With 100 days to go until the general election, it is no surprise that it is already grabbing the headlines. Not only is this the first under the new fixed term system of parliaments but, as almost every pundit is happy to admit, the outcome is wide open.
What effect will this have on those going to do media interviews over the next few months? Well, they may well be drawn into politics themselves. “How will the forthcoming general election affect your business or your sector?” is one question that interviewers will almost certainly be asking. “Who has the best policies for your industry?” is another. Other likely questions include: “Labour is suggesting ABC – are they right?” or “Do you think the Tories are sensible to say that if re-elected they’ll do XYZ?” or “If David Cameron was sitting here now what would you say to him?”
It’s not that journalists and interviewers are keen to lure their interviewees into traps. It’s just that the General Election is topical and also that the media genuinely wants to know what people from particular sectors think. It often offers a new angle on an existing story.
You only have to look at the case of vacuum cleaner magnet James Dyson who, a few months ago, was asked on the Today programme in a casual aside what he thought about the European Union and the possibility of a “Brexit.” His Eurosceptic comments over shadowed what he had come on to talk about (a new training scheme) and instead led to headlines about his wanting Britain to leave the European Union to avoid British manufacturing being “dominated and bullied by the Germans.”
So what should you do if the subject of politics crops up in a media interview? Of course, you might want to comment. The danger is, though, that in offering your views on the political parties you’ll end up offending as many people as you appeal to. You could also find yourself following the example of James Dyson with the subject you want to promote being knocked off the agenda by your political views.
It might make more sense to leave politics alone and if you’d prefer to take this route then just say so. Something as simple and straightforward as “That’s an interesting question but I'm not a politician,” will work well. People are often surprised to hear this but if you’re polite but firm about what you will and won’t discuss then the journalist – and the audience if it’s live - will respect you.
And you could leave it there if you want to.
However, smarter interviewees will then take the initiative. Having steered clear of politics they’ll add a phrase such as “But what I’d say to whoever is in power is that…” or “Whatever happens after the election, what we’re telling clients is…” In other words they’ll bridge away from this potentially hazardous territory back to what they want to say – and leave politics to the politicians.
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