Should you talk about your competitors during media interviews?
It’s a question that often comes up during our media training courses.
And it is something we felt we should explore in our blog after hearing a recent interview.
Julian Dunkerton, the boss of iconic Noughties brand Superdry, appeared on Radio 5 Live’s Wake Up to Money programme.
During a wide-ranging interview, he discussed his optimism about the company’s recent performance, moving away from being listed on the London Stock Exchange, how a brand becomes - and stops being seen as - ‘cool’, and the impact TikTok has had on retail.
But it was his comments about fast fashion brand Shein that grabbed all the attention.
Towards the end of the interview, he was asked for his thoughts on the Chinese company potentially listing on the London Stock Exchange.
Here’s how Mr Dunkerton responded:
“I think it exposes a real problem with society and government because what we are doing is allowing a company to ship goods into this country without paying VAT or import duty. And shipping single parcels from China – so a complete environmental disaster.
“We’re allowing someone to come in and be a tax avoider essentially. And we are potentially going to promote them on the London Stock Exchange when they are undermining a net zero position.
“Here we are as a nation trying to talk about green energy and, in the same breath, we are talking about allowing somebody to list who is an environmental disaster in terms of shipping goods.
“Also, there are moments in time – and we have seen them before – where large companies find a tax dodge and exploit it fully. Is that what we want as a society? Are we prepared to let British companies suffer in the hands of inactive government?”
He also called for the government to make Shein pay import duty and VAT and “possibly an environmental tax” to level the playing field.
It is stinging criticism featuring language that naturally lends itself to headlines.
And it propelled the interview from an early morning radio programme to wider media.
Superdry boss says Shein allowed to 'dodge tax' BBC News
Superdry boss calls for tax crackdown on Chinese budget rival Shein ahead of £50bn float This is Money
Shein is allowed to ‘dodge tax’ on UK imports, says Superdry chief The Standard
Superdry boss Julian Dunkerton hits out over Shein's 'unfair tax advantage' Business Live
Superdry CEO: ‘Force Shein to pay import duty, VAT and environmental tax’ Drapers
So, was it a good approach? Is the Superdry boss wise to use a media interview to call out a rival?
Well, there is certainly an argument that Mr Dunkerton raises important concerns that could make people think differently about Shein. Sustainability and tax avoidance are massive issues. And there is a hunger for change.
But the media loves trouble, conflict and rows. They make for great stories.
It is something we highlight during our media training courses through our TRUTH acronym (Timely, Relevant, Unusual, Trouble and Human.
The ‘trouble’ element in this story detracts from everything else that has been said.
The headlines and coverage don’t mention how Superdry has been turned around, despite Mr Dunkerton saying it was outperforming its High Street rivals by 35 per cent. There is no reference to its future ambitions and plans.
The focus is on one company criticising its rival. And that feels like a wasted opportunity for some positive PR on its recent achievements, particularly when the company has often been described as ‘struggling’ and ‘troubled’ over the past few years.
Another risk when talking negatively about a company is that your brand becomes associated with the issues. People are not always paying full attention when listening to the radio or scrolling through the news on their phones – they may only recall your company was involved in a ‘tax avoidance’ or ‘environmental disaster’ story.
What about if he had something positive to say about Shein? It still has the potential to distract. And why should you get positive coverage for them?
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. Our FREE webinar on Wednesday 9 October will help ensure you are ready to shine in the media spotlight. Click here to secure your place.
So, how should media spokespeople handle questions from journalists about competitors?
Well, that’s the key media training point from this interview.
It was the journalist who introduced Shein to the conversation, and the Superdry boss ran with it and changed the story.
It is something reporters often do towards the end of interviews through ‘While I’ve got you here’ or ‘And finally’ questions. They ask about something else that is topical. And that can often involve a competitor – I did this at the end of a telephone interview with one of our media training delegates last week.
These questions don’t need to become a distraction.
Mr Dunkerton could have said something like: “Yes, I’ve seen the speculation about them listing on the London Stock Exchange.
“But I’m not here to talk about another company.
“My focus is all on Superdry and building on our positive recent performance.”
An approach like that won’t leave spokespeople left out to dry.
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.
Click here to find out more about our media training.
Subscribe here to be among the first to receive our blogs.
