Spokesperson caught out by negative language trap

On our media training courses we often talk about the importance of spokespeople avoiding the trap of repeating the negative and loaded language used in a journalist’s question.

The reason is that even really good interviews can result in a negative angle simply because the interviewee has used that same language.

And there was a great example of this yesterday which resulted in a series of negative headlines.

England cricketer Chris Woakes was being interviewed by the BBC when he was asked for his views on Barbados-born player Jofra Archer being added to the World Cup squad after the England and Wales Board changed its residency rules.

Asked if it was fair that Archer could replace someone who has been part of the squad for the past three years, Woakes replied: “Fair is probably not the right word. It probably wouldn’t be fair morally, but at the same time it’s the nature of international sport.”

Now, you may well have no interest in cricket, but just take a look at the headlines that comment generated:

Jofra Archer: England World Cup squad place would ‘not be fair morally’ BBC Sport

Chris Woakes claims Jofra Archer World Cup selection would be ‘morally unfair’ Mirror

Chris Woakes: picking Jofra Archer for England World Cup squad wouldn’t be fair The Times

These examples all create an impression of defensiveness and unease from Woakes about the decision prompting him to take to Twitter to complain about ‘context’.

 

 

What he said does look more reasonable when you watch the whole clip (which you can watch here), but nevertheless, these are the words he used and it created easy headlines.

And it could have been easily avoided because Woakes had actually begun to answer the question well. Before repeating the reporter’s language he said: “It is the nature of professional sport and in professional sport I think we take it on the chin that selection is part and parcel of the game and the job that we do.”

If he had ended the response, or used the same response he had when faced with a similar question from Sky Sports, he would have avoided the kind of coverage we highlighted above.

 

 

But that is the problem with questions with negative and loaded language – it takes real discipline and control to avoid the temptation to repeat that language and it is natural to use those same words and phrases to rebut them. We do it in everyday conversation.

An example we often give on our media training courses is that the journalist might say ‘This is very disappointing isn’t it?’ and the interviewee begins their response by saying ‘I wouldn’t say it is disappointing’. A similar example is when an organisation is accused of being ‘incompetent’ and the natural instinct is to say something like ‘I wouldn’t agree that we are incompetent’.

The problem is the journalist’s negative language can now be attributed to the spokesperson and they have said the one word they were trying to avoid.  

The key is to mentally edit your response before you deliver it. Instead of repeating the language you are trying to avoid, use phrases like ‘On the contrary’, ‘I wouldn’t put it like that’, ‘You might say that – I would say’ or ‘What I would say is’.

Use your own words not the reporter's.

It’s also worth pointing out that if the reporter paraphrases your response, be careful not to agree with their summary unless you are happy to be quoted. A simple ‘yes’ and you are on record agreeing to their words.

If the interview is taking place on TV, spokespeople also need to be careful to avoid nodding their head during a negative question, otherwise it will look like they agree.

 

How do we prepare your media training course? 

 

Media First are media and communications training specialists with over 30 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 bespoke journalist-led media training courses. Or book a place on our next media training open course

 

Our Services

Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.

Ways - Online learning
Ways - Videoconference
Ways - Blended
Ways - In-Person
Training by videoconference
Identifying positive media stories
How to film and edit professional video on a mobile
Media skills refresher
Blended media skills
TV studios
Crisis communications
Presentation skills and personal impact
Media training
Message development and testing
Presentation Skills Training
Crisis communication training
Crisis management testing
Leadership Communication Training
Writing skills training
Social media training
Online learning
Open Courses
Media myth-busting & interview ‘survival’ skills workshop

Recommended Reading

TV interview skills — 12 September 2023 by Adam Fisher

How can you become a better public speaker?

How do you feel when you are asked to give a presentation or speech? A bit shaky or scared perhaps. Maybe the thought gives you sleepless nights or nightmares. Do you find yourself sweating…

Spokesperson training, Media Skills Training, TV interview skills — 7 September 2021 by Adam Fisher

Media training lessons from two interview gaffes

There’s often much to be learnt from the way others perform in media interviews. Highlighting both the good and the not so good performances can help others prepare for their time in the spotlight…