When media interviews have been arranged the comms team or PR adviser will normally give the spokesperson a full briefing.
This will include reminders of key messages, warnings about likely negative questions which may arise and a look at what else is in the news which they may be asked to comment on.
There may even be a dress rehearsal followed by a bit of coaching, before the spokesperson takes centre stage for the main event.
But just occasionally it doesn’t quite work like this.
There was an extraordinary interview last week where the actions of the PR adviser became the story.
Merrie Spaeth interrupted an interview between a Texas TV station and Ken Starr, a former Baylor University president.
Ms Spaeth brought proceedings to an abrupt halt after Mr Starr answered a question on whether during his time at the university he had seen an email about a rape allegation.
His answer prompted Ms Spaeth to ask the reporter’s news director, off camera, not to use that part of the interview.
When he refused, Ms Spaeth takes Mr Starr away from the camera from some impromptu media training.
When the interview eventually resumes the journalist is told by Ms Spaeth to ask the question again because she want to ‘make sure it is not mis-edited’. But once Mr Starr answers he immediately turns to his advisor to seek her approval as if he was still on a course or practicing his answers.
He then answers the question again with his third different response.
Not surprisingly it was the interruption rather than the message which took the headlines and gave huge coverage to a local television interview:
Ken Starr recants Baylor story twice in disastrous interview – New York Post
Shocking interview shows Ken Starr changing answer three times on email revealing sexual assaults at Baylor – Business Insider
It is worth remembering that this amazing performance was delivered by two experienced professionals. Ms Spaeth is regarded as a crisis communication specialist in America and was once a director of media relations at The White House. She also coached Mr Starr when he gave testimony to impeach Bill Clinton.
They clearly should have anticipated the line of questioning the reporter was likely to take and prepared responses.
The interview itself is no place for media training to take place or messages to be fine-tuned and the differing answers provided by Mr Starr damage his credibility as a spokesperson.
Tweet: "The interview itself is no place for media training to take place" via @mediafirstltd
The intervention if his PR advisor suggests a lack of confidence in Mr Starr as a spokesperson and in the message.
Ms Spaeth has subsequently apologised for her actions and admitted she made a ‘huge mistake’. The damage, however, had already been done.
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