If ever there was a time to be wary of the ‘and while you’re here’ or ‘while I’ve got you’ style questions it is now.
The build up to the EU referendum in June means that no matter what subject you or your spokesperson are being interviewed about, journalists will want your opinion on whether staying in or leaving the EU would be good for the UK.
This additional line of questioning is usually included towards the end of an interview and will have nothing to do with what you arranged to speak about.
Dr Andrew Palmer, chief executive of Aston Martin, experienced this on Wednesday (24/2) when he appeared on BBC Radio 5 Live to discuss his company’s decision to build its new luxury car in south Wales.
He was asked by Nicky Campbell whether ‘exit from the EU makes any difference to a decision like this’. His answer was emphatic and clearly prepared and gave the Mr Campbell little option other than to move the line of questioning on.
He said: “Honestly, we did not take it into account at all. When you are working in businesses you can’t work with hypotheses of what might or might not happen. You’ve got to make the best decision on the day and my view is businesses should not really interfere or influence what the Great British public is going to vote on whether to go in or out. What’s important for us is that 20 per cent of our production goes to Europe, free trade is important and a stable economy is important. As long as we can preserve the free trade and the stable economy I don’t comment on whether it is good to be in or out.”
Similarly when Nigel Wilson, chief executive of Legal & General, appeared on The Today Programme, on the same morning, to discuss his company’s move into property development, he was asked why he had not signed the letter from business leaders warning Brexit would ‘put the economy at risk’.
He responded: “We have decided as a board there’s too much heat and not enough light on this situation so we should stand back away, look at all the facts that are being developed around the situation, and debate it with all of my board colleagues rather than me individually sign one of these mass produced letters which seem incredibly popular at the moment. We would like to reflect on what is really happening and give a considered view.”
It’s not just the bosses of household names who will be asked for their opinion in this way as the referendum dominates the news agenda over the coming months.
Small businesses are often portrayed in the media as being more euro-sceptic, so any interviews they take part in will also see similar attempts made to get their views.
If you are likely to do any interviews between now and June 23, make sure you know what your company’s current position is on the referendum and prepare some answers so you don’t get caught out.
This style of questioning is nothing new, is perfectly legitimate and is something we regularly feature in our media training courses. The key to managing it successfully is preparation.
Whether your interview takes place in the long build up to the EU referendum or not, all spokespeople need to take the time to become familiar with the other issues connected to their sector or organisation which are in the news and prepare answers to possible questions.
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