There are many ways a media interview can veer off track.
Having too many messages, failing to prepare, using jargon, being evasive and losing your cool when faced with challenging questions are some ways an interview can start to go wrong.
But what about when a spokesperson starts to ask the journalist questions?
This doesn’t tend to get talked about as much.
But when interviewees try to become the interviewer, interviews get messy – as one recent example showed.
Tobias Ellwood was appearing on BBC News discussing comments he had made in a video about security in Afghanistan being “vastly improved” since the Taliban returned to power and suggesting the West encourage the uptake of women's rights "incrementally".
Here’s the key exchange:
Presenter Yalda Hakin: “You say security is better. For some people in the country, they don’t feel security is better. I’ve been to mosques, for example, where members of the Shia community, the Hazara community have been targeted by groups like ISK. And, in terms of violence, there are other people who say the Taliban is still inflicting violence upon them.
Ellwood: Have you visited yourself? I really encourage people to make their own judgement.
Hakin: Absolutely. I’ve been to Helmand. I’ve been to Kandahar. I’ve been to Herat. I’ve spent time in Kabul.
Ellwood: When did you go?
Hakin: I was there in February of this year.
“Have you visited yourself?”
— Fraser Nelson (@FraserNelson) July 28, 2023
The wrong question to ask Yalda Hakim, who knows Afghanistan better than Tobias Elwood. She is leaving the BBC to to become a news anchor on Sky.pic.twitter.com/977mnanZMA
Not a great look, is it?
There are several issues with this approach and media training lessons to learn.
When a spokesperson asks the journalist a question, they lose control of the interview – you have no way of knowing how the journalist will respond.
It seems that the chairman of Parliament's defence select committee was trying to show that he was the expert.
But viewers would have concluded from that exchange that Ms Hakin knows Afghanistan better than him.
Who do you sympathise with? The presenter who has just spoken of her experience visiting the country or the interviewee who thought he was asking a smart question designed to catch her out?
Answering a question with a question also suggests the spokesperson is uncomfortable or frustrated with what is being covered. They don’t want to answer what is being put to them.
If they were comfortable and confident with the question, they would surely answer it rather than defer to someone else.
But reporters ask tough, challenging questions and probe issues deeper. It’s their job. BBC presenter Nick Robinson recently said many journalists are “arsey gits” in an article with Press Gazette.
So, spokespeople must prepare for them and consider how they will respond.
And speaking of preparation – the foundation of all successful media interviews – a little research would have revealed that attempting to challenge Ms Hakin’s expertise was a bad idea.
She has a foundation to support the education of talented young women from Afghanistan through scholarships, internships, and mentoring.
The importance of composure
When a journalist asks difficult questions or raises controversial subjects, it is crucial spokespeople remain composed.
It is a lesson another politician could do with quickly learning.
Rishi Sunak is becoming something of a regular in our media training blogs. And try as we might, we cannot ignore his latest awkward radio appearance.
Appearing on Good Morning Scotland ahead of an announcement on a North Sea carbon capture scheme, the Prime Minister appeared in a tetchy mood from the start.
When presenter Martin Geissler explained they had only been given five minutes for the interview, Mr Sunak replied that it was a “strange way to start the interview”.
But I want to focus on his response to the final question.
“How are you getting up here today to make this green announcement – private jet?” triggered a painful rant and accusation the host wanted to “ban holidays”.
“I’ll be flying as I normally would, and that is the most efficient use of my time”, he said.
“But again, I think actually that question brings to life a great debate here. If you or others think that the answer to climate change is getting people to ban everything that they’re doing, to stop people flying, to stop people going on holiday, I think that’s absolutely the wrong approach.”
When the presenter suggested it was “do as I say, not as I do”, the Prime Minister continued his rant, saying: “If your approach to climate change is to say no one should go on holiday, no one should get on a plane, I think you are completely and utterly wrong.”
All a bit bizarre considering the interviewer simply questioned the use of a private jet for a green announcement. Who suggested banning holidays?
Here’s what other media made of the interview:
Rishi Sunak loses it with BBC Scotland presenter in 'car crash' interview The National
BEEB BUST-UP Rishi Sunak takes bad tempered swipe at BBC star amid fiery clash Scottish Sun
Rishi Sunak In Toe-Curling Radio Clash After Number 10 Limits Interview To Five Minutes Huff Post
Rishi Sunak clashes with BBC Radio Scotland host over flight to energy announcement Daily Record
"How are you getting up here to make this green announcement today? Private jet?"
— Ben Bloch (@realBenBloch) July 31, 2023
Rishi Sunak: "I'll be flying as I normally would and that is the most efficient use of my time."
Then goes on about people wanting to ban holidays.
Full car crash end to the PM’s interview here: https://t.co/vYcNlWwrvn pic.twitter.com/cGNz1Fs5wb
Our next Media Team Academy masterclass is open to everyone. It is all about helping you become a better public speaker. Our experts will look at building confidence, how you can grab the audience's attention, the importance of storytelling and dealing with unexpected and awkward questions. It takes place at 3pm on 17 August. Click here to secure you place.
So, what should spokespeople do when faced with tough questions?
- Remain composed - Don’t show your frustration at what is being asked by criticising the question – or suggesting the journalist is declaring war on holiday makers.
- Don’t evade – Answer the question asked. Not one you would prefer to have been raised.
- Don’t ask the journalist questions – You don't know what they might say, and you will lose control. You might also end up looking pretty silly.
- Bridge – Using the bridging media training technique to answer the question and move the conversation to safer ground.
- Do your homework – Consider the difficult questions that could be asked. If you are announcing a new green initiative, for example, how would you respond to questions about flying everywhere?
- Know the journalist – Part of your media interview preparation should involve understanding who you will be talking to. Some journalists have reputations for asking harder-hitting questions than others. Many journalists are generalists. But some have specialist knowledge. If you are speaking about Afghanistan, for example, it could be handy to know if the reporter is an expert on the country.
Need more advice and tips? Download our free eBook on preparing for a media interview
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