I watched.
"But I do enjoy watching sport, and if you want to ask me about cricket or sport, then please do.”
The confidence in his sporting knowledge was misplaced.
“Who is your football team?”, presenter Kay Burley asked.
When he replied, “I don’t really have a football team”, Ms Burley said, “So, you’re not really a sports fan.”
“I’m a cricket fan,” the floundering politician said.
“I love sport, and I enjoy watching sport, but it would be wrong to tell you I have a football team.
“I’ve been to Bournemouth. I’ve been to various other grounds. But I don’t have a specific football team.”
Then, as Ms Burley wrapped up the interview by saying, “It’s good to see you”, the Dorset MP suddenly remembered he does follow a team, blurting out “Wimborne Town FC”, his local non-League club.
It was to prove an own goal.
What was their last result, Ms Burley asked.
“I couldn’t tell you that,” he replied. “The last result when I was there was very exciting. Lots of goals were scored, and it was a 1-1 draw.”
“That’s not ‘lots’”, a laughing Ms Burley said as she ended the interview.
What's Illegal Immigration Minister @Michael4MDNP 's favourite football team? #KayBurley FC pic.twitter.com/HMxZNXpUxU
— Kay Burley (@KayBurley) January 17, 2024
What did Mark make of this one?
“This was a classic ‘while you are here’ question, where the interview is ending and you are asked something completely different,” he said.
“In this case, the interviewee was clearly uncomfortable talking about football.
“But the outcome would have been different if the question was handled better.
“Instead of saying, ‘I’m a sports fan, and I like cricket’, and you are asked about football, maybe say, ‘I’m not a huge football fan, but I love cricket and last summer I was watching this match where there was a great atmosphere’.
“You probably then avoid the extra follow-up question.”
Elisa added: “At the end of that interview, Kay Burley was in control. He was not in control at all.
“And no one remembers what he was there to talk about”
There were many other good and bad interviews we could have looked back at from this year.
I would argue Ed Davey answering questions about re-joining the single market while on Thorpe Park’s hideous teacup ride takes some beating.
Ed Davey has just done an interview about the UK rejoining the single market whilst on the teacups pic.twitter.com/VEiK86pkkf
— Scott Bryan (@scottygb) June 10, 2024
Who will have us in a spin for all the wrong reasons next year? And who will find themselves on the 2025 good list?
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