One of the most famous interview blunders in political history came when Edwina Currie (the government’s Health Minister at the time) made a single word mistake, that led to her resignation and then an OUSTING by her constituency at the next general election. Do you remember Salmonella gate? Do you remember her immortal words “MOST of the eggs…”. 3rd December 1988 - a time I am sure, a now very successful broadcaster and novelist, will always remember. As will the thousands of farmers whose livelihoods were destroyed, catastrophically!
Coming up to the general election even Mr Cameron is avoiding all televised sessions except one, you would have thought politicians of all people, would be able to get through an interview or question time unscathed, right? Obviously not!
The Green Party leader, Natalie Bennett took to the air waves on LBC, with long standing broadcaster Nick Ferrari. She was there to discuss her OWN party policies - something you would have thought very important to her and moreover something she would be happy to discuss and with ease. When asked a simple question about her housing policy, she froze. She didn’t have an answer. She stumbled, coughed. Did you hear it? It has been labelled as a car crash - take a listen!
Her failing was not that she didn’t have the answer; but the way that she handled herself, fumbling around and faking a cough (“Sorry, I have been unwell” doesn’t really cut it, Natalie) to cover that she simply didn’t have the answer. In doing so, she flustered herself and left the door wide open for Nick to run in and batter her all the more. Shame! She has since hadmedia training; according to the article in the Independent - but what should she have done?
Media Training is not rocket science, it is common sense. But, we all know that common sense eludes us when the adrenaline and nerves kick in. If you are planning on putting yourself, a colleague, a client or a family member into a situation where they can be interviewed by a radio station, by TV or by a whole list of broadcasters and journalists;MEDIA TRAINING them is essential.
Remember, most interviews are not going to try to trip you up. The interviewee, however, normally has a raft of messages they need to deliver, a company to reference research or content to and deliver a website URL all whilst being a friendly, personable, likeable and educated guest for the broadcaster/journalist. It is not as easy as you think!
My job, most of the time, is to put people in these spots for brands and companies all over the UK. I feel that our one on one approach to media training, specific to message, topic and campaign, really works to alleviate this. I am not, however, immune to danger in this area. I once had the pleasure of working with an amazing professor, lovely lady, organised to do a series of very serious, health interviews to raise awareness of developments in disease treatment. Dry, but interesting and full of real fact but also lots of red tape. She was the perfect person - she knew it all! She was confident, friendly - everything you would need. What I didn’t realise was, even with my experience, there was a slight twitch in the corner of her mouth, she had sweaty palms and a pale, white face - evidence of a woman on the verge of breakdown. She entered the studio booth, popped on the cans, spoke about her breakfast in the microphone and was ready to run. First interview; BBC Radio Scotland, LIVE at 06:35. The station connected, the friendly female producer spoke in a warming Scottish accent to our producer, the producer put them through to the booth. SILENCE. More SILENCE. “Just say hello..” my producer said. “Hello….just say hello!” He repeated. I started to realise she wasn’t going to talk. Needless to say - she wasn’t going to do this interview. I had no choice, Jay Evans, her research partner from the organisation (I was thinking on my feet…I couldn’t think of a title!) was in her place as she was “taken unwell”. A very long 7 minute interview took place…I think I did OK. My client and guest seemed happy, although I am sure my client needed Valium). My spokesperson seemed elated as she knew I had the information and ability to do the other 22 interviews of that day! I did, I was exhausted, but I did it!
Morale of the Story: I had years of experience, my spokesperson had media and public speaking experience plus she had written ALL of the content for the interviews. I didn’t see any issues with that morning - in fact I was looking forward to coffee, croissants and chat with my client whilst she got on with it. I WAS WRONG! My client was WRONG! My guest was WRONG!
Nobody is impervious to nerves and it doesn’t have to be a difficult subject matter, you don’t have to be an MP and you don’t have to be getting a grilling from an over zealous presenter, to fluff! You do, however, need the tools in your belt to get yourself out of situations and appear professional. The important phrases of “Sorry, that is not what I am here to talk about”, or “I am sorry but that is not something I am qualified to discuss, I am sure there are people more educated in that, than I” could offer the difference between EGG and GREEN interview failings for YOUR spokespeople!
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